Local consumers have a high level of trust in direct selling, not only for the products on sale, but also for the consultants, who are often known or recognisable, and tend to build strong relationships with their customers. Word-of-mouth and direct personal connection are set to remain key aspects in driving purchasing decisions in Italian society.
Over the forecast period, direct selling is expected to record further sales growth momentum, with players operating within health and beauty likely to benefit from Italian consumers pay greater attention to health, wellness and sustainability. As a consequence, increasing competition and a larger product range is expected within health and beauty direct selling.
Over the forecast period, sustainability is expected to amongst the core values for direct selling players in Italy, innovating operations and focusing on prioritising the wellbeing of consultants, customers and the planet. For example, second-ranked Yves Rocher Italia Srl recorded another year of double-digit value growth in 2022, due to social selling, the evolution of the concept of direct sales leveraging the potential of social media to grow, and transforming sellers into micro-influencers.
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Understand the latest market trends and future growth opportunities for the Direct Selling industry in Italy 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 Italy, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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 Definitions
This report originates from Passport, our Direct Selling research and analysis database.
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