The Philippines topped the Asia Pacific region in understanding and trust in direct selling, according to new data from Herbalife’s Direct Selling Survey.

Nine in 10 Filipino respondents (95%) accurately defined direct selling, the highest rate in the eight-country survey.

Trust in the industry is also strong, with 81% of Filipinos expressing confidence in direct selling, ahead of Vietnam and Malaysia.

A majority (92%) of Filipinos are aware of laws and regulations that protect consumers and govern the direct selling industry.

Trust is especially high among Gen Z, with 82% saying they trust direct selling, compared to 78% of Boomers.

Proven quality control, brand recognition, and long-established presence were cited as the top trust factors among consumers.

Filipino women are more likely than men to pursue direct selling for flexibility, with 34% highlighting flexible work hours as a key motivator.

Other top motivations among women include being their own boss (41%) and earning extra income (30%).

Sixty-two percent of women also view direct selling as a business opportunity suitable for anyone, compared to 51% of men.

Support from companies and community networks is critical, as 62% expect help from the product company and 55% seek peer support.

The survey, conducted in late 2024, polled 8,000 consumers across Australia, Hong Kong, Japan, Malaysia, the Philippines, Singapore, Taiwan, and Vietnam.