The positive growth projection comes in line with the trend of economic recovery and the increasing purchasing power from an ageing society and health-conscious consumers.

Health products were projected to contribute around 45 per cent of total direct sales. Women were now taking the direct selling model as a serious career, not just to earn extra income, the association said.

Suchada Theeravachirakul, the association’s president, said: “Last year Thai direct sales business showed growth of 1.4 per cent compared to 2016. For this year, we expect the growth of 5 per cent due to several factors, including the economic recovery, the strategy for building digital platforms to fully engaged consumers, including the website, Facebook, Instagram, Line, mobile applications etc. Around 52 per cent of e-commerce consumers have bought products via smartphones.”

Furthermore, Thailand’s population is ageing and by 2022 there was projected to be 13 million over-60s, making up 20 per cent of the population. The ageing population would spend more on health, boosting that sector, the association predicted.

The direct sales business also attracts Generation Y, those born in the 1980s and 1990s, who will play a part in driving the sector’s growth. Generation Y often prefer entrepreneurship over being salaried employees and regularly see direct sales as a suitable career.

Members of Generation Y represent 15 per cent of total direct sellers.