Boston, MA -- (ReleaseWire) -- 06/20/2014 -- During the final quarter of 2013, the Sweden-based multinational direct selling company Oriflame, which specialises in beauty and personal care direct selling, entered Tunisia. Oriflame entered the country to much fanfare, holding a major opening party which involved the participation of numerous media outlets across radio and television. As a result, Tunisian women have quickly become familiar with the Oriflame brand, with many of them trying its products shortly after they became available, resulting in the company registering a positive performance during its first three months in Tunisia.
During 2013, Avon remained the leading player in direct selling, the most important category in non-store retailing in Tunisia, holding a value share of 8%. Christian Lay followed in second position with 5%, while Tupperware rounded out the top three players in the category with a 4% value share. Avon continues to benefit from its high number of direct selling representatives which operate throughout the entire country, not to mention the strong reputation of its products and its good reputation for its timely home delivery service. The company is already well established in Tunisia and enjoys a huge and fiercely loyal customer base.
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Non-store retailing in Tunisia is expected to increase in value at a CAGR of 14% in constant 2013 terms over the forecast period. While direct selling is set continue recording positive growth, increasing in value at a CAGR of 7% in constant 2013 terms, it is the strong 20% value CAGR in constant 2013 terms expected in internet retailing which is set to have the most obvious positive impact on non-store retailing in Tunisia. This anticipated growth in internet retailing is, however, expected to be considerably slower than the growth which was recorded in non-store retailing in the majority of developed countries at a similar incipient stage of the channel's development. There remains various issues still to be tackled by the Tunisian government such expanding the numbers of Tunisians who hold debit cards and taking steps to ensure that the Tunisian dinar is fully convertible with major global currencies. In addition, the low purchasing power of the Tunisian population and the ongoing erosion of living standards in the country is set to mean that Tunisia's middle-income consumers who choose to purchase goods online with a debit card are likely to find this quite a difficult pursuit as unit prices are often higher online than in some store-based retail outlets, especially outlets which operate within the informal retail trade.
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