--- title: "Supplements benchmarks from annual reports" description: "What 6 US-listed companies selling vitamins, supplements and nutrition programs report: a median gross margin of 75.0%, from 69.4% to 78.3%. Read 13 October 2026." url: https://offersuite.io/benchmarks/supplements updated: 2026-10-13 --- # Supplements benchmarks from annual reports What 6 US-listed companies selling vitamins, supplements and nutrition programs report: a median gross margin of 75.0%, from 69.4% to 78.3%. Read 13 October 2026. Gross margin, supplements: gross profit over revenue in each company's latest annual report. 1. USANA Health Sciences 78.3% 2. Herbalife 77.9% 3. LifeVantage 77.6% 4. Nature's Sunshine 72.4% 5. Medifast 71.3% 6. Nu Skin 69.4% Median 75.0%, marked on each bar. What each annual report states. A dash: the report gives no such figure. | Company | [Gross margin](https://offersuite.io/benchmarks/gross-margin) | [Average order value](https://offersuite.io/benchmarks/average-order-value) | [Return rate](https://offersuite.io/benchmarks/return-rate) | [Subscription share of sales](https://offersuite.io/benchmarks/subscription-share) | [Fulfilment cost as a share of sales](https://offersuite.io/benchmarks/fulfilment-cost) | | --- | --- | --- | --- | --- | --- | | Nature's Sunshine NATR [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/275053/000162828026016540/natr-20251231.htm) | 72.4% Revenue $480.1 million, gross profit $347.7 million | Not stated | Not stated | Not stated | Not stated | | USANA Health Sciences USNA [Form 10-K for the year ended 3 January 2026, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/896264/000089626426000021/usna-20260103.htm) | 78.3% Revenue $925.3 million, gross profit $724.4 million | Not stated | Not stated | Not stated | Not stated | | Herbalife HLF [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1180262/000119312526057113/hlf-20251231.htm) | 77.9% Revenue $5.04 billion, gross profit $3.92 billion | Not stated | 0.1% | Not stated | Not stated | | Nu Skin NUS [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1021561/000114036126005130/ef20060638_10k.htm) | 69.4% Revenue $1.49 billion, gross profit $1.03 billion | Not stated | Not stated | Not stated | Not stated | | LifeVantage LFVN [Form 10-K for the year ended 30 June 2026, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/849146/000119312526371257/lfvn-20260630.htm) | 77.6% Revenue $182.6 million, gross profit $141.6 million | Not stated | Not stated | Not stated | Not stated | | Medifast MED [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/910329/000162828026008656/med-20251231.htm) | 71.3% Revenue $385.8 million, gross profit $275.2 million | Not stated | Not stated | Not stated | Not stated | ## What the filings state Beyond the income statement, these are the figures the reports give, in their own words. - **Herbalife: return rate 0.1% (product returns and buybacks)** Together, product returns and buybacks were approximately 0.1% of net sales for each of the years ended December 31, 2025, 2024, and 2023 [Form 10-K for the year ended 31 December 2025, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1180262/000119312526057113/hlf-20251231.htm) ## Use these figures Open a calculator with this vertical’s figures already entered, then replace them with your own. - [Free shipping threshold calculator, at this vertical's median gross margin](https://offersuite.io/calculators/free-shipping-threshold?productMargin=75) 75.0% as the margin on product revenue. Gross margin is before picking and card fees, so lower it by yours. - [Gift with purchase calculator, on supplement brands' figures](https://offersuite.io/calculators/gift-with-purchase-profit?price=37.95&unitCost=10.47&giftCost=5.24&refundRate=5) $37.95 bottle of supplements, unit cost $10.47, a travel-size bottle at $5.24, 5.0% refund reserve. Offers priced on these costs, with their sources and the offer document for each: - [Bundle pricing for supplement brands](https://offersuite.io/playbooks/bundle-pricing-for-supplement-brands) - [Subscribe-and-save discounts for supplement brands](https://offersuite.io/playbooks/subscribe-and-save-discount-for-supplement-brands) - [Gift with purchase for supplement brands](https://offersuite.io/playbooks/gift-with-purchase-for-supplement-brands) - [Free shipping threshold for supplement brands](https://offersuite.io/playbooks/free-shipping-threshold-for-supplement-brands) - [Quantity discounts for supplement brands](https://offersuite.io/playbooks/quantity-discounts-for-supplement-brands) - [Buy 2, get 1 free for supplement brands](https://offersuite.io/playbooks/buy-2-get-1-free-for-supplement-brands) - [First-order subscription discounts for supplement brands](https://offersuite.io/playbooks/first-order-subscription-discount-for-supplement-brands) - [Tiered gifts with purchase for supplement brands](https://offersuite.io/playbooks/tiered-gifts-for-supplement-brands) - [Sample-to-subscription offers for supplement brands](https://offersuite.io/playbooks/sample-to-subscription-for-supplement-brands) - [Buy two, get another product free for supplement brands](https://offersuite.io/playbooks/buy-x-get-y-across-products-for-supplement-brands) ## How to read them Gross profit divided by revenue, both from the income statement of the annual report. Companies differ in what they put in cost of sales: some include store occupancy, warehousing or shipping to the customer, others report those below gross profit. Read a company's margin next to its own accounting policy before comparing two. The median of these 6 companies is 75.0%, between Nu Skin at 69.4% and USANA Health Sciences at 78.3%. They are whole companies, most with stores or wholesale beside their own site, so treat the figures as reference points for your own costs. ## Embed this chart Paste this where you want the chart. It carries its sources and a link back to this page. **Show the embed code** ``` ``` ## Related - [Benchmarks **DTC benchmarks from public filings** Gross margin, order value, returns, subscription share and fulfilment cost at 60 US-listed consumer companies, each figure linked to its annual report.](https://offersuite.io/benchmarks) - [Calculator **Free shipping threshold calculator** Price a free-shipping threshold with the shipping you give away on orders that already reach it, and the share of smaller orders that must top up to pay for it.](https://offersuite.io/calculators/free-shipping-threshold) - [Calculator **Gift with purchase profit calculator** What a free gift costs per order, after its unit cost, its extra pick and its handling, and how much conversion it has to add to pay for itself.](https://offersuite.io/calculators/gift-with-purchase-profit) - [Playbook **Bundle pricing for supplement brands** Packs of one, two and three for supplement brands, priced by the margin engine on sourced costs: margin per order and the conversion each pack can lose.](https://offersuite.io/playbooks/bundle-pricing-for-supplement-brands) - [Playbook **Subscribe-and-save discounts for supplement brands** A subscribe-and-save offer for supplement brands on sourced costs: first-order and renewal margin, and profit per subscriber at three retention rates.](https://offersuite.io/playbooks/subscribe-and-save-discount-for-supplement-brands) - [Benchmark **Gross margin of consumer brands, from annual reports** The gross margin 60 US-listed consumer companies report: a median of 48.4%, from 28.1% (PetMed Express) to 79.4% (ThredUp). Each links to its filing.](https://offersuite.io/benchmarks/gross-margin)