Top-rated Vitamin and Supplement Brands and Merchants for 2014 Based on Consumer Satisfaction

-- Results of the Survey of Vitamin & Supplement Users --
Each year, surveys its free e-newsletter subscribers about the vitamins and supplements that they use. The results below are based on 10,326 responses collected in November, 2013. Respondents gave ratings for 1,639 brands and 788 merchants. Of these, 105 brands and 41 merchants each received at least 100 consumer ratings. Among these popular brands and merchants, those receiving the best (highest) rating on overall consumer satisfaction within their specific market segment are listed below.

Top-rated Supplement Brands on Overall Consumer Satisfaction:

  • Catalog/Internet Brand: Swanson
  • Direct Selling (MLM) Brand: Nutrilite
  • Discount/Warehouse Brand: TruNature (Costco)
  • Food/Drug/Mass -- Broad Product Line: Vitafusion
  • Food/Drug/Mass -- Narrow Product Line: Ester-C
  • Grocery Store Brand: Kroger
  • Healthcare Practitioner Brand: Integrative Therapeutics
  • Health Food Store Brand: Kyolic
  • Pharmacy Brand: Walgreens
  • Vitamin Store Brand: Vitamin Shoppe
  • Canadian Brand: Natural Factors

Top-rated Supplement Brands on Consumer Satisfaction with Specific Types of Supplements:*
  • Calcium: Puritan's Pride
  • CoQ10: Puritan's Pride
  • Digestive Enzymes: Puritan's Pride
  • Fish Oil: Life Extension
  • Glucosamine & Chondroitin: Swanson
  • Multivitamin: Life Extension
  • Probiotic: Renew Life (Ultimate Flora)
* Excludes direct sales brands due to potential respondent bias 

Top-rated Supplement Merchants on Overall Consumer Satisfaction:

  • Catalog/Internet: Swanson
  • Direct Sales (MLM): Nutrilite
  • Grocery Store: Vitamin Cottage
  • Mass Market: Target
  • Online Multi-Category Retailer:
  • Online Supplement Retailer:
  • Pharmacy: Walgreens
  • Vitamin Store: The Vitamin Shoppe
  • Warehouse Store: Costco

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