USANA Cuts 2026 Sales Outlook After Hiya Subscriber Rebound

The Tip Desk · November 3, 2026 · 4 min read

The health-products company now sees fiscal 2026 net sales approaching $900 million and Adjusted EBITDA of $77 million after Hiya added about 29,500 net subscribers.

USANA Health Sciences (USNA) reported third-quarter net sales of $206 million, down 4% from a year earlier, and a net loss of $5.6 million, or $0.30 a share, versus a $6.5 million loss, or $0.36 a share, a year earlier.

Adjusted EBITDA attributable to USANA was $12.1 million. Sequential sales fell 8% from the second quarter’s $223 million, after an 11% sequential drop in that prior period. Adjusted EBITDA fell 44% from the corrected $21.7 million in the second quarter.

Chairman and Chief Executive Officer Kevin Guest said the quarter was mixed, with meaningful improvement in some areas and results that fell short of expectations in others. The company said it is investing across its businesses to strengthen long-term competitive position.

Hiya Health, in which USANA owns a 78.8% controlling stake, was the inflection. Active monthly subscribers rose 18% sequentially to 195,500 from 166,000, reversing a sequential decline in the second quarter. The company said it added approximately 29,500 net active monthly subscribers, that customer acquisition costs declined noticeably from the first half of the year, and that net sales through Target and Amazon more than doubled from the second quarter. Hiya net sales were $32 million, up 2% from a year earlier and 12% sequentially. Guest said the company increased marketing spend to build on that traction, which pressured margins but returned the segment to year-over-year net sales growth.

Core Nutritional, the largest reportable segment, moved the other way. Net sales were $171 million, down 3% from a year earlier and 11% sequentially after a 7% sequential increase in the first quarter. Active customers were 356,000, down 8% from a year earlier and 7% sequentially after a 4% sequential increase in the first quarter. Guest said the segment expanded its operating margin from a year ago on a leaner cost structure despite lower net sales, and that rebuilding the active customer base is the top priority and single largest growth lever.

Greater China net sales were $94 million, up 1% from a year earlier and down 18% sequentially after a 23% sequential increase in the first quarter; active customers were 192,000. Southeast Asia Pacific net sales were $30 million, up 2% from a year earlier and 4% sequentially after a 10% sequential decline in the first quarter; active customers were 61,000. North Asia net sales were $14 million. Americas and Europe net sales were $33 million, down 11% from a year earlier; active customers were 73,000.

Rise Wellness net sales were $4 million, down 45% from a year earlier and up 7% sequentially after a 143% sequential increase in the first quarter. Guest said the company launched Protein Pop Balance nationally at Target and online in September and that Target sales grew strongly from the second quarter.

The company updated fiscal 2026 guidance to consolidated net sales approaching $900 million and Adjusted EBITDA of $77 million, down from prior estimates of $910 million and $80.5 million as corrected. Core Nutritional sales guidance was cut to $740 million from $750 million, Hiya was raised to $130 million from $125 million, and Rise Wellness was cut to $30 million from $35 million. Chief Financial Officer Doug Hekking said the change reflects lower expectations for Rise Wellness and a deliberate decision to invest resources at Hiya to drive increased active monthly subscribers, partially offset by stronger profitability in Core Nutritional. The company said it expects continued sequential progress from Hiya during the fourth quarter on both net sales and Adjusted EBITDA.

USANA generated $8 million of free cash flow in the quarter and $36 million year-to-date, and ended with $179 million in cash and zero debt. Inventory was $93 million, down 13% from year-end 2025. The company did not repurchase shares and had about $34 million remaining under its current authorization.

In preparing third-quarter results, the company corrected second-quarter 2026 Adjusted EBITDA attributable to USANA to $21.7 million from $27.8 million after netting the $6.2 million Hiya goodwill-impairment share attributable to noncontrolling interest. The August 4 fiscal 2026 outlook was corrected to $80.5 million from $86.7 million. The correction affected a non-GAAP measure and had no effect on reported GAAP results.