Nature's Sunshine Products

NATR · NASDAQ

$12.71+$0.16 (+1.27%)TodayMarket closed · Oct 20, 7:30 PM ET

Prev close $12.55

NATR analyst rating

BuyConsensus of 3 analysts over the last 12 months. 100% rate it a buy.

Strong buy0
Buy3
Hold0
Underperform0
Sell0

12-month price target · 4 analysts

Average $31.11 (+144.8% upside)

Low: $25.25
Now: $12.71
High: $37.80

Upgrades and downgrades

The latest rating actions, newest first

NATR analyst upgrades, downgrades and rating actions
Firm	Date	Action	Rating	Price target	Hit rate
DA Davidson	Aug 10, 2026	Maintains	Buy	$33.00 → $25.00	18%
Canaccord Genuity	Jul 30, 2026	Maintains	Buy	$37.00 → $36.00	42%
DA Davidson	May 11, 2026	Maintains	Buy	$33.00	33%
DA Davidson	Mar 12, 2026	Maintains	Buy	$23.00 → $33.00	33%
Canaccord Genuity	Mar 11, 2026	Maintains	Buy	$29.00 → $33.00	42%
Canaccord Genuity	Mar 10, 2026	Maintains	Buy	$22.00 → $29.00	42%
DA Davidson	Nov 10, 2025	Maintains	Buy	$21.00 → $23.00	33%

The case for and against

Updated Oct 21, 2026

Bull case

Natures Sunshine Products is viewed favorably because its core business is showing broad-based momentum, with 1Q26 adjusted EBITDA of $14.6M and net sales up 8.5% to $122.9M, led by strong digital and autoship growth that is expanding consumer acquisition. Although China created a near-term setback, the company’s leaders see the disruption as fixable, and the underlying Asia business remains strong, with China up 40% and autoship rising to more than 25% of sales in under a year. The bullish case is reinforced by the Vision for Growth plan, which targets $1B in annual revenue and 15% EBITDA margins over time versus about $500M of revenue and about 10% margins today, supported by geographic expansion, product innovation, and digital scaling.

Bear case

Natures Sunshine Products is facing a negative outlook because its 2Q net sales of $117m grew only 1.9%, below the $120m consensus, as favorable constant-currency growth was overwhelmed by a 190bps FX headwind and a 20% decline in China tied to operational disruptions. Although gross margin improved 190bps to 73.7%, adjusted EBITDA still slipped to $11.3m, missing Street estimates of $12-13m because of the revenue shortfall, higher volume incentives, and continued SG&A investment. The outlook worsened further as FY26 guidance was cut to $490-500m of net sales and $48-52m of adjusted EBITDA, reflecting expected China weakness through 2H and more than half of the sales reduction from higher FX.

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