Top-rated Vitamin and Supplement Brands and Merchants for 2016 Based on Consumer Satisfaction

-- Results of the Survey of Vitamin & Supplement Users --
Each year, surveys its free e-newsletter subscribers about the vitamins and supplements that they use. The results below are based on 11,534 responses collected in November, 2015. Respondents gave ratings for 963 brands and 399 merchants. Of these, 108 brands and 44 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. [Update: see most recent results.]

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: Designs for Health
  • Pharmacy Brand: CVS
  • Vitamin Store Brand: Vitamin Shoppe
  • Canadian Brand: Webber Naturals

Top-rated Supplement Brands on Consumer Satisfaction with Specific Types of Supplements:*
  • Calcium: Kirkland (Costco)
  • CoQ10: Swanson
  • Fish Oil: Life Extension
  • Glucosamine & Chondroitin: Puritan's Pride
  • Multivitamin: Life Extension
  • Probiotic: Garden of Life
  • Resveratrol: Life Extension
  • Vitamin D: Life Extension
* Excludes direct sales brands due to potential respondent bias

Top-rated Supplement Merchants on Overall Consumer Satisfaction:
  • Catalog/Internet: Swanson
  • Direct Sales (MLM): USANA
  • Grocery Store: Natural Grocers
  • Mass Market: Walmart
  • Online Multi-Category Retailer:
  • Online Supplement Retailer: Vitacost
  • Pharmacy: Walgreens
  • Vitamin Store: The Vitamin Shoppe
  • Warehouse Store: Costco

The comprehensive, 114-page 2016 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 50 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, American Health, 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. Mercola, Dr. Ohhira, Dr. Sinatra, Enzymatic Therapy, Enzymedica, Equate (Walmart), Ester-C, Gaia Herbs, Garden of Life, GNC, Healthy Origins, Himilaya Herbal Healthcare USA, Integrative Therapeutics, Jamieson (Canada), Jarrow, Juice Plus, Julian Whitaker, KAL, Kirkland (Costco), Kroger, Kyolic/Kyo-Dophilus (Wakunaga), Life Extension, MegaFoods, MegaRed, Metagenics, 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, Organic India, Ortho Molecular, Osteo Bi-Flex, Phillips Colon Health, Piping Rock, Planetary Herbals, Pure Encapsulations, Puritan's Pride, Purity Products, Qunol, Rainbow Light, Renew Life, Reserveage Nutritionals, Rexall, Rite Aid, Schiff, Shaklee, Simply Right (Sam's Club), 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, 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,, BJ's, Costco, CVS,,,,, 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, Nutrilite (Amway), Publix, Pure Formulas, Puritan's Pride, Rite Aid, Safeway, Sam's Club, Shaklee, Shoppers Drug Mart, Sprouts Farmer's Market, Stop Aging Now (SAN), Swanson, Target, Trader Joe's, USANA,, Vitamin Shoppe, Vitamin World, Walgreens, Walmart, and Whole Foods. also provides Product Reviews of over 1,000 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.

Copyright 2016 All rights reserved. It is unlawful to copy, excerpt, or distribute this content, nor use it for any promotional or commercial purpose, without express prior written permission from