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ConsumerLab.com Annual Vitamin & Supplement Users Survey and Survey Report
Every year, ConsumerLab.com conducts consumer research of thousands of people who use dietary supplements and nutritional products. The annual survey identifies the specific supplements being purchased as well as focusing on perceptions of specific brands and merchants. The Survey helps ConsumerLab.com identify products to be tested its ongoing Product Reviews.
Read the news release showing supplement brands and merchants highest rated by respondents and the most popular supplements in the most recent survey.
Dietary Supplement Consumer Trends and Preferences Report (2025)
This revealing new report is based on results from the ConsumerLab.com Annual Survey of Vitamin & Supplement Users, conducted in November/December 2024, with responses from over 8,400 supplement consumers. The 150+ page report explores consumers’ perceptions of the brands, products and merchants they use, as well as their usage of specific types of supplements.
Brands Covered (Sample size per brand of 90 to 2,717 respondents)
- 21st Century
- Advanced Bionutritionals
- AlgaeCal
- Align
- Alive! by Nature's Way
- Allergy Research Group
- Amazing Formulas
- Amazing Grass
- Ancestral Supplements
- Ancient Nutrition (Dr. Axe)
- Anthony's
- Athletic Greens
- Balance of Nature
- Banyan Botanicals
- Barlean's
- Bausch & Lomb
- Bayer
- Besha
- Best Naturals
- BioAstin (Nutrex Hawaii)
- BioGaia
- BIOptimizers
- Biotics Research
- Bluebonnet
- Bragg
- Bronson Labs
- Bulk Supplements
- Bulletproof
- California Gold Nutrition
- Caltrate
- Carlson
- Carlyle
- Centrum
- Citracal
- CocoaVia
- Codeage
- Cold-Eeze
- Cosequin
- Country Life
- Culturelle
- CVS
- Designs for Health
- Deva
- Doctor's Best
- Doterra
- Double Wood
- Douglas Laboratories
- Dr. Berg
- Dr. Mercola
- Emergen-C
- Enzymatic Therapy
- Enzymedica
- Equate (Walmart)
- Ester-C
- Florastor
- Four Sigmatic
- Gaia Herbs
- Garden of Life
- GNC
- Great Lakes Wellness
- Gundry MD
- Healthy Origins
- Herb Pharm
- Himalaya Herbal Healthcare
- Horbaach
- Host Defense
- HPF Cholestene
- InnovixLabs
- Integrative Therapeutics
- Isopure
- Jarrow
- Jigsaw Health
- KAL
- Kirkland (Costco)
- Klaire Labs
- Kroger
- Kyolic
- Life Extension
- Liquid IV
- LMNT
- MaryRuth's
- MegaFood
- MegaRed
- Member's Mark (Sam's Club)
- Metagenics
- Metamucil
- Micro Ingredients
- Microbiome Labs
- Mountain Rose Herbs
- MRM (Metabolic Response Modifiers)
- Natrol
- Natural Factors (Canada)
- Natural Factors (U.S.)
- Natural Grocers
- Nature Made
- Naturelo
- Nature's Bounty
- Nature's Plus
- Nature's Trove
- Nature's Valley (Savon)
- Nature's Way
- 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
- Qunol
- Real Mushrooms
- Renew Life
- Root2 (Vitacost)
- Sambucol
- Seed Probiotic
- Schiff
- Seeking Health
- Solaray
- Solgar
- 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)
- Visbiome
- Vitacost
- Vitafusion
- Vital Nutrients
- Vital Proteins
- Vitamin Shoppe
- Viva Naturals
- Walgreens
- Webber Naturals (Canada)
- Whole Foods/365
- Xymogen
- Yerba Prima
- Young Living
- Youtheory
Merchants Covered (Sample size per merchant of 92 to 2,744 respondents)
- Amazon.com
- BJ's
- Bulk Supplements
- Chewy
- CocoaVia
- Costco
- CVS
- Fullscript
- Garden of Life
- GNC
- Gundry, MD
- Healthcare Practitioner's Office
- iHerb.com
- Kroger
- Life Extension
- Local Health Food Store
- Local Pharmacy
- Local Supermarket
- Mercola
- Mountain Rose Herbs
- Natural Grocers
- Nordic Naturals
- Pure Encapsulations
- Puritan's Pride
- Rite Aid
- Sam's Club
- Sprouts Farmer's Market
- Swanson
- Target
- Thorne Research
- Trader Joe's
- Vitacost
- Vitamin Shoppe
- Walgreens
- Walmart
- Whole Foods
Supplements Categories Covered (including brand-specific satisfaction ratings for those in bold)
- 5-HTP
- Acetyl L-Carnitine
- Activated Charcoal
- Adrenal Support
- AHCC (Active Hexose Correlated Compound)
- Alfalfa
- Alginates
- Aloe
- Alpha GPC
- Alpha Lipoic Acid
- Amino Acids (Including BCAAs)
- Amla Berry
- Andrographis
- Apigenin
- Apple Cider Vinegar
- Artichoke Extract
- Ashwagandha
- Astaxanthin/Zeaxanthin
- Astragalus
- B-12 (Cobalamin)*
- B-6 (Pyridoxine)*
- Bacopa
- B-Complex
- Beetroot
- Benfotiamine
- Berberine (and Goldenseal)
- Bergamot
- Beta Glucan
- Betaine HCL
- Beta-Sitosterol
- Bilberry
- Bioperine
- Biotin (B-7)/Hair, Skin, Nails Formula*
- Bitter Melon Extract
- Black Seed Oil
- Blueberry Extract
- Bone Broth
- Bone Health Formulas
- Boron
- Boswellia
- Brewer's Yeast
- Broccoli Sprout Extract
- Bromelain
- Calcium
- Carnosine
- Cat's Claw
- Cayenne
- CBD/Hemp Extract
- Chia Seed
- Chlorella
- Cholesterol Lowerers (Sterols/Stanols)
- Choline (all forms)
- Chromium
- Cinnamon
- Citicoline
- Citrus Bergamot
- Cocoa &/or Dark Chocolate
- Coconut Oil
- Cod Liver Oil
- Collagen
- Colostrum
- Copper
- CoQ10/Ubiquinol
- Cranberry
- Curcumin/Turmeric
- Dandelion
- DGL Licorice
- DHEA
- Digestive Enzymes
- Dim (Diindolylmethane)
- D-Mannose
- D-Ribose
- Echinacea
- Elderberry
- Electrolytes
- Epicor®
- Essential Oils
- Fenugreek
- Fiber (Including Psyllium)
- Fisetin
- Fish Oil/Krill Oil/Algae Oil/Omega-3 (EPA/DHA)
- Flaxseed/Plant Oils
- Folic Acid/Folate (B-9)*
- Fruit & Veggie Supps
- Fucoidan
- GABA
- Garlic
- Ginger
- Ginkgo Biloba
- Ginseng
- Glutathione
- Glycine
- Gotu Kola
- Grape Seed Extract
- Green Tea
- Greens/Whole Foods
- Gymnema
- Hawthorn
- Holy Basil
- Horse Chestnut
- Huperzine A
- Hyaluronic Acid
- Inositol
- Iodine
- Iron
- Joint Health Formula (Glucosamine, Chondroitin, etc)
- Kava Kava
- Kelp
- L-Arginine
- L-Carnitine
- L-Citrulline
- Lecithin
- Lemon Balm
- L-Glutamine
- Lion's Mane
- Lithium (low dose)
- L-Lysine
- L-Serine
- L-Theanine
- L-Tyrosine
- Lumbrokinase
- Lutein/Zeaxanthin
- Lycopene
- Maca
- Magnesium
- Manuka Honey
- MCT Oil
- Melatonin
- Melatonin -- Pets
- Memory Supplement
- Menopause Supplement (Soy Isoflavones/Black Cohosh)
- Methylfolate (5-MTHF)
- Milk Thistle/Silymarin
- Modified Citrus Pectin
- Molybdenum
- Monolaurin
- Moringa
- MSM
- Multivitamin (Including Prenatal)
- Mushrooms (all types)
- NAC (N-acetyl cysteine)
- NADH/NAD+
- Nattokinase
- Niacin (B-3) (all forms)*
- Nicotinamide Riboside (Niagen)
- NMN
- Nutritional Yeast
- Olive Leaf Extract
- Omega-7s/Sea Buckthorn
- Oregano
- Pantethine/Pantothenic Acid (B-5)*
- Passion Flower
- PEA (Palmitoylethanolamide)
- Pet Supplements -- Other
- Phosphatidylserine
- Pine Bark Extract
- Pomegranate
- Potassium
- PQQ
- Prebiotics
- Pregnenolone
- Probiotic (e.g. Acidophilus, Lactobacillus)
- Progesterone Cream
- Propolis
- Prostate Formula
- Protein/Nutrition Bars
- Protein/Nutrition Powders & Drinks (Includes Whey)
- Pterostilbene
- Pumpkin Seed Oil
- Pycnogenol
- Pygeum
- Quercetin
- Red Yeast Rice
- Resveratrol
- Rhodiola
- Riboflavin (B-2)*
- Rutin
- Saffron
- SAMe
- Saw Palmetto
- Selenium
- Serrapeptase
- Sexual Enhancement Supplement (e.g. Yohimbine)
- Shilajit
- Silica
- Slippery Elm
- Spermidine
- Spirulina
- Sports Supplement (e.g. Creatine, HMB)
- St. John's Wort
- Stinging Nettle
- Strontium
- Sulforaphane
- Superfruit Supplement (e.g. Acai, Goji, Noni, Mangosteen)
- Tart Cherry
- Taurine
- Thiamin (B-1)
- Thyroid Support Complex
- TMG (Trimethylglycine)
- Tongkat Ali
- Trace Minerals
- Triphala
- Tryptophan
- TUDCA
- Urolithin A
- Valerian
- Vinpocetine
- Vision Support Formula
- Vitamin A/Beta-carotene
- Vitamin C (Including Rose Hips)
- Vitamin D
- Vitamin E (Includes Tocopherols & Tocotrienols)
- Vitamin K (includes Mk-7 K2)
- Weight Loss Supplements (e.g. CLA, Garcinia, Green Coffee Bean)
- Wheat Grass
- Zinc
* All B Vitamins combined
Report Contents
Brand Analyses:
- Introduction to Brand Analyses
- Popularity of Brands (170) in Survey
- The Top Brands (150) of Supplements
- Overall Consumer Satisfaction with Top Brands
- Consumer Satisfaction with Key Aspects of Top Brands
- Satisfaction with Types of Supplements by Brand
Merchant Analyses:
- Introduction to Merchant Analyses
- Where Consumers are Buying Supplements
- Popularity of Merchants (35) in Survey
- The Top Merchants (35) of Supplements
- Overall Consumer Satisfaction with Top Merchants
- Consumer Satisfaction with Key Aspects of Top Merchants
Analyses of most brand and merchant results by consumer age, gender and total daily supplements used.
Supplement Usage Analysis
- Specific Types of Supplements Purchased
- Specific Types of Supplements Purchased analyses by total daily supplements used, age, and gender
Appendix:
- Methodology
- Respondent Demographics and Supplement Usage
List of Tables
- Popularity of supplement brands (170 brands)
- Consumer overall satisfaction with their supplements (% highly satisfied) (Top 150 brands)
- Consumer satisfaction with supplement prices
- Consumer satisfaction with supplement performance
- Types of supplements purchased — most popular as well as analyses by total number purchased, age, and gender
- Consumer satisfaction with type of supplement by brand for Apple Cider Vinegar, B Vitamins, Bone Health, Collagen, CoQ10, Curcumin/Turmeric, Joint Health, Magnesium, Melatonin, Multivitamin, Omega-3s, Probiotic, Vitamin C, and Vitamin D
- Types of merchants consumers use — most popular as well as analyses by total number purchased, age, and gender
- Popularity of merchants consumers use (35 merchants)
- Consumer overall satisfaction with merchants (% highly satisfied) (Top 35 merchants)
- Consumer satisfaction with merchant's prices
- Consumer satisfaction with merchant's customer service
List of Figures
- Consumer satisfaction with brands
- Consumer satisfaction with brands by 1) daily usage, 2) age, and 3) gender
- Consumer satisfaction with type of supplement by brand
- Consumer satisfaction with merchants
- Consumer satisfaction with merchants by 1) daily usage, 2) age, and 3) gender
- Respondent demographics by 1) supplements taken per day, 2) age, and 3) gender
Single Brand or Merchant Analysis – Contents
Customized reports further analyzing a specific brand, merchant, or supplement type are available and include the following:
For Specific Brand or Merchant:
- Brands Used in Combination with this Brand or Merchant
- Types of Merchants Used by Customers
- Specific Merchants Used by Customers
LIST OF FIGURES AND TABLES
- Brands used by customers
- Types of merchants used by customers
- Specific merchants used by customers
- Customer supplement usage – By age and gender
ConsumerLab.com Survey
- 2025
- Top Ratings Highlights
-
Report Brochure
- 2024
- Top Ratings Highlights
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- 2023
- Top Ratings Highlights
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- 2022
- Top Ratings Highlights
-
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- 2021
- Top Ratings Highlights
-
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- 2020
- Top Ratings Highlights
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- 2019
- Top Ratings Highlights
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- 2018
- Top Ratings Highlights
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- 2017
- Top Ratings Highlights
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- 2016
- Top Ratings Highlights
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- 2015
- Top Ratings Highlights
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- 2014
- Top Ratings Highlights
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- 2013
- Top Ratings Highlights
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- 2012
- Top Ratings Highlights
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- 2011
- Top Ratings Highlights
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- 2010
- Top Ratings Highlights
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- 2009
- Top Ratings Highlights
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- 2008
- Top Ratings Highlights
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- 2007
- Top Ratings Highlights
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- 2004
- Top Ratings Highlights
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- 2002
- Top Ratings Highlights
To order or for more information, please contact: Lisa Sabin at Lisa.Sabin@ConsumerLab.com or 609-936-0770
