Amway $10.9 Billion Revenue + 17% growth in 2011

by Ted Nuyten on February 26, 2012

Dexter Yager Amway

Dexter Yager (Photo) – The Grandfather of Network Marketing and Amway's Nr.1 Top Earner.

Amway parent company, Alticor Inc., announced global sales exceeding USD$10.9 billion for the year ended December 31, 2011.

The results represent 17 percent growth over 2010 annual sales of USD$9.2 billion. This is the sixth consecutive year of growth for the company, which has posted sales increases 11 out of the past 12 years.  

Amway grows in nine of top 10 markets

Nine of the top 10 markets for Amway, including China, India, Korea, Malaysia, Russia, Thailand, Taiwan, Ukraine and the United States, reported strong sales increases. Japan recorded flat sales in the difficult period following the March 11, 2011 earthquake and tsunami. Markets posting double-digit increases in 2011 include China, India, Korea, Taiwan, Turkey and Vietnam, plus the Latin American region.

With more than 50 years of experience, Amway now holds the top spot in direct selling in key markets like China, India, Japan and Thailand, and is a recognized leader in the industry globally. Reflecting 2011's substantial gain, Amway has increased overall market share to more than 10 percent.

"For more than 50 years, Amway has focused on helping people live better lives. We provide people an opportunity to have a business of their own, fueled by strong brands and innovative products," said Steve Van Andel, chairman. "Our success is due to the millions of distributors all over the world who pursue their goals through an Amway business."

More than three million people worldwide sell AMWAY™ products in more than 80 countries and territories.

"Amway attracts people with diverse hopes and dreams, and offers a low-cost way for people to go into business for themselves," said Doug DeVos, president. "In the AMWAY business, relationships build an entire community that makes a real difference in people's lives."

In addition to supporting its distributors, Amway is a tireless advocate for the direct selling industry globally and in the markets in which it operates.  Company executives hold more than 50 industry leadership positions, and DeVos is the current treasurer of the World Federation of Direct Selling Associations (WFDSA).  More than 87 million people worldwide are engaged in direct selling, according to WFDSA.

Nutrition leads product category sales

Investment in global power brands NUTRILITE™ and ARTISTRY™ has helped Amway distributors generate record sales in nutrition and beauty.

Today, NUTRILITE is the world's No. 1 selling vitamins and dietary supplements brand*, leading nutrition category sales approaching USD$4.7 billion in 2011.  Sales of NUTRILITE Protein Powder and DOUBLE X® Vitamin/Mineral/Phytonutrient supplements accounted for more than one third of category sales. Major product launches for NUTRILITE last year included MEMORY BUILDER™ supplement, Vitamin C Plus Extended Release, and All-Plant Protein Powder.

Beauty and personal care products generated nearly USD$2.8 billion in sales last year, driven by the ARTISTRY brand, which is among the world's top five largest selling premium skin care brands** and claims the top spot in fast-growing China. ARTISTRY Intensive Skincare Renewing Peel, which launched globally in 2011, was the first in a new line of at-home skin care products that offer benefits comparable to clinical professional treatments.  Other significant launches in 2011 were Creme LX Eye and the ARTISTRY Men skin care line.

Home product sales were at USD$2.2 billion, led by continued strong sales for the eSpring™ Water Purifier, ATMOSPHERE™ Air Purifier and the AMWAY HOME™ line of products.   Sales of products that do not fall into the nutrition, beauty or home categories were USD$600 million in 2011.

A global company that thinks locally

Amway is a global company that thinks and acts locally and is deeply committed to making a difference in the cities and towns in which it operates.

In its ninth year, the AMWAY ONE BY ONE™ Campaign for Children provided a unified platform for global distributors and employees to reach 1.5 million children in need through combined donations of USD$25 million and 200,000 volunteer hours in 2011.  Since 2003, the campaign has helped 9.5 million children with USD$166 million in contributions and 2.5 million hours of volunteer time.

"Wherever we do business, our goal is to help people live better lives," said Van Andel.  "Our distributors have led our efforts to help children in their cities and towns through Amway One by One and the company is devoting resources to address other children's issues on a global basis."

In 2011, Amway launched a global corporate social responsibility effort aimed at addressing childhood malnutrition using a product called "NUTRILITE LITTLE BITS™."  The product is a micronutrient supplement developed by the company's Nutrilite scientists to meet specifications published by the World Health Organization. In partnership with select non-governmental organizations, NUTRILITE LITTLE BITS is now being distributed to children in Mexico and Zambia, with expansion planned for more than 20 additional countries in the next three years.

"Through NUTRILITE LITTLE BITS we harness the power of our 700 scientists and researchers to address a critical global issue," said DeVos. "We will not profit from NUTRILITE LITTLE BITS but we hope the product will help give at-risk children the opportunity to not just survive, but thrive."

About Alticor

With 2011 global sales of $10.9 billion, Alticor (www.alticor.com) is the parent company of Amway (www.amway.com), one of the world's largest direct selling businesses. Founded in 1959 and based in the United States (Ada, Michigan), Amway offers consumer products and business opportunities in more than 80 countries and territories worldwide through more than 3 million distributors building their own AMWAY businesses. Top-selling brands for Amway are NUTRILITE vitamin, mineral and dietary supplements, ARTISTRY skincare and colour cosmetics, and eSpring water treatment systems. With more than 20,000 employees worldwide, Alticor is privately held by the Van Andel and DeVos families, headed by Chairman Steve Van Andel and President Doug DeVos, and governed by a board of directors led by members of the two families and two outside directors. The company provides product development, manufacturing and logistics services through Access Business Group and Alticor Corporate Enterprises. For company news, visit www.globalnews.amway.com. For media questions, contact Public Relations at 616-787-7565 (Michigan, United States) or mediainfo@amway.com.

*Source Euromonitor International Limited; Vitamins and Dietary Supplements, World, Retail Value RSP, 2010.

** Source Euromonitor International Limited; Beauty; and Personal Care 2011, premium cosmetics and premium skincare category and subcategory; global 2010 value RSP.

SOURCE Alticor Inc.

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