"Direct Selling in Denmark" now available at Fast Market Research

In 2014, direct selling once again saw growth. Direct selling is still a marginal retail channel in Denmark, reflecting the critical approach of Danes towards the business concepts and methods of most direct sellers. As in all other channels, consumer trends are being affected by busy everyday lives and the lack of time, resulting in a change of consumer mindset. In direct selling this change resulted in a minor boom, making this channel an attractive option for some consumer groups, enabling them to fit in shopping and socialising at the same time.

Competitive Landscape

Tupperware Nordic led direct selling in Denmark with a value share of 10% in 2014. Tupperware has a long tradition in Scandinavian countries, in which the company has been present since 1962. Furthermore, Tupperware benefits from operating within housewares and home furnishings, an area which is less vulnerable to criticism from the media and experts than vitamins and dietary supplements and anti-ageing beauty and personal care products, which are key products for many of Tupperware’s competitors. NuSkin saw the second best performance in 2014, with a value share of 9%.

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Industry Prospects

The growth rate seen in direct selling in 2014 is expected to continue over the forecast period. As consumers are less reluctant to spend, the operators in the channel are expected to gain from the optimism and changes in the macroeconomic climate seen in 2014. This will, amongst other things, open up new possibilities in the channel, as well as consumers demanding that shopping be an experience rather than a practical necessity. Amongst others, home parties are set to gain share, and the fact that home parties are held by consumers for consumers will support the channel, creating a unique experience. Moreover, consumers are short on time in their busy everyday lives, which makes direct selling an attractive option to mothers, amongst others, who find it hard to fit in shopping during the day. In this way, consumers get to socialise and network whilst shopping. Within this context, direct selling has obvious potential, but as shopping is developing not just into an experience, but also into a marker of identity, the growth potential for traditional direct sellers will still be limited by the fact that direct selling suffers from a low degree of social acceptance in many segments of the Danish population. Direct selling is also threatened by internet retailing, which gained ground in 2014, and is easy and time-saving, without going to a home party or visiting an actual outlet.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in Denmark with research from Euromonitor's team of in-country analysts.

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