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Here are 1-3 brief analogies for Usana Health Sciences (USNA):

• The Herbalife of nutritional supplements and personal care products. (Highlights its multi-level marketing model and core product categories, similar to a widely known peer.)
• An Amway focused on health, wellness, and nutritional supplements. (Compares it to one of the most recognized multi-level marketing companies, narrowing the product scope to Usana's specialty.)

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• Nutritional Supplements: A range of vitamins, minerals, antioxidants, and targeted formulas designed to support foundational health and specific wellness needs.
• Active Nutrition Products: Meal replacements, protein shakes, and supplements focused on weight management, gut health, and sustained energy.
• Personal Care Products: Science-based skincare, oral care, and other topical solutions formulated to support healthy appearance and hygiene.

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Usana Health Sciences (symbol: USNA) primarily sells its products directly to **individuals** through a multi-level marketing (MLM) model, rather than to other companies.

The company serves the following categories of individual customers:

• Independent Distributors (Associates): These individuals are at the core of Usana's business model. They purchase products directly from Usana for their own personal consumption and also sell them to others to earn commissions and bonuses. They are both consumers of Usana's products and independent business owners who market and distribute them.
• Preferred Customers: These individuals register with Usana, often through an Independent Distributor, to purchase products directly from the company at a discounted price for their own personal use. They are generally focused on consuming the products rather than selling them.
• Retail Customers: These are individuals who purchase Usana products at the full retail price from an Independent Distributor. They do not have a direct account with Usana and are typically one-time or occasional purchasers through an Associate.

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Jim Brown, President and Chief Executive Officer

Jim Brown was appointed President and Chief Executive Officer of Usana Health Sciences in July 2023. He joined USANA in 2006 as Vice President of Operations and has since held various leadership positions, including Vice President of Global Operations, Chief Production Officer, Chief Operating Officer, and President. Before joining USANA, Mr. Brown served as a plant manager for Sonoco, a global packaging company, where he was responsible for safety, quality, finance, production, and maintenance. He holds an MBA and a Bachelor's degree with a double major in Computer Science and Math from Francis Marion University.

G. Douglas Hekking, Chief Financial Officer

G. Douglas Hekking has served as the Chief Financial Officer of Usana Health Sciences since May 2017. He first joined USANA in 1992 and has held numerous management positions within the company, including Controller, Vice President of Finance, Executive Director of Special Projects, and previously served as Chief Financial Officer from May 2011 to December 2012. Mr. Hekking earned a B.S. in accounting from the University of Utah and an M.B.A. from Brigham Young University.

Walter Noot, Chief Operating Officer

Walter Noot was promoted to Chief Operating Officer of Usana Health Sciences in October 2019. He initially joined USANA in December 2016 as Chief Information Officer. Mr. Noot brings over two decades of executive leadership experience, having worked with various businesses ranging from startups to multibillion-dollar companies. Prior to USANA, from 2014 to 2016, he served as an executive officer, including Chief Information Officer and Senior Vice President of Operations, at Young Living Essential Oils, LC, where he managed supply chain improvements, ERP implementation, and software system rebuilds. He holds a B.S. in mechanical engineering from Brigham Young University.

Dr. Robert Sinnott, Chief Scientific Officer

Dr. Robert Sinnott joined Usana Health Sciences as Chief Scientific Officer in August 2016, a role in which he oversees global research and product development. He has nearly 30 years of experience in life sciences, chemistry, biotechnology, and nutrition, with 18 years specifically in the nutritional supplement industry. Dr. Sinnott's previous leadership roles include CEO and Chief Scientific Officer at Mannatech, Inc., and he co-founded Larreacorp, Ltd., a company focused on R&D in dietary supplements. He holds a Ph.D. in Biotechnology/Plant Sciences from Arizona State University and has completed postgraduate executive education at institutions such as Harvard Business School, Wharton, and MIT. He has developed hundreds of health products and holds over two dozen U.S. and international patents.

Brent Neidig, Chief Commercial Officer

Brent Neidig was appointed Chief Commercial Officer of Usana Health Sciences in July 2023. Previously, he served as the Chief Officer and Managing Director of China, where he was responsible for the daily operations and growth opportunities in USANA's largest market and managed relations with the Chinese government. Under his leadership, USANA China's growth nearly doubled over five years. Mr. Neidig is recognized for his strong business and community leadership.

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Key Risks to Usana Health Sciences (USNA)

Usana Health Sciences (USNA) faces several significant risks to its business model and operations. The most prominent challenges stem from its reliance on a direct selling model, intense competition within the health and wellness industry, and regulatory and geopolitical uncertainties, particularly in key Asian markets.

1. Reliance on Direct Selling Model and Distributor Challenges: Usana's business heavily depends on its network of independent distributors, or "Brand Partners." The company has recently experienced challenges in attracting new customers and maintaining its active customer base, with reports of declining active customers and a slowdown in sales productivity linked to a new compensation plan. There are also ongoing concerns and past investigations regarding potentially deceptive earnings claims made by distributors and the broader negative perception associated with multi-level marketing (MLM) business practices.
2. Intense Competition: Usana operates in a highly competitive global health and wellness market. It faces pressure from both other direct selling companies like Herbalife, Amway, and Nu Skin, as well as established retail brands that offer similar nutritional supplements, healthy foods, and personal care products. The dynamic market, characterized by shifts towards personalized nutrition, e-commerce, and digital health platforms, requires continuous adaptation and innovation to maintain a competitive edge.
3. Regulatory and Geopolitical Risks: A significant portion of Usana's sales comes from the Asia-Pacific region, notably China, making it vulnerable to regulatory changes, trade policies, and geopolitical tensions in these markets. The company has previously been subject to investigations by the Securities and Exchange Commission (SEC) and has faced inquiries or fines from Chinese regulators regarding its business activities. Such regulatory scrutiny and geopolitical shifts can have a material adverse effect on its operations and financial performance.

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1. The accelerating shift in consumer preferences towards personalized nutrition solutions and direct-to-consumer (D2C) brands, leveraging advanced data analytics, AI, and genetic testing. These models offer customized supplement regimens and subscription services directly to consumers, often bypassing traditional multi-level marketing (MLM) distribution networks and potentially offering a more tailored, convenient, and transparent experience than Usana's current model.

2. The growing negative sentiment and skepticism towards multi-level marketing business models, particularly among younger demographics (e.g., Gen Z), amplified by widespread "anti-MLM" movements on social media platforms like TikTok and Reddit. This emergent cultural and reputational threat makes distributor recruitment increasingly challenging and erodes public trust, directly impacting Usana's ability to expand its sales force and customer base.

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Usana Health Sciences (USNA) operates within three primary addressable markets for its main products: Nutritional Supplements, Weight Management Products, and Personal Care Products.

Nutritional Supplements Market

• Globally, the nutritional supplements market was valued at approximately USD 481.28 billion in 2024 and is projected to reach USD 816.57 billion by 2033, growing at a Compound Annual Growth Rate (CAGR) of 6.05% from 2025 to 2033. Other estimates place the global market at USD 485.62 billion in 2024, with a projection to reach USD 704.28 billion by 2030 at a CAGR of 6.42%.
• In the U.S., the dietary supplements market was valued at about USD 67.09 billion in 2024 and is projected to reach USD 124.22 billion by 2033, exhibiting a CAGR of 7.7% from 2025 to 2033. Another source indicates the U.S. nutritional supplements market size was USD 112.6 billion in 2024 and is anticipated to grow at a CAGR of 4.9% from 2025 to 2030.

Weight Management Products Market

Usana's weight management offerings primarily include meal replacement shakes, protein bars, and energy drinks.

• Globally, the weight management market, encompassing products, equipment, and services, was valued at USD 329.83 billion in 2024 and is projected to reach USD 488.42 billion by 2032, with a CAGR of 5.03% during the forecast period of 2025 to 2032. Another estimate for the global weight management market size is USD 386.5 billion in 2024, with a forecast to grow to USD 596.4 billion by 2029 at a CAGR of 9.0%.
• In the U.S., the weight management market was estimated at USD 82.7 billion in 2024 and is projected to reach USD 130.0 billion by 2033, with a CAGR of 5.2% during 2025-2033. Another report valued the U.S. weight management market at USD 37.86 billion in 2023, expecting it to grow at a CAGR of 11.01% from 2024 to 2030, reaching USD 76.9 billion by 2030.

Personal Care Products Market

Usana offers skincare, skin treatment, and hair & body care products.

• The global beauty and personal care products market was valued at USD 529.5 billion in 2024 and is estimated to reach USD 802.6 billion by 2033, exhibiting a CAGR of 4.2% during 2025-2033. Another source indicates the global market size was USD 379.88 billion in 2024 and is projected to grow to USD 631.94 billion by 2032, exhibiting a CAGR of 6.69% during the forecast period.
• In the U.S., the beauty and personal care products market was valued at USD 73.17 billion in 2023 and is projected to grow at a CAGR of 6.1% from 2024 to 2030. Other data points to the U.S. market being USD 102.73 billion in 2024, and anticipated to reach USD 155.44 billion by 2030 at a CAGR of 7.1% from 2025 to 2030.

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Here are 3-5 expected drivers of future revenue growth for Usana Health Sciences (USNA) over the next 2-3 years:

1. Expansion into New Markets: Usana Health Sciences is actively expanding its global footprint, with a significant recent move into India in the second half of 2023. This expansion increases the company's market presence to 25 countries and is anticipated to contribute to sales, offering long-term growth opportunities.
2. Product Innovation and New Product Launches: The company consistently introduces new and enhanced products across its various lines. Recent and upcoming launches include the Celavive Resurfacing Serum and Whey Protein Isolate (August 2024), as well as advancements to its Nutritionals line with products like enhanced CellSentials, Core Aminos, Circulate+, and Marine Collagen Peptides (September 2025). Additionally, the acquired Hiya business plans to launch several new products in 2025, following the successful introduction of Kids Daily Greens in late 2024.
3. Growth from Acquired Businesses:
   • Hiya Health Products: Acquired in 2024, Hiya is expected to bolster future growth. The children's health and wellness brand has demonstrated robust results with strong growth in net sales and active monthly subscribers, with plans for continued new product offerings, strategic partnerships, and expansion into additional channels.
   • Rise Bar: This acquisition from 2022 has shown strong performance, reporting record net sales in Q3 2025 and a 169% increase in year-to-date sales. Ongoing progress in channel expansion and new product offerings are expected to drive significant future sales.
4. Enhanced Associate and Customer Engagement: Usana is focusing on increasing engagement with its associate leaders and enhancing incentive opportunities to accelerate customer growth. Initiatives include an upgraded direct sales compensation structure, which began rolling out by October 2025, designed to boost early income for new brand partners. Efforts to improve engagement and customer acquisition are particularly noted in key markets like Greater China, which experienced sequential growth in active customers and net sales in early 2025.

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Share Repurchases

• USANA repurchased 927,000 shares for $27.7 million year-to-date in 2025, with $34.0 million remaining authorized for future repurchases as of October 31, 2025.
• In 2024, the company repurchased and retired shares totaling $9.4 million.
• As of December 28, 2024, $61.7 million remained authorized for repurchases under the company's share repurchase plan.

Outbound Investments

• In 2024, USANA Health Sciences acquired a 78.85% controlling ownership interest in Hiya Health Products, LLC, a provider of children's health and wellness products, to expand its direct-to-consumer business.
• The company repaid a $23 million draw on its credit facility used for the Hiya acquisition by the end of the second quarter of 2025, achieving a debt-free balance sheet.

Capital Expenditures

• USANA expanded its manufacturing capabilities with a 54,000 square foot facility adjacent to its corporate headquarters in Salt Lake City, Utah, which began producing food products in the fourth quarter of 2020.