Filipinos Show High Awareness and Trust for Direct Selling — Herbalife survey

MANILA – Herbalife, a premier health and wellness company, community and platform, today released findings from its Asia Pacific Direct Selling Survey. The survey findings for the Philippines revealed a high level of understanding around direct selling with 9 in 10 (95%) respondents correctly identifying “direct selling as a method of selling goods or services directly to a consumer, through personal contact without the need for a permanent retail premise”. Philippines has the highest understandings of direct selling compared to other countries in Asia Pacific (APAC). 

Filipinos also showed a strong awareness of direct selling regulations and trust in the industry. More than 9 in 10 (92%) recognized the existence of laws that protect consumers, regulate the industry, and guide voluntary self-regulation. When asked about perceptions of the industry 8 in 10 (81%) said they trust direct selling. This places Philippines at the top, followed by Vietnam (70%) and Malaysia (69%).

“These findings reflect the strong and growing confidence Filipinos have in direct selling as a trusted and legitimate business model,” said Allan Domingo, Director and General Manager of Herbalife Philippines. “With one of the highest levels of awareness and trust in the region, it’s clear that the combined efforts of direct selling companies, industry associations, and regulators to promote ethical practices and consumer education are working. This makes the Philippines a strong environment for entrepreneurship, where individuals feel confident exploring direct selling as a flexible and credible way to earn supplementary income — and with Herbalife, they have access to a proven business opportunity backed by the training and support of a trusted global brand.”

Conducted late last year, the survey aimed to understand consumers’ perceptions towards direct selling and identify key motivating factors for starting a direct selling journey in APAC. It polled 8,000 respondents in eight countries, including Australia, Hong Kong, Japan, Malaysia, Philippines, Singapore, Taiwan, and Vietnam. 

Trust in Direct Selling Higher Among Younger Filipinos

Across generations, trust in direct selling is higher among the younger age group. More than eight in 10 (82%) Gen Zs said they trust direct selling, compared to 78% of Boomers. The top three factors influencing consumer trust in a company are proven quality control measures (65%), well-know and recognized brand (62%) and brands that have been established for decades (59%).

“For over 40 years, Herbalife has delivered science-backed health and wellness products to consumers worldwide, including here in Philippines. We believe in offering economic opportunities to people from all walks of life and our distributors engage directly with customers and communities to educate them on good nutrition and promote positive lifestyle habits. This ‘distributor difference’ helps us make a tangible impact in building healthier communities everywhere we are,” said Domingo. 

Women More Likely to Start Direct Selling for More Flexible Working Hours

Filipino women are more likely to cite flexible working hours as the main reason to start direct selling (34%) compared to 29% of men who said the same. The top three motivation for women to take up direct selling were wanting the opportunity to be their own boss (41%), having flexible working hours (34%) and to earn extra cash to supplement their income (30%). 

In addition, local women were also more likely to view direct selling as a business opportunity suitable for anyone, with 62% of female respondents concurring with this statement compared to 51% of men.

Support Needed from Direct Selling Companies 

While trust in the direct selling industry is strong, respondents also cited the possibility of financial risk, especially if they are unable to sell the products they purchase. To help mitigate this, 62% expect support from the company they buy products from and 55% want support from other people within their direct selling community. Additionally, 44% expect backing from family and friends, highlighting the social nature of the business.

“Entrepreneurship can take many forms, and direct selling remains a trusted option for Filipinos looking to start their own business. Many recognize the value of structured product knowledge, business fundamentals and personal development training to achieve longer-term success.” 

“At Herbalife, we equip our independent distributors with expert-led training on health, nutrition, and our products, ensuring they can confidently guide customers. Beyond training, we focus on strong customer service levels and foster a vibrant peer-support community with mentorship. With a global network of over two million entrepreneurs, Herbalife remains committed to sharing knowledge and strategies to drive business success,” added Domingo.