Europe Direct Selling Report 2012 Key Findings

Europe Direct Selling Report 2012

August 2012

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elling
ect S
p e Dir
Euro 2
rt 201
Repo

August 2012

Publication Date
August 2012
Language
English
Format
PDF & PowerPoint
Number of Pages/Charts
127
Covered Countries
Central Europe: Germany (Top Countries), Austria, Switzerland
Western Europe: UK, France (Top Countries), Ireland, Italy, Spain
Eastern Europe: Poland, Russia (Top Country), Czech Republic, Estonia, Latvia, Lithuania, Romania, Slovakia,
Turkey, Ukraine
Scandinavia: Finland, Norway, Sweden

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Key Findings
Covering 21 European countries
• France and Germany were the leading European countries regarding direct selling market sales in
2011.
• The number of direct selling representatives in Germany increased by more than a quarter between
2010 and 2011.
• In the UK, “Multi-Level” was the leading compensation plan in 2011, while “Person to Person” was the
most popular direct selling method.
• In France, “Home Improvement” was the leading direct selling product category in 2011, followed by
“Household Goods & Durables”.
• Especially direct selling companies offering mass products such as cosmetics and fashion are expected
to be successful in Poland in 2012.
• Despite declining numbers in direct sales people, sales in the Russian direct sales market increased
slightly year-on-year in the first half of 2011.

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Table of Contents (1 of 3)
1. MANAGEMENT SUMMARY 4. WESTERN EUROPE

2. EUROPE: REGIONAL 4.1 UK (Top Country)

• Direct Selling Market Sales, by Country, Top 1-15, • Direct Selling Market Trends, 2012
in EUR million, 2011 • Direct Selling Market Sales, in USD billion, 2010 &
• Direct Selling Market Sales, by Country, Top 16-31, 2011
in EUR million, 2011 • Breakdown of Direct Sellers, by Gender and Type of
Employment, in %, 2011
• Direct Selling Salesforce, by Country, Top 1-15,
• Breakdown of Direct Selling Compensation Plans and
in thousands, 2011
Breakdown of Direct Selling Methods, in %, 2011
• Direct Selling Salesforce, by Country, Top 16-30, • Breakdown of Direct Selling Product Categories, by
in thousands, 2011 Sales, in %, 2011
• Breakdown of Direct Sellers, by Gender and
Breakdown of Direct Selling Methods, in %, 2011 4.2 France (Top Country)
• Breakdown of Direct Selling Product Categories, by
Sales, in %, 2011 • Direct Selling Market Trends, 2012 and Direct Selling
Market Sales, by Compensation Plan, in %, 2011
3. CENTRAL EUROPE Breakdown of Direct Selling Methods, in %, 2011
• Number of net Jobs created in the Direct Selling
3.1 Germany (Top Country) Market, in thousands, 2010 & 2011

• Direct Selling Trends, 2012 and Total Direct Sales, in • Reasons for buying through Direct Selling, in %,
EUR billion, 2010 & 2011 2011

• Direct Selling Trends, 2011 and Breakdown of Direct • Breakdown of Direct Selling Product Categories, by
Sales, by Type of Sale, in %, 2011 Sales, in %, 2011

• Sales of BDD Member Companies, in EUR billion, • Breakdown of Direct Selling Turnover of FVD Member
2010 & 2011 Companies, by Category, in %, 2011
• Direct Selling Representatives of BDD Member
Companies, in thousands, 2010 & 2011 4.3 Ireland
• Breakdown of Direct Selling Representatives, by
Gender and by Labor Time, in %, 2011 • Direct Selling Salesforce, in thousands, 2009 & 2010
• Breakdown of Direct Selling Market Sales, by Com- • Breakdown of Direct Sellers, by Gender, in %, 2011
pensation Plan and Breakdown of Direct Selling • Breakdown of Direct Selling Methods and
Methods, in %, 2011 Breakdown of Direct Selling Representatives,
• Breakdown of Direct Selling Market Sales, by Product by Labor Time, in %, 2011
Categories, in %, 2011
• Breakdown of Direct Selling Product Categories, by
Sales, in %, 2011
3.2 Austria
4.4 Italy
• Breakdown of Direct Sellers, by Gender, in %, 2011
• Direct Selling Trends, 2011
• Direct Selling Market Sales, in EUR million, 2010 &
3.3 Switzerland 2011

• Leading Direct Selling Companies, by Value Market • Breakdown of Direct Sellers, by Gender, in %, 2011
Share, in %, 2011


4. WESTERN EUROPE (cont.) 5. EASTERN EUROPE (cont.)

4.4 Italy (cont.) 5.2 Russia (Top Country)

• Breakdown of Direct Selling Market Sales, by • Direct Selling Market Trends, 2011 and Direct Sellers,
in millions, 2009-2011
Compensation Plan and Breakdown of Direct Selling
Methods, in %, 2011 • Direct Selling Market Sales, in USD billion, 2010 &
2011
• Breakdown of Direct Selling Market Sales, by Product
Categories, in %, 2011 • Breakdown of Direct Sellers, by Gender and
Breakdown of Direct Selling Methods, in %, 2011
• Growth in selected Direct Selling Product Categories,
• Breakdown of Direct Selling Product Categories, in
in %, 2011
%, 2011
• Leading Direct Selling Companies, by Value Market
• Direct Selling Companies, by Shares of Direct
Share, in %, 2011
Shoppers, in %, H1 2011

4.5 Spain • Top Perfume and Cosmetics Sellers, including Direct
Sellers, by Brand and main Sales Channel and by
3. NORTH AMERICA Sales, in RUB billion and % Change, 2009 & 2010
• General Trends on the Direct Selling Market,
2011/2012
• Direct Selling Spending in selected Regions, in EUR
5.3 Czech Republic
million, 2011 • Breakdown of the Cosmetics Market, by Direct Selling
• Average Spending on Direct Selling Products per and other Sales Channels, in %, 2011
Capita, compared to USA and Japan, in EUR, 2011
• Number of Employees in the Direct Selling Market, in 5.4 Estonia
thousands, 2010-2011
• Direct Selling Market Turnover, in EUR million,
• Breakdown of Direct Sellers by Gender, in %, 2011,
2009 & 2010
and Breakdown of Direct Sellers in the EU by Gender,
in %, 2010 • Number of Direct Sellers, in thousands, 2009 & 2010

5.5 Latvia
%, 2010
• Direct Selling Market Volume, in EUR million,
2009 & 2010
5. EASTERN EUROPE • Number of Direct Sellers, in thousands, 2009 & 2010

5.1 Poland (Top Country) 5.6 Lithuania
• Direct Selling Market Trends, 2012 and Type of • Direct Selling Market Volume, in EUR million,
Employment, in %, 2011 2009 & 2010
• Direct Selling Trends, 2011 • Number of Direct Sellers, in thousands, 2009 & 2010
• Direct Selling Market Sales, in USD million,
2010 & 2011 5.7 Romania
Breakdown of Direct Selling Methods, in %, 2011 • Share of the Beauty and Personal Care Product
• Breakdown of Direct Selling Product Categories, Category on all Direct Selling Product Categories,
in %, 2010 in % of Selling Value, 2010
• Leading Direct Selling Companies, by Value Market • Leading Direct Selling Companies, by Value Market
Share, in %, 2011 Share, in %, 2010


5. EASTERN EUROPE (cont.) 6. SCANDINAVIA (cont.)

5.8 Slovakia 6.3 Sweden

• Direct Selling Market Sales, in EUR million, • Direct Selling Market Trends, 2011/2012 and Share
2010 & 2011 of Direct Selling Market Sales on total Retail in
• Leading Direct Selling Companies, by Value Market Sweden, in %, 2012
Share, in %, 2011 • Breakdown of Direct Selling Representatives, by
Gender and by Labor Time, in %, 2011
5.9 Turkey • Breakdown of Direct Selling Product Categories, in
%, 2011
• Direct Selling Trends, 2011
• Breakdown of Direct Selling Market Sales, by
Compensation Plan and Breakdown of Direct Selling 7. DIRECT SELLING PLAYERS
Methods, in %, 2011
• Breakdown of Direct Selling Product Categories, in • Global top 50 Direct Selling Companies, by Global
%, 2011
Net Sales, in USD million, 2010 & 2011

5.10 Ukraine • Avon Products, Inc.: Profile

• Amway: Profile
• Direct Selling Market Revenue, in UAH billion,
2006-2010 • Herbalife International of America, Inc.: Profile
• Direct Selling Distributors, in thousands, 2006-2010 • Natura Cosmeticos SA: Profile
• Vorwerk & Co. KG: Profile
• Breakdown of Direct Selling by Employment Type
and by Direct Selling Methods, in %, 2011 • Mary Kay Inc.: Profile
• Breakdown of Direct Selling Product Categories,
• Tupperware Brands Corp.: Profile
in %, 2011
• Oriflame Cosmetics SA: Profile

• Nu Skin Enterprises, Inc.: Profile
6. SCANDINAVIA
• Primerica Financial Services Inc.: Profile
6.1 Finland
• Telecom Plus: Profile

• Direct Selling Market Sales, in EUR million, 2011 & • Yanbal International: Profile
2016f
• AMOREPACIFIC: Profile
%, 2010 • USANA Health Sciences Inc.: Profile

6.2 Norway • New Era Health Industry Group, Co., Ltd.: Profile

• ACN, Inc.: Profile
• Direct Selling Market Trends, 2011 and Share of
Direct Sellers belonging to the Direct Selling • Scentsy: Profile
Association of Norway on all Direct Sellers in Norway, • The Pampered Chef Ltd.: Profile
in %, 2011
• PartyLite: Profile
• Breakdown of Direct Selling Product Categories,
in %, 2011 • Menard Japan Cosmetics: Profile


Samples


Despite declining numbers in direct sellers, sales in the Russian direct
selling market increased +3% year-on-year in the first half of 2011.
Russia: Direct Sales Market Trends, 2011 and Direct Sellers, in millions, 2009-2011

 In 2011, Russia ranked 8th in a global comparison of direct selling
sales, as reported by Finmarket. Furthermore, the country
represented 3% of the global direct sales market, which was led by
the US and Japan. Direct Sellers, in millions, 2009-2011
 The volume of the Russian direct sales market was expected to
increase between +4% and +6% in 2011, compared to 2010. 6
 In 2009, sales in the Russian direct sales market amounted to RUB 5,0

in million Direct Sales People
114.7 billion and reached RUB 119.0 billion in 2010. Russian direct
sales market sales in the first half of 2011 were able to increase by 4,4
+2.9% compared to the first half of 2010, reaching RUB 56.2 billion. -12% 3,7
4
 While direct sales increased in Russia, the number of distributors -16%
declined by to 3.69 million direct sales people in 2011, down from
4.4 million people in 2010 and 4.99 million direct sales people in
2009.
2
 The number of direct sales people in Russia decreased due to the
fact that more people in Russia found a permanent workplace after
the end of the economic crisis and stopped working as direct sellers.
 While the majority of direct sales in Europe involved household
goods in 2011, cosmetics and perfumes accounted for most direct 0
sales in the Russian market. 2009 2010 2011
 According to WfDSA, multilevel was the only compensation plan in
Russia in 2011, while single level compensation did not exist.

Source: Finmarket.ru, October 2011; WfDSA, June 2012

66


Mary Kay operates in 15 European countries and counted 24,080
beauty consultants in Germany alone in 2011.
Mary Kay Inc.: Profile
Name of Company Mary Kay, Inc.

Country of Origin USA

Main Homepage www.marykay.com

Headquarters Addison, TX, USA

• Positioning: High to Luxury Pricing
Positioning/ Product Range
• Main Product Range: Cosmetics, Personal Care

• Global net sales of USD 2.9 billion (EUR 2.1 billion) in 2011, up from USD 2.5 billion (EUR 1.9 billion) in 2010
Revenue/ Financials
• Total revenues of EUR 26.9 million in Germany in 2011, up from EUR 25.5 million in 2010

Armenia, Czech Republic, Finland, Germany, Lithuania, Moldova, Norway, Poland, Portugal, Russia, Slovakia, Spain,
Main European Countries Sweden, Ukraine, UK

Total Number of Direct Sellers 2.4 million

Main Sales Method Person-to-Person

Main Compensation Structure Single-Level

• In Germany, Mary Kay counted 24,080 beauty consultants in 2011, up by +9% from 22,089 in 2010.
• In 2010, Mary Kay launched operations in Armenia.
News
• Mary Kay aimed to increase their number of consultants in European countries by offering enhanced recruiting
measures such as further communication services for consultants and training opportunities.

Source: Company homepages, business reports, business and company databases, journals, company registries, news portals, industry and trade associations

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