More than half or 60% of the Latvian population has chosen direct selling as a type of shopping at least once according to the study of the Latvian Direct Selling Association (LDSA). While in Lithuania this number reaches 55% and in Estonia 54%.
“Direct selling market in the Baltic States is growing. With increasing popularity of social networks new opportunities for easier communication with the seller has created, as well as it is more convenient to verify product quality. It is confirmed also by results of the survey, around 72% respondents are satisfied with the products or treats them good, while a quarter clients have neutral opinion,” comments Gintautas Zaleckas, General Secretary for Baltics Direct Selling Associations.
Of all the respondents who in Baltics at least once has purchased product via direct sales trading 67% are women and 33% men. Comparing in between Baltic States the most active buyers – woman are living in Latvian, but the most active buyers – men in Estonia.
The main advantages of direct sales in the Baltic countries have been noted the product delivery to hands, inability to find such goods in shops and lower price compared to store prices of alternative products. Respondents in Latvia appreciate the opportunity to get more acquainted and try out products before purchasing.
Direct sales as a business direction have been chosen by companies in various industries. It is still the most popular for cosmetics and beauty products, selected by 78% of respondents, 31% of respondents chooses household products, 17% of respondents chooses health-promoting or wellness products, 9% chooses clothes and accessories and 5% chooses a variety of other products. Women more likely purchase cosmetics and personal care products, while man’s buy household and health-promoting products.
LDSA from May to August 2014 in Latvia, Lithuania and Estonia conducted a study “Public opinion on direct sales” in cooperation with public opinion Research Company Spinter research and Aptauju Centrs. Together 3050 respondents were interviewed, including 1,032 respondents aged 18 to 75 in Latvia.