Multivitamins – 2011 Ratings

Posted by Canstar Blue September 15th 2011

You are viewing the archived 2011 ratings for multivitamins. Go to our current multivitamin ratings.

Go to our current multivitamin customer satisfaction ratings.


* Overall satisfaction is an individual rating and not a combined total of all ratings. Brands with equal overall satisfaction ratings are listed in alphabetical order.


See Our Ratings Methodology.

Aussies play it safe when it comes to multivitamins

Nearly a third of Australians consult their local GP before they decide to start consuming multivitamins, according to our latest survey.

A large proportion of Australians now use multivitamins every day to supplement their diet. In fact a huge 70% of respondents to our latest survey admit to consuming a vitamin daily.

But customers are unsure as to what they should buy, with more than two in five unable to discern which multivitamin is best suited for their needs.

Doctors recommend that anyone considering taking multivitamins as part of their daily regime should consult their local GP. Otherwise, customers might find they’re spending good money on a product they don’t need.

Our survey also found that customers of Centrum are the most satisfied with their multivitamin product. The US-based company has taken away our most satisfied customers award for multivitamins.

Other brands rated were Swisse, Herron, Cenovis, Blackmores, Nature’s Way and Nature’s Own.

Centrum performed strongly in our survey, receiving five stars in six out of the seven criteria rated – including overall satisfaction. Aussie brand Herron proved a customer favourite for price.

Our findings also show a higher rate of consumption of multivitamins in older Aussies, with three quarters of Baby Boomers taking one daily in comparison to 69% of Generation X and 62% of Generation Y respondents.

For more ways to improve your health, see our latest pharmacy results.

Canstar Blue commissions Colmar Brunton to survey 2,500 Australian consumers across a range of categories every few months to measure and track customer satisfaction. The outcomes reported are the results from customers of multivitamins within the survey group. To qualify, the customer has to have taken a multivitamin in the last twelve months.

Results are comparative and it should be noted that brands that received three stars have still achieved a satisfaction measure of at least six out of 10.

Overall satisfaction

Overall, Centrum customers were most satisfied with their multivitamins. Swisse, Herron, Cenovis, Blackmores, Nature’s Way and Nature’s Own were all equally matched on four stars.

Price

Australian brand Herron stood tall over their competitors with their customers being most satisfied for price. Centrum, Cenovis, Nature’s Way and Nature’s Own received four stars for their price, while Swisse and Blackmores received three stars.

Pill size

Centrum customers were more satisfied than customers of other brands with their product’s pill size. They received five stars, Herron received four, and Swisse, Cenovis, Blackmores, Nature’s Way and Nature’s Own received three stars.

Effectiveness

Customers want to feel that what they’re taking is worthwhile. Centrum customers were the most satisfied with the effectiveness of their multivitamin. Swisse, Herron and Blackmores all received four stars, while Cenovic, Nature’s Way and Nature’s Own received three stars.

Taste

Centrum received five stars for the taste of their multivitamin. Swisse, Herron, Cenovis, Blackmores, Nature’s Way and Nature’s Own all received four stars.

Availability

For product availability, Centrum takes the cake with five stars. Swisse, Cenovis and Blackmores all received four stars, and Herron, Nature’s Way and Nature’s Own received three stars.

Packaging range

Centrum grabed another five stars for their range of packaging sizes available, while Swisse, Blackmores and Nature’s Own all received four. Herron, Cenovis and Nature’s Way received three stars for this criteria.