First Last • Title
• happi happi.com July 2017
POOR AVON. The company has suffered sales declines year after year. In an effort to right the ship, Avon was round- ly criticized for practically giving US operations away to
Cerberus Private Equity. No, it hasn’t been easy for Avon, nor
for other direct sellers in the household and personal products
industry. We should know. Our Top 50 is loaded with companies
that bypassed traditional retail outlets and sell directly to consumers. Some are doing better than others, but several major
players including Amway and Mary Kay had a down year in 2016.
Yet, their declines may be short-lived. Euromonitor International
recently issued a new study highlighting the healthy growth
prospects for direct selling despite the rising popularity and convenience of e-commerce.
According to“Direct Selling and Communities in the Internet
Age,” the global direct selling market will grow 11.5% by 2021,
driven by, what else, developing regions. The best opportunities
for gains are expected to come in the Middle East and Africa, Asia
Pacific and Latin America, in that order, predicts Euromonitor
International. It’s an interesting outlook considering so many
pundits have predicted the decline of direct sales, not to mention
brick-and-mortar retailers, now that e-commerce has become a
way of life for so many consumers.
Yes, the world is changing, but one thing that may never
change is Procter & Gamble’s place in our Top 50. Even after the
sale of a bevy of beauty brands to Coty, P&G remains solidly on
top of our annual look at the biggest US-based companies in the
global household and personal products industry. On the pages
that follow, you’ll read about activities at P&G, Coty and 48 other
companies that make up our Top 50. And to read about Unilever,
L’Oréal, Shiseido and other household and personal product com-
panies with headquarters outside the US, be sure to pick up the
August issue of Happi which includes The International Top 30.
Direct Sellers Are Headed
In Opposite Directions