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March 27, 2023

Euromonitor: Direct selling in Romania up 3.3 pc in 2011

Romanians will spend EUR 287.6 M on personal care and beauty products this year, according to a Euromonitor survey, Money.ro informs. More than that, the expenditure regarding the direct purchasing of healthcare, food and beverages is increasing by 3.3 per cent compared to 2010, when EUR 278.2 per cent worth of services were purchased.

The direct selling segment in Romania this year will register a slight recovery, following the decline by almost EUR 2.2 M recorded in 2010 from EUR 280.4 M in 2009.

Most categories of goods recorded a decrease in direct selling in 2010, the biggest being registered in electronics. Care and beauty goods account for 88 per cent of the total directly sold products in Romania, being the most important category. The Euromonitor analysts say health and beauty goods’ sales in the traditional and modern retail system will continue to increase in the coming years at a higher rate compared to the direct selling system, with a large number of Romanians preferring to do their shopping in stores where the range of goods is more diversified.

Romanians will allocate EUR 3.9 M for healthcare goods purchased in the direct selling system and EUR 15.4 M for food and beverages. EUR 100,000 will go to the direct purchasing of DIY or gardening goods, this being the first year when Romanians choose the direct selling system for such items.

Market leader in direct selling in Romania is Avon on 35 per cent, followed by Amway – 12.9 per cent, Oriflame Cosmetics – 10.3 per cent and Forever Living Products International – 8.5 per cent. The rest of the players combined hold a market share of 33.3 per cent.

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