Multivitamins – 2013 Ratings

Posted by Canstar Blue January 23rd 2014

You are viewing the archived 2013 ratings for multivitamins. Go to the current multivitamin 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.

Everyday Australians explain why they take multivitamins

Most Satisfied Customers 2013: MultivitaminsIn our recent survey of those who take multivitamins, we asked respondents why they pop vitamins in the name of health:

  • The majority (92%) take multivitamins for ‘general health benefits’.
  • Feeling flat? Nearly three quarters of respondents take multi’s to get more energy.
  • Two thirds take multivitamins to improve their mental well-being.
  • Twenty eight percent of respondents take these supplements purely because friends or family told them to.
  • Only one in five take multivitamins to help control their weight.

Many Australians are quick to praise the benefits of multivitamins. For example, a significant 78% feel better when taking their supplement regularly, and 60% find them to be an effective method for dealing with specific health issues.

Multivitamins help everyday Australians feel better, and maintain better health. If you feel like your diet is falling short in one particular area, it’s definitely worth asking your GP whether a multivitamin will give you a push in the right direction.

Centrum on multi-award winning streak

Arguably, there is no better way to start your year than by making a commitment to take better care of your health. But which products will yield the best results?

In our latest comparison of well-known supplement brands, Centrum has achieved our Most Satisfied Customers Award – Multivitamins, 2013. This is the third time Centrum have received a Canstar Blue award in this area.

Centrum achieved a wide range of five star ratings:

  • Overall satisfaction,
  • Effectiveness,
  • Taste,
  • Availability, and
  • Range of packaging sizes.

Other rated brands also proved their mettle. Cenovis secured a top rating for value for money; as did Nature’s Way. The latter also received five stars for the size of its vitamins.

Nature’s Own, Blackmores and Swisse were also rated.

Canstar Blue commissions Colmar Brunton to regularly survey 2,500 Australian consumers across a range of categories to measure and track customer satisfaction. The outcomes reported are the results from customers within the survey group who have purchased multivitamins in the last 12 months – in this case, 1,505 people.

Brands must have received at least 30 responses to be included. Results are comparative and it should be noted that brands receiving three stars have still achieved a satisfaction measure of at least six out of 10.

Overall customer satisfaction

A well-rounded multivitamin can do wonders to keep your health in check. Centrum led in this regard, having received five stars for overall customer satisfaction. Cenovis and Nature’s Way each received four stars for overall satisfaction, and Blackmores, Nature’s Own and Swisse all followed with three.

Value for money

When it comes to buying a multivitamin, you should consider brands that offer more for what you pay. Both Cenovis and Nature’s Way secured five star ratings for value for money. Centrum, Nature’s Own and Blackmores all followed with four stars, and Swisse finished with three.

Size of vitamin

Nature’s Way customers were most satisfied with the size of their multivitamins. This brand achieved five stars, and was followed by a host of four star recipients: Centrum, Cenovis, Nature’s Own and Blackmores. Swisse received three stars for the size of its vitamins.


An effective multivitamin can make a significant difference to your overall health. Centrum customers were most satisfied with how effective their supplements were. Following our five star achiever were four star recipients Cenovis, Nature’s Way and Blackmores; and three star recipients Nature’s Own and Swisse.


Centrum achieved five stars for the taste of its multivitamin range. Nature’s Way and Cenovis followed with four star ratings, and Nature’s Own, Blackmores and Swisse all finished with three.

Availability (e.g. online pharmacy, supermarkets)

Are you multivitamins of choice available widely across Australia? Centrum led with five stars for its multivitamins’ availability, and was closely followed by Cenovis, Blackmores and Swisse. Nature’s Own and Nature’s Way both finished with three star recipients.

Range of packaging sizes available

Centrum multivitamin customers were most satisfied with the range of packaging sizes available to them, which earned the brand five stars. Cenovis, Nature’s Way and Blackmores all secured four stars, and Swisse and Nature’s Own both finished with three.