Herbalife, a leading health and wellness company, has released the results of its Asia Pacific Direct Selling Survey, highlighting Malaysia as one of the region’s most knowledgeable and trusting markets for direct selling. An impressive 94% of Malaysians correctly identified direct selling as selling goods or services directly to consumers without a physical store one of the highest levels of understanding in the Asia Pacific. The same percentage of respondents also recognized the existence of regulations protecting consumers and guiding the industry. Nearly 7 in 10 Malaysians (69%) expressed trust in the direct selling model, placing the country among the top in the region, just behind the Philippines (81%) and Vietnam (70%).
According to Steven Chin, Senior Director and General Manager of Herbalife Malaysia and Singapore, these findings reflect the ongoing commitment of industry players to uphold ethical practices and educate the public. With the direct selling industry in Malaysia projected to grow by 7.4% to reach RM34.4 billion in 2024, Chin emphasized Herbalife’s role in supporting entrepreneurship by providing flexible, income-generating opportunities through wellness-based business models.
The survey, conducted across eight Asia Pacific countries with 8,000 respondents, also revealed that trust in direct selling is higher among younger Malaysians. Around 74% of Gen Zs trust the model, compared to 68% of Millennials, Gen Xers, and Boomers. Key factors driving this trust include proven quality control, well-known branding, and long-standing reputations.
Flexibility is a major driver for Malaysian women entering direct selling. Nearly 29% cited flexible working hours as a primary motivator, while others sought to supplement their income (36%) or be their own boss (33%). Additionally, 39% of women agreed that direct selling is ideal for housewives and homemakers, compared to 34% of men.
While overall trust is high, Malaysians still desire strong support systems to reduce risk. More than half said they look for guidance from their direct selling communities (54%) and companies (52%), with 42% also relying on family and friends. These insights underscore the importance of mentorship, training, and emotional support within the industry.
Chin concluded by reiterating Herbalife’s commitment to its distributors. With over 40 years of experience and a network of more than two million entrepreneurs worldwide, the company offers science-backed nutrition products, expert-led training, and personalized mentorship to empower individuals. Herbalife’s approach, which focuses on community education and personal relationships, helps build trust while promoting healthy living and sustainable business success.
About the Author
