February 1, 2012

2 Min Read
Consumers Rate Supplement Brands

WHITE PLAINS, N.Y.Consumers are most satisfied with the Swanson brand of vitamins and supplements when it comes to online purchases; Nutrilite is their favorite direct-selling (multi-level marketing) brand, and Kirkland (from Costco) gives the highest satisfaction out of discount/warehouse brands. These rankings come from ConsumerLab.com's yearly survey of its e-newsletter subscribers about vitamins and supplements they use.

Most respondents used multiple supplements, but ranked their favorites in a number of different categories. Here's a breakdown of the results:

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 Joes)

  • Health care 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: Puritans Pride

  • CoQ10: Life Extension

  • Fish oil: Life Extension

  • Glucosamine  and chondroitin: Puritans Pride

  • Multivitamin: Life Extension

  • Probiotic: Puritans Pride

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: Amazon.com

  • Online supplement retailer: iHerb.com

  • Pharmacy: Walgreens

  • Vitamin store: Vitamin Shoppe

  • Warehouse store: Costco

This year, 10,260 responders gave their opinions in a in November 2011 poll. Respondents gave ratings for 1,551 brands and 906 merchants. Eighty-eight brands and 36 merchants each received at least 100 ratings.  The report also examines the use of 31 specific types of supplements and nutritional products. Last year, this analysis reported fish oil was the most used supplement.

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