NOW Supplements Review: A Comprehensive Dietitian’s Guide to Quality and Value

NOW Foods has established itself as one of the most recognizable names in the supplement industry, offering an extensive range of products at competitive prices. With over 650 supplements available, from basic vitamins to specialized sports nutrition formulas, the brand appeals to budget-conscious consumers seeking quality nutritional support.

But does affordability come at the cost of quality? In this comprehensive NOW supplements review, we’ll examine the brand’s manufacturing standards, product effectiveness, safety protocols, and how it stacks up against premium competitors.

About NOW Foods: Company Background and Philosophy

Founded in 1968 by Elwood Richard, a physical chemist and entrepreneur, NOW Foods began as a solution to help small health stores compete with larger supermarket chains in Chicago. Richard’s vision was simple: provide high-quality, affordable supplements that could stand apart from mass-market offerings.

More than five decades later, NOW Foods remains family-owned and operated, maintaining its commitment to accessibility without compromising on quality standards. The company has grown into one of America’s leading supplement manufacturers, producing vitamins, minerals, herbal supplements, natural foods, essential oils, and beauty products.

The brand’s manufacturing facilities are located in the United States and Canada, where they conduct rigorous in-house testing protocols. NOW Foods was among the first supplement companies to receive certification from UL Solutions for its manufacturing processes, demonstrating a commitment to quality control that extends beyond industry minimums.

NOW Supplements Product Range Overview

NOW Foods offers an impressive catalog spanning multiple health and wellness categories:

• Vitamins and Minerals: Single-nutrient supplements including vitamin D, B-complex, magnesium, iron, calcium, and zinc
• Multivitamins: Comprehensive daily formulas for adults, men, women, and specific age groups
• Probiotics: Various strains and potencies to support digestive and immune health
• Omega-3 Fatty Acids: Fish oil, krill oil, and plant-based alternatives
• Sports Nutrition: Protein powders, creatine, amino acids, and pre-workout formulas
• Herbal Supplements: Botanical extracts and traditional herbal blends
• Specialty Supplements: Joint support, cognitive health, sleep aids, and antioxidant formulas

This extensive selection makes NOW Foods a one-stop destination for most supplementation needs, eliminating the necessity to purchase from multiple brands.

Featured NOW Supplements: Top Products Reviewed

NOW Foods Vitamin D3 5,000 IU Chewable

This high-potency vitamin D supplement delivers 5,000 international units of cholecalciferol (vitamin D3) per chewable tablet with a natural mint flavor. Vitamin D3 is the preferred form of supplementation, as research indicates it’s more effective at raising and maintaining vitamin D levels compared to vitamin D2.

Key Benefits:

• Supports bone density and calcium absorption
• Promotes immune system function
• May improve mood and reduce seasonal affective symptoms
• Convenient chewable format

Dietary Considerations: Dairy-free, kosher, halal, free from nuts, soy, and gluten

Best For: Individuals with limited sun exposure, those living in northern climates, people with darker skin tones, and anyone at risk of vitamin D deficiency

NOW Sports Creatine Monohydrate Powder

This unflavored powder provides 5 grams of pure creatine monohydrate per serving, supporting muscle energy production and athletic performance. Creatine monohydrate is one of the most extensively researched sports supplements, with numerous studies demonstrating its effectiveness for strength training and high-intensity exercise.

Key Benefits:

• Increases lean muscle mass when combined with resistance training
• Enhances strength and power output
• Improves exercise capacity during high-intensity activities
• Supports post-workout recovery

Certifications: Informed Sport certified, ensuring the product is free from banned substances for competitive athletes

Dietary Considerations: Vegan, non-GMO, unflavored for versatile mixing

Best For: Athletes, bodybuilders, fitness enthusiasts, and anyone engaged in regular strength training or high-intensity exercise

NOW Probiotic-10 50 Billion CFU

This high-potency probiotic formula delivers 50 billion colony-forming units across 10 different bacterial strains per vegetable capsule. The multi-strain approach supports various aspects of digestive health and immune function.

Featured Strains:

• Lactobacillus acidophilus: May help manage acute and chronic digestive issues
• Bifidobacterium lactis: Studied for its potential to reduce inflammatory markers
• Eight additional complementary probiotic strains

Key Benefits:

• Supports digestive regularity and comfort
• Promotes healthy gut microbiome balance
• May enhance immune system function
• Helps maintain intestinal barrier integrity

Dietary Considerations: Vegan, kosher, halal, non-GMO, free from gluten, soy, nuts, eggs, and dairy

Best For: Individuals seeking comprehensive probiotic support, those with digestive sensitivities, or anyone looking to maintain gut health

NOW Daily Vits Multi-Vitamin

This once-daily multivitamin provides a comprehensive blend of essential vitamins and minerals to fill nutritional gaps in the modern diet. The formula includes key nutrients often lacking in typical eating patterns.

Notable Ingredients:

• B-complex vitamins for energy metabolism
• Vitamin D for bone and immune health
• Iron to support healthy red blood cell production
• Lutein for eye health and protection against macular degeneration
• Antioxidants including vitamins C and E

Dietary Considerations: Vegan, non-GMO, keto-friendly

Best For: Adults seeking convenient, affordable baseline nutritional insurance

NOW Iron 18 mg with Ferrochel

This iron supplement utilizes Ferrochel iron bisglycinate, a chelated form of iron known for superior absorption and gentler digestive tolerance compared to common forms like ferrous sulfate or ferrous fumarate.

Key Benefits:

• Supports healthy red blood cell formation
• Helps prevent and address iron deficiency
• Promotes energy production and reduces fatigue
• Enhanced bioavailability for better absorption
• Reduced gastrointestinal side effects

Dietary Considerations: Vegan, non-GMO, kosher, halal, free from dairy, eggs, soy, and nuts

Best For: Individuals with iron deficiency, menstruating women, pregnant individuals (consult healthcare provider), and vegetarians/vegans at risk of low iron status

Quality Control and Manufacturing Standards

NOW Foods implements multiple quality assurance measures throughout the production process:

In-House Testing

The company maintains its own laboratory facilities where both raw materials and finished products undergo extensive testing. NOW Foods claims to perform over 16,000 tests and analyses monthly, examining products for:

• Ingredient identity verification
• Potency and concentration accuracy
• Microbiological contaminants
• Heavy metals including lead, mercury, and arsenic
• Pesticide residues
• Solvent residues

Manufacturing Certifications

NOW Foods holds several important certifications demonstrating commitment to quality:

• UL Solutions Certification: NOW was among the first supplement companies to receive this manufacturing process certification
• cGMP Compliance: Facilities meet and exceed FDA current good manufacturing practices
• Informed Sport: Select products undergo third-party testing for banned substances

Ingredient Quality

NOW Foods sources ingredients sustainably and formulates products without:

• Artificial colors
• Artificial flavors
• Artificial sweeteners
• Hydrogenated fats or trans fats

Many products feature trademarked ingredient forms developed through proprietary methods to enhance absorption, stability, or effectiveness.

Third-Party Testing Considerations

While NOW Foods conducts extensive in-house testing, it’s important to note that most products are not independently verified by third-party organizations. This represents a potential concern for consumers who prefer supplements verified by independent laboratories.

However, NOW’s sports nutrition line includes several products certified by Informed Sport, a respected third-party testing program that screens for over 200 prohibited substances on the World Anti-Doping Agency (WADA) banned list. This certification is crucial for competitive athletes subject to drug testing.

The company states that universities and research laboratories frequently request NOW products for clinical trials, suggesting confidence in product quality within the scientific community. However, NOW doesn’t provide detailed information about published research specifically using their formulations.

Safety and Effectiveness Assessment

Evidence-Based Formulations

NOW Foods generally selects ingredient forms supported by scientific research. Examples include:

• Vitamin D3 (cholecalciferol) rather than D2 (ergocalciferol)
• Chelated minerals like iron bisglycinate for improved absorption
• Methylcobalamin and adenosylcobalamin forms of B12
• Specific probiotic strains with clinical research support

Each product listing on the NOW Foods website includes information about ingredients, intended benefits, and mechanisms of action, helping consumers make informed decisions.

Dosage Appropriateness

Most NOW supplements provide dosages aligned with established nutritional guidelines or research-supported amounts. However, some high-potency products (like the 5,000 IU vitamin D) exceed standard recommended daily allowances, which may be appropriate for deficiency correction but should be used under healthcare provider guidance for long-term supplementation.

Potential Concerns

Some considerations regarding NOW supplements:

• Limited third-party testing for most products
• While many products are made without gluten, none carry certified gluten-free status, which may be problematic for those with celiac disease or severe gluten sensitivity
• Some products contain gelatin capsules, limiting options for strict vegetarians and vegans
• High-potency formulas may not be appropriate for everyone without professional guidance

Pricing and Value Analysis

NOW Foods has built its reputation partly on affordability, and pricing analysis confirms this positioning:

Cost Comparison

Most NOW supplements cost less than $0.75 per serving, with many basic vitamins and minerals priced well below $0.50 per serving. This represents significant savings compared to premium brands that often charge $1.00 to $3.00 per serving for similar products.

Bulk Pricing

NOW Foods offers larger package sizes that further reduce per-serving costs, making it particularly economical for long-term supplementation. For example, purchasing a 240-count bottle versus a 60-count bottle often reduces per-serving cost by 20-30%.

Sales and Promotions

The brand regularly runs promotions on its website, offering additional discounts on select products. Subscribing to their email list provides access to exclusive deals and early notification of sales.

Shipping Policies

When ordering directly from NOW Foods:

• Free shipping on orders over $50 within the contiguous United States
• Flat rate of $6.95 for orders under $50
• Products also widely available through third-party retailers like Amazon, iHerb, and Vitacost

Value Assessment

For budget-conscious consumers or those requiring multiple supplements, NOW Foods offers exceptional value. The combination of reasonable pricing, frequent bulk discounts, and generally good quality makes it difficult for most consumers to justify paying premium prices elsewhere for equivalent formulations.

NOW Foods vs. Competitors: Detailed Comparison

NOW Foods vs. Thorne

Thorne represents the premium end of the supplement market with significantly higher prices but also more comprehensive third-party testing and personalized recommendation tools.

Price: Thorne products typically cost 2-4 times more than NOW equivalents

Testing: Thorne conducts third-party testing on select products and is NSF Certified for Sport

Best For: Thorne suits consumers prioritizing extensive verification and willing to pay premium prices, while NOW serves those seeking good quality at accessible prices

NOW Foods vs. Garden of Life

Garden of Life focuses on organic, whole-food-based supplements with extensive certifications including USDA Organic, Non-GMO Project Verified, and NSF Certified for Sport.

Price: Garden of Life products cost 1.5-3 times more than NOW equivalents

Philosophy: Garden of Life emphasizes whole-food sources and organic ingredients, while NOW focuses on pure, isolated nutrients

Testing: All Garden of Life supplements undergo third-party testing

Best For: Garden of Life appeals to consumers prioritizing organic and whole-food sources, while NOW serves those focused on cost-effectiveness and traditional supplement forms

NOW Foods vs. Pure Encapsulations

Pure Encapsulations targets healthcare practitioners and patients with sensitivities, offering hypoallergenic formulations free from common additives.

Price: Pure Encapsulations products typically cost 2-3 times more than NOW

Testing: All products undergo third-party testing

Certifications: Certified by the Gluten-Free Certification Organization

Best For: Pure Encapsulations suits those with multiple sensitivities or working with healthcare practitioners, while NOW serves general consumers without special requirements

NOW Foods vs. Life Extension

Life Extension emphasizes research-backed formulations often featuring cutting-edge ingredients at higher potencies.

Price: Life Extension products cost 1.5-2.5 times more than NOW

Testing: All products undergo third-party testing

Approach: Life Extension focuses on anti-aging and longevity research, while NOW offers broader general wellness support

Best For: Life Extension appeals to those interested in latest research and willing to pay for premium ingredients, while NOW serves those seeking established formulations at lower prices

Who Should Consider NOW Supplements?

Ideal Candidates

NOW Foods supplements are particularly well-suited for:

• Budget-Conscious Consumers: Those seeking quality supplements without premium pricing
• Competitive Athletes: Sports nutrition products with Informed Sport certification
• Supplement Beginners: Affordable entry point for those new to supplementation
• Multiple Supplement Users: People taking several supplements who want to reduce overall costs
• General Wellness Seekers: Individuals with standard supplementation needs without special requirements

Who Might Look Elsewhere

NOW Foods may not be the best choice for:

• Third-Party Testing Priority: Those who prefer all supplements independently verified
• Celiac Disease: Individuals requiring certified gluten-free products
• Organic Preference: Consumers prioritizing organic and whole-food-based supplements
• Comprehensive Vegan Options: Strict vegans may find limited choices due to gelatin capsules in some products
• Practitioner-Grade Priority: Those seeking supplements specifically designed for healthcare provider dispensing

Tips for Choosing NOW Supplements

Identify Your Needs

Before purchasing, assess your specific nutritional gaps through:

• Dietary analysis to identify potential deficiencies
• Blood testing to confirm specific deficiencies (vitamin D, iron, B12, etc.)
• Consultation with a healthcare provider or registered dietitian

Check Ingredient Forms

NOW Foods offers various forms of the same nutrient. Generally prefer:

• Vitamin D3 over D2
• Methylcobalamin or adenosylcobalamin over cyanocobalamin for B12
• Chelated minerals (glycinates, citrates) over oxides or sulfates
• Active folate forms (methylfolate) over folic acid

Consider Potency

Match supplement potency to your needs:

• Maintenance: Standard daily value percentages
• Deficiency correction: Higher potencies under healthcare provider guidance
• Therapeutic use: Consult healthcare provider for appropriate dosing

Review Dietary Restrictions

Check product labels carefully for:

• Capsule material (gelatin vs. vegetable capsules)
• Allergen statements
• Dietary certifications (kosher, halal, vegan)
• Gluten-containing ingredients

Look for Informed Sport Certification

If you’re a competitive athlete subject to drug testing, choose products bearing the Informed Sport logo to ensure they’ve been screened for banned substances.

How to Use NOW Supplements Safely

General Guidelines

• Follow Dosage Instructions: Don’t exceed recommended doses without healthcare provider guidance
• Take with Appropriate Timing: Some nutrients absorb better with food (fat-soluble vitamins), while others are best taken on an empty stomach
• Consider Interactions: Some supplements interact with medications or other supplements
• Monitor Response: Track how you feel and any changes in symptoms
• Regular Reassessment: Periodically evaluate whether continued supplementation is necessary

When to Consult Healthcare Providers

Seek professional guidance before supplementing if you:

• Are pregnant or breastfeeding
• Take prescription medications
• Have chronic health conditions
• Are scheduled for surgery
• Have experienced previous adverse reactions to supplements
• Are considering high-dose supplementation

Storage Recommendations

Maximize supplement shelf life and potency by:

• Storing in cool, dry locations away from heat and moisture
• Keeping bottles tightly sealed
• Avoiding bathroom storage due to humidity
• Checking expiration dates regularly
• Refrigerating probiotics as directed

Frequently Asked Questions About NOW Supplements

Is NOW Foods FDA approved?

The FDA does not approve dietary supplements before they reach the market. However, NOW Foods manufactures products in facilities that comply with FDA current good manufacturing practices (cGMP), which establish quality standards for production, testing, and safety protocols.

Are NOW supplements third-party tested?

Most NOW supplements undergo rigorous in-house testing, but only select products are third-party tested and certified. NOW Sports products carrying the Informed Sport certification have been independently verified. Consumers preferring comprehensive third-party testing for all products should consider brands like Pure Encapsulations or Garden of Life.

Where are NOW supplements manufactured?

NOW Foods manufactures supplements in company-owned facilities located in the United States and Canada, maintaining direct oversight of production processes and quality control.

Are NOW vitamins good quality?

NOW Foods generally produces good quality supplements using research-backed ingredient forms, rigorous in-house testing, and cGMP-compliant manufacturing. While not all products undergo independent third-party verification, the company maintains higher standards than many budget brands and offers excellent value for the price point.

Can I trust NOW supplements?

NOW Foods has operated for over 50 years with a strong reputation in the supplement industry. The company’s commitment to testing, quality ingredients, and transparency provides reasonable assurance of product reliability, though consumers prioritizing independent verification should look for Informed Sport certified products or consider brands with comprehensive third-party testing.

Are NOW supplements suitable for vegans?

NOW Foods offers many vegan-friendly supplements, but not all products meet vegan requirements. Some use gelatin capsules instead of vegetable capsules. Check individual product labels for vegan certifications and ingredient lists to ensure compatibility with vegan dietary practices.

Do NOW supplements contain gluten?

Many NOW supplements are formulated without gluten-containing ingredients, but the company doesn’t currently offer certified gluten-free supplements. Individuals with celiac disease or severe gluten sensitivity should consider brands with gluten-free certification, such as Pure Encapsulations or Garden of Life.

How do I know which NOW supplements I need?

Determining appropriate supplementation requires assessing your diet, lifestyle, health status, and potential deficiencies. Consider consulting a registered dietitian or healthcare provider who can evaluate your needs through dietary analysis and, when appropriate, laboratory testing to identify specific deficiencies requiring supplementation.

Can I take multiple NOW supplements together?

Many supplements can be safely combined, but some nutrients compete for absorption or interact with each other. High doses of certain nutrients may interfere with others. Consult a healthcare provider or registered dietitian when taking multiple supplements to ensure appropriate timing, dosing, and compatibility.

What’s the return policy for NOW Foods?

When purchasing directly from NOW Foods’ website, the company offers a satisfaction guarantee. For products purchased through third-party retailers, return policies vary by retailer. Check specific return policies before purchasing.

The Bottom Line on NOW Supplements

NOW Foods occupies an important position in the supplement market, offering an extensive product selection that balances quality with affordability. For budget-conscious consumers seeking reliable supplementation without premium pricing, NOW Foods provides excellent value.

Key Strengths:

• Extensive product selection covering virtually all supplement needs
• Affordable pricing significantly below premium brands
• Over 50 years of industry experience and reputation
• Rigorous in-house testing protocols
• cGMP-compliant manufacturing in US and Canadian facilities
• Research-backed ingredient forms in many formulations
• Informed Sport certification for select sports products
• Transparent ingredient sourcing and formulation information

Considerations:

• Limited third-party testing for most products
• No certified gluten-free supplements
• Some products contain animal-derived ingredients
• May not meet requirements for those prioritizing organic or whole-food supplements

For most consumers with standard supplementation needs, NOW Foods offers a compelling combination of quality, selection, and value that’s difficult to match. The brand serves as an accessible entry point for those new to supplementation while providing long-term cost savings for experienced users.

However, individuals with specific requirements—such as celiac disease, strict vegan preferences, or desire for comprehensive third-party testing—may need to explore alternative brands or carefully select from NOW’s product line to ensure their needs are fully met.

Ultimately, NOW Foods represents a solid choice for evidence-based supplementation at prices that make optimal nutrition accessible to a broad audience. As with any supplement regimen, consider consulting with a healthcare provider or registered dietitian to ensure your choices align with your individual health goals and nutritional needs.

Sources:

• National Institutes of Health – Vitamin D Supplementation
• PubMed Central – Creatine Supplementation and Exercise Performance
• PubMed Central – Lactobacillus Acidophilus Health Benefits
• PubMed Central – Bifidobacterium Lactis Anti-inflammatory Properties
• PubMed Central – Lutein and Eye Health
• PubMed Central – Iron Bisglycinate Bioavailability
• FDA – Dietary Supplements Guidance
• NIH Office of Dietary Supplements