"Direct Selling in Turkey" Published

In 2014 direct selling registered 6% current value growth, which was significantly lower than the 9% CAGR seen over the review period. The main factor behind the slower growth was the increasing popularity and dynamism of internet retailing in Turkey. Direct selling has been highly popular amongst Turkish women for products such as beauty and personal care and consumer appliances. Nevertheless, the increasing number of working women in Turkey has negatively affected the channel, as this consumer group increasingly prefers to use internet retailing instead of direct selling, which they consider to be more time-consuming than internet retailing. In addition, the narrowness of the product range within direct selling compared with internet retailing negatively affected growth.

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Competitive Landscape

Avon Kozmetik Urunleri San ve Tic continued to lead direct selling with a 38% value share in 2014. The company enjoys an extensive network of direct selling agents, which provides it with the comparative advantage of increasing penetration within various cities in Turkey. In comparison with other direct selling companies operating in Turkey, Avon has wide regional coverage, focusing not only on Turkey’s first-tier cities, such as Istanbul and Ankara, but also on smaller cities in eastern and central Turkey. Through these representatives, the company has managed to gain a better understanding of the tastes and demands of local consumers. Avon also began advertising on television from 2009 onwards.

Industry Prospects

Over the forecast period direct selling is expected to register a negligible value CAGR at constant 2014 prices, which is slightly lower than the review period CAGR of 1%. The main factor behind the relatively flat performance is expected to be the increasing penetration of internet retailing and the better performance of store-based retailing in the categories which drive growth within direct selling. Last but not least, the number of housewives, which have always been the main customers of direct selling, is expected to decrease, along with better education opportunities and the increasing number of employed women.

Report Overview

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

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Direct Selling industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Direct Selling in Turkey market research report includes:

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