ADA, MICH., USA (Feb. 8, 2017) – Amway today announced sales of $8.8 billion USD for the year ending Dec. 31, 2016, a decline of 7 percent when compared to 2015 figures. The direct seller increased sales in seven of its top 10 markets, but experienced softening market conditions in Mainland China.
“Across the world, Amway did well in 2016,” said Amway Chairman Steve Van Andel. “We experienced sales growth in several top markets, saw double-digit percentage growth in nine additional markets, and continued to evolve the business in Mainland China as we seek to take advantage of shifting market conditions and achieve the market’s long-term growth potential.
“Above all, we are pleased to see the continued and growing relevance of the direct selling model in today’s marketplace as people place real value on personal recommendations, and technology enables our distributors to connect with customers at any place at any time.”
As Amway looks forward to 2017, it sees great opportunity due to several factors, including:
- People are positive about entrepreneurship and can envision themselves as business owners. In fact, according to the 2016 Amway Global Entrepreneurship Report (AGER), 77 percent of people expressed positivity about entrepreneurship and 43 percent could imagine starting a business of their own.
- Millennials are attracted to the Amway business. In the United States, for example, a majority of people who started an Amway business last year were millennials. The 2016 AGER report showed that many millennials – 52 percent – could envision themselves starting a business.
- Amway’s new product categories are exceeding expectations. The XS™ brand of energy drinks, snacks and sports nutrition products is expanding rapidly following Amway’s acquisition in 2015, achieving 40 percent sales growth this past year. The brand is now available in nearly 50 markets and its launch of sports nutrition products in 2016 exceeded sales goals.
- Amway’s expertise in nutrition, combined with the power of distributor support, continues to pay dividends for consumers. For example, Amway’s BodyKey by Nutrilite™ weight management program has found great success in southeast Asia as quality products are combined with a community-based program focused on weight loss and healthy eating. More than 70,000 people participate in these programs in southeast Asia and involvement continues to grow.
- The convergence of our product categories, such as nutrition and beauty, continues to show strength. Newly launched Truvivity by Nutrilite™, a supplement focused on skin hydration, is exceeding sales estimates and distributors have found success in pairing the product with premium skincare lines such as Artistry Hydra-V™.
- The direct selling business model is attractive. Over the last four years of available data, direct selling has grown by 20 percent globally. The same data from the World Federation of Direct Selling Associations pegs annual sales for the industry at $183.7 billion USD (2015 data).
“We believe that in a world where people have more choices than ever before – specifically in how they make money, where they find products and who provides them with tips and insights – that we’re well positioned to help individuals meet their varying needs through the choice of an Amway™ product or Amway™ business opportunity,” said Doug DeVos, Amway president and chairman of the World Federation of Direct Selling Associations. “Nearly 60 years after we opened for business by helping others open for business, many things have changed – but the value of a business opportunity that is open to everyone isn’t one of them.”
Some of the benefits of owning an Amway business are the skill building and digital support that is available through the company. Distributors participated in more than four million free online training sessions in 2016, focused on selling, general business skills and our product brands / categories. The company also launched an array of digital tools in markets around the globe, providing business management support, training, product details, and product recommenders to help distributors as they sell products, manage their day-to-day tasks and build their businesses.
2016 Facts & Figures:
- Sales by product category in 2016: Nutrition, 49 percent (+3% from 2015); beauty and personal care, 25 percent (same as 2015); durable products, 15 percent (-1% from 2015); home care, 7 percent (same as 2015); other, 4 percent (-2% from 2015).
- Major product launches for Amway in 2016 included the Truvivity by Nutrilite™ skin hydration line, Artistry Flora Chic™, the first premium fragrance from Artistry™, and the continued rollout of Artistry Supreme LX™, luxury, anti-aging face and eye creams.
- The top 10 markets for Amway in 2016 were Mainland China, United States, South Korea, Japan, Thailand, Taiwan, India, Malaysia, Russia and Hong Kong.
- Nine of Amway’s markets experienced double-digit percentage growth, compared to 2015 figures
About Amway
Amway is an $8.8 billion direct selling business based in Ada, Michigan, USA. Top-selling brands for Amway are Nutrilite™ vitamin, mineral and dietary supplements, Artistry™ skincare and color cosmetics, eSpring™ water treatment systems and XS™ energy drinks – all sold exclusively by Amway Business Owners. Global sales in 2015 made Amway the No. 1 direct selling business in the world, according to the 2016 Direct Selling News Global 100. The company’s annual sales figure includes revenue from direct selling operations and other business holdings. For company news, visit globalnews.amway.com.
To access all the latest facts and figures about Amway, visit globalnews.amway.com/media-guide.
