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Top-rated Vitamin and Supplement Brands and Merchants for 2023 Based on Consumer Satisfaction
White Plains, New York, February 25, 2023 — Each year, surveys its free e-newsletter subscribers about the vitamins and supplements that they use. The results below are based on 8,600 responses collected in November/December 2022. Respondents gave ratings of hundreds of brands and merchants of which 152 brands and 37 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. (See Top Rated Vitamin and Supplement Brands and Merchants for 2024 here.)

Top-rated Supplement Brands on Overall Consumer Satisfaction

By Sales Channel:
  • 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: Ortho Molecular
  • Health Food Store Brand: Nordic Naturals
  • Pharmacy Brand: Walgreens
  • Vitamin Store Brand: GNC
  • Canadian Brand: Natural Factors

By Type of Supplement:
By Supplement Focus:
Top-rated Supplement Merchants on Overall Consumer Satisfaction

By Sales Channel:
  • Catalog/Internet: Life Extension
  • Grocery Store: Trader Joe's
  • Mass Market: Target
  • Online Multi-Category Retailer:
  • Online Supplement Retailer: Vitacost
  • Pharmacy: Local Pharmacies
  • Practitioner Line Merchant: Pure Encapsulation
  • Vitamin Store: The Vitamin Shoppe
  • Warehouse Store: Costco
The comprehensive, 170+ page 2023 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 209 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, Ancient Nutrition (Dr. Axe), Athletic Greens, Balance of Nature, Barlean's, Bausch & Lomb, Bayer, Besha, Best Naturals, BioAstin (Nutrex Hawaii), Biotics Research, BioTrust, Bluebonnet, Bragg, Bronson Labs, Bulk Supplements, Bulletproof, California Gold Nutrition, Caltrate, Carlson, Centrum, Charlotte’s Web, Citracal, CocoaVia, Cosequin, Country Life, Culturelle, CVS, Designs for Health, Doctor's Best, Doterra, Double Wood, Douglas Laboratories, Dr. Berg, Dr. Mercola, Dr. Sinatra, Emergen-C, Enzymatic Therapy, Enzymedica, Equate (Walmart), Ester-C, Florastor, Four Sigmatic, Gaia Herbs, Garden of Life, GNC, Great Lakes Gelatin Co., Gundry MD, Healthy Origins, Herb Pharm, Horbaach, Host Defense, HPF Cholestene, Innovix Labs, Integrative Therapeutics, Jamieson (Canada), Jarrow, KAL, Kirkland (Costco), Klaire Labs, Kroger, Kyolic, 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 Grocers, Natural Vitality CALM, Nature Made, Nature’s Answer, Nature’s Blend, Nature's Bounty, Nature's Plus, Nature’s Valley (Savon), Naturelo, Nature's Way, New Chapter, Nordic Naturals, NOW, Nutiva, Nutrafol, Nutricost, Nutrigold, Olly, OM Mushroom Superfood, One A Day, Optimum Nutrition, Oregon’s Wild Harvest, Orgain, Organic India, Ortho Molecular, Osteo Bi-Flex, Physician’s Choice, Piping Rock, ProCaps (Andrew Lessman), Pure Encapsulations, Puritan's Pride, Quest, Qunol, Rainbow Light, Real Mushrooms, Renew Life, Rite Aid, Roots2 (Vitacost), Sambucol, Schiff, Seeking Health, Solaray, Solgar, Source Naturals, Spectrum, Sports Research, Spring Valley (Walmart), Sprouts, Standard Process, Sundown, Swanson, Synergy (Vitacost), Terry Naturally (Euro Pharma), Thorne Research, Trace Minerals, Trader Darwin (Trader Joe's), Tru Niagen, TruNature (Costco), Twinlab, Up & Up (Target), Vitacost, Vitafusion, Vital Nutrients, Vital Proteins, Vitamin Shoppe, Viva Labs, Walgreens (Finest Naturals), Webber Naturals (Canada), Whole Foods, Yerba Prima, Young Living, Youtheory, and Zhou Nutrition.

Merchants analyzed in report:, BJ's, Bulk Supplements, Chewy, CocoaVia, Costco, CVS, eBay, Fullscript, GNC, Gundry, MD, Healthcare Practitioner's Office,, Kroger, Life Extension, Local Health Food Store, Local Pharmacy, Local Supermarket,,, Mountain Rose Herbs, Natural Grocers, 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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