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Each year, surveys its free e-newsletter subscribers about the vitamins and supplements that they use. The results below are based on 10,260 responses collected in November, 2011. Most respondents used multiple supplements. Respondents gave ratings for 1,551 brands and 906 merchants that they used. Ninety brands and 36 merchants each received at least one hundred 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 Consumer Satisfaction:
  • Catalogue/Internet Brand: Swanson
  • Direct Selling (MLM) Brand: Nutrilite
  • Discount/Warehouse Brand: Kirkland (Costco)
  • Grocery Store Brand: Trader Darwin (Trader Joe's)
  • Healthcare Practitioner Brand: Pure Encapsulations
  • Health Food Store Brand: Nutricology
  • Mass Market Multi-Category Brand: Biotivia
  • Mass Market Single-Category Brand: Citracal
  • Pharmacy Brand: CVS
  • Vitamin Store Brand: Vitamin World
  • Canadian Brand: Webber Naturals

Top-rated Brands on Consumer Satisfaction for Specific Types of Supplements:*
  • Calcium: Puritan's Pride
  • CoQ10: Life Extension
  • Fish Oil: Life Extension
  • Glucosamine & Chondroitin: Puritan's Pride
  • Multivitamin: Life Extension
  • Probiotic: Puritan's Pride
* Excludes direct sales brands due to potential respondent bias

Top-rated Supplement Merchants on Consumer Satisfaction:
  • Catalogue/Internet: Life Extension
  • Direct Sales (MLM): Nutrilite
  • Grocery Store: Trader Joe's
  • Mass Market: Target
  • Online Multi-Category Retailer:
  • Online Supplement Retailer:
  • Pharmacy: Walgreens
  • Vitamin Store: The Vitamin Shoppe
  • Warehouse Store: Costco

The comprehensive, 129-page 2012 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 31 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 /reports/clsurveybrochure2012.pdf or contact Lisa Sabin, Vice President for Business Development, at

Brands analyzed in report:
Advanced BioSolutions (Dr. Sinatra), Align, American Health, Andrew Lessman (ProCaps), Barlean's, Berkley & Jensen (BJ Wholesale Club), Biotics Research, Biotivia, Bluebonnet, Caltrate, Carlson Labs, Centrum, Citracal, Cosamin, Country Life, Culturelle, CVS, Designs for Health, Doctor's Best, Douglas Laboratories, Dr. Mercola, Eclectic Institute, Enzymatic Therapy, Equate (Wal-Mart), Ester-C, Gaia Herbs, Garden of Life, GNC, Healthy Origins, Herbalife, Integrative Therapeutics, Jamieson (Canada), Jarrow, Juice Plus, Julian Whitaker, KAL, Kirkland (Costco), Kroger, Kyolic (Wakunaga), Life Extension, MegaFoods, Member's Mark (Sam's Club), Metagenics, Mountain Home Nutritionals (Dr. Williams), Natrol, Natural Factors (Canada), Natural Factors (U.S.), Nature Made, Nature's Bounty, Nature's Life, Nature's Plus, Nature's Sunshine, Nature's Way, New Chapter, Nordic Naturals, NOW Foods, Nutricology, Nutrilite, One-A-Day, Optimum Nutrition, Ortho Molecular, Osteo Bi-Flex, Planetary Herbals, Pure Encapsulations, Puritan's Pride, Purity Products, Rainbow Light, RiteAid, Schiff, Shaklee, Solaray, Solgar, Source Naturals, Spectrum, Spring Valley (Wal-Mart), Standard Process, Sundown, Swanson, Thorne Research, Trader Darwin (Trader Joe's), TruNature (Costco), Twinlab, USANA, Vitacost (NSI), Vitamin Shoppe, Vitamin World, Walgreens (Finest Naturals), Webber Naturals (Canada), Weil (Andrew Weil, M.D.), and Whole Foods.

Merchants analyzed in report:
Advanced BioSolutions,, BJ's,, Costco, CVS, Dr. Julian Whitaker,, Giant Supermarket, GNC, Healthcare Practitioner's Office,, K-Mart, Kroger, Life Extension, Local Co-Op, Local Drugstore, Local Health Food Store,,, Mountain Home Nutritionals, Nutrilite, Publix, Puritan's Pride, RiteAid, Safeway, Sam's Club, Shaklee, Sprouts Farmer's Market, Swanson, Target, Trader Joe's, USANA,, Vitamin Cottage, Vitamin Shoppe, Vitamin World, Walgreens, Wal-Mart, and Whole Foods. also provides Product Reviews of over 900 supplements and nutritional products based on laboratory testing. Access to the Product Reviews is available through Online membership. is a leading provider of consumer information and independent evaluations of products that affect health and nutrition. The company is privately held has no ownership from, or interest in, companies that manufacture, distribute, or sell consumer products.

Copyright 2012 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

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