Nutritional Supplements, Functional Foods & Direct Selling
Strategic Profile
USANA is executing a diversification strategy towards an omnichannel model designed to support growth beyond its core nutritional business and to restructure and modernize operations for today's evolving marketplace. Net sales outside of the core nutritional business represented 16% of consolidated net sales in 2025, up from approximately 1% in 2024, with expectations to increase to more than 20% in fiscal 2026.
Cyborg Score Rationale
Despite 8% net sales growth to $925M, net earnings fell 74% to $10.8M, reflecting margin compression. Leadership returned Kevin Guest as CEO, signaling renewed strategic focus. The company shows resilience through diversification but faces execution risks.
Top Insights
Rise Wellness sales tripled in 2025 with distribution expanding into key retail outlets and Protein Pop launching at a large club retailer in Q1 2026.
USANA implemented a workforce reduction of approximately 10%, redirecting savings toward technology and market expansion initiatives.
Kevin Guest returned as CEO with over three decades at the company, including previous eight-year CEO tenure.
USANA owns 78.8% of Hiya Health Products and 100% of Rise Wellness, offering clean-label health products beyond core nutrition.