Natural Health Trends (NASDAQ:NHTC – Get Free Report) and Nature’s Sunshine Products (NASDAQ:NATR – Get Free Report) are both small-cap consumer staples companies, but which is the superior business? We will contrast the two businesses based on the strength of their valuation, institutional ownership, analyst recommendations, dividends, profitability, risk and earnings.
Analyst Recommendations
This is a summary of current recommendations for Natural Health Trends and Nature’s Sunshine Products, as provided by MarketBeat.com.
| Sell Ratings | Hold Ratings | Buy Ratings | Strong Buy Ratings | Rating Score | |
| Natural Health Trends | 1 | 0 | 0 | 0 | 1.00 |
| Nature’s Sunshine Products | 0 | 1 | 2 | 0 | 2.67 |
Nature’s Sunshine Products has a consensus price target of $30.50, indicating a potential upside of 109.92%. Given Nature’s Sunshine Products’ stronger consensus rating and higher possible upside, analysts clearly believe Nature’s Sunshine Products is more favorable than Natural Health Trends.
Valuation and Earnings
| Gross Revenue | Price/Sales Ratio | Net Income | Earnings Per Share | Price/Earnings Ratio | |
| Natural Health Trends | $39.78 million | 0.37 | -$880,000.00 | ($0.16) | -10.75 |
| Nature’s Sunshine Products | $480.14 million | 0.53 | $19.52 million | $1.01 | 14.39 |
Nature’s Sunshine Products has higher revenue and earnings than Natural Health Trends. Natural Health Trends is trading at a lower price-to-earnings ratio than Nature’s Sunshine Products, indicating that it is currently the more affordable of the two stocks.
Insider & Institutional Ownership
10.1% of Natural Health Trends shares are held by institutional investors. Comparatively, 79.4% of Nature’s Sunshine Products shares are held by institutional investors. 12.9% of Natural Health Trends shares are held by insiders. Comparatively, 3.1% of Nature’s Sunshine Products shares are held by insiders. Strong institutional ownership is an indication that large money managers, endowments and hedge funds believe a company will outperform the market over the long term.
Volatility and Risk
Natural Health Trends has a beta of 0.92, indicating that its share price is 8% less volatile than the S&P 500. Comparatively, Nature’s Sunshine Products has a beta of 0.88, indicating that its share price is 12% less volatile than the S&P 500.
Profitability
This table compares Natural Health Trends and Nature’s Sunshine Products’ net margins, return on equity and return on assets.
| Net Margins | Return on Equity | Return on Assets | |
| Natural Health Trends | -4.51% | -8.00% | -4.58% |
| Nature’s Sunshine Products | 3.68% | 12.88% | 8.17% |
Summary
Nature’s Sunshine Products beats Natural Health Trends on 12 of the 14 factors compared between the two stocks.
About Natural Health Trends
Natural Health Trends Corp., a direct-selling and e-commerce company, provides personal care, wellness, and lifestyle products under the NHT Global brand. The company offers wellness products, including liquid, encapsulated, tableted and powder dietary and nutritional supplements, vitamins, and minerals; and herbal products comprising herbal supplements. It also provides beauty products, such as age-defying and hydrating cleansers, creams, lotions, serums, and toners; and lifestyle products, which include weight management and energy enhancing supplements, as well as topical gels. In addition, the company offers home appliances; and daily products, such as oral care, hair care, and body care. It sells its products directly to consumers, as well as through an e-commerce retail platform in the United States, Canada, Cayman Islands, Mexico, Peru, Hong Kong, Taiwan, China, Singapore, Malaysia, Thailand, South Korea, Japan, India, Russia, Kazakhstan, and Europe. The company was formerly known as Florida Institute of Massage Therapy, Inc. and changed its name to Natural Health Trends Corp. in June 1993. Natural Health Trends Corp. was incorporated in 1988 and is headquartered in Tsim Sha Tsui, Hong Kong.
About Nature’s Sunshine Products
Nature’s Sunshine Products, Inc., a natural health and wellness company, manufactures and sells nutritional and personal care products in Asia, Europe, North America, Latin America, and internationally. It offers general health products related to blood sugar support, bone health, cellular health, cognitive function, joint health, mood, sexual health, sleep, sports and energy, and vision. The company also provides immunity, cardiovascular, and digestive products; and personal care products, such as oils and lotions, aloe vera gels, herbal shampoos, herbal skin treatment, toothpaste, and skin cleansers, as well as weight management products. It offers its products under the Nature’s Sunshine and Synergy WorldWide brands through a sales force of independent consultants. Nature’s Sunshine Products, Inc. was founded in 1972 and is headquartered in Lehi, Utah.
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