Discusses the state of direct marketing and what channels are available for companies to use direct marketing.
The Russian direct sales market accounts for 2% of the global market. Leading direct-sales companies such as Avon, Amway, Mary Kay, Oriflame, Herbalife and Tupperware are active in Russia. Statistics from the World Federation of Direct Selling Associations (WFDSA) indicated that direct sales in Russia in 2016 amounted to $2.172 billion (an 11.1% year-on-year sales increase) and that slightly over five million salespeople (a 17.1% year-on-year increase) were engaged in direct selling. Personal, direct selling has been successful in cosmetics and personal care products (representing 49.9% of the Russian direct sales market), wellness (representing 27.8% of the Russian direct sales market) and homecare (representing 10% of the Russian direct sales market). Updated WFDSA information was anticipated for late summer 2019, after publication of this Country Commercial Guide.