Boston, MA -- (ReleaseWire) -- 06/26/2014 -- Direct selling was affected by the economic downturn in Portugal, both positively and negatively. Whilst the Portuguese customer base experienced a strong decrease in disposable incomes, with people being forced to postpone purchases of non-essential items and having to tighten their belts, the soaring unemployment rate, 17% in 2013, forced people to find new and creative ways to generate additional income. As a consequence, many people enrolled in direct selling programmes, whether they already had a salary or not. Most of the workforce in direct selling is made up of women, especially stay-at-home mothers; however, the number of men is increasing, especially in specific categories, such as appliances. According to the European Direct Selling Association, Seldia, women represented 83% of direct sellers in 2012, compared with 91% in 2011.
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In 2013 Oriflame Portugal and Avon Cosm?ticos, which are both beauty and personal care direct sellers, held the leading positions within direct selling, with 17% and 16% value shares respectively. Both players have wide networks of representatives in the cities they cover; this makes them successful and helps to increase awareness amongst the customer base. Through these representatives, both companies also gained a better understanding of local consumers? tastes and demands. They are very active in terms of promotions, and can also rely on wide ranges of products, which are perceived as good value for money. Nevertheless, in 2013 they suffered from the contraction in demand for beauty products.
Direct selling in Portugal is likely to increase further, as Portuguese consumers work longer hours, and convenience becomes one of the most important issues influencing shopping patterns. Demand is likely to be driven by new product developments and price promotions, as Portuguese consumers are generally price-sensitive. Therefore, expected new product launches in a variety of product categories will help to attract new consumers.
Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in Portugal with research from Euromonitor's team of in-country analysts.
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If you're in the Direct Selling industry in Portugal, our research will save you time and money while empowering you to make informed, profitable decisions.
The Direct Selling in Portugal market research report includes:
- Analysis of key supply-side and demand trends
- Detailed market shares for international and locally-based retailers
- Historic values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- Who are the leading retailers in Portugal?
- How important is direct selling in Portugal?
- How is the direct selling channel being affected by the growth of internet retailing?
- What strategies are direct sellers employing to compete in a multi-channel environment?
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Product coverage: Apparel and Footwear Direct Selling, Beauty and Personal Care Direct Selling, Consumer Appliances Direct Selling, Consumer Electronics and Consoles Direct selling, Consumer Healthcare Direct Selling, Food and Drink Direct Selling, Home Care Direct Selling, Home Improvement and Gardening Direct Selling, Housewares and Home Furnishings Direct Selling, Media Products Direct Selling, Other Direct Selling, Traditional Toys and Games Direct Selling.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
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