USNA Stock: Insider Activity, Filings & Research

USANA Health Sciences, Inc. (USNA) — Drillr’s hub for USNA insider activity, SEC filings, earnings signals and AI research. Over the trailing 3 months, USNA insiders filed 0 open-market buys and 6 sales (SEC Form 4).

Sentiment

0/100

Buys (3m)

Sells (3m)

Net (3m)

-$386.4K

Insider trades by month Buys Sells

Nov

Dec

Feb

Mar

May

Jun

Context3-month price -9.7%Institutions reducing (13F)

Date	Insider	Type	Shares	Price
Jun 1, 2026	Fleming John Turmandirector	Sell	2,450	$17.93
May 29, 2026	Jones Paul A.officer: CHIEF PEOPLE OFFICER	Sell	6,813	$18.95
May 28, 2026	IIEKKING G DOUGofficer: CHIEF FINANCIAL OFFICER	Sell	5,360	$18.75
May 26, 2026	FULLER GILBERT Adirector	Sell	1,057	$18.66
May 11, 2026	WOOD TIMOTHY Edirector	Grant	6,527	—
May 11, 2026	FULLER GILBERT Adirector	Grant	6,527	—
May 11, 2026	Winssinger Frederic Jdirector	Grant	6,527	—
May 11, 2026	Pelosi Peggiedirector	Grant	6,527	—
May 11, 2026	Fleming John Turmandirector	Grant	6,527	—
May 11, 2026	Nixon J Scottdirector	Grant	6,527	—
May 11, 2026	Ding Xiadirector	Grant	6,527	—
May 8, 2026	Foukas Joshuaofficer: CHIEF LEGAL OFFICER	Sell	3,791	$19.82
Apr 27, 2026	Pelosi Peggiedirector	Tax	668	$19.24
Apr 27, 2026	WOOD TIMOTHY Edirector	Option	1,057	—
Apr 27, 2026	Fleming John Turmandirector	Option	1,057	—

Source: USNA SEC Form 4 filings, latest Jun 1, 2026. For informational purposes only — not investment advice.

Overview

USANA Health Sciences, Inc. (NYSE:USNA) is a Utah-based nutritional supplement and personal care company founded in 1992 by Dr. Myron Wentz. The company went public in 1994 and has grown into a global direct-selling organization operating in 25 markets across the Asia Pacific, Americas, and Europe. USANA develops, manufactures, and sells science-based nutritional supplements and skincare products through a network of independent associates and preferred customers. The company has established itself as a premium brand in the nutritional supplements industry, emphasizing scientific research and product quality.

Business

USANA operates in the nutritional supplements and direct-selling industry, which involves the distribution of health and wellness products through independent sales representatives rather than traditional retail channels. The direct-selling model, also known as multi-level marketing (MLM), allows individuals to earn income both from personal sales and from recruiting and training other sales representatives. The company's product portfolio consists of three main categories. USANA Nutritionals represents the core business segment, featuring vitamin and mineral supplements including the Essentials/CellSentials line that provides foundational nutrition, and Optimizers which are targeted supplements for cardiovascular, skeletal, and digestive health needs. The company also produces meal replacement shakes, snack bars, and specialized products for different age groups including prenatal, infant, and young child formulations. Celavive is USANA's premium skincare line designed for various skin types and ethnicities, offering a complete regimen of personal care products. This segment represents a smaller portion of total revenue but provides higher margins and appeals to a broader consumer base beyond traditional supplement users. In late 2024, USANA acquired a 78.8% stake in Hiya for $405 million, marking a significant strategic expansion into the children's health and wellness market. Hiya operates primarily as a direct-to-consumer subscription service for children's vitamins and supplements, generating $112 million in revenue in 2024 with over 20% EBITDA margins. This acquisition is projected to contribute $145-160 million in revenue for 2025, representing 29-42% growth for the Hiya business. Revenue distribution shows USANA's traditional supplement business generating approximately 85-90% of total revenue, with the newly acquired Hiya business expected to contribute roughly 15-20% going forward. The company's geographic revenue is heavily weighted toward Asia Pacific markets, particularly China, which historically represents the largest single market for USANA's products.

Competitive moat

USANA's competitive moat is moderately strong but faces structural challenges inherent to the direct-selling industry. The company's primary defensive advantages include its established global infrastructure, regulatory compliance expertise, and premium brand positioning in nutritional supplements. Brand reputation and scientific credibility provide meaningful differentiation in a crowded supplement market. USANA's emphasis on research, third-party testing, and pharmaceutical-grade manufacturing creates trust among health-conscious consumers willing to pay premium prices. The company's partnerships with athletic organizations and research institutions reinforce this positioning. Geographic diversification across 25 markets creates operational complexity that competitors find difficult to replicate. Building compliant direct-selling operations across different regulatory environments requires significant capital and expertise. USANA's established presence in key Asian markets, particularly China, represents valuable market access that would be costly for new entrants to develop. However, the direct-selling model itself creates structural vulnerabilities. Regulatory scrutiny of MLM companies continues to intensify globally, with governments increasingly concerned about pyramid scheme characteristics. Associate churn rates tend to be high industry-wide, requiring constant recruitment and training investments. Product differentiation limitations pose ongoing challenges, as nutritional supplements are largely commoditized with limited patent protection. While USANA emphasizes quality and scientific backing, competitors can relatively easily develop similar formulations. The regulatory environment for supplements remains less stringent than pharmaceuticals, allowing numerous competitors to make similar health claims. Digital disruption threatens traditional direct-selling models, as consumers increasingly prefer online purchasing and subscription services over personal sales relationships. The Hiya acquisition represents an attempt to address this shift, but traditional MLM companies face structural challenges adapting to direct-to-consumer models. The company's moat is sufficient to maintain market position in the near term, but long-term sustainability depends on successfully evolving beyond traditional direct-selling limitations while maintaining the personal relationship advantages that drive associate loyalty.

Risks & safety

USANA demonstrates strong financial stability with excellent liquidity but faces earnings volatility from market-dependent revenue streams. • Cash position: $180 million in cash and short-term investments provides substantial liquidity buffer • Debt levels: Minimal debt with debt-to-equity ratio of only 4.3%, indicating conservative capital structure • Current ratio: 2.05x shows solid ability to meet short-term obligations • Cash flow: Generated $61 million in operating cash flow for 2024, though quarterly volatility exists • Valuation metrics: Trading at 14.1x P/E ratio and 3.4x EV/EBITDA, suggesting reasonable valuation relative to earnings • Book value: Price-to-book ratio near 1.0x indicates trading close to tangible asset value • Graham metrics: Graham number of $17.57 suggests potential undervaluation at current price levels • Revenue concentration risk: Heavy dependence on China market and direct-selling model creates earnings volatility • Regulatory exposure: MLM business model faces ongoing regulatory scrutiny in multiple jurisdictions • Economic sensitivity: Premium supplement sales highly correlated with consumer discretionary spending

Recent development

USANA has undergone significant strategic transformation over the past few years, shifting from a traditional MLM model toward a more diversified approach to health and wellness products. The most significant development was the $405 million acquisition of Hiya in late 2024, marking the company's entry into the direct-to-consumer children's health market and representing the largest acquisition in company history. Product development acceleration has become a key focus, with management restructuring internal processes to reduce development timelines from 18-24 months to as little as six months in some cases. The company has created cross-functional teams linking R&D with commercial operations and plans over 20 product launches and reformulations globally in 2025, primarily in the nutritionals category. Geographic expansion efforts include the launch of operations in India in 2023, representing USANA's 25th market. While initial results remain modest, management views India as a significant long-term growth opportunity given the market size and growing middle-class interest in health supplements. Associate engagement strategy has shifted toward an "associate-first" approach, with increased investment in live events, training programs, and incentive structures. The company restructured its commercial organization into three global teams focused on product, opportunity, and brand development. Leadership changes include promoting Peter Wang to lead China operations and bringing in Dr. Catherine Armstrong as Executive VP of R&D. Digital transformation initiatives aim to modernize the traditional direct-selling model while preserving personal relationship advantages. The company has enhanced digital commerce capabilities, improved associate onboarding programs, and introduced affiliate programs in select markets to attract customers who prefer online purchasing over traditional MLM relationships. Recent quarters have shown improved operational execution, with sequential growth in several key markets and successful promotional campaigns, particularly in the US, Australia, and New Zealand markets where creative incentive programs have driven associate re-engagement and customer acquisition.

USNA company profile · for informational purposes only — not investment advice.

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