As part of its initial launch phase, the company has introduced gut health and weight management products, Plexus Lean, Plexus Slim and MetaBurn to Australian consumers.
The products, which are gluten- and GMO-free and suitable for vegetarians, come in packs of 30 powder sachets (Plexus Lean and Plexus Slim) or bottles of 60 capsules (MetaBurn).
It has also partnered with trade association Direct Selling Australia (DSA), which represents direct-selling firms in the country, as well as Mary's Meals Australia, under its Nourish One Initiative that seeks to fight world hunger.
Aussie appeal
Overseeing Plexus' Australian business is GM Sinead Pollock, coming from her most recent role as head of sales for Australia, Singapore and New Zealand at direct selling rival Mannatech Australasia.
Speaking to NutraIngredients-Asia, she said: "Plexus selected Australia for expansion due to its large population of 25 million, competitive and open economy, and demand for new products in the health and beauty space."
She had previously called the Australian consumer "incredibly savvy" and company "the perfect fit" for the country, citing a 2017 DSA survey that showed that Australia's total vitamin and dietary supplement market size in terms of revenue within the MLM (multi-level marketing) and direct sales channel made up 24.7% of the wellness category.
In addition, high demand for complementary medicines has been driving steady growth in the supplements sector — according to Australia's Complementary Medicines Industry Snapshot, the country's vitamins and dietary supplement revenues have doubled over the last decade to US$4.9bn in 2018.
Australian consumers are also known for taking a pro-active stance on their health, consciously seeking out new innovations in the health foods and supplements sector — this will present great opportunity for Plexus, which has done well so far in its home market.
Stepping stone?
When asked why Plexus had decided to focus on the areas of gut health and weight management in its Australian launch, Pollock said: "Plexus Worldwide is focused on providing health and wellness products that enable people to improve their lives and well-being.
"Science has shown the power of the microbiome in supporting wellness, and as such, this science plays an important role in several of our products, regardless of whether that product line is for nutrition, weight loss, skincare or personal care."
As gut health and weight management are also significant areas of concern in other APAC countries, Plexus will "definitely consider future international expansion", but does not have "any announcements of new markets to make at this time".
Pollock said, "While a lot of direct-selling companies try to operate in as many countries as possible and as quickly as possible, Plexus has decided to take a different approach, where we will only enter a market if we have the infrastructure in place to fully support our ambassadors and assist them in achieving success.
"(In terms of new product development), we are always developing and researching products, but we don’t have any announcements to share at this time. However, I will say that DSA is an excellent organisation, and we’re excited to become one of its members."