Competitive Landscape
Amway and Usana Capitalise on Health Demand to Sustain Gains
Direct selling in Hong Kong remains relatively concentrated in 2025, with Amway Hong Kong maintaining its lead by increasing its share to 19%, up from 16% in 2020. Herbalife International of Hong Kong also strengthened its position with a share of 15% in 2025, while USANA Hong Kong recorded a notable increase to 9%.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in Hong Kong, China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Direct Selling industry in Hong Kong, China, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Direct Selling in Hong Kong, China report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Direct Selling in Hong Kong, China?
- Which are the leading retailers in Direct Selling in Hong Kong, China?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Direct Selling in Hong Kong, China - Category analysis
Key Data Insights
Direct Selling Summary
Health and Beauty Direct Selling Supports Sales Performance
Livestream Shopping Reshapes Personal Selling and Customer Trust
Established Players Leverage Compliance and Specialisation to Expand Health and Beauty Sales
Social Commerce Accelerates Digital Transformation as Compliance Reshapes Business Models
Amway and Usana Capitalise on Health Demand to Sustain Gains
Retail in Hong Kong, China - Industry Overview
2025 Developments
Key Data Insights
Notable Recovery in Retail Market but Structural Challenges Persist
Hktvmall Captures Demand as Grocery and Household Shopping Moves Online
Retailers Leverage Technology to Embrace Ominchannel Strategies
Omnichannel Strategies Drive E-Commerce as Retailers Adapt to Changing Shopper Behaviour
Retailers Invest in Digital Capabilities and Experiential Formats to Combat Margin Pressures
Dfi Retail Group and as Watson Group Retain Leadership Position
Bape Unveils an "All-White" Concept Store and Coffee Shop with 1881 Heritage
Starbucks Opens Chinese-Inspired Store at the Hong Kong Palace Museum
Informal Retail
Opening Hours for Physical Retail
Seasonality
China National Day (also known as Golden Week)
Chinese New Year (Spring Festival)
Christmas and New Year
Country Reports Disclaimer
The following categories and subcategories are included:
Direct Selling
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See all of our definitionsWhy 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
This report originates from Passport, our Direct Selling research and analysis database.
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