Vitamin Retailer (VR) magazine once again polled its retailer readers on their top-selling products and best sales and merchandising support to compile its 2025 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 2025 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 2025 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) that 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 liver function 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 Max by Nature’s Way
Nature’s Way Vitamin D3 Max‡ helps you feel like your best self every day with 125 mcg (5,000 IU) of cholecalciferol, the active form of vitamin D.* The 240-ct. bottle makes high potency D3 affordable. Every tiny max-strength soft gel is guaranteed for purity, potency and stability, like all Nature’s Way products. Vitamin D3 Max‡ promotes calcium absorption for healthy bones and teeth, and supports proper immune function.* Plus, it’s free from gluten, soy, dairy, artificial colors and salt. From Nature’s Way, a brand known for premium ingredients and pioneering quality since 1969.
‡As compared to 50 mcg
*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.
Multiple Vitamin/Mineral
Ladies One Whole Food-Based Multiple & One For Men Whole Food-Based Multiple by Bluebonnet Nutrition
Bluebonnet’s Ladies’ One and One for Men Whole Food-Based Capsules are formulated with more than 25 crucial nutrients like vitamin K2 and all the coenzyme forms of the B vitamins, plus Albion chelated minerals in addition to an organic whole food vegetable blend, a plant-sourced enzyme blend, and a unique female and male health blend to address the specific nutrient needs of women and men, making it truly ONE of a kind for him and her.
Specialty & Herbal Supplement Category
Acidophilus, Probiotic or Enzyme
Mycrobiome Probiotic Women’s Formula by Solaray
A powerhouse probiotic just for you: Expertly crafted to meet women’s unique needs, this targeted formula supports optimal balance, digestive health and more.*
Solaray’s Mycrobiome Probiotic Women’s delivers powerful support for digestive function, a healthy immune system and optimal balance.* It is specifically formulated for women’s health and well-being with 50 billion CFU of 24 targeted probiotic strains.* The formula includes the well-researched strains L. acidophilus and L. rhamnosus, and Solaray’s Enteric Shield VegCaps protect fragile probiotics during digestion, helping ensure they arrive safely and alive
*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
Nordic Berries by Nordic Naturals
Nordic Naturals Nordic Berries multivitamin is a great way to give growing kids important nutrients they need; in fun gummies they’ll enjoy day after day (adults love them too!). These deliciously nutritious treats deliver essential vitamins, minerals and antioxidants in every tasty serving, including zinc and vitamins A, C, D3 and E. Nordic Berries even contain full-spectrum B vitamins—hard to find in a gummy. Made for ages 2 and up, these multivitamin gummies help support healthy growth and development during the early years and beyond.* With their refreshing sweet-and-sour citrus taste, and impressive nutritional value, the pectin-based vegetarian gummies are a delicious way to help fill everyday nutritional gaps.*
*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.
Fiber/Internal Cleanser Supplement
Inulin Prebiotic Pure Powder, Organic by NOW
Inulin, a fructooligosaccharide (FOS), is a soluble prebiotic fiber that is resistant to digestion and reaches the large intestine essentially intact.* Intestinal probiotic bacteria consume inulin and in turn, produce the short-chain fatty acids that nourish the cells lining the colon.* Inulin thus helps to maintain intestinal health and function.* Inulin has a pleasant flavor that adds a mild sweetness to foods and drinks, but has a very low glycemic index and will not negatively impact serum glucose levels.*
*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.
EFA Supplement
Super Omega-3 Gems by Carlson
Super Omega-3 Gems provide 1,200 mg of omega-3s per serving, including EPA (eicosapentaenoic acid) and DHA (docosahexaenoic acid), which support heart, brain, vision and joint health. To ensure maximum freshness, Super Omega-3 Gems are closely managed from sea to store. Carlson sources the highest quality, deep, cold-water fish using traditional, sustainable methods. And like all Carlson omega-3s, they’re tested by an FDA (U.S. Food and Drug Administration)-registered laboratory for freshness, potency and purity.
Green Food Supplement
Organic Super Greens by Ancient Nutrition
Organic greens that don’t taste green? Yes, please. Each scoop of Ancient Nutrition Organic Super Greens delivers 25 organic superfoods, like cleansing greens, fermented mushrooms, antioxidant-filled berries, adaptogenic herbs and more–all in an undeniably delicious Mango flavor (also in Berry).
*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.
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 37 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.
Homeopathic Remedy
Arnica montana by Boiron
Boiron Arnica montana meltaway pellets, the No. 1 selling homeopathic pain medicine, relieves muscle pain, stiffness, swelling from minor injuries, and bruises.* With more than 90 years of arnica expertise, Boiron only uses fresh, sustainably sourced, hand-picked European-grown arnica to ensure the highest quality and better health outcomes. Meltaway pellets dissolve under the tongue without water, and may be taken on an empty stomach. Contains no artificial sweeteners, colors or flavors, and has no known interactions with other medications, herbs or supplements. HSA/FSA eligible. Boiron Arnica montana is available over-the-counter in an easy-to-use and travel-friendly multidose tube of approximately 80 oral pellets (16 doses) or a bonus pack of three multidose tubes.
*Claims based on traditional homeopathic practice, not accepted medical evidence. Not FDA evaluated.
Joint/Bone Support
Glucosamine Chondroitin Complex With MSM by Source Naturals
Source Naturals Glucosamine Chondroitin Complex With MSM provides four important building blocks for healthy joints and connective tissues: glucosamine, chondroitin, MSM (bioavailable sulfur), and vitamin C. Glucosamine, an amino sugar, is an essential structural component of glycosaminoglycans, large linear molecules that help to lubricate joints. Chondroitin sulfate lends additional structural support via its high degree of interaction of collagen fibers. MSM plays a critical role in the integrity of joints and connective tissues. Vitamin C, essential for the production of collagen, also serves as an effective free radical scavenger to protect cells. Molybdenum aids in complete metabolism of MSM, glucosamine and chondroitin.
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.
Women’s Health Supplement
ProFema by Pure Essence Labs
ProFema is a menopause multiple, packed with the vitamins and minerals your body needs, and phytochemicals for holistic health.* It supports immune function, bone health and a healthy stress response.* ProFema helps calm hot flashes, mood swings and other associated menopausal discomforts.*
*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.
Men’s Health Supplement
Prosta-Strong Red by Irwin Naturals
Prosta-Strong RED is designed for men who are looking for a natural way to support prostate health as well as blood flow.* Prosta-Strong RED can be taken daily for ongoing maintenance of prostate support and healthy blood flow, or as needed for a more immediate response prior to sexual activity.*
This formula features saw palmetto extract, which supports the male genitourinary system, prostate health and promotes healthy urinary flow in men as they age.* Beta sitosterols and pumpkin seed oil supply natural fatty acids and plant sterols that deliver beneficial nutritional support to the prostate gland.* Nitric oxide is a naturally occurring compound in the body that plays a key role in cardiovascular and sexual health. When nitric oxide is present in healthy males in sufficient amounts, erections occur during the normal course of intimacy. *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
SharpMind Memory by Solaray
Solaray’s SharpMind Memory formula is a no-brainer for your routine: It’s designed to support different types of memory along with overall cognitive function.* And it’s formulated with only the highest-quality, most efficacious ingredients, including science-backed Cognivia—a proprietary mix of Garden Sage leaf extract and Spanish Sage essential oil clinically studied for memory and cognitive function*†
The formula also includes the adaptogens gotu kola and fermented organic chaga mushroom. The fermentation process aids in nutrient absorption, and Solaray sources chaga grown on gluten-free organic oats, which are high in beneficial beta glucans.
†Cognivia is a registered trademark of Nexira; it was a NIE New Ingredient Awards winner in 2021 and has been a finalist in the Nutra Ingredients Awards.
*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.
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.
Weight Maintenance Formula
Green Tea Fat Metabolizer by Irwin Naturals
Irwin Naturals’ Green Tea Fat Metabolizer maximizes powerful thermogenic action in fast-acting Liquid Soft-Gels.* For optimum results, use in conjunction with a reduced-calorie diet and exercise plan. Green Tea Fat Metabolizer combines a highly concentrated form of green tea extract with a powerful blend of herbal boosters and nutrients that, when used with a reduced-calorie diet and exercise plan,* can help increase calorie burning, promote energy and support metabolism.
*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.
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.* Available in capsules and enhanced absorption‡ chewable tablets with GammaSorb.
*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.
‡GammaSorb has been shown to increase the absorption of certain hard to absorb (fat soluble) dietary ingredients, in some cases by as much as 8 times.
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 21 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.
Heart/Cardio Support Formula
Kyolic Aged Garlic Extract Circulation Health Formula 106 by Wakunaga of America
Kyolic Aged Garlic Extract Formula 106 for Circulation contains 600 mg of AGE and a unique blend of vitamin E with hawthorn berry and cayenne pepper serving (2 capsules; recommend two servings per day). This formula was designed to help maintain healthy circulation, normal cholesterol levels and overall heart health.*
Kyolic AGE is the best-selling, odorless, aged garlic extract. Proven safe and effective, AGE and its constituents have been the subject of more than 900 published scientific papers that document its health benefits.
*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 Category
Functional Beverage
Power Pak by Trace Minerals
Power up with Power Pak! Power Paks give your water a delicious mineral boost and replenish your body with 1,200 mg of vitamin C plus manganese, selenium, zinc, vitamins D3, B6, B12, a full spectrum of ionic trace minerals, and more. This daily burst of vitamins and minerals promotes immunity and supports hydration while also providing optimal energy and stamina. Power Pak comes in 17 refreshing flavors and is certified vegan and gluten free.
Protein Powder
Grass Fed Whey Protein Isolate by NutraBio Labs
NutraBio Grass Fed Whey Protein Isolate delivers 25 grams of clean, fast-digesting protein sourced from free-range, grass-fed cows. With a complete amino acid profile, high bioavailability and no artificial sweeteners, it supports lean muscle growth, recovery and performance. Sweetened naturally with monk fruit and stevia, this protein is Non-GMO (genetically modified organism) Project Verified, rBST-free, antibiotic-free and made with environmentally responsible practices. Every scoop provides high levels of leucine and other BCAAs to help stimulate protein synthesis and reduce post-workout muscle breakdown. Whether you’re building muscle, enhancing recovery, or looking for a clean daily protein, this isolate checks every box.
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-source foods, but we recommend 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).
Citrus Flavor NOW Triple Strength L-Carnitine Liquid has three times the L-Carnitine (3,000 mg per tablespoon) as in our regular strength product (1,000 mg per tablespoon).
This product is third-party certified by Informed Sport, a global quality assurance program for sports nutrition products, suppliers and manufacturers. The program certifies that every batch of a supplement product bearing the Informed-Sport logo has been tested for banned substances by LGC’s world-class sports anti-doping laboratory.
*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 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 Sports Creatine Monohydrate has no additives or preservatives.
This product is third-party certified by Informed Sport, a global quality assurance program for sports nutrition products, suppliers and manufacturers. The program certifies that every batch of a supplement product bearing the Informed-Sport logo has been tested for banned substances by LGC’s world-class sports anti-doping laboratory.
*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
Built Puffs by Built
Built Puffs bring up to 17 g of vital protein, making it one of the best protein bars supporting your workout and active lifestyle. Enjoy protein bars for all-day energy. Built Puffs are unique protein bars because they contain collagen peptides and protein, which help support the health of your joints, hair and nails. Built Puff protein packed snacks are designed to have a smooth taste without a chalky aftertaste.
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
Migra-T Tension Ease by LifeSeasons
LifeSeasons Migra-T features a powerful blend of targeted ingredients—feverfew, ginger, magnesium, white willow and CoQ10—formulated to ease discomfort and reduce sensitivity to light and sound. This comprehensive formula supports the body’s natural defenses against the onset of headaches by promoting healthy circulation, optimizing blood vessel tone, and calming both muscle and nervous system activity. It may also help reduce the presence of compounds in the body that are associated with the development of migraines. Many customers report experiencing fewer and less intense headaches after taking LifeSeasons Migra-T daily for just one to two months.
Natural Indigestion Remedy
Stomach & Intestinal Relief by Terry Naturally
Stomach & Intestinal Relief* delivers clinically studied DGL (deglycyrrhizinated licorice) to help support the lining of the stomach and intestines and soothe occasional digestive upsets.* Unlike traditional DGL supplements, Stomach & Intestinal Relief does not need to be chewed in order to be beneficial. Plus, this capsule form is convenient in other ways too—there’s no need to remember to take it just before meals—it’s an effective DGL any time of day!
*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
Sleep Tonight by Nature’s Way
This year’s sleep remedy winner is melatonin-free Nature’s Way Sleep Tonight.* With a proprietary blend of clinically studied Sensoril ashwagandha plus L-theanine, the vegan formula promotes restful sleep by reducing stress.* With ongoing use, Sleep Tonight supports a healthy response to mind and body stress, helps balance cortisol levels, and supports adrenal health.* Free from gluten, dairy and gelatin, Sleep Tonight is made by Nature’s Way, a brand that guarantees the purity, potency and stability of every product. Sensoril is protected under U.S. Patent No. 7,318,938 and is a trademark of a Kerry Company.
*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, seminars and workshops featuring experts in natural health, branded product literature that highlights unique points of differentiation, Co-Op advertising, 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 Maddy Salata with Sunrise Health Foods, who was selected at random to win a $150 Visa gift card for participating in this year’s Vitys!
