In 2023, Nature Made led the vitamins and supplements market in the United States by aided brand awareness, with 46.22 percent among consumers. Vitafusion followed with 25.35 percent awareness, and Nature’s Way and Goli Nutrition reported 24.41 percent and 20.62 percent awareness, respectively.Â
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Latana. (July 2, 2024). Aided brand awareness of selected vitamins and supplements brands in the United States in 2023 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 29, 2026, from /statistics/1490422/vitamins-supplements-brand-awareness-united-states/
Latana. "Aided brand awareness of selected vitamins and supplements brands in the United States in 2023." Chart. July 2, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 29, 2026. /statistics/1490422/vitamins-supplements-brand-awareness-united-states/
Latana. (2024). Aided brand awareness of selected vitamins and supplements brands in the United States in 2023. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 29, 2026. /statistics/1490422/vitamins-supplements-brand-awareness-united-states/
Latana. "Aided Brand Awareness of Selected Vitamins and Supplements Brands in The United States in 2023." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 2 Jul 2024, /statistics/1490422/vitamins-supplements-brand-awareness-united-states/
Latana, Aided brand awareness of selected vitamins and supplements brands in the United States in 2023 ÌÇÐÄÆƽâ°æ, /statistics/1490422/vitamins-supplements-brand-awareness-united-states/ (last visited July 29, 2026)
Aided brand awareness of selected vitamins and supplements brands in the United States in 2023 [Graph], Latana, July 2, 2024. [Online]. Available: /statistics/1490422/vitamins-supplements-brand-awareness-united-states/
