PROSPECTS AND OPPORTUNITIES
Threat from e-commerce will continue to limit growth potential
While direct selling is expected to develop positively in current value terms over the forecast period, growth looks set to be relatively modest and fall below that recorded over 2019-2024. The channel will continue to lose ground to e-commerce, which is much better placed to meet consumer demands for convenience, choice and lower prices.
Rising levels of distrust among consumers pose a further challenge
Due to increased reports of misleading claims about products, pushy sales tactics and fraudulent activities by some companies and individual agents in recent years, many Hungarians are becoming more inclined to view direct selling in a negative light. Over the forecast period, operators will continue to try to address this challenge by leveraging the traditional advantage of more personalised services to rebuild trust in their offers and developing practices that are better suited to the preferences of consumers with busy lifestyles.
Competitive landscape likely to become more consolidated
Diminishing growth prospects and the increasing threat from e-commerce mean direct selling is unlikely to see the entry of any major new players over the forecast period. The same factors will limit investment in innovation by established companies, and may lead some to cease trading in Hungary.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in Hungary with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Direct Selling industry in Hungary, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Direct Selling in Hungary report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Direct Selling in Hungary?
- Which are the leading retailers in Direct Selling in Hungary?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Direct Selling in Hungary - Category analysis
KEY DATA FINDINGS
Direct selling continues to lose ground to e-commerce
Agent-operated stores help Avon to maintain its leading position
Lux rebranded as Richter following sale of local subsidiary
Threat from e-commerce will continue to limit growth potential
Rising levels of distrust among consumers pose a further challenge
Competitive landscape likely to become more consolidated
Retail in Hungary - Industry Overview
Retail in 2024: The big picture
Special retail tax continues to take a toll on large multinational chains
Sustainability concerns remain influential as new deposit return scheme is launched
What next for retail?
Informal retail
Opening hours for physical retail
Seasonality
Black Friday
Christmas
Back-to-school
DISCLAIMER
The following categories and subcategories are included:
Direct Selling
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Direct Selling research and analysis database.
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