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White Plains, New York, February 25, 2017 — Each year, surveys its free e-newsletter subscribers about the vitamins and supplements that they use. The results below are based on 9,505 responses collected in late November and early December 2016. Respondents gave ratings for 155 brands and 99 merchants. Of these, 106 brands and 38 merchants each received at least 95 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. [Update: see most recent results.]

Top-rated Supplement Brands on Overall Consumer Satisfaction:
  • Catalog/Internet Brand: Vitacost
  • 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: Designs for Health
  • Health Food Store Brand: Carlson
  • 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: Swanson
  • CoQ10: Puritan's Pride
  • Fish Oil: Carlson
  • Glucosamine & Chondroitin: Puritan's Pride
  • Multivitamin: Life Extension
  • Probiotic: Dr. Mercola
  • Resveratrol: Life Extension
  • Vitamin D: Kirkland (Costco)
* 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: Walmart
  • 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 2017 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 54 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), Barlean's, Bausch & Lomb, Bayer, Biotics Research, BioTrust, Bluebonnet, Bulk Supplements, Caltrate, Carlson Labs, Centrum, Citracal, Cosamin*, Country Life, Culturelle, CVS, Designs for Health, Doctor's Best, Douglas Laboratories, Dr. David William, Dr. Mercola, 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), Klaire Labs, Kroger, Kyolic/Kyo-Dophilus (Wakunaga), Life Extension, MegaFoods, MegaRed, Member's Mark (Sam's Club), Metagenics, Move Free, MRM (Metabolic Response Modifers)*, Natrol, Natural Factors (Canada), Natural Factors (U.S.), Nature Made, Nature's Answer*, Nature's Bounty, Nature's Life, Nature's Plus, Nature's Sunshine*, Nature's Way, New Chapter, Nordic Naturals, NOW Foods, Nutrex*, Nutricology, Nutrigold, One-A-Day, Optimum Nutrition, Organic India, Ortho Molecular, Osteo Bi-Flex, Piping Rock, Planetary Herbals, Pure Encapsulations, Puritan's Pride, Purity Products, Qunol, Rainbow Light, Renew Life, Reserveage Nutritionals, 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, Terry Naturally (Euro Pharma), Thorne Research, Trader Darwin (Trader Joe's), TruNature (Costco), Twinlab, Up & Up (Target), USANA, Vitacost, Vitafusion, Vitamin Shoppe, Vitamin World, Viva Labs, Walgreens (Finest Naturals), Webber Naturals (Canada), Weil (Andrew Weil, M.D.), Whole Foods and Xymogen.

*Included in report but not in top-ratings above due having less than 95 survey responses on overall satisfaction question.

Merchants analyzed in report:, BioTrust, BJ's, Costco, CVS,, eBay, GNC, Healthcare Practitioner's Office,, Kroger, Life Extension, Local Co-Op, Local Health Food Store, Local Pharmacy, Local Supermarket,,, Natural Grocers, Publix, Pure Encapsulations, Pure Formulas, Puritan's Pride, Rite Aid, 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, and Whole Foods. is a leading provider of consumer information and independent evaluations of products that affect health and nutrition. Membership to is available online, providing immediate access to independent reviews of more than 1,000 products. The company is privately held and based in Westchester, New York. It has no ownership from, or interest in, companies that manufacture, distribute, or sell consumer products. is affiliated with, an evaluator of online pharmacies, and, which reviews and rates Medicare Part D plans.

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