Top-rated Vitamin and Supplement Brands and Merchants for 2018 Based on Consumer Satisfaction

-- Results of the Survey of Vitamin & Supplement Users --
White Plains, New York, February 25, 2018 — Each year, surveys its free e-newsletter subscribers about the vitamins and supplements that they use. The results below are based on 11,446 responses collected in late November and early December 2017. Respondents gave ratings of hundreds of brands and merchants of which 141 brands and 48 merchants each received at least 90 consumer ratings. Among these popular brands and merchants, those receiving the 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: ProCaps (Andrew Lessman)
  • Direct Selling (MLM) Brand: USANA
  • Discount/Warehouse Brand: Kirkland (Costco)
  • Food/Drug/Mass -- Broad Product Line: Nature Made
  • Food/Drug/Mass -- Narrow Product Line: HPF Cholestene
  • Grocery Store Brand: Trader Darwin (Trader Joe's)
  • Healthcare Practitioner Brand: Pure Encapsulations
  • Health Food Store Brand: Kyolic/Kyo-Dophilus
  • Pharmacy Brand: Walgreens
  • Vitamin Store Brand: Vitamin Shoppe
  • Canadian Brand: Natural Factors
Top-rated Supplement Brands on Consumer Satisfaction with Specific Types of Supplements:*
  • Calcium: Puritan's Pride
  • CoQ10: Member's Mark (Sam's Club)
  • Joint Health: Puritan's Pride
  • Melatonin: Natrol
  • Multivitamin: Life Extension
  • Omega-3s: Life Extension
  • Probiotic: Renew Life
  • Resveratrol: Life Extension
  • Vitamin D: Puritan's Pride
       * Excludes direct sales brands due to potential respondent bias

Top-rated Supplement Merchants on Overall Consumer Satisfaction:
  • Catalog/Internet: Life Extension
  • Direct Sales (MLM): USANA
  • Grocery Store: Natural Grocers
  • Mass Market: Target
  • Online Multi-Category Retailer:
  • Online Supplement Retailer: Vitacost
  • Pharmacy: Walgreens
  • Practitioner Line Merchant: Pure Encapsulations
  • Vitamin Store: The Vitamin Shoppe
  • Warehouse Store: Costco
The comprehensive, 100+ page 2018 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 138 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, go to or contact Lisa Sabin, Vice President for Business Development, at

Brands analyzed in report:
21st Century, Advanced Bionutritionals, Align, Allergy Research Group, Amazing Grass, American Health*, AOR (Advanced Orthomolecular Research) Barlean's, Bausch & Lomb, Bayer, Berkley Jensen (BJ's Wholesale Club), Best Naturals, Biotics Research, BioTrust, Bluebonnet, Bulk Supplements, Caltrate, Cardiovascular Research*, Carlson Labs, Centrum, Citracal, Cocoavia, Cosamin, Country Life, Culturelle, CVS, Designs for Health, Doctor's Best, Doterra, Douglas Laboratories, Dr. Fuhrman*, Dr. Mercola, Dr. Sinatra, Dr. David Williams, Elysium, Enzymatic Therapy, Enzymedica, Epigenetic Labs*, Equate (Walmart), Ester-C, Flora, Gaia Herbs, Garden of Life, GNC, Gundry MD, Healthy Origins, Herb Pharm, Himalaya Herbal Healthcare USA, Host Defense, HPF Cholestene, Integrative Therapeutics, Jamieson (Canada), Jarrow, Juice Plus, Julian Whitaker, KAL, Kirkland (Costco), Klaire Labs, Kroger, Kyolic/Kyo-Dophilus (Wakunaga), Life Extension, MegaFoods, MegaRed, Melaleuca*, Member's Mark (Sam's Club), Metagenics, Met-Rx*, Move Free, MRM (Metabolic Response Modifers)*, Natrol, Natural Factors (Canada), Natural Factors (U.S.), Natural Vitality*, Nature Made, Nature's Answer*, Nature's Bounty, Nature's Life, Nature's Plus, Nature's Sunshine, Nature's Valley (Savon)*, Nature's Way, Neocell, New Chapter, Nordic Naturals, NOW, Nutrex*, Nutricology, Nutrigold, One-A-Day, Optimum Nutrition, Oregon's Wild Harvest, Organic India, Ortho Molecular, Osteo Bi-Flex, Phillips Colon Health*, Piping Rock, Planetary Herbals, ProThera*, Pure Encapsulations, Puritan's Pride, Purity Products, Qunol, Rainbow Light, Renew Life, Reserveage Nutritionals*, Rite Aid, Schiff, Seeking Health*, Shaklee, Solaray, Solgar, Source Naturals, Spectrum, Spring Valley (Walmart), Sprouts, Standard Process, Stop Aging Now (SAN), Sundown, Swanson, Terry Naturally (Euro Pharma), Thorne Research, Trader Darwin (Trader Joe's), TruNature (Costco), Twinlab, Up & Up (Target), USANA, Vega, Vitacost, Vitafusion, Vital Choice*, Vitamin Shoppe, Vitamin World, Viva Labs, Walgreens (Finest Naturals), Webber Naturals (Canada), Weil (Andrew Weil, M.D.), Whole Foods,Xymogen, Young Living, and Youtheory.

Merchants analyzed in report:
Advanced Bionutritionals*,, BioTrust, BJ's, Cocoavia, Costco, CVS, Dr. Josh Axe, Dr. Sinatra, Dr. Whitaker, Dr, David Williams, eBay, GNC, Healthcare Practitioner's Office, HEB Grocery,, Kroger, Life Extension, Local Co-Op, Local Health Food Store, Local Pharmacy, Local Supermarket,,, Metagenics, Natural Grocers, Piping Rock, Publix, Pure Encapsulations, Pure Formulas, Puritan's Pride, Rite Aid, Safeway Foods, Sam's Club, Sprouts Farmer's Market, Stop Aging Now (SAN), Swanson, Target, Thorne Research, Trader Joe's, USANA,, Vitamin Shoppe, Vitamin World, Walgreens, Walmart, Wegmans*, and Whole Foods.

*Included in report but not in top-ratings above due having less than 90 survey responses on overall satisfaction question. also provides Product Reviews of over 1,400 supplements and nutritional products based on laboratory testing. Access to the Product Reviews is available through online membership. 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. 

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