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Turkey direct selling market: 2% CAGR growth forecast between 2012-17
Direct Selling in Turkey - a new market research report on 2014-04-29 01:45:01
Avon Kozmetik Urunleri Sanayi ve Ticaret led the Turkey direct selling market in 2012 with a 10% value share, thanks to its wide network of representatives in the cities it covers. Through these representatives, the company has also gained a better understanding of local consumer tastes and demands. The company´s share grew in 2012, as it expanded the number of its representatives, and increased its marketing activities. It constantly invests in expanding the range of products it offers. For example in 2011 it introduced hair colourants for the first time. The company also started advertising on television from 2009; these were the main reasons behind its growth.

In Turkey, sales of bottled water are mainly carried out by direct selling in 19-litre demijohns, driving growth in direct selling. In addition, beauty and personal care products are popular amongst women, as they have the opportunity to see the products when they get together with their friends. Therefore, direct selling saw 13% current value growth in 2012, which was faster than the review period CAGR. The review period performance was negatively affected by the financial crisis; however, the channel started to register faster growth rates again.

Direct selling is expected to see a CAGR of 2% in constant value terms over the forecast period. This is a slightly better performance than the review period CAGR which was negligible in constant value terms. In part this is due to a slightly higher constant value CAGR in the forecast period for beauty and personal care direct selling as consumers continue to indulge in these types of products and companies such as Avon and Oriflame invest in increasing number of sales representatives and expanding coverage to different towns in the country.

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