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WESTCHESTER, NEW YORK — JANUARY 23, 2008 — announced today the names of brands and merchants which received the highest overall consumer satisfaction ratings in the 2008 Survey of Vitamin and Supplement Users. Six thousand dietary supplement users completed the online survey. Results were announced by's president, Tod Cooperman, MD, at the Focus on the Future conference in Scottsdale Arizona. The ratings are separate from the laboratory findings of

Satisfaction ranged from as much as 93% to as little as 63% of consumers highly satisfied overall with a specific brand. Across merchants, the percentage of consumers highly satisfied ranged from 93% down to 44%. The following brands and merchants received the highest overall satisfaction ratings within their market segments.

Top-rated Supplement Brands:

  • Brand in Health Food Stores: Nordic Naturals
  • Brand in Mass Market Stores: Nature Made
  • Catalogue Brand: Life Extension Foundation
  • Direct Distributor (MLM) Brand: Nutrilite
  • Healthcare Practitioner Brand: Pure Encapsulations
  • Pharmacy Brand: CVS
  • Vitamin & Specialty Store Brand: Vitamin World
  • Warehouse Brand: Kirkland (Costco)
Top-rated Supplement Merchants:
  • Catalogue: Puritan's Pride
  • Direct Distributor (MLM): Nutrilite
  • Grocery Store: Trader Joe's
  • Mass Market: Target
  • Online Retailer:
  • Pharmacy: Walgreens
  • Vitamin Store: Vitamin World
  • Warehouse Store: Costco


Ratings were given for 1,367 brands and 1,578 merchants. Among these, forty-seven brands and thirty merchants received at least one hundred consumer ratings and only those were included in determining the top ratings.

The survey showed online shopping as the most common way to purchase supplements, with forty-four percent of respondents purchasing supplements online within the past year. Online shopping also showed the greatest increase in popularity among shopping venues, increasing four points or ten percent relative to last year. The next most used retail channel was health food stores (35%), followed by vitamin stores (28%), pharmacies (27%), warehouse clubs (23%), supermarkets (20%), mass merchants (18%), catalogues (17%), independent distributors (17%), and health care practitioners (8%).

A comprehensive Brands and Merchants Analyses Report based on the 2008 Survey of Vitamin and Supplement Users is available for purchase. The report analyzes and compares brands on consumers' perceptions of product effectiveness, ingredient quality, product availability and value. It analyzes merchants on consumer satisfaction with product selection, information, prices, and customer service. Results are analyzed by respondent age, gender, and level of supplement use. Custom analyses are also available.

For more information or to purchase the report, go to or contact Lisa Sabin, Vice President for Business Development, at is a leading provider of consumer information and independent evaluations of products that affect health and nutrition. The company is privately held has no ownership from, or interest in, companies that manufacture, distribute, or sell consumer products. Subscription to is available online.

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