Amway sets the stage for new growth: 5% sales increase in ESAN in 2024 and Jon L. Voskuil appointed as Managing Director

Globally, the company reports $7.4 billion USD in sales last year, with significant growth in the health and wellbeing category

March 18 – Amway, the world’s largest direct selling company,[1] has released its 2024 financial results and announced key updates, confirming its global leadership in the industry. Playing a pivotal role in the company’s global $7.4 billion USD in sales last year was the growth of the ESAN region (Europe, Southern Africa, Australia and New Zealand), which achieved a 5% increase in sales compared to the previous year, reaching a total of $ 424 million USD. This milestone was driven by a strategic focus on the region’s needs and an in-depth understanding of consumer trends in the market.

The region has recently appointed Jon L. Voskuil as the new Managing Director for Amway ESAN. With over 30 years of global experience in various strategic leadership positions, Jon is responsible for business performance, distributor partnership and go-to-market strategies, as well as providing leadership to the region’s 1,100 employees. Before joining ESAN, Jon served as Amway’s Global Vice President of Strategy & Corporate Development, where he defined and drove the adoption of enterprise strategies, as well as led corporate development efforts.

“Everything we do is driven by our commitment to the success of Amway Business Owners (ABOs) and the satisfaction of their customers,” said Jon L. Voskuil. “Our goal is to continue to focus on our health and wellbeing business strategy to enable sustained growth for the markets in our region. The 5% sales increase in 2024 is concrete proof of the effectiveness of our strategic direction. We will continue to invest in wellbeing innovations and tailored solutions – along with upgraded digital platforms and tools – to propel our future growth.”

With innovation and strategic investments, Amway is aiming for a bright future. Although the company’s $7.4 billion USD in global sales in 2024 represents a 3% decline compared to the previous year due to the strength of the US dollar, it recorded positive trends in key areas that confirm its focus on health and wellbeing. It also made significant operational advancements and leadership transitions to drive long-term growth.

Driving Impact Through Community Support in ESAN

Alongside its strong sales performance in the ESAN region, Amway demonstrated its unwavering commitment to social responsibility in 2024. In response to natural disasters that impacted ESAN in 2024, Amway provided immediate disaster relief through cash donations and in-kind aid to affected communities in Spain, Germany, and Central and Eastern Europe. Furthermore, Amway has continued its support for Ukraine by equipping medical facilities and supporting sports education in partnership with Spundbond NGO. Recently named the No. 1 direct selling company in the Ukrainian market,[2] Amway has invested nearly half a million USD in donations to this project since the beginning of the war.

In line with its core values, Amway also strengthened its partnerships with over eight food banks and NGOs across ESAN, donating over 162,000 products valued at an estimated €3.5 million retail value[3]. This initiative transformed surplus inventory into essential resources for vulnerable communities. These efforts underscore Amway’s dedication to making a tangible difference in the ESAN region by building lasting change through community-focused actions.

Health and Wellbeing Gains Momentum

Among the bright spots of 2024, Amway’s nutrition category grew by 2%, now representing 64% of total global sales. Nutrilite™ continues to hold its position as the world’s No. 1 selling vitamin and dietary supplements brand.* This growth reflects rising consumer demand for science-backed products and more comprehensive wellbeing support.

In response to this growing need, most Amway markets introduced “solutions” – curated product combinations paired with recommended daily habits to help customers take a more holistic approach to a healthy lifestyle. As example, Amway ESAN recently launched Nutrilite™ Morning Nutrition, a holistic approach to morning wellbeing, addressing nutritional gaps and supporting a healthier and more balanced lifestyle. This solution promotes a balanced breakfast and a positive morning routine that nurtures the body and mind.

With a strong foundation, a dynamic leadership team, and a commitment to helping the Amway community deliver innovative health and wellbeing offerings, the company is poised for new growth and impact in the years ahead.

About Amway
Amway is a business owner-led global health and wellbeing company based in Ada, Michigan, U.S. It is committed to serving Amway Business Owners and their customers across more than 100 countries and territories worldwide. Top-selling brands for Amway are Nutrilite,™ Artistry™ and XS™ – all sold exclusively by entrepreneurs who are known as Amway Business Owners. Amway is the No. 1 direct selling business in the world, according to the 2024 Direct Selling News Global 100 list. For company news, visit: https://news.amway.eu/.

*Source: GlobalData, www.gdretail.net/amway-claims.  Claim based on retail value share.  Includes sales of both Nutrilite and Nutriway-branded products.

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PR Department Amway ESAN

Annalisa Limodio – annalisa.limodio@amway.com

Anna Szymborska – anna.szymborska@amway.com

[1] https://www.directsellingnews.com/global-100-lists/

[2] Source: GlobalData,.  Claim based on retail value share.  Includes sales of both Nutrilite and Nutriway-branded products.

[3] Donations valued approximately at retail price, including VAT.