The top three selling supplement categories by global consumption are multivitamins, omega-3 fatty acids (fish oil), and protein powders. The specific products that are most popular can vary by region and consumer trends.
Multivitamins. These are the most common U.S. supplements, and, while safe, they're not needed for those with balanced diets, Cahoon says.
The "Big 3" supplements often recommended for foundational health, bridging gaps in diet, and supporting common deficiencies are Protein Powder, Omega-3s, and Vitamin D3, with some variations including Magnesium or Creatine, but the core idea is addressing protein, essential fats, and common vitamin shortfalls for overall well-being and muscle support.
Swisse Wellness is frequently cited as Australia's #1 vitamin brand for overall sales and consumer trust, winning awards like Reader's Digest's "Most Trusted Vitamin Brand" multiple times, though rival Blackmores also claims leadership based on value, and specific categories have other leaders like Life-Space for probiotics or Elevit for prenatal care.
In Australia, Swisse is frequently cited as the most trusted vitamin and supplement brand, consistently winning the Reader's Digest Trusted Brands award, while Blackmores is another long-standing, highly trusted name with deep naturopathic roots, and brands like BioCeuticals and Nutra Organics are also recognized for quality and specific niches. The "most trusted" title often depends on consumer perception and specific product needs, with Swisse leading in general consumer trust and others leading in practitioner or specialty areas.
Neither Swisse nor Blackmores is definitively "better"; they are both leading Australian brands with strong reputations, but Swisse recently won "Most Trusted Vitamin Brand" in 2024, while Blackmores is known for rigorous testing, making the choice depend on personal preference for brand trust or quality assurance, as both offer similar, scientifically-backed products.
The "Big 3" supplements often recommended for foundational health, bridging gaps in diet, and supporting common deficiencies are Protein Powder, Omega-3s, and Vitamin D3, with some variations including Magnesium or Creatine, but the core idea is addressing protein, essential fats, and common vitamin shortfalls for overall well-being and muscle support.
Creatine monohydrate is the king of supplements. Its effects have been studied longer than almost every other supplement on the market for assisting with strength and fitness goals. It is also relatively cheap making it affordable for most of the population.
Although also present in other plant-derived foods, the richest natural sources of vitamin C are fruits and vegetables. Vitamin C is the most widely taken dietary supplement.
“Creatine is one of the most researched and reliable supplements available, but it works best as part of a balanced diet that includes adequate amounts of carbohydrates, proteins and fats; adequate hydration; consistent sleep; and a personalized strength-training routine,” Ansari says.
Nutrilite™ is the world's No. 1* selling vitamin and dietary supplement brand.
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Multivitamin/multimineral
Consider taking a “real food” multi. These are supplements that contain extracts from real foods and/or vitamins and minerals in the forms found in real foods instead of individual, stripped-down vitamins and minerals, which the body actually treats as foreign chemicals.
The best anti-aging supplements and vitamins for longevity are:
Supplements aren't a cure-all, but they're powerful allies when used smartly. My top five (multivitamin with D3, K2, and methylated B-vitamins, omega-3s, probiotics, magnesium glycinate, and fiber) tackle common nutrient gaps with solid science to back them up.
Unlock a versatile addition to your wellness routine with Sherpa Gold Organic Irish Sea Moss. Wild-harvested from the clear waters off the coast of Ireland, this plant based supplement features a blend of 92 naturally occurring minerals and nutrients.
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Herbalife is the #1 active and lifestyle nutrition brand in the world.
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A peanut butter and jelly sandwich (PB&J) adds about 33 minutes to your healthy lifespan per serving, according to a University of Michigan study that measured life expectancy impacts of over 5,850 foods using the Health Nutritional Index (HNI). This sandwich tops the list for adding time, with nuts and seeds also being highly beneficial (around 25 mins) and processed items like hot dogs subtracting time.
Introducing… Magnesium! Otherwise known as The King of Minerals. Now, not any nutrient can get this grandiose title.
Swisse is a vitamin, supplement, and skincare brand. Founded in Australia in 1969 and globally headquartered in Melbourne, and was sold to Health & Happiness, a Chinese company based in Hong Kong previously known as Biostime International, in a $1.7 billion, two-step deal in 2015 & 2016.
Top Australian vitamin brands include Swisse, often voted most trusted, alongside strong performers like Blackmores, and practitioner-focused brands such as BioCeuticals, known for evidence-based, high-quality formulas; other popular choices are Nature's Way and Centrum, with options like Thorne Research and Ritual also popular but with varying availability. The best choice depends on your needs, so check for TGA registration and consult a health professional.
There's no single "most trusted" brand, as it varies by region and consumer priorities, but top contenders known for quality and testing include Thorne, Nature Made, and Garden of Life, often recognized by health professionals and third-party certifications like USP and NSF International, which verify purity and potency. In Australia, Swisse and Blackmores are consistently voted most trusted by consumers, say Pharmacy Daily and Blackmores.