Some people in Singapore rely on direct selling for an additional source of income when there is an economic downturn. This has generally helped to expand the direct selling network over the years, contributing to higher sales opportunities for direct selling companies.
To counter the above trend, direct selling companies will continue investing in digital instead, including mobile apps, with enhanced features for product browsing, better online stores and refined promotional campaigns. Moreover, in this era of booming internet retailing, social media platforms have come to be of paramount importance, especially for direct selling agents looking to expand their network through word-of-mouth, social referrals and client reviews.
The healthy living trend is gaining prominence in Singapore as consumers are becoming more health conscious and paying greater attention to their overall wellbeing. With the realisation that they are too busy to ensure a balanced diet at all times and monitor their health, more Singaporeans are investing in nutritional supplements like multivitamins and immunity boosters.
Nu Skin remained the leading direct seller in terms of value sales in 2018 as it continues to leverage its pre-existing brand name and position. Part of this success can be attributed to popular social selling initiatives to attract, nurture and retain sales leaders, thus creating a wider network and generating more sales revenues.
Although Nu Skin holds the leading position among direct sellers, Amway follows not far behind due to a number of different factors. For example, Amway’s unwavering focus on sales to consumers (or in other words people who choose to use Amway products but do not want to become Amway’s sales representatives) has boosted sales.
Regarding its product portfolio, Amway is optimistic about both its 2018 and forecast value sales thanks to highly popular nutritional and weight management products like Nutrilite Double X, which contributes to about half of sales. As the desire for healthy products increases among Singaporeans, coupled with marketing campaigns that push out certain products like the recently launched GreenTrime slimming drink, Amway’s nutrition and wellness products are expected to grow most strongly.
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This industry report originates from Passport, our Retailing market research database.