Herbalife Survey Shows Younger Filipinos Trust Direct Selling More

Herbalife conducted a survey to assess the level of awareness and confidence Filipinos have in the direct selling industry.

Herbalife, a premier health and wellness company, community and platform, has released the findings of its “Asia Pacific Direct Selling Survey.” Conducted in late 2024, the survey polled 8,000 respondents in eight countries, including Australia, Hong Kong, Japan, Malaysia, Philippines, Singapore, Taiwan, and Vietnam.

The survey aimed to gain insights into consumers’ perceptions of direct selling and to identify the key factors that motivate individuals in the Asia-Pacific region to embark on a direct selling career.

One of the key findings of Herbalife’s survey is that eight in 10 Filipinos (81%) trust direct selling. This places the Philippines at the top of the APAC countries, 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 Director and General Manager of Herbalife Philippines Allan Domingo. “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.

Domingo added, “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.”

Younger Filipinos Trust Direct Selling More Than Boomers

When it comes to trust in direct selling, Herbalife’s survey found that younger age groups are more likely to trust direct selling. Specifically, eight in 10 (82%) Gen Zs said they trust direct selling, while 78% of Boomers said that they do.

The survey also found that the following factors influence consumer trust in a company:

Proven quality control measures (65%)
Brands that are well-known and recognized (62%)
Brands that have been established for decades (59%)

Women Are More Likely to Start Direct Selling Due to Flexibility

Another key finding from Herbalife’s survey is that flexible work hours are a stronger motivator for Filipino women to pursue direct selling compared to men. Specifically, 34% of women identified flexibility as a key factor, in contrast to 29% of men.

Women are also most likely to start direct selling as they want to be their own boss (41%), and earn additional income (30%).

In addition to this, 62% of female respondents believe that direct selling is a business opportunity suitable for anyone, while only 51% of male respondents agree with the statement.

Financial Risk of Direct Selling

While the survey shows that the trust in direct selling is very strong, respondents also acknowledge the challenges, particularly the financial risk, that comes with it. In order to address this, 62% of responders expect support from the company they buy products from, while 55% want support from other people within their direct selling community.

In addition to this, 44% expect backing from family and friends, which highlights 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,” said Domingo. “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,” he added. “Beyond training, we focus on strong customer service levels and foster a vibrant peer-support community with mentorship.”

Domingo likewise emphasized that “Herbalife remains committed to sharing knowledge and strategies to drive business success.”