About ConsumerLab.com

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 rated highest by respondents and the most popular supplements in the most recent review.

Dietary Supplement Consumer Trends and Preferences Report (2021)

This revealing new report is based on results from the ConsumerLab.com Annual Survey of Vitamin & Supplement Users conducted in November 2020 with responses from 9,647 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.

Contact Lisa Sabin ( Lisa.Sabin@ConsumerLab.com; 609-936-0770 ) to purchase the report and special analyses.

Brands Covered (Sample size per brand of 90 to 2,496 respondents)

  • 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
  • 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
  • Root2 (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 Nutrition)
  • Webber Naturals (Canada)
  • Whole Foods
  • Xymogen
  • Young Living
  • Youtheory
  • Zhou Nutrition

Merchants Covered (Sample size per merchant of 90 to 3,035 respondents)

  • Amazon.com
  • BJ's
  • Bluebird Botanicals
  • Bulk Supplements
  • CocoaVia
  • Costco
  • CVS
  • Doterra
  • eBay
  • GNC
  • Gundry, MD
  • Healthcare Practitioner's Office
  • iHerb.com
  • Kroger
  • Life Extension
  • Local Health Food Store
  • Local Pharmacy
  • Local Supermarket
  • LuckyVitamins.com
  • Mercola.com
  • 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
  • Vitacost.com
  • 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)
  • Aloe
  • Alpha Lipoic Acid
  • Amino Acids (Including BCAAs)
  • Amla Berry
  • 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
  • Biotin (B-7)/Hair, Skin, Nails Formula
  • Bioperine
  • Bitter Melon Extract
  • Black Seed Oil
  • Blueberry Extract
  • Bone Broth
  • Boron
  • Boswellia
  • Brewer's Yeast
  • Bromelain
  • Calcium
  • Carnosine
  • Cat's Claw
  • Cayenne
  • CBD/Hemp Extract
  • Chia Seed
  • Chlorella
  • Cholesterol Lowerers (Sterols/Stanols)
  • Choline (all forms)
  • Chromium
  • Cinnamon
  • Citicoline
  • 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)
  • 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-Theanine
  • L-Tyrosine
  • Lutein/Zeaxanthin
  • Lycopene
  • Maca
  • Magnesium
  • MCT Oil
  • Melatonin
  • 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+
  • Nattokinases
  • Niacin (B-3) (all forms)
  • Nicotinamide Riboside (Niagen)
  • Olive Leaf Extract
  • Omega-7s/Sea Buckthorn
  • Oregano
  • Pantethine/Pantothenic Acid (B-5)
  • Passion Flower
  • Phosphatidylserine
  • Pine Bark Extract
  • Pomegranate
  • Potassium
  • PQQ
  • Prebiotics
  • Pregnenolone
  • Probiotic (e.g. Acidophilus, Lactobacillus)
  • Progesterone Cream
  • Prostate Formula
  • Protein/Nutrition Bars
  • Protein/Nutrition Powders & Drinks (Includes Whey)
  • Pterostilbene
  • Pumpkin Seed Oil
  • Pycnogenol
  • Quercetin
  • Red Yeast Rice
  • Resveratrol
  • Rhodiola
  • Riboflavin (B-2)
  • Rutin
  • Saffron
  • SAMe
  • Saw Palmetto
  • Selenium
  • Serrapeptase
  • Sexual Enhancement Supplement (e.g. Yohimbine)
  • Silica
  • Slippery Elm
  • 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
  • Triphala
  • Tryptophan
  • 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

ConsumerLab.com Survey of Vitamin and Supplement Users Brands and Merchants Analyses Report (2021) - Contents

Brand Analyses:

  • Introduction to Brand Analyses
  • Popularity of Brands (149) in Survey
  • The Top Brands (135) 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 (38) 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 (149 brands)
  • Consumer overall satisfaction with their supplements (% highly satisfied) (Top 135 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 Calcium, CBD, CoQ10, Joint Health, Magnesium, Melatonin, Multivitamin, Omega-3s, Probiotic, Resveratrol, 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 (38 merchants)
  • Consumer overall satisfaction with merchants (% highly satisfied) (Top 35 merchants)
  • Consumer satisfaction with merchant's prices
  • Consumer satisfaction with merchant's information about products
  • Consumer satisfaction with merchant's customer service
  • Consumer satisfaction with merchant's speed of delivery
  • Consumer satisfaction with ease of returning product

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
  • Consumer Demographics (Age & Gender)
  • Number of Supplements Used Daily

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
  • Customer age – By usage and gender
  • Customer gender – By usage and age

To order or for more information, please contact: Lisa Sabin at Lisa.Sabin@ConsumerLab.com or 609-936-0770