COUNTRY REPORT DIRECT SELLING IN SINGAPORE

COUNTRY REPORT
DIRECT SELLING IN SINGAPORE

TRENDS

Direct selling continues to be sustained by growing health consciousness in Singapore. As consumers pay more attention to their health and well-being, they are likely to spend more on products that are designed for such purposes. These include consumer healthcare items like nutritional supplements, beauty products that are anti-ageing and water purifiers/filtration systems. As these products tend to be strong in direct selling, their popularity helped to generate stable value sales in 2015.

COMPETITIVE LANDSCAPE

Amway (S) Pte Ltd remains the leading company in direct selling in 2015 with a value share of 12%. Leveraging its strong international reputation, the company grew and built its extensive network of agents and customers over the review period. Compared with other direct selling companies, Amway has a significant advantage as it offers a wider range of products across various categories such as consumer health, beauty and personal care, home and garden, and packaged food.

PROSPECTS

Direct selling is expected to see a CAGR of 2% at constant 2015 prices over the forecast period. Growth is likely to be sustained by consumers who prefer to purchase products based on recommendations by family members or friends as they deem such sources more trustworthy. Some consumers also prefer direct selling agents as they are usually more willing to help their customers more with their purchases e.g. providing home delivery, giving detailed recommendations on what products to buy, and so on.