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White Plains, New York, February 25, 2020 — Each year, surveys its free e-newsletter subscribers about the vitamins and supplements that they use. The results below are based on 9,782 responses collected in late November and early December 2019. Respondents gave ratings of hundreds of brands and merchants of which 137 brands and 39 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: Andrew Lessman (ProCaps)
  • Direct Selling (MLM) Brand: Young Living
  • 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: Standard Process
  • Health Food Store Brand: Sports Research
  • Pharmacy Brand: CVS
  • Vitamin Store Brand: Vitamin Shoppe
  • Canadian Brand: Natural Factors

Top-rated Supplement Brands on Consumer Satisfaction with Specific Types of Supplements:
  • Calcium: Kirkland (Costco)
  • CBD/Hemp Extract: Bluebird Botanicals
  • CoQ10: Member's Mark (Sam's Club)
  • Joint Health: Doctor's Best
  • Melatonin: Life Extension
  • Multivitamin: Life Extension
  • Omega-3s: Life Extension
  • Probiotic: Swanson
  • Vitamin D: Kirkland (Costco)

Top-rated Supplement Merchants on Overall Consumer Satisfaction:
  • Catalog/Internet: Life Extension
  • Direct Sales (MLM): Doterra
  • Grocery Store: Natural Grocers
  • Mass Market: Target
  • Online Multi-Category Retailer:
  • Online Supplement Retailer: Vitacost
  • Pharmacy: Walgreens
  • Practitioner Line Merchant: Thorne Research
  • Vitamin Store: The Vitamin Shoppe
  • Warehouse Store: Costco
The comprehensive, 180+ page Dietary Supplement Consumer Trends and Preferences Report - 2020 analyzes and compares consumers' satisfaction with popular brands of supplements and supplement merchants. The report also examines the use of 170 specific types of supplements and nutritional products along with specific questions about CBD/Hemp Extract use. Results are analyzed by respondent age, gender, and level of supplement use. The report is available for purchase. It is not part of a membership. Custom analyses are also available. The brochure of the report details the included brands, merchants, and supplement categories along with the figures and tables in the report. To purchase the report, contact Lisa Sabin at

Brands analyzed in report:
21st Century, Advanced Bionutritionals, Align, Allergy Research Group, Amazing Formulas, Amazing Grass, Barlean's, Bausch & Lomb, Bayer, Best Naturals, Biotics Research, BioAstin (Nutrex Hawaii), BioTrust, Bluebird Botanicals, Bluebonnet, Bulk Supplements, Bulletproof, California Gold Nutrition, Caltrate, Carlson, Centrum, Charlotte's Web, Citracal, CocoaVia, Country Life, Culturelle, CVS, Designs for Health, Doctor's Best, Doterra, Douglas Laboratories, Dr. Mercola, Dr. Sinatra, Dr. David Williams, Elysium, Emergen-C, Enzymatic Therapy, Enzymedica, Equate (Walmart), Ester-C, Florastor, Gaia Herbs, Garden of Life, GNC, Great Lakes Gelatin Co., Gundry MD, Healthy Origins, Herb Pharm, Host Defense, HPF Cholestene, Integrative Therapeutics, Jamieson (Canada), Jarrow, KAL, Kirkland (Costco), Klaire Labs, Kroger, Kyolic/Kyo-Dophilus (Wakunaga), Life Extension, MegaFoods, MegaRed, Member's Mark (Sam's Club), Metagenics, Mountain Rose Herbs, Move Free, MRM (Metabolic Response Modifers), Natrol, Natural Factors (Canada), Natural Factors (U.S.), Natural Vitality Calm, Nature Made, Nature's Answer, Nature's Bounty, Nature's Life, Nature's Plus, Nature's Valley (Savon)*, Nature's Way, Neocell, New Chapter, Nordic Naturals, NOW, Nutiva, Nutricology, Nutricost, Nutrigold, One-A-Day, Optimum Nutrition, Oregon's Wild Harvest, Orgain, Organic India, Ortho Molecular, Osteo Bi-Flex, Physician's Choice, Piping Rock, PlusCBD Oil, ProCaps (Andrew Lessman), Pure Encapsulations, Puritan's Pride, Quest, Qunol, Rainbow Light, Renew Life, Rite Aid, Schiff, Solaray, Solgar, Source Naturals, Spectrum, Spring Valley (Walmart), Sprouts, Standard Process, Stop Aging Now (SAN), Sundown, Swanson, Synergy (Vitacost), Terry Naturally (Euro Pharma), Thorne Research, Trace Minerals, Trader Darwin (Trader Joe's), TruNature (Costco), Twinlab, Up & Up (Target), Vega, Vitacost, Vitafusion, Vital Proteins, Vitamin Shoppe, Vitamin World, Viva Labs, Walgreens (Finest Naturals), Webber Naturals (Canada), Whole Foods, Xymogen, Young Living, and Youtheory.

Merchants analyzed in report:, BJ's, CocoaVia, Costco, CVS, Doterra, Dr. Josh Axe, Dr. Sinatra*, eBay, GNC, Gundry, MD, Healthcare Practitioner's Office,, Kroger, Life Extension, Local Health Food Store, Local Pharmacy, Local Supermarket,,, Metagenics, Natural Grocers, Piping Rock, Publix*, Pure Encapsulations, Puritan's Pride, Rite Aid, Sam's Club, Sprouts Farmer's Market, Swanson, Target, Thorne Research, Trader Joe's,, Vitamin Shoppe, Vitamin World, Walgreens, Walmart, Whole Foods, and Young Living.

*Included in report but not in top-ratings above due having less than 90 survey responses on overall satisfaction question.

Founded in 1999, is a leading provider of consumer information and independent evaluations of products that affect health and nutrition. Membership to is available online and provides immediate access to continually updated reviews of nearly every popular type of dietary supplement and health food, answers to reader questions, and product recalls and warnings. ConsumerLab also provides independent product testing through its voluntary Quality Certification Program. The company is privately held and based in New York. It has no ownership from, or interest in, companies that manufacture, distribute, or sell consumer products.

Copyright 2020, LLC. 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, LLC.

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