Italy key market for Amway

"Amway's global brand development strategies focus on strengthening its positioning as an entrepreneurial health and wellness-oriented company. The goal is ambitious: to help people live better - not just in terms of lifespan, but by increasing the years in which they feel healthy and at their best. This is the mission that drives both product innovation and business model evolution'. This is how Gregory Bray, cmo of Amway Esan (Europe, Southern Africa, Australia and New Zealand), describes the future steps of the direct selling company, which recorded total sales of $7.4 billion in 2024.

A key contributor to this success came from the Esan region, which grew by 5 per cent year-on-year to reach total sales of USD 424 million. "This outstanding result is the result of our deep understanding of market dynamics and consumer buying trends in the region," Bray says.

Another pillar of global success in 2024 was the Nutrition segment, which grew by 2 per cent globally to account for 64 per cent of total sales. "In particular, our Nutrilite brand continues to hold the world's number one position in the sale of vitamins and nutritional supplements," the CMO continues. "This growth clearly demonstrates the growing consumer demand for scientifically proven products and a holistic approach to wellness. In response to this need, most Amway markets have introduced solutions: combinations of specific products combined with advice on daily habits, designed to support a more comprehensive approach to wellness. Among these, Nutrilite Morning Nutrition, launched in the Esan region, supports a balanced morning routine. Looking ahead to 2025, our goal is to further strengthen Amway's leadership in health and wellness with the launch of new products and solutions. We will also continue to respond carefully to both consumer needs and sustainability priorities, with a particular focus on key markets such as Italy."

The company's development is based on science: 'Amway,' says Bray, 'constantly invests in research and development, including through partnerships with universities and centres of excellence worldwide. Our in-house teams of more than 800 scientists, engineers and technical experts collaborate with Amway Scientific Advisors - 13 global experts in health, nutrition and beauty - who support research activities, offer scientific recommendations and facilitate new collaborations with leading institutions to create solutions that meet people's real needs".This scientific approach complements the entrepreneurial dimension of the brand. Amway supports its sales representatives not only in selling products, but also by offering the tools, training and programmes necessary to build a personal, flexible and purpose-driven business, valuing individual motivation and freedom to define one's own goals.

"Nutrilite's heritage - with over 90 years of true 'seed to supplement' philosophy - is a key asset for the brand," explains the cmo. Amway manages nearly 6,000 acres of certified organic farmland in the US, Mexico and Brazil, where it grows and harvests plants using sustainable and regenerative farming methods. Quality, traceability and sustainability are deeply rooted in our storytelling. The same is true for Artistry, which today offers high-performance, clinically proven skincare solutions designed to meet the needs of different stages of life and formulated to nourish the skin with ingredients that act as true supplements.