Amway sees 4% 2018 growth

Amway sees 4% 2018 growth

Mr Kittawat and Ms Ratana say Amway Thailand is benefiting from health and beauty trends.
Mr Kittawat and Ms Ratana say Amway Thailand is benefiting from health and beauty trends.

Amway Thailand Ltd, a direct selling company, expects sales to reach 19 billion baht this year, up 4% from 2017, boosted by continuous growth in health and beauty products.

According to managing director Kittawat Ritteerawee, the company's sales will outperform the overall direct selling industry, which is expected to grow by 3% from 71 billion baht last year.

"2018 is another good year for Amway," Mr Kittawat said. "Our sales this year fared better than our expectations."

He cited the rise of health and beauty products among young and active consumers.

"We've seen a growing trend of health and health-related products for a decade," said marketing director Ratana Channara.

Mr Kittawat said Amway's weight management brand, BodyKey by Nutrilite, continues to grow by leaps and bounds, with sales of more than 5.2 billion baht in just three years. BodyKey sales are expected to reach 2.5 billion baht this year.

"People are willing to pay for products that come with better technologies and innovations for well-being," Mr Kittawat said.

Besides the health and beauty units, Amway attributed its sales growth to digital marketing.

The company has established itself in the digital marketing landscape on all relevant platforms to connect to the active lifestyles of consumers and support sustainable growth of the Amway business, Mr Kittawat said.

He said Thailand's overall direct sales market is expected to thrive in the year to come, thanks to the government's myriad economic stimulus packages and continued investment in infrastructure.

Mr Kittawat also foresees improving consumer consumption and better export prospects.

The much-anticipated general election is expected to have a further positive impact on consumer sentiment.

"We are paving the way for an even brighter year in 2019 by fine-tuning the Amway brand image to better approach younger people alongside a strategy to promote sturdy growth among Amway business owners," Mr Kittawat said.

In addition to health and food supplements, personalised serum has received a strong response from consumers since its launch earlier this year, he said.


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