USANA Health Sciences, Inc. Overview
Pro stress-test →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
Pro stress-test →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
Pro stress-test →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 Nutritional Supplements & Wellness Products / Direct Sales.
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)