OREANDA-NEWS. March 11, 2011. This is a new sales record since the onset of crisis in 2008, when the company reported the highest sales of RUB 14.9 billion.

Amway LLC, the Russian unit of Amway Corp., an international manufacturer of perfumery and cosmetic goods, health foods and household products, reported the final figures for 2010 and prospects for the current period.

In 2010, world sales of Amway Corp. totaled USD 9.2 billion, which is 9.5% higher than in 2009 (that year, overall sales of the company totaled USD 8.4 billion). Thus, the company kept up the tendency of the latest years. Since 2007, Amway sales have been demonstrating a stable growth year to year.

Global nature of Amway’s business accounts for the specific character of sales distribution per regions. The majority of sales (90 %) occur in markets outside the USA. China is a steady leader in sales; countries of the Asia-Pacific region and the united region of Europe, Africa and India rank 2nd and 3rd in sales, respectively. The best-selling product category (42% of overall global sales) is health products (Nutrilite brand). The company holds a steady global leadership position in production and sales of dietary supplements. Share of Nutrilite™ in the global market of dietary supplements is 4.8%. Other sales per categories of products are: personal care products (15 %), beauty products (11 %), and household care products (11 %).

An important result of Amway LLC activities in 2010 is the growth of sales. The company’s total sales in Russia increased by 2.3% against 2009 and totaled RUB 15.2 billion. It should be noted that the company completed the pre-crisis year of 2008 with a brilliant 31% sales growth.

“When we were commencing the difficult post-crisis year 2010, our primary goal was to keep the sales at the level of 2009. Yet, the Russian market proved its uniqueness again, by demonstrating a fantastic behavior. As compared to predictions of our Headquarters in 2005, growth of sales in Russia in 2010 reached approximately 500%. Furthermore, we have a new European record: in December 2010 Amway reported the largest sales over the history of the European market”, says Director General for Amway Russia Richard Stevens.

Household care products (household chemicals) remained Amway’s best-seller in the Russian market in 2010, with 35.4% of total sales. These are followed by personal care goods (27.5%). And, finally, the last among the “top three” best sellers of the Russian market are beauty products (14.7%).

An interesting tendency was noticeable in sales of premium-class iCook steel cookware. Sales of this category grew by 115.6%, or over RUB 930 million. Nutrilite demonstrated a stable growth as well (7.7%).

Besides, it was noted that the crisis had a positive effect on the distributors’ performance. In 2010, growth of sales among Amway Business Owners (ABOs) totaled 14.8%, or RUB 97,000 per each ABO per year (compare to RUB 82,100 in 2009). Growth was observed among loyal Amway customers as well; purchases per 1 customer in 2010 totaled RUB 13,150 per year (against RUB 11,600 in 2009). Total number of distributors in 2010 reached 930,000.

In 2011, Amway intends to retain its share among the top three direct selling companies, to increase the distributors’ performance against the figures of 2010, and to achieve a 50% growth in the brand recognition. Besides, the company plans to implement several initiatives, among them those relating to improvement of customer service, development of infrastructure, increase in brand recognition, extension of the product portfolio etc.