Posted by Canstar Blue January 22nd 2015

You are viewing the 2014 ratings for Multivitamins. For the latest information, go to the current Multivitamin Customer Satisfaction Ratings.

Finding supplements to suit your lifestyle can be tricky. Happily, you can compare some of the best multivitamin brands with our customer satisfaction ratings, to help you onto the path to improved health.
Compare some of the best multivitamin brands with our customer satisfaction ratings

Which multivitamins are best?

Blackmores Wins Multivitamins Award, 2014We’ve surveyed Australians to find out which brand has the most satisfied customers. You should refer to these ratings the next time you’re shopping for supplements.

This year, Blackmores is top of the charts, having achieved five star ratings for overall customer satisfaction and, thusly, taking out our award. This brand stayed ahead of some steep competition: Centrum, Bioglan, Cenovis, Swisse, Nature’s Way, and Nature’s Own.

Several of these brands did particularly well, which we’ll highlight below.


An Australian brand focused on delivering quality, natural health products, Blackmores really resonated with survey respondents this year. It achieved five stars for overall satisfaction, the size of its vitamins, their taste, its range of different vitamins in each packet of multivitamins, and the different packaging sizes available.


This is the second year in a row that Cenovis has received a five star rating for multivitamin value for money, but that brand also excelled in other areas. Cenovis also achieved top ratings for its multivitamin products’ availability, and the different packaging sizes it produced.

Nature’s Way

This brand shared a five star rating with Blackmores for the size of its supplements.


Newcomer brand Bioglan excelled in one key area in these ratings: effectiveness. It was the only brand, in fact, to receive five stars in this criterion, although we’d be remiss not to mention that nearly all the other brands were close behind with four stars apiece.

Do multivitamins work? Yes, based on our homework.

Technically a ‘complementary medicine’, according to the National Prescribing Service, multivitamins have long been utilised by Australians adamant about looking out for their health. However, humans are instinctively sceptical about things they know little about, and multivitamins are undoubtedly a complicated medicine.

Therefore, we’ve endeavoured to uncover as much information about their makeup and effectiveness as possible. Here’s what we found.

What’s in a multivitamin?

Multivitamins contains lots of different vitamins and minerals.

How can they affect someone?

If your diet is lacking in certain (or many) areas, you could rectify the imbalance by taking a multivitamin, that’s how the Harvard School of Public Health describes it anyway. For that reason alone, they’re an important insurance policy for anyone considerate of their all-round health.

A doctor may prescribe a multivitamin regiments to particular individuals who would most benefit from them. Prenatal vitamins are well known to help reduce neural tube defects in newborns, which is why doctors sometimes prescribe multivitamins – they usually contain folic acid. The other at-risk group is the elderly, who may be prescribed multivitamins due to the importance of maintaining a complete diet.

Two different medical professionals state that multivitamins contain various vitamin and minerals in lower dosages than standalone vitamin products, so they’re least likely to cause harm. The biggest danger, according to the experts, is that some vitamins or minerals may be present in such low levels that it may not meet your daily requirements. This only reinforces the fact that multivitamins should be used in conjunction with a healthy diet.

The value of the placebo effect

In our latest survey results, nearly two thirds of our respondents are convinced that multivitamins work. An even more significant percentage (three in four) reportedly feel better when they take multivitamins regularly.

But one of our most interesting findings is this: 21% of surveyed Australians take multivitamins for the placebo effect.  That’s a significant number of survey respondents taking a multivitamin for an effect/payoff they’re not even sure is directly related to what they’ve taken. However, surely it must be because of the multivitamin – because without taking it, how could they experience the placebo effect in the first place?

It’s well recorded in scholarly literature that the mind has an inextricably strong influence over the body. For example, a study in America tested two groups: one was told that the cleaning they were doing each day constituted as a solid amount of daily exercise, while the other group was not told anything. Four weeks later, the first group had lost weight, and lowered their blood pressure.

So even if you’re taking something for the placebo effect, it’s not for anyone else to say you’re wasting your time.

How we rated multivitamins

Canstar Blue commissions Colmar Brunton to regularly survey 3,000 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 and consumed multivitamins in the last 12 months – in this case, 1,535 Australians.

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. Not all brands available in the market have been compared in this survey. The ratings table is first sorted by star ratings and then alphabetically. A rated brand may receive a ‘N/A’ (Not Applicable) rating if it does not receive the minimum number of responses for that criteria.

Past Ratings
Multivitamins (2013)
Multivitamins (2012)
Multivitamins (2011)