The ‘ Europe direct selling report 2013’ of secondary market research firm yStats.com shows that Europe is the third largest region in terms of volume of the direct selling world’s three largest markets in Europe were among the largest direct sales countries of the world: France, Germany and Russia 2013 each had a turnover of several billion euros. While many countries in the region as a result of the economic downturn showed a decline of sales, total revenue of direct sales to the region by a small single-digit percentage point increase. Economic difficulties in Europe affected the direct sales market in two ways: sales in selected countries in the year 2012, such as Italy and Portugal, decreased, whereas the number of direct sales representatives has increased because more people are looking for a source for an additional or even primary income. Body care & cosmetics lead the direct sales in Europe on the leading product category for direct sales in Europe, the cosmetics and personal care goods industry, is followed with a share of about one-third of total sales, of wellness products. In some countries, such as Sweden, the wellness industry has an advantage, while in other countries, as for example in the Ukraine and Turkey, beauty products make up over two-thirds of the market. The direct sales company with the world’s strongest performance in the year 2012 was Amway, with single-digit growth of global sales. Avon and Herbalife finished second and third, with sales of both companies declined by 2012.
The largest European direct selling companies among the global market leaders was 2012 the company, based in Germany, Vorwerk. Oriflame, which is registered in Luxembourg, was also among the 10 largest global companies. Together with Avon, Oriflame has captured strong positions on several European markets, particularly in Eastern Europe.