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Direct sales in Germany: sales growth despite challenges!
Analysis of direct sales in Germany: increase in sales, market resilience and interesting developments until 2024.
Direct sales in Germany: sales growth despite challenges!
Direct sales in Germany continue to show stable growth. According to a recent report by Rhine Palatinate Sales in direct sales rose by 2.8 percent from 2022 to 2024 to a total of 20.9 billion euros. A notable increase, but one that has lost momentum compared to previous years. In 2022 the increase in sales was 6.6 percent, while in 2019 it was 5 percent. This market development is seen as an indication of the sector's growing resilience, particularly in times of inflationary trends and geopolitical uncertainties.
The number of salespeople working in direct sales has remained constant at around 908,000 since 2022. This shows that direct selling continues to be a significant employment sector. The German Direct Sales Association (BDD) is optimistic about the overall situation and emphasizes the market's ability to adapt to changing conditions.
Distribution channels and methods
Direct selling covers a variety of products, including kitchen appliances, perfumes, jewelry, and even dog food. The special feature of this sales model is that companies sell their products directly to customers, without going through retailers. Salespeople conduct personal consultations and demonstrations in various locations, such as customers' homes or workplaces. Online sales meetings and shows are also becoming increasingly popular.
A prominent example of direct sales is the Vorwerk Thermomix kitchen appliance, which is often presented in private households. Companies from the telecommunications and energy sectors, such as Vodafone and Eon, also use this sales channel to bring their offers directly to consumers.
Market analysis of vegan burgers
The average consumption of ready meals such as burgers in the target group is twice a week. Given a profit of 5 euros per burger, this results in a theoretical weekly profit of around 15,400 euros when you take into account the potential buyers and their purchase rate. These figures illustrate the potential and market dynamics in the area of vegan products, which can be seen as another aspect of growing consumer behavior in Germany.