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USANA Health Sciences, Inc.: Business Overview, Financials & Competitive Analysis

USANA is one of the largest publicly held direct-selling nutrition, personal health and wellness companies in the world, developing science-based health products and distributing them internationally. Core Nutritional...

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5/ 10Mixed

Cyborg Score thesis

Omnichannel transformation with growth optionality offset by core business decline and valuation...

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Industry Functional Foods and Beverages
4 named competitors
4 recent developments
11 analyst dimensions
Synthesized from analyst-debate stress-testing across 11 dimensions and hundreds of data points. Methodology →
Cyborg Score recalibrated: September 14, 2026
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USANA Health Sciences, Inc. Overview

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USANA is one of the largest publicly held direct-selling nutrition, personal health and wellness companies in the world, developing science-based health products and distributing them internationally. Core Nutritional is the company's primary business with approximately 82% of consolidated net sales. The company is executing a transformation from a single-channel direct sales business to a diversified omnichannel health and wellness platform.

Strategic Profile

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USANA is evolving from a single-channel direct sales business to a diversified, omnichannel health and wellness enterprise, with its omnichannel platform intended to provide multiple growth engines. The portfolio includes the core nutritional business, Hiya direct-to-consumer, and Rise Wellness brands (Rise Bar and Protein Pop), with Rise Wellness experiencing meaningful year-over-year growth in 2025 and expecting accelerated growth during fiscal 2026.

Competitive Landscape

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Primary competitors include Nu Skin Enterprises, Herbalife Nutrition, DSM-Firmenich, and Amway. USANA competes in the nutritional supplements and direct-selling space, with smaller peers gaining scale through omnichannel retail and e-commerce. The company's shift from pure direct sales to retail (Costco, online) aims to diversify revenue but creates new competitive dynamics against established CPG nutrition brands.

Industry Context

USANA Health Sciences, Inc. operates in Functional Foods and Beverages.

Key facts

Founded: 1992 · Headquarters: Salt Lake City · Revenue: $926M trailing twelve months (as of March 31, 2026) · Market cap: $333M (as of May 18, 2026)

What the analysts stress-tested

The top findings that survived the multi-agent debate for USANA Health Sciences, Inc..

  • Core Nutritional business declining: FY2026 guidance of $720–765M vs. FY2025 preliminary $777M, reflecting 6% headwind from 52-week calendar impact plus underlying softness
  • Omnichannel pivot gaining traction: Rise Wellness Protein Pop achieved nationwide Costco distribution (April 2026), driving triple-digit growth; Hiya targeting stronger H2 2026
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Recent developments

Material events tracked by the AskCyborg corpus.

  • April 2026Launched Glow, USANA's first skin supplement
  • April 2026Rise Wellness's Protein Pop achieved nationwide Costco distribution
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Named competitors

Pulled from the analyst-debate framework. Click any competitor to see their Cyborg Score.

Herbalife NutritionDirect-selling nutrition and weight management products→Nu SkinPersonal care and nutritional supplement direct seller→AmwayMulti-channel health and beauty direct-sales network→GNCRetail nutritional supplements and wellness products→

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Industry context

USANA Health Sciences, Inc. operates in Functional Foods and Beverages. See how the rest of the sector scores on the Cyborg framework.

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Frequently asked questions

What does USANA Health Sciences, Inc. do?+
USANA is one of the largest publicly held direct-selling nutrition, personal health and wellness companies in the world, developing science-based health products and distributing them internationally. Core Nutritional...
What is USANA Health Sciences, Inc.'s Cyborg Score?+
USANA Health Sciences, Inc. has a Cyborg Score of 5/10 (Mixed). The score synthesizes business model, financials, leadership, competitive position, technology, marketing, and ESG dimensions across hundreds of data points.
Who are USANA Health Sciences, Inc.'s main competitors?+
Named competitors include Herbalife Nutrition, Nu Skin, Amway, GNC. The full competitive landscape is in the AskCyborg report.
How can I get the full USANA Health Sciences, Inc. research report?+
Get the report plus analyst-debate audio at askcyborg.com -- no credit card required for preview access. Pro adds saved-company audio playlists and monitoring.
How current is the USANA Health Sciences, Inc. research?+
The Cyborg Score is recalibrated weekly. Recent developments are tracked continuously and surfaced in every report.

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