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Top-rated Vitamin and Supplement Brands and Merchants for 2024 Based on Consumer Satisfaction
White Plains, New York, February 25, 2024 — Each year, surveys its free e-newsletter subscribers about the vitamins and supplements that they use. The results below are based on over 10,000 responses collected in November/December 2023. Respondents gave ratings of hundreds of brands and merchants, of which 186 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.

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: Roots2 (Vitacost)
  • 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 Joe's
  • Healthcare Practitioner Brand: Ortho Molecular
  • Health Food Store Brand: Yerba Prima
  • Pharmacy Brand: CVS
  • Vitamin Store Brand: GNC
  • Canadian Brand: Webber Naturals

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

By Sales Channel:
  • Catalog/Internet: Swanson
  • Grocery Store: Trader Joe's
  • Mass Market: Target
  • Online Multi-Category Retailer:
  • Online Supplement Retailer: Pure Formulas
  • Pharmacy: Rite Aid
  • Practitioner Line Merchant: Healthcare Practitioner Offices
  • Vitamin Store: The Vitamin Shoppe
  • Warehouse Store: Costco
The comprehensive, 170+ page 2024 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 211 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, AlgaeCal, Align, Alive! by Nature’s Way, Allergy Research Group, Amazing Formulas, Amazing Grass, Amazon Elements, Ancestral Supplements, Ancient Nutrition (Dr. Axe), AOR (Advanced Orthomolecular Research) Athletic Greens, Balance of Nature, Banyan Botanicals, Barlean's, Bausch & Lomb, Bayer, Besha, Best Naturals, BioAstin (Nutrex Hawaii), BioGaia, BIOptimizers, Biotics Research, BioTrust, Bluebonnet, Bragg, Bronson Labs,, Bulletproof, California Gold Nutrition, Caltrate, Carlson, Carlyle, Centrum, Citracal, CocoaVia, Cosequin, Country Life, Culturelle, CVS, DaVinci Laboratories, Designs for Health, Deva, 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, Himalaya Herbal Healthcare, Horbaach, Host Defense, HPF Cholestene, Innovix Labs, Integrative Therapeutics, Isopure, Jamieson (Canada), Jarrow, Jigsaw Health, KAL, Kirkland (Costco), Klaire Labs, Kroger, Kyolic, Life Extension, Liquid IV, LMNT, MaryRuth’s, MegaFoods, MegaRed, Member’s Mark (Sam’s Club), Metagenics, Metamucil, Micro Ingredients, Microbiome Labs, Mountain Rose Herbs, Move Free, MRM (Metabolic Response Modifiers), Natrol, Natural Factors (Canada), Natural Factors (U.S.), Natural Grocers, Natural Vitality CALM, Nature Made, Nature’s Answer, Nature's Bounty, Nature’s Life, Nature's Plus, Nature’s Truth, Nature’s Valley (Savon), Naturelo, Nature's Way, Naturewise, New Chapter, Nootropics Depot, Nordic Naturals, NOW, Nutiva, Nutrafol, Nutramax, Nutricost, Nuun, Olly, OM Mushroom Superfood, One A Day, Optimum Nutrition, Oregon’s Wild Harvest, Orgain, Organic India, Ortho Molecular, Osteo Bi-Flex, Paleovalley, Pendulum, Physician’s Choice, Piping Rock, PreserVision, ProCaps (Andrew Lessman), Pure Encapsulations, Pure Synergy, Purina, Puritan's Pride, Quest, Quicksilver Scientific, Qunol, Rainbow Light, Real Mushrooms, Renew Life, Rite Aid, Roots2 (Vitacost), Sambucol, Schiff, Seeking Health, SmartyPants, Solaray, Solgar, Source Naturals, Spectrum, Sports Research, Spring Valley (Walmart), Sprouts, Standard Process, Sundown, Swanson, Synergy (Vitacost), Terrasoul, Terry Naturally (Euro Pharma), Thorne Research, Trace Minerals, Trader Joe's, Tru Niagen, TruNature (Costco), Twinlab, Up & Up (Target), Vega, Visbiome, Vitacost, Vitafusion, Vital Nutrients, Vital Proteins, Vitamin Shoppe, Viva Naturals, Viviscal, Walgreens, Webber Naturals (Canada), Whole Foods, Xymogen, Yerba Prima, Young Living, Youtheory, and Zhou Nutrition.

Merchants analyzed in report:,, Chewy, CocoaVia, Costco, CVS, eBay, Fullscript, Garden of Life, GNC, Gundry, MD, Healthcare Practitioner's Office,, Kroger, Life Extension, Local Health Food Store, Local Pharmacy, Local Supermarket,, Mountain Rose Herbs, Natural Grocers, Nordic Naturals, Publix, Pure Encapsulations, Pure Formulas, Puritan's Pride, Rite Aid, Safeway Foods, 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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