Nutritional Supplements & Wellness Products / Direct Sales
Strategic Profile
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.
Cyborg Score Rationale
USANA faces headwinds in its core direct-sales business (down 6% guidance for FY2026) but is investing in growth through omnichannel expansion. Q1 2026 showed flat year-over-year sales and declining active customers in core and Hiya segments, offset by triple-digit growth in Rise Wellness. The company's transformation strategy shows promise but execution risk remains.
Top Insights
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
Q1 2026 showed margin compression: Adjusted diluted EPS down 16% to $0.61 vs. Q1 2025, with Adjusted EBITDA declining 5% to $28.4M, despite flat revenue at $250M
Customer base contraction: Core Nutritional active customers fell 12% to 404K in Q1 2026; Hiya subscribers down 17% to 186K, signaling ongoing challenges in direct-sales channel retention
Named Competitors
Herbalife Nutrition — Direct-selling nutrition and weight management products
Nu Skin — Personal care and nutritional supplement direct seller
Amway — Multi-channel health and beauty direct-sales network
GNC — Retail nutritional supplements and wellness products
Recent Developments
(April 2026) Launched Glow, USANA's first skin supplement
(April 2026) Rise Wellness's Protein Pop achieved nationwide Costco distribution