Competitive Landscape
Herbalife Indonesia Pt Navigates Regulatory Challenges as Tupperware Exits the Market
Direct selling in Indonesia remains moderately concentrated, with Herbalife Indonesia PT holding a leading value share of 11% in 2025, followed by Bio Organik Nusantara PT (Biogreen Science) at 8%, and Momen Global Indonesia PT (Moment) at 7%. Over the 2020 to 2025 period, the market has experienced gradual declines in share among leading players and the exits of several established companies.
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Overview:
Understand the latest market trends and future growth opportunities for the Direct Selling industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Direct Selling industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Direct Selling in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Direct Selling in Indonesia?
- Which are the leading retailers in Direct Selling in Indonesia?
- How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
- How has the impact of COVID-19 and national lockdown impacted consumer demand?
- Which formats have benefited the most from stockpiling and enforced home seclusion?
- How will the wider economic impact of COVID-19 shape the retail landscape in the future?
- Where is future growth expected to be most dynamic?
Direct Selling in Indonesia - Category analysis
Key Data Insights
Direct Selling Summary
Regulatory Constraints and Shifting Consumer Engagement Drive an Ongoing Decline in Indonesia’S Direct Selling Channel
Health and Beauty Direct Selling Leads Value Sales as Foods Direct Selling Records Strong Growth
Digital Integration Is Expected to Reshapes Sales Strategies for Younger Consumers
Premiumisation in Health and Beauty Contrasts with the Rapid Expansion of Foods Direct Selling
Herbalife Indonesia Pt Navigates Regulatory Challenges as Tupperware Exits the Market
Retail in Indonesia - Industry Overview
2025 Developments
Key Data Insights
Retail Records Moderate Growth as Structural Shifts and Evolving Retail Formats Reshape the Market
Small Local Grocers Leads Sales While Retail E-Commerce Drives Double-Digit Growth
Livestream Shopping and Social Commerce Reshape Retail through Real-Time Engagement and Digital-Driven Growth
Strong Growth Is Set to Be Driven by Rising Consumption, Macroeconomic Stability and the Rapid Expansion of Digital Retail Channels
Convenience Retailers and Variety Stores Will Drive Offline Growth as Retail E-Commerce Leads Channel Expansion
Experiential Retail Concepts Are Set to Integrate Lifestyle, Culture and Sustainability to Drive the Evolution of Physical Retail Spaces
A Gradual Consolidation Is Led by Sea Ltd and Tokopedia Pt as Cross-Channel Competition Intensifies
Informal Retail
Opening Hours for Physical Retail
Seasonality
Eid Al-Fitr/Lebaran
School holidays
Harbolnas (National Online Shopping Day)
Christmas
Country Reports Disclaimer
The following categories and subcategories are included:
Direct Selling
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- Apparel and Footwear Direct Selling
- Personal Accessories Direct Selling
- Eyewear Direct Selling
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- Beauty and Personal Care Direct Selling
- Consumer Health Direct Selling
- Tissue and Hygiene Direct Selling
- Appliances and Electronics Direct Selling
- Drinks and Tobacco Direct Selling
- Foods Direct Selling
- Home Products Direct Selling
- Other Products Direct Selling
Direct Selling
Direct selling is the marketing of consumer goods directly to consumers, generally in their homes or the homes of others, at their workplace, and other places away from permanent retail locations. Direct selling occurs in two primary ways: On a one-to-one basis (usually by prior arrangement a demonstration is given by a direct seller to a customer) or on a party-plan basis (selling through explanation and demonstration of products to a group of prospective customers by a direct seller usually in the home of a host(ess) who invites other persons for this purpose). Avon stands as a prime example of a direct seller using one-to-one selling, whereas Tupperware is famous for its party-plan method. Direct selling of services - such as insurance, telecoms, other utilities, and financial services - are excluded.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Direct Selling research and analysis database.
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