Vitamin Retailer (VR) magazine once again polled its retailer readers on their top-selling products and best sales and merchandising support to compile its 2024 Vity Awards. After all, who is better qualified to determine the industry’s bestselling products than the people who sell them?

What started in the 1990s has evolved into one of the most sought-after awards in the natural products industry. The 2024 Vity Awards represent a random sampling of retailers across the country polled earlier this year. The winners are, as always, based on the number of votes in each category.

The 2024 winners showcased here represent products and services for which health food retailers have voted because their customers cast the ultimate vote: with their wallets.

VR would like to thank the retailers who supported this year’s Vity Awards with their time and input, and congratulate all the winning manufacturers.

Product descriptions are provided by the manufacturers and do not reflect the viewpoint of VR.

Vitamin & Mineral Supplement Category

Single Mineral

Magnesium Glycinate by Solaray

Solaray Higher Absorption Magnesium Glycinate is packed with 350 mg of fully reacted bisglycinate and an additional 5 mg of bioperine. Solaray’s chelated formula helps support healthy relaxation as well as bone and muscles.

Antioxidant Supplement

Clinical OPC by Terry Naturally

Clinical OPC features French Grape Seed Extract VX1, which is backed by six groundbreaking scientific studies and provides a strong ORAC value of 2,103,300 per 100 grams. This unique extract is never adulterated and is standardized for only small sized OPCs to better ensure absorption. As a tannin-free source of oligomeric proanthocyanidins (OPCs), they have a low-molecular weight for superior absorption and utilization by the body. Clinical OPC provides high-absorption, high-antioxidant strength for the ultimate in cellular, cardiovascular and immune system support.*

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

Single Vitamin

Vitamin D3 2,000 IU by NOW

NOW Vitamin D-3 soft gels supply this key vitamin in a highly absorbable liquid soft gel form. Vitamin D is normally obtained from the diet or produced by the skin from the ultraviolet energy of the sun. However, it is not abundant in food. As more people avoid sun exposure, vitamin D supplementation becomes even more necessary to ensure that your body receives an adequate supply. Consumers have come to look for the familiar NOW label, knowing the family-owned company never compromises on quality, while keeping their products affordable.

Multiple Vitamin/Mineral

Bluebonnet Ladies’ One, and One For Men by Bluebonnet Nutrition

Bluebonnet’s Ladies’ ONE, and ONE for Men multiples deliver essential nutrients at potencies based on current science and meet the U.S. Food and Drug Administration’s (FDA) most updated recommended daily values (DV). They contain more than 25 cutting-edge ingredients like coenzyme B vitamins, vitamin E from sunflower oil, bone-building vitamin K2 and bioavailable Albion chelated minerals in just one easy-to-swallow vegetable capsule per day.

Ladies’ ONE, and ONE for Men both incorporate advanced health blends that address specific health and nutritional needs of women and men, organic whole food vegetable blends and plant-sourced enzymes, making them the most advanced and wholesome multiples in the natural products marketplace today.

Specialty & Herbal Supplement Category

Acidophilus, Probiotic or Enzyme

Vital Flora Women’s Daily Probiotic by Vital Planet

Diversity is the key to Vital Flora Women’s Daily Probiotic. Our bodies naturally contain many different types of good bacteria so we formulated Vital Flora Women’s Daily with a diverse blend of 60 strains. Made by a woman for a woman, it contains a special ratio of beneficial bacteria with more lacto strains for women to support vaginal, digestive and immune health. Vital Planet also added seven plant-based prebiotics to help feed the diversity of good bacteria in our gut.

EFA Supplement

Ultimate Omega by Nordic Naturals

The No. 1 fish oil brand in the U.S.,‡ Nordic Naturals Ultimate Omega offers support for body and mind with no fish burps or aftertaste. This award-winning omega-3 concentrate delivers more EPA and DHA than most fish oil products to provide more essential health benefits in a smaller serving. Without solicitation, doctors and researchers worldwide consistently choose this top omega-3 formula. Like all Nordic Naturals fish oil supplements, Ultimate Omega is offered in the triglyceride molecular form—the form naturally found in fish, and the form most easily recognized and absorbed by the body. Sustainably made from 100 percent wild-caught sardines and anchovies, Ultimate Omega is a convenient way to help optimize immune system function, and support a health heart and brain, with every delicious daily serving.*

‡Based on ClearCut, Nielsen, and SPINS annual sales data.

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

Children’s Health Supplement

Animal Parade GOLD Liquid by NaturesPlus

For more than 30 years, parents have trusted Animal Parade supplements to provide total health support for their children … while giving kids the fun flavors and shapes they love! It features two lines of multis, NaturesPlus’ original Animal Parade Multivitamins and Animal Parade GOLD—including the line’s bestseller, Animal Parade GOLD Liquid, which supplies more than 20 organic whole foods in a luscious tropical berry flavor. Animal Parade also features select single nutrients and specialty products, such as KidGreenz, veggie power in a tropical fruit flavor, and Immune Booster, vitamins, minerals and botanicals for concentrated support.

Fiber/Internal Cleanser Supplement

Prebiotic Fiber 35 by Vital Planet

Fiber 35 is a great tasting, organic certified prebiotic fiber from 35 plant-based sources formulated to help support a more diverse microbiome. Research has shown that different probiotic species utilize different prebiotic sources. Fiber 35 is a perfect match to Vital Planet’s highly diverse Vital Flora probiotics for a more diverse and healthy microbiome and also provides a great source of dietary fiber to your diet.

Green Food Supplement

Green Vibrance by Vibrant Health

Your daily plant-powered elixir. Meticulously formulated with probiotics, antioxidants, adaptogens and ingredients that support immunity, Vibrant Health’s blend is rooted in scientific research. Over the years, Vibrant Health has refined Green Vibrance to nurture the four foundational pillars of health: nutrition, circulation, digestion and immunity. Dive into nature’s finest and give your body the wellness it deserves.

Herbal Supplement

Curamin Extra Strength by Terry Naturally

Curamin Extra Strength has been recognized as the safe and effective pain relief solution, winning more than 30 national awards.*† Curamin has been the No. 1 brand^ year after year and contains four powerhouse ingredients: BCM-95 curcumin is the most clinically studied, enhanced absorption curcumin in the world and has been proven to provide safe and effective pain relief.*† BOS-10 boswellia is a clinically studied extract that is uniquely standardized for key compounds to provide safe and effective pain relief.*† DLPA supports the activity of the brain’s “feel good” chemicals, which play an important role in healthy mood support and pain relief.*† Nattokinase is an enzyme that supports microcirculation so the ingredients in Curamin get to where they are needed most for optimal pain relief.*†

†Occasional muscle pain due to exercise or overuse.

^SPINSscan Condition Specific Supplements

Other (Brand Rank), 52-week data, based on Total Aggregate Unit Sales for Terry Naturally brand products.

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

Joint/Bone Support

Bone Strength Take Care by New Chapter

Research shows that many Americans aren’t getting enough calcium from their diet alone. Bone Strength Take Care can help fill that nutritional gap with absorbable plant calcium for holistic bone health.* New Chapter’s award-winning, clinical-strength plant calcium supplement is formulated to support bone density and normal bone creation.* Bone Strength Take Care also supports flexible joints and helps to maintain artery health.*

• Supports bone density and normal bone creation*

• Supports joint function and mobility*

• Supports cardiovascular health with fermented D3, plus vitamin K2 directs calcium to bones to help maintain artery health*

• Reduces the risk of osteoporosis† (bone loss)

†Adequate calcium throughout life, as part of a well-balanced diet, may reduce the risk of osteoporosis.

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

Women’s Health Supplement

One Daily Every Women’s Multivitamin by New Chapter

New Chapter’s women’s multivitamin, taken once daily, offers nutrition crafted for your overall wellness.* Every Woman’s One Daily is expertly formulated with your essential vitamins and minerals. Plus, they target women’s health needs with superfoods like ginger, organic turmeric and chamomile.

• Activated nutrients for stress support*†

• Biotin‡ and vitamin C for beauty support*

• B vitamins for energy support*

• Vitamins D3 & K2 for bone support*

• Vitamin C, vitamin A, zinc‡ and elderberry for immune support*

†Emerging studies suggest that taking a daily multivitamin provides support for occasional stress.* ‡Not a sole source of this nutrient; a healthy diet is also important.

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

Homeopathic Remedy

Arnica montana by Boiron

Boiron Arnica montana pellets relieve muscle pain, stiffness, swelling from injuries and bruises.* A homeopathic medicine, arnica does not cause drowsiness or interact with other medications. It’s non-drowsy and won’t mask symptoms of a more serious condition. Melts under the tongue without water, chewing or swallowing pills. Boiron Arnica montana is available over-the-counter in a multidose tube of approximately 80 oral pellets (16 doses) or a bonus pack of three multi-dose tubes.

*Claims based on traditional homeopathic practice, not accepted medical evidence. Not FDA evaluated.

Pet Health Supplement

Rescue Remedy Pet Dropper by Nelsons

Rescue Remedy Pet Dropper is a flower essence tincture designed to gently relieve pet stress, mental tension and anxiousness. Made with the trusted Rescue Remedy 5-Bach flower blend, the homeopathic formula for dogs and cats works by calming unwanted stressful pet behavior at the emotional root, and balancing emotions. The liquid drops are ideal for both daily recurring stressors and specific stressful events, such as separation anxiety, introductions to new people or pets, fireworks, thunderstorms, travel, boarding, grooming, veterinarian visits and more. Made with vegan, naturally inspired ingredients: natural flower essences, water, vegetable glycerin—and that’s it! Made by Nelsons, a time-tested, family-owned company with self-manufactured brands, trusted worldwide for more than 88 years.

Men’s Health Supplement

Prosta-Strong Healthy Urinary Flow by Irwin Naturals

Prosta-Strong Healthy Urinary Flow focuses on three targeted areas and combines supportive nutrients for optimal prostate health.* This advanced formula includes healthy levels of omega-3 fatty acids from fish oil.* This multi-nutrient blend includes a combination of herbs and nutrients to uniquely support prostate health.

• Healthy Prostate: Saw palmetto extract supports optimal prostate health.* Pumpkin seeds, beta-sitosterols and fish oils supply natural fatty acids and plant sterols that supply valuable nutritional support for the prostate gland.*

• Urinary Flow: Saw palmetto extract also supports healthy urinary flow in men as they age.* Traditionally, pygeum and graminex have been used as prostate-specific nutrients.*

• Antioxidant Activity: Lycopene, a natural tomato extract, delivers beneficial nourishment for the prostate.* Prosta-Strong also supplies quercetin, a flavonoid that exhibits antioxidant properties.*

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose treat, cure, or prevent any disease.

Brain Support Formula

Lion’s Mane Mushroom Mycelium by Host Defense Mushrooms

Known as “The Smart Mushroom,” Host Defense Lion’s Mane Mushroom Mycelium is an ideal choice for anyone seeking brain health.* It supports brain health and function, including memory, cognition and focus. Additionally, studies have shown that lion’s mane may increase nerve growth factor. It promotes a balanced mood, digestive wellness and an engaged yet balanced immune response. And research suggests that lion’s mane gently supports energy levels, sleep quality and blood sugar levels already in a normal range. All Host Defense Mushrooms products are USDA (U.S. Department of Agriculture) and/or WSDA (Washington State Department of Agriculture) Certified Organic, non-GMO (genetically modified organism), and gluten free. At Host Defense the company follows the science and are proudly Powered by Mushroom Mycelium.*

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose treat, cure, or prevent any disease.

Digestive Support Formula

Digest Gold by Enzymedica

The enzymes in Digest Gold, America’s No. 1-selling enzyme formula, break down all the parts of a typical large meal, like fat, fiber, protein and carbohydrates.* Each capsule unlocks nutrients to fuel your day and gives relief for occasional gas, bloating and indigestion.*

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

Weight Maintenance Formula

Stored-Fat Belly Burner by Irwin Naturals

Stored-Fat Belly Burner is making waves in the world of clinically supported weight management technology. The discovery started in 2015 when Dr. Julien Cases and four other research scientists published the results of their medical trial in a peer-reviewed journal. In the clinical study, Sinetrol showed a meaningful decrease in abdominal fat and reduction of waist and hip circumference compared to the placebo control group.

Sinetrol works by stimulating lipolysis, which is the burning of triglyceride fats stored in your cells and leads to the reduction of overall body fat. Combined with the extracts of orange, lemon and tangerine peel, along with flaxseed oil, this remarkable weight management formula is delivered in fast-acting, easy-to-swallow liquid soft-gels with Bioperine Complex for enhanced absorption.

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose treat, cure, or prevent any disease.

Energy Formula

HRG80 Red Ginseng Energy by Terry Naturally

HRG80 Red Ginseng Energy delivers clinically studied benefits including:

• 67 percent increased energy

• 48 percent better mental clarity

• 46 percent sleep improvement

• 72 percent more stamina*

This unique red ginseng is hydroponically grown using a pesticide-free method and concentrates its most valuable compounds called rare, noble ginsenosides. The result is a more powerful red ginseng.*

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

Immune Support Formula

Wellness Formula by Source Naturals

Often imitated, but never duplicated, Wellness Formula is the legendary powerhouse of the immune support category. Winner of a record 20 Vity Awards, Wellness Formula has led the Immune Support category—which has only grown in importance—since establishing it in 1983. The iconic formulation’s 30-plus vitamins, minerals and time-tested herbs include research-backed doses of key nutrients to support a healthy immune system. As a Bio-Aligned Formula, Wellness Formula works deeply at the cellular level to provide advanced support for the multiple, interdependent body systems that impact immune health to put you on the path to wellness. When people want advanced immune support, Wellness Formula is the “go-to” favorite.*

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

Heart/Cardio Support Formula

Ruved Carditone by Ayush Herbs Inc.

Carditone is a holistic, safe, and all-natural way to support healthy blood pressure. Formulated with ayurvedic expertise and backed by medical research. Carditone’s proprietary blend combines potent herbs with essential nutrients to optimize your heart health. Maintain your long-term heart health with Carditone.

Sexual Function Formula

Steel-Libido by Irwin Naturals

Steel-Libido supports and inspires sexual vitality.* This powerful formula combines traditional botanicals and targeted nutrients to support male enhancement and pleasure.

*Use this product daily to maintain an active sex life, or occasionally as needed to maximize enjoyment.

Sports Nutrition Category

Functional Beverage

Odyssey Mushroom Elixir by Odyssey

Odyssey has carefully combined flavor-forward ingredients like passion fruit, orange, guava and blackberry with potent adaptogenic mushrooms like lion’s mane and cordyceps to create products that are unique in both taste and effect. According to the company, Odyssey is the energy drink infused with mushroom extracts, and it is the company’s mission to create functional beverages that are potent, organic, sustainable, fun, loved by the whole planet, and most importantly—delicious.

Liquid Aminos

L-Carnitine Triple Strength 3,000 mg Liquid by NOW Sports

NOW Sports L-Carnitine Liquid has all of the properties of carnitine in a highly absorbable liquid form. Carnitine is a non-essential amino acid that helps to maintain overall good health by facilitating the transfer of fatty acid groups into the mitochondrial membrane for cellular energy production.* It naturally occurs in red meat and other animal-sourced foods, but NOW recommends supplementation to obtain optimal levels of this excellent amino acid. NOW Sports L-Carnitine is the purest form, clinically tested and vegetarian (non-animal sourced).

NOW Sports Triple Strength L-Carnitine Liquid has three times the L-Carnitine (3,000 mg per tablespoon) as in the regular strength product (1,000 mg per tablespoon).

The third-party testing by Informed-Sport, in addition to testing by NOW’s highly respected in-house labs, ensures the absence of banned substances.

Carnipure offers the purest L-carnitine and is a registered trademark of Lonza, Ltd., Switzerland.

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

Muscle Enhancement

Creatine Monohydrate Powder by NOW Sports

Creatine Monohydrate supports mass building and energy production. Creatine is a compound that occurs naturally in the body, primarily in skeletal muscle. Creatine’s function is to serve as a precursor to adenosine triphosphate (ATP), the form of chemical energy used by all cells.* Body stores of creatine create a pool of readily available ATP for energy, which is necessary for fueling quick bursts of power and strength.* Studies have demonstrated that creatine supplementation can help to maintain existing muscle tissue, support the growth and development of lean mass, and promote optimal performance during short bouts of intense exercise.* NOW Creatine Monohydrate has no additives or preservatives. The third-party testing by Informed-Sport, in addition to testing by NOW’s highly respected in-house labs, ensures the absence of banned substances.

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure or prevent any disease.

Sports Nutrition Bar

Perfect Amino Bar by BodyHealth

The BodyHealth Bars are delicious, appetite-filling, nutritious bars that will enhance your life and your daily routine. They can tackle hunger and provide a stable source of energy. Fortified with PERFECT AMINO, all bundled together in a delicious Blondie, Brownie, or Mocha Chip flavored bar. Whether you are on a weight-management journey, keeping it low-carb, living a vegan lifestyle, or just want a tasty snack for you or your kids to tide you over through the day, this is the perfect bar for you.

Protein Powder

Chocolate Plant Based Protein by Truvani

Truvani’s USDA (U.S. Department of Agriculture) Organic chocolate plant based protein is made with only six ingredients. It’s non-gritty texture and monk fruit sweetened chocolate make it taste like a freshly baked brownie.

Weight Gainer

Naturade Weight Gain by Naturade

Naturade Weight Gain with No Sugar Added is a naturally flavored, nutrient dense food formulated to help you magnify calorie intake and gain weight fast. It provides balanced nutrition and is a food, not a dietary supplement, and does not contain any stimulants or steroids. It enhances your body’s utilization of nutrients for optimal calorie absorption with three natural enzymes—papain, bromelain and pancreatin. You can add more than 1,600 calories daily in a fast, safe way to supplement your balanced meal plan.

Natural Medicine Category

Natural Allergy/Hay Fever Remedy

AllergyCalm Tablets by Boiron

Unlike conventional medications that just mask symptoms, AllergyCalm uses pure active ingredients to tackle indoor and outdoor allergy symptoms caused by hay fever or other upper respiratory allergies. It’s easy to take at the first sign to relieve itchy and watery eyes; sneezing and runny nose; itchy throat and nose; and cough associated with hay fever.* The meltaway tablets dissolve in the mouth without water, chewing or swallowing.

AllergyCalm is non-drowsy and non-habit forming. There’s no risk of rebound congestion or interaction with other medications or supplements. It’s gluten free and formulated without artificial sweeteners, flavors, colors or preservatives.

*Claims based on traditional homeopathic practice, not accepted medical evidence. Not FDA evaluated.

Seasonal Support

Oscillococcinum by Boiron

Clinical studies show that Boiron Oscillococcinum reduces the duration and severity of flu symptoms such as body aches, headache, fever, chills and fatigue.* Oscillococcinum is non-drowsy and does not interact with other medications or supplements. It won’t mask symptoms of a more serious condition. Easy to take, the meltaway pellets dissolve under the tongue and are recommended for everyone ages 2 and up. Available over the counter in boxes of 6, 12 or 30 doses.

*These “Uses” have not been evaluated by the Food and Drug Administration.

Headache Remedy

LifeSeasons Migra-T, Tension Ease by LifeSeasons

Migra-T is an all-natural supplement for headaches and migraines, with five synergistic ingredients—feverfew, ginger, white willow, magnesium and CoQ10. These ingredients work together to correct possible contributors, including inflammation, blood flow to the head, muscle tension and stress. Taking Migra-T will help ease tension and soothe the body’s neurological response to light and sound, while also strengthening the body’s defense against the onset of headaches so you have fewer and less intense headaches in the future.

Natural Indigestion Remedy

Heartburn Soothe by Enzymedica

Enzymedica’s Heartburn Soothe‡ is the result of detailed, proprietary scientific research to provide immediate results.* This formula soothes occasional heartburn, protects the digestive tract, and rebuilds the mucosal lining of the GI (gastrointestinal) tract.*

It represents a major scientific breakthrough that supports digestive health and total body wellness by combining the effects of alginate, a buffering agent from seaweed, and a unique botanical extract.* These ingredients act as both a barrier and a buffer for gastric acid, while soothing the GI tract lining.*

‡This formula is for occasional heartburn (not intended for chronic heartburn).

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose treat, cure, or prevent any disease.

Natural Sleep Remedy

Deep Sleep by Herbs, Etc.

Deep Sleep is the only encapsulated herbal sleep aid made with fresh sleep promoting herbs, including passionflower, chamomile and lemon balm.* These fresh (never dried) herbs are rich in constituents that promote restful and relaxing sleep.*

What it’s for: Specific for inability to fall asleep, waking up frequently during the night with difficulty returning to sleep, waking up too early in the morning or experiencing unrefreshing sleep.

How it works: Reduces sleep latency (amount of time required to fall asleep) and stops excessive mind chatter. Reeducates the brain sleep center and creates positive sleep patterns. It is not habit forming, has no side effects and does not interfere with REM (rapid eye movement) sleep.

Deep Sleep has been America’s No. 1-selling herbal sleep aid since 2004.^

^SPINS Data Dec. 31, 2022

*These statements have not been evaluated by the Food and Drug Administration. This product is not intended to diagnose treat, cure, or prevent any disease.

Supplier Merchandising Support Category

Best Supplier-provided Educational Materials

Terry Naturally

As a company based on scientific validation, Terry Naturally devotes a great deal of resources to providing the information retailers need to match the right product to the right consumer. The company believes that quality information is needed to make informed health decisions. The Terry Naturally team communicates this information in a wide variety of ways, including third-party non-branded information on research, educational webinars featuring experts in natural health, branded product literature that highlights unique points of differentiation, and a science and education team available to answer any type of question from retailers.

Best Computerized Point-of-Sale System

CATAPULT Retail Point of Sale Software by ECRS

ECRS is a retail solutions provider that is future-proofing today’s retailers and preparing them for tomorrow’s opportunities. ECRS’ CATAPULT system is the market’s only truly unified point of sale platform. With CATAPULT, point of sale, self checkout, web-store, inventory, customer loyalty, back office and enterprise management all share a single transactional business logic. Unified Transaction Logic empowers retailers by providing actionable business intelligence across the enterprise in real time. Unifying hardware, software and services, ECRS offers a friction-free, cost-saving solution.

Congratulations to Theresa Roe with Sunny Farms Supplements, who was selected at random to win a $150 Visa gift card for participating in this year’s Vitys!

Congratulations to all 2024 Vity Award Winners!