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Ireland direct selling market forecast to decline by 2% CAGR during 2014 to 2019

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PR-Inside.com: 2014-04-30 04:34:04
During April 2013, Avon Cosmetics Ireland Ltd announced that it was to cease operations in the country with immediate effect as part of a global company-wide cost cutting initiative, with its Irish sales representatives, managers and clients equally surprised by the completely unexpected turn of events. The decision had a significant overall impact on value sales in beauty and personal care products as well as on direct selling as Avon recorded value sales of €11 million in Ireland in 2012.

Following the withdrawal of Avon Cosmetics from Ireland, Forever Living Ireland became the leading player in direct selling in Ireland during 2013. With a 34-year history in the country and an extensive range of beauty and personal care based on aloe vera, beeswax and other natural ingredients encompassing nutritive drinks, dietary supplements, skin care products, colour cosmetics, various personal care products, weight management products, pet care products and home care products, the company remains immensely popular among its Irish consumer base, with a product mix which sits well with the current consumer trends which favour natural and safe products.

Direct selling in Ireland is expected to decline in constant value at a CAGR of -2% over the forecast period. The rise of internet retailing is expected to continue having a somewhat negative impact the category during the forecast period, with many direct selling companies also set to enter the category, diluting revenues of the existing players in the category even further. However, any declines are expected to be mitigated somewhat by the emergence of the economic recovery as direct selling offers consumers excellent opportunities for value for money as well as a means of entertainment in the form of party plan events. However, the popularity of these has dwindled to a substantial extent in Ireland in recent years as many Irish people now feel distinctly uncomfortable either attending such events without the intention of making a purchase, while potential hosts of these events feel uncomfortable asking people to attend. A return to more normal spending habits, however, could be expected to presage a reversal of this trend to a certain extent.

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