Although direct selling continued to recover from a negative performance in 2016, its growth rate was still low in 2018. The government has stepped in to tighten its control on direct selling and clear away illegal operations, but many consumers still have a negative perception of direct sellers.
Consumer health contributes the highest value out of all direct selling products. Vitamins, dietary supplements and weight management products are the biggest contributors.
In 2018, Herbalife Vietnam Ltd recorded outstanding value growth and maintained its leading position in direct selling, with a value share that far exceeded the second-placed player. Unlike some other players, Herbalife imports its products instead of manufacturing locally.
Oriflame saw the fastest value growth among all direct selling players in 2018. With a portfolio focusing on beauty and personal care products, the company has been the least affected by the direct selling crisis which involved more consumer health players.
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This industry report originates from Passport, our Retailing market research database.