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Top-rated Vitamin and Supplement Brands and Merchants for 2021 Based on Consumer Satisfaction -- Results of the Survey of Vitamin & Supplement Users
White Plains, New York, February 25, 2021 — Each year, surveys its free e-newsletter subscribers about the vitamins and supplements that they use. The results below are based on 9,647 responses collected in November 2020. Respondents gave ratings of hundreds of brands and merchants of which 149 brands and 38 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.

Note: These ratings are based on consumer research and not on ConsumerLab's independent tests and reviews of products.

Top-rated Supplement Brands on Overall Consumer Satisfaction

By Sales Channel:
  • Catalog/Internet Brand: Andrew Lessman (ProCaps)
  • Direct Selling (MLM) Brand: Doterra
  • 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: Klaire Labs
  • Health Food Store Brand: Mountain Rose Herbs
  • Pharmacy Brand: Rite Aid
  • Vitamin Store Brand: GNC
  • Canadian Brand: Natural Factors

By Type of Supplement:
  • Calcium: Kirkland (Costco)
  • CoQ10: Puritan's Pride
  • Joint Health: Kirkland (Costco)
  • Magnesium: Pure Encapsulations
  • Melatonin: Natrol
  • Multivitamin: Life Extension
  • Omega-3s: Nordic Naturals
  • Probiotic: Jarrow
  • Vitamin C: Puritan's Pride
  • Vitamin D: Kirkland (Costco)

By Supplement Focus:
  • Astaxanthin: BioAstin
  • Collagen: Great Lakes Gelatin Co.
  • Herbals: Mountain Rose Herbs
  • Red Yeast Rice: HPF Cholestene
  • Vitamin C: Ester-C

Top-rated Supplement Merchants on Overall Consumer Satisfaction

By Sales Channel:
  • Catalog/Internet: Life Extension
  • Direct Sales (MLM): Doterra
  • Grocery Store: Natural Grocers
  • Mass Market: Target
  • Online Multi-Category Retailer:
  • Online Supplement Retailer: Vitacost
  • Pharmacy: Rite Aid
  • Practitioner Line Merchant: Thorne Research
  • Vitamin Store: The Vitamin Shoppe
  • Warehouse Store: Costco
The comprehensive, 150+ page 2021 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 190 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. It is not part of a membership. 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, Alive! by Nature's Way, Allergy Research Group, Amazing Formulas, Amazing Grass, American Health, Ancient Nutrition (Dr. Axe), AOR (Advanced Orthomolecular Research, Barlean's, Bausch & Lomb, Bayer, Best Naturals, Biotics Research, BioAstin (Nutrex Hawaii), Biotics Research, BioTrust, Bluebird Botanicals, Bluebonnet, Bronson Labs, 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, Double Wood, Douglas Laboratories, Dr. Mercola, Dr. Sinatra, 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, Himalaya Herbal, 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, Naturelo, Nature's Answer, Nature's Bounty, Nature's Life, Nature's Plus, Nature's Valley (Savon), Nature's Way, 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, Pure Synergy, Puritan's Pride, Purity Products, Quest, Qunol, Rainbow Light, Real Mushrooms, Renew Life, Rite Aid, Roots2 (Vitacost), Schiff, Seeking Health, Solaray, Solgar, Source Naturals, Spectrum, Sports Research, 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 Nutrients, Vital Proteins, Vitamin Shoppe, Vitamin World, Viva Labs, Walgreens (Finest Naturals), Webber Naturals (Canada), Whole Foods, Xymogen, Young Living, Youtheory, and Zhou Nutrition.

Merchants analyzed in report:, BJ's, Bluebird Botanicals, Bulk Supplements, CocoaVia, Costco, CVS, Doterra, 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, Walgreens, Walmart, and Whole Foods.

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.

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