Competitive Landscape
Herbalife Nutrition Leverages Digital Tools to Outpace Amway’S Legacy Model
Direct selling in New Zealand is relatively fragmented, with Amway of New Zealand Ltd taking the lead with 8% retail value share. Herbalife (NZ) Ltd has more than doubled its share from 5% in 2020 to 8% in 2025, effectively matching Amway by the end of the period.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in New Zealand 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 New Zealand, 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 New Zealand 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 New Zealand?
- Which are the leading retailers in Direct Selling in New Zealand?
- 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 New Zealand - Category analysis
Key Data Insights
Herbalife Pivots to Product Innovation as Amway Faces Scrutiny
Herbalife Pivots to Product Innovation as Amway Faces Scrutiny
Health and Beauty Maintains Leadership as Other Products Rebound
Herbalife Accelerates Digital Transformation to Boost Retention and Trust
Professional Operators Leverage Science-Backed Products to Outpace Casual Players
Herbalife Nutrition Leverages Digital Tools to Outpace Amway’S Legacy Model
Retail in New Zealand - Industry Overview
Kmart’S Private Label Focus Reshapes Value Expectations and Drives Channel Polarisation
Key Data Insights
Kmart’S Private Label Focus Reshapes Value Expectations and Drives Channel Polarisation
Ikea’S Entry and Victoria’S Secret Airport Relaunch Intensify Competition and Raise Consumer Expectations
Appliances and Electronics Thrive as Innovation and Delayed Replacement Cycles Drive Demand
Omnichannel Integration and Value-Led Strategies Reshape Spending Habits
Store Networks Shift Towards Efficiency and Experiential Engagement
Kmart and Chemist Warehouse Disrupt Rivals as Price and Scale Win Share
Chemist Warehouse and New World Drive Innovation through Mergers and New Concepts
Informal Retail
Opening Hours for Physical Retail
Seasonality
Christmas
End of Financial Year Sale
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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