Herbalife, a global leader in health and wellness, has announced the results of its Asia Pacific Direct Selling Survey, revealing impressive findings for Malaysia. The survey highlighted a strong understanding of direct selling among Malaysians, with 94% of respondents correctly identifying it as a method of selling goods or services directly to consumers, through personal contact, without requiring a permanent retail location. Malaysia stands out in the Asia Pacific region for having one of the highest levels of direct selling awareness.
Among the different generations, younger age groups show a higher trust in direct selling. 74% of Gen Zs indicated trust in direct selling, surpassing 68% of Millennials, Gen Xers, and Boomers. The primary factors contributing to consumer trust include proven quality control (55%), recognition of the brand (50%), and brands with long-standing histories (36%).
Steven Chin, Senior Director and General Manager of Herbalife Malaysia and Singapore, emphasized, “For over 40 years, Herbalife has provided science-backed health and wellness products globally, including in Malaysia. Our goal is to create economic opportunities for people from all walks of life. By engaging directly with customers, our distributors educate and promote healthier lifestyles, making a tangible impact on communities.”
Steven Chin, Senior Director and General Manager of Herbalife Malaysia and Singapore.
Women Are More Likely to Pursue Direct Selling for Flexibility
The survey found that women in Malaysia are more likely than men to be drawn to direct selling for its flexible work hours, with 29% of women citing this as their main motivation, compared to 24% of men. Additionally, 36% of women were motivated by the opportunity to earn extra income, while 33% valued the chance to be their own boss.
Interestingly, Malaysian women are also more likely than men to view direct selling as a suitable business opportunity for housewives and homemakers, with 39% of women agreeing, compared to 34% of men.
Community and Company Support Crucial for Success
Although there is significant trust in direct selling, respondents also expressed concerns about potential financial risks, particularly when they are unable to sell products they’ve purchased. To address this, 54% of respondents emphasized the importance of support from others within the direct selling community, while 52% expected backing from the companies from which they purchase products. Additionally, 42% expressed the need for support from family and friends, highlighting the importance of a strong social network in the business.
Chin commented, “Direct selling remains a trusted entrepreneurial avenue for Malaysians. High consumer confidence and expectations for company and community support show how the industry empowers entrepreneurs. Structured training and mentorship are essential to reducing risks and increasing product knowledge.”
Awareness of Direct Selling Regulations and Trust in the Industry
The survey also found that Malaysians are highly aware of the regulations governing direct selling, with 94% recognizing the existence of laws designed to protect consumers and regulate the industry. When asked about their perceptions of the direct selling sector, 69% of respondents expressed trust in it, placing Malaysia among the top countries in the region, alongside the Philippines (81%) and Vietnam (70%).
Chin remarked, “These findings reflect the ongoing efforts by industry leaders to foster public confidence through ethical practices and compliance education. The projected industry growth of 7.4%, reaching RM 34.4 billion by 2024, highlights the viability of this business model. Herbalife is well-positioned to help individuals build their own wellness businesses and contribute to the broader entrepreneurial landscape.”
Direct selling offers Malaysians a flexible income opportunity, and Herbalife is well positioned to support this with expert guidance in health, nutrition, and product training.
The survey, conducted late last year, aimed to better understand consumer perceptions and key motivations for starting a direct selling journey across the Asia Pacific region. The survey included 8,000 respondents from Australia, Hong Kong, Japan, Malaysia, the Philippines, Singapore, Taiwan, and Vietnam.
Herbalife continues to empower its independent distributors by offering expert-led training on health, nutrition, and product knowledge. With a global network of over two million entrepreneurs, the company fosters a supportive environment, providing personalized guidance and customer service to ensure business success.
