ConsumerLab Vitamin & Supplement Users Survey 2023

By Dr Frank Yap, MD -

A recent survey of 8,600 people who regularly use dietary supplements shows that probiotics (+3.04 percentage points), quercetin (+2.3 pts), and vitamin K (+1.96 pts) experienced the greatest absolute growth in popularity over the past year, while the greatest declines were with vitamin C (-4.56 pts), calcium (-3.05 pts), melatonin (-2.66 pts), vitamin D (-2.62 pts), and green tea (-2.21 pts).

Despite a moderate decrease, vitamin D remained the most popular supplement, purchased by 69.95% of respondents. Magnesium (+1.34 pts) remained in place as the second most popular supplement, used by 53.1% of respondents, just ahead of fish oil (+0.69 pt). Multivitamins (+1.28 pts) moved up to 4th place, as CoQ10 (-2.19) moved down to 5th place. Probiotics moved up to 6th place, as vitamin C slid to 7th place, followed by zinc (+0.87 pt). B-complexes (+1.69 pts) moved up two spots to 9th place, followed by curcumin/turmeric (-1.6 pts), which moved down one spot. Among the current top 50 supplements, 21 declined in popularity while 20 showed an increase. The survey assessed the popularity of 209 types of supplements — including supplements for pets — and analyzed popularity by respondent age, gender, and frequency of supplement use.
 

20 Most Popular Vitamins and Supplements At the End of 2022


(% Survey Respondents Purchasing in Past Year)
 
Vitamin D (D2 & D3)69.95%
Magnesium53.1%
Fish Oil/Krill Oil/Algae Oil/Omega-3 (EPA/DHA)51.15%
Multivitamin/Multimineral (including Prenatal)44.59%
CoQ10/Ubiquinol/MitoQ42.78%
Probiotic (e.g., Acidophilus, Lactobacillus)41.71%
Vitamin C (including Rose Hips)37.3%
Zinc36.02%
B-Complex34.65%
Curcumin/Turmeric (as Supplement)34.25%
B-12 (Cobalamin)32.96%
Vitamin K27.88%
Calcium27.84%
Melatonin26.79%
Collagen24.68%
Joint Health Formula
(Glucosamine, Chondroitin, MSM, Boswellia)		22.22%
Green Tea21.73%
Protein/Nutrition Powders & Drinks
(includes Whey)		20.63%
Ashwagandha19.93%
Quercetin19.32%
 

The results are based on responses to the most recent ConsumerLab.com Survey of Vitamin and Supplement Users. The Survey is conducted each year in November/December among readers of ConsumerLab.com's newsletter who utilize ConsumerLab's product reviews and information when choosing and using supplements and health foods. The ConsumerLab.com Survey was first conducted in 2002. Respondents are active users of supplements, with over 81.5% taking at least four different supplements daily.

Respondents also gave ratings of hundreds of brands and merchants of which 152 brands and 37 merchants each received at least 90 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.

Note: These ratings are based on consumer research and not on ConsumerLab's independent tests and reviews of products.

Top-rated Supplement Brands on Overall Consumer Satisfaction (Source)



By Sales Channel:
  • Catalog/Internet Brand: Andrew Lessman (ProCaps)
  • Direct Selling (MLM) Brand: Young Living
  • Discount/Warehouse Brand: Kirkland (Costco)
  • Food/Drug/Mass -- Broad Product Line: Nature Made
  • Food/Drug/Mass -- Narrow Product Line: HPF Cholestene
  • Grocery Store Brand: Trader Darwin (Trader Joe's)
  • Healthcare Practitioner Brand: Ortho Molecular
  • Health Food Store Brand: Nordic Naturals
  • Pharmacy Brand: Walgreens
  • Vitamin Store Brand: GNC
  • Canadian Brand: Natural Factors

By Type of Supplement:
By Supplement Focus:
Top-rated Supplement Merchants on Overall Consumer Satisfaction

By Sales Channel:
  • Catalog/Internet: Life Extension
  • Grocery Store: Trader Joe's
  • Mass Market: Target
  • Online Multi-Category Retailer: Amazon.com
  • Online Supplement Retailer: Vitacost
  • Pharmacy: Local Pharmacies
  • Practitioner Line Merchant: Pure Encapsulation
  • Vitamin Store: The Vitamin Shoppe
  • Warehouse Store: Costco

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