America's favorite supplement brands, merchants

America's favorite supplement brands, merchants's recent survey of 10,329 Americans reveals consumers' top-rated picks out of 1,709 supplement brands and 891 merchants. 

Each year, surveys its free e-newsletter subscribers about the vitamins and supplements that they use. The results below are based on 10,329 responses collected in November, 2014. Respondents gave ratings for 1,709 brands and 891 merchants. Of these, 115 brands and 51 merchants each received at least 100 consumer ratings. Among these popular brands and merchants, those receiving the best (highest) rating on overall consumer satisfaction within their specific market segment are listed below. 

Top-rated supplement brands on overall consumer satisfaction:

  • Catalog/Internet Brand: Swanson
  • Direct selling (MLM) Brand: USANA
  • Discount/warehouse brand: Kirkland (Costco)
  • Food/drug/mass broad product line: Nature Made
  • Food/drug/mass narrow product line: Qunol
  • Grocery store brand: Trader Darwin (Trader Joe's)
  • Healthcare practitioner brand: Thorne Research
  • Health food store brand: Carlson Labs
  • Pharmacy brand: CVS
  • Vitamin store brand: Vitamin Shoppe
  • Canadian brand: AOR (Advanced Orthomolecular Research)

Top-rated supplement brands on consumer satisfaction with specific types of supplements (excludes direct sales brands due to potential respondent bias):

  • Calcium: Life Extension
  • CoQ10: Puritan's Pride
  • Digestive enzymes: Puritan's Pride
  • Fish oil: Carlson Labs
  • Glucosamine and chondroitin: Swanson
  • Multivitamin: Life Extension
  • Probiotic: Puritan's Pride
  • Resveratrol: Puritan's Pride

Top-rated supplement merchants on overall consumer satisfaction:

  • Catalog/Internet: Swanson
  • Direct sales (MLM): Nutrilite
  • Grocery store: Natural Grocers
  • Mass market: Target
  • Online multicategory retailer:
  • Online supplement retailer:
  • Pharmacy: Walgreens
  • Vitamin store: The Vitamin Shoppe
  • Warehouse store: Costco

The comprehensive, 142-page 2015 Survey of Vitamin and Supplement Users Report analyzes and compares consumers' satisfaction with popular brands of supplements and supplement merchants. The report also examines the use of 32 specific types of supplements and nutritional products. Results are analyzed by respondent age, gender, and level of supplement use. The report is available for purchase. Custom analyses are also available. For more information or to purchase the report, click here, or contact Lisa Sabin, vice president of business development, [email protected]

Brands analyzed in report
21st Century, Advanced Bionutritionals, Align, Allergy Research Group, Andrew Lessman (ProCaps), AOR (Advanced Orthomolecular Research) (Canada), Barlean's, Bausch & Lomb, Berkley & Jensen (BJ Wholesale Club), Biotics Research, Bluebonnet, Caltrate, Carlson Labs, Centrum, Citracal, Cosamin, Country Life, Culturelle, CVS, Designs for Health, Doctor's Best, Douglas Laboratories, Dr. David William, Dr. Fuhrman, Dr. Mercola, Dr. Ohhira, Dr. Sinatra, Eclectic Institute, Enzymatic Therapy, Enzymedica, Equate (Walmart), Ester-C, Gaia Herbs, Garden of Life, GNC, Green Pasture, Healthy Origins, Herbalife, Himilaya Herbal Healthcare USA, Integrative Therapeutics, Irwin Naturals, Jamieson (Canada), Jarrow, Juice Plus, Julian Whitaker, KAL, Kirkland (Costco), Kroger, Kyolic/Kyo-Dophilus (Wakunaga), Life Extension, MegaFoods, Metagenics, Met-Rx, Move Free, Natrol, Natural Factors (Canada), Natural Factors (U.S.), Nature Made, Nature's Bounty, Nature's Life, Nature's Plus, Nature's Sunshine, Nature's Valley (Sav-On), Nature's Way, New Chapter, Nordic Naturals, NOW Foods, Nutricology, Nutrigold, Nutrilite (Amway), One-A-Day, Optimum Nutrition, Ortho Molecular, Osteo Bi-Flex, Planetary Herbals, Phillips Colon Health, Pure Encapsulations, Puritan's Pride, Purity Products, Qunol, Rainbow Light, Renew Life, Reserveage Organics, Rexall, Rite Aid, Schiff, Shaklee, Simply Right (Sam's Club), SISU (Canada), Solaray, Solgar, Source Naturals, Spectrum, Spring Valley (Walmart), Standard Process, Stop Aging Now (SAN), Sundown, Swanson, Thorne Research, Trader Darwin (Trader Joe's), TruNature (Costco), Twinlab, Up & Up (Target), USANA, Vitacost (NSI), Vitafusion, Vitamin Shoppe, Vitamin World, Walgreens (Finest Naturals), Webber Naturals (Canada), Weil (Andrew Weil, M.D.), Whole Foods and Xymogen.

Merchants analyzed in report:
Advance Bionutritionals,, Andrew Lessman/ProCaps, BJ's,, Costco, CVS, Dr. David Williams, Dr. Julian Whitaker, Dr. Mercola/, Dr. Sinatra, Dr. Weil,, eBay, Fred Meyer, GNC, Healthcare Practitioner's Office, HEB Grocery, Home Shopping Network (HSN),, Kroger, Life Extension, Local Co-Op, Local Drugstore, Local Health Food Store, Local Supermarket,, Meijer Supermarkets, Metagenics, Natural Grocers, Nutrilite, Publix, Pure Formulas, Puritan's Pride, Rite Aid, Safeway, Sam's Club, Shoppers Drug Mart, Sprouts Farmer's Market, Stop Aging Now (SAN), Swanson, Target, Trader Joe's, USANA,, Vitamin Shoppe, Vitamin World, Walgreens, Walmart, Wegman's, and Whole Foods. 

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