Amway Corp in Beauty and Personal Care

July 2017

Amway Corp saw a sharp decline in beauty and personal care sales over 2011-2016. Its main problem is plummeting sales in China, its largest market, as it has come under threat from other direct sellers, local competitors and weakening demand for its offer and sales model. Although Amway appears to be sanguine about this, it needs a sharp overhaul of its total global beauty and personal care business, although its apparent increasing focus on consumer health may make this a secondary priority.

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Euromonitor International's report on Amway Corp delivers a detailed strategic analysis of the company's business, examining its performance in the Beauty and Personal Care market and the global economy. Company and market share data provide a detailed look at the financial position of Amway Corp, while in-depth qualitative analysis will help you understand the brand strategy and growth prospects of Amway Corp.

This report examines:

  • Company share by region and sector
  • Brand portfolio
  • New product developments
  • Marketing and distribution strategies

A detailed SWPT analysis of Amway Corp provides strategic intelligence on:

  • Strengths and weaknesses
  • Category and country opportunities for growth
  • Challenges and threats from current competition and future prospects
  • Global and regional market positions

Research you can trust:

Euromonitor International's company profile reports are written by our Beauty and Personal Care research team, a dedicated group of analysts that knows the industry inside and out. Buy this report to inform your planning, strategy, marketing, sales and competitor intelligence functions.

Scope of the Report


Strategic Evaluation

Key company facts
Beauty and nutrition at Amway core
Chinese dip distorts growth in other markets
SWOT: Amway Corp
Key strategic objectives and challenges
Amway has improving digital strategy: For a direct seller

Competitive Positioning

Amway’s dependence on China drives global sales down
Shrinking marketplace for BPC direct selling (1)
Shrinking marketplace for BPC direct selling (2)

Market Assessment

Amway still holds solid global footprint
Global strength masks China dependency
Skin care at heart of brand position
Asia Pacific market core of Amway business

Geographic and Category Opportunities

Emerging markets offer best sales options, but slowing
Glow coming off Asia Pacific for Amway
Amway needs to turn China around
Amway could look at broader positions in China
India sees investment and innovation
Amway starting from lower price point in India to build momentum
Thailand set for growth, but still needs investment
New strategy in domestic market
Skin care opportunities appear outside China

Brand Strategy

Multi-brand strategy allows for market specific approach
Amway needs to do more for Artistry


Amway completes USD335 million expansion


Radical rethink for fall-off in sales

Appendix: Competitor Analytics

Competitor Analytics tool
Market Overlap
Overlap Matrices

Appendix: Industry Forecast Model

About Euromonitor International’s Industry Forecast Model
Soft drivers and the Industry Forecast Model
Growth decomposition explained
Significance and applications for growth decomposition
Key applications for Industry Forecast Models

Why buy this report:

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions


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