European direct selling market dominated by France and Germany

The European direct selling market was dominated by France and Germany throughout 2011, with cosmetics, personal care products and household goods being the most popular products categories across the continent.

Germany saw its direct selling revenues decrease slightly between 2010 and 2011, however, it was still able to reach a value of more than 2.5 billion Euro. The number of direct selling representatives in the country increased by more than a quarter over the same time period.

This trend was the same in France, with the number of people involved in direct selling on the increase. Home Improvement was the leading direct selling product category throughout France in 2011, followed by Household Goods & Durables.

Across the European direct selling market as a whole the largest percentage of sales was represented by cosmetics and personal care items (36%), followed by household goods (27%), wellness (11%), clothing and accessories (7%) and others (19%).

Russian direct selling revenues increased by a one-digit percentage figure compared to the previous year while the country employed the highest number of staff in the industry.

The European direct selling market was dominated by Avon Products and Amway in 2011, with both companies generating the highest direct selling net revenues. Mary Kay is very successful, too, with operations in 15 European countries and more than 24,000 cosmetics sellers in 2011 in Germany alone.

Forecasts for 2012 predict that companies selling mass products such as cosmetics and fashion will be successful, particularly throughout Poland.

For more information on the European direct selling market, see the latest research: European Direct Selling Market Report

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