Q: How has USANA’s approach evolved over the past year, and what insights have you gained regarding consumer engagement?
A: USANA demonstrated significant foresight in introducing its personalized DNA test. However, many individuals do not typically consider undergoing a DNA test, so it is necessary to create the appropriate conditions that encourage people to take such a step. When we launched this initiative, our initial focus was on developing a fully customized test. The first stage involved designing an instrument that was scientifically sound, easy to use, and aligned with our objectives regarding the polymorphisms we aimed to address.
Once the test was released, our next task was to observe and understand the consumer experience. One of our early realizations was the need to create genuine consumer demand by clearly articulating why individuals should want to understand their DNA. We also found that the market lacks comparable testing solutions. This required us to invest significant effort in explaining what the test represents in day-to-day life and why genetic insights are relevant. To support this, we have maintained a strong presence in radio, health-focused publications, and broad awareness campaigns.
USANA now is uniquely positioned to speak credibly about personalized supplementation, and this has given us considerable visibility in the market. Interest in the concept has grown substantially, and we have seen a threefold increase in both sales and market presence. Once individuals complete the test, they can join a subscription program that helps them manage their supplementation effectively.
Q: USANA now has a growing database of genetic information from the Mexican population. How is the company using these insights to refine its understanding of local health needs and guide the development of products tailored specifically for Mexico?
A: We have accumulated a significant amount of data, and this information offers us valuable insight into the genetic polymorphisms present in the Mexican population. What our growing dataset reveals is that INEGI’s information is somewhat limited when it comes to mapping the extent of genetic polymorphisms in Mexico. We are observing higher tendencies and greater predispositions than what is documented at the national level.
The data we now possess must be analyzed, shared responsibly, and used to foster public awareness. This information also guides our product strategy. Mexico has become one of the most forward-looking markets within the USANA network because we now have fresh, country-specific data. We address these needs through science and product development. Our goal is to support healthier lifestyles in a country where chronic-degenerative diseases remain leading causes of mortality.
Q: What cultural or regional insights are shaping USANA’s strategy to strengthen its role in supporting proactive health in the country?
A: Major players are entering the Mexican market. Large laboratories and global companies that previously had no presence in the supplement category are now establishing dedicated divisions. This includes organizations ranging from Nestlé to Bayer. Their interest underscores the growing relevance of the supplementation sector. However, there is always room for a differentiated approach.
In Colombia, for example, functional and integrative medicine are part of everyday life. Here, that is not yet the case. In Mexico, we primarily rely on general practitioners, which is very different from Colombia’s integrative physicians. A functional doctor in Colombia has completed medical training and later specialized in integrative disciplines. They guide patients through highly proactive health pathways.
The environmental context also differs. In Colombia, the pervasive availability of ultra-processed foods or sugary beverages simply does not exist to the extent that it does in Mexico. This contrast reveals a significant gap in our approach to health and lifestyle.
Q: How has USANA worked with healthcare professionals in Mexico over the past year to further promote preventive health?
A: We have built an exceptionally strong community of healthcare professionals. Within the broader USANA network, this network of professionals has become a reference point, as we were the first to develop a specialized program for this segment. We approached the healthcare professional community beginning in April 2021, shortly after the pandemic. This year alone, we have grown by 26% in the incorporation of healthcare professionals.
We also held our first medical congress, which generated substantial brand awareness. We invited speakers from Colombia, Mexico, and scientific leaders from the United States. The congress gathered a little more than 350 participants, which is significant considering that many physicians in Mexico are not naturally inclined toward supplementation.
Our objective is to continue incorporating healthcare professionals, but also other disciplines that play a critical role in supporting consumers in their pursuit of a healthy lifestyle. This includes physiotherapists, nutritionists, dietitians, and even psychologists who work with patients from a holistic perspective, including nutrition and supplementation.
Q: What tangible results or products have emerged from university collaborations in the past year?
A: USANA collaborates with more than 30 universities worldwide, many of them in the United States, Canada, and Asia, particularly on scientific protocol development. USANA has over 120 in-house scientists on its payroll, working at the corporate headquarters every month and generating scientific research. Their focus is not solely on creating products but on expanding the scientific foundation from which products can later emerge. Universities operate in a similar manner; they have robust scientific departments, making collaboration a natural fit.
Two of our products originated from work conducted at Beijing University. Our goal now is to replicate that level of collaboration in Mexico. We continue exploring opportunities to find a partner that shares our philosophy. We are looking for an organization focused on medical technology, education, and improving the health of the Mexican population. Education is particularly important to us because partnerships that advance medical knowledge can have a meaningful societal impact.
Our aim is to conduct a qualitative study in Mexico with Mexican participants who have specific health conditions. With Tec de Monterrey, for example, we were exploring a study focused on diabetes, aiming to obtain solid evidence about diabetes trends in Mexico and provide scientific support.
Q: What new partnerships is the company seeking to further expand its presence in Mexico?
A: The strongest alliance we aim to build is with the government. We are working to bring together several private-sector groups to collaborate with public authorities. We are doing this through the National Association of the Dietary Supplement Industry (ANAISA). We are already aligned with the Mexican Direct Selling Association, and with the Latin American Responsible Nutrition Association, which represents the supplement sector. The next step is strengthening our engagement with the government.
Two adjacent sectors receive the majority of regulatory attention: pharmaceuticals and food. Dietary supplements, however, are not formally recognized as a distinct category. This gap is reflected in regulation as there are clear frameworks for medicines and for food, but supplement regulation is hybrid, often borrowing elements from one or the other or imposing requirements that do not align with the nature of the category.
For the past two years, the private sector has been educating senators and representatives on what a supplement is, why it matters and why a clearer definition is necessary. The current definition is extremely limited, and this has created significant challenges for the industry. We want to expand the claims that supplements are allowed to make so consumers can make informed decisions. We are fully aligned in rejecting “miracle product” behaviors. This industry is highly responsible; we work in health and we understand the regulatory boundaries. What we seek is a more accurate and functional framework.
Q: How can Mexico strengthen regulatory oversight and consumer protection in the dietary supplement market?
A: Consumers often purchase supplements based on packaging, social media visibility, or promotions, rather than scientific evidence. Limited regulatory information makes it difficult for buyers to understand ingredients or manufacturing quality, which encourages decisions driven by convenience and aesthetics instead of safety and efficacy.
A key industry concern is the distinction between companies that manufacture their own products and those that only commercialize them. When brands outsource production without stable supply chains or quality controls, ingredient consistency and safety become uncertain, especially in a market without FDA-equivalent oversight. This creates risks related to inaccurate ingredient quantities, inconsistent formulations, or the use of low-quality inputs.
Smaller producers, particularly those selling in herbal shops or informal channels, often operate with minimal regulation, making their products potentially unsafe. In contrast, companies committed to manufacturing maintain full control of their value chain, adhere to good manufacturing practices, and ensure product stability. This level of transparency should be accessible to all consumers. Industry associations like ANAISA promote ethical standards, good manufacturing practices, and responsible communication. They welcome smaller companies, provided they meet ethical codes and basic quality requirements. Strengthening compliance is essential to combat “miracle products,” which make false health claims, appear widely in the media and may contain harmful ingredients.
A more robust framework for supplement oversight, clearer information for consumers and stricter action against unregulated products are essential steps to protect public health and improve market integrity.
Q: What are USANA’s main objectives in Mexico for the coming year?
A: The company plans to continue expanding its presence in 2026, targeting a 30% increase in physician engagement, medical congress participation, and brand awareness. It is also developing products that are easy to use and allow consumers to directly verify their benefits. One of the upcoming launches is Circ+, expected in March. The product uses a powder-in-sachet format and is accompanied by saliva test strips that measure blood oxygenation before and after consumption.
The company aims to introduce more products that provide measurable effects and transparent evidence of internal changes after consistent use. This aligns with a broader commitment to promote preventive health and strengthen awareness of long-term wellbeing habits. We aim to improve the health and quality of life of Mexican families. The goal is for the company to be recognized not only as a supplement provider but as an active player contributing to improved health practices in Mexico through science-based products, medical collaboration, and education.
USANA Health Sciences is a US-based international company that researches, manufactures, and sells premium supplements and skin and personal care products through an entrepreneurial platform.
