NOW Supplements (NOW Foods) is a family-owned supplement company founded in 1968 by Elwood Richard and still owned by the Richard family today. NOW manufactures over 1,500 products including vitamins, minerals, sports nutrition, essential oils, natural foods, and personal care products in GMP-certified facilities in the United States and Canada.
The brand performs over 16,000 tests and analyses per month in-house. Most products are tested in-house rather than by independent third parties, with select NOW Sports products carrying Informed Sport certification for competitive athletes. NOW products are sold in over 65 countries. The company is widely recognized as one of the most affordable quality supplement brands available in natural health retail.
This review covers NOW Supplements’ product quality, testing credentials, Informed Sport certification, customer feedback, pricing, and how NOW compares to competitors to help buyers decide if it fits their supplement goals.
What Is NOW Supplements?
NOW Supplements (NOW Foods) is a family-owned natural products manufacturer founded in 1968 by Elwood Richard that has grown from a small regional health food operation into one of the most respected supplement brands in the United States, selling over 1,500 products in more than 65 countries. The company is headquartered in Bloomingdale, Illinois, with manufacturing facilities in the USA and Canada.
Elwood Richard founded NOW as a sideline to the family’s soy products business. The brand expanded steadily into vitamins, minerals, herbal supplements, sports nutrition, essential oils, and natural foods. Richard’s children continue to operate the company today under CEO Jim Emme’s leadership, maintaining the original mission: to provide value in products and services that empower people to lead healthier lives.
NOW Health Group also owns Puresource, a national distributor in Canada supplying more than 150 natural wellness brands to Canadian health food stores, grocery chains, and drug stores. The NOW brand itself is sold across the USA, Canada, and 65+ international markets through health food retailers, online channels, and specialty supplement stores.
Who Makes NOW Supplements?
NOW Supplements is manufactured by NOW Foods (NOW Health Group Inc.), a family-owned company operated by descendants of founder Elwood Richard, with GMP-certified manufacturing facilities in the United States and Canada that have held certification since 2000. The company employs over 1,500 people across its manufacturing and distribution operations.
CEO Jim Emme leads NOW Foods today. The company’s state-of-the-art manufacturing facility in Nevada is LEED certified, supporting sustainability initiatives including energy-efficient lighting, water-efficient utilities, and recycling programs. NOW also operates a 160,000-square-foot Nevada green facility as part of its manufacturing infrastructure.
What Products Does NOW Supplements Offer?
NOW Supplements offers over 1,500 products spanning dietary supplements, sports nutrition, essential oils, natural foods, personal care products, and pet supplements, covering virtually every major supplement category at budget-friendly price points. The product range is one of the broadest in the natural products industry.
Supplement categories include vitamins and minerals, amino acids, antioxidants, CoQ10, probiotics and prebiotics, fiber supplements, bee products, free radical scavengers, and herbal blends. Sports nutrition products include protein powders (whey, casein, plant-based), BCAAs, creatine, arginine, electrolytes, and energy formulas. NOW Natural Foods covers organic foods, sweeteners, and specialty food items.
NOW Supplements Product Categories:
| Category | Examples | Format Options |
|---|---|---|
| Vitamins & Minerals | Vitamin D, B12, Magnesium, Zinc | Capsules, softgels, tablets, gummies |
| Sports Nutrition | Whey Protein, BCAAs, Creatine | Powder, capsules |
| Probiotics | Probiotic blends by strain count | Capsules, powder |
| Essential Oils | Lavender, Tea Tree, Peppermint | Liquid |
| Natural Foods | Organic sweeteners, nuts, seeds | Bulk bags, containers |
| Personal Care | Skin, hair, body care | Liquid, cream |
| Pet Supplements | Pet-specific vitamins and minerals | Capsules, powder |
NOW Sports offers protein powders including Micellar Casein for slow-release protein, BCAA blends including the caffeine-free BCAA Big 6, and carbohydrate energy products like Carbo Gain (pure maltodextrin from non-GMO corn). MCT Powder with Whey Protein is available in flavors like Chocolate Mocha and Salted Caramel.
Are NOW Supplements Good Quality?
NOW Supplements maintains GMP certification since 2000, performs over 16,000 in-house tests and analyses per month, uses trademarked ingredients in select formulas for enhanced quality and absorption, and holds Informed Sport certification for its Sports product line targeted at competitive athletes. The brand is widely recognized as a quality leader in the affordable supplement tier.
Raw materials and finished products receive thorough in-house testing at NOW’s quality labs, which the company describes as among the best in the industry. The validation of testing methods and employment of skilled quality control personnel supports the consistency of results across the 1,500-product lineup. NOW’s quality infrastructure exceeds what most supplement brands of comparable price employ.
In an independent test, NOW was the only brand among 22 St. John’s Wort supplements sold on Amazon to meet NOW’s own exacting quality standards. This self-disclosed result reflects the brand’s position on ingredient purity relative to commodity competitors selling through the same retail channel.
NOW Supplements Quality Credentials:
- GMP certified manufacturing since 2000
- 16,000+ in-house tests and analyses per month
- Select Sports products carry Informed Sport certification
- Trademarked ingredients in select formulas for enhanced absorption
- LEED-certified green manufacturing facility in Nevada
- Packaging transitioned to post-consumer recycled (PCR) plastic
Is NOW Supplements Third-Party Tested?
Most NOW Supplements are tested in-house rather than by independent third-party laboratories, with the exception of NOW Sports products that carry Informed Sport certification, which verifies the absence of banned substances for competitive athletes through independent testing by the world’s leading anti-doping organization. Buyers who require fully independent lab verification for every product should note this distinction.
In-house testing provides rigorous quality control. It’s not the same as independent third-party verification for buyers who specifically require external lab confirmation. NOW’s investment in Informed Sport for its Sports line shows the brand does pursue third-party certification where it matters most: for athletes subject to drug testing.
Buyers who prefer independent COA availability for every single product will find more transparency from brands like Double Wood Supplements or Thorne. For buyers prioritizing budget-friendly quality with strong in-house testing, NOW’s approach is appropriate for the price tier.
Is NOW Supplements GMP-Certified?
Yes. NOW Supplements has maintained GMP (Good Manufacturing Practices) certification at its manufacturing facilities since 2000, one of the longer-running GMP certification histories among major supplement brands in the United States. GMP certification requires ongoing compliance audits and rigorous manufacturing standards.
NOW’s GMP-certified facilities span the USA and Canada. The company has held GMP status for over 25 years. This continuous certification track record is a meaningful indicator of sustained manufacturing discipline, as brands must pass recurring audits to maintain certified status rather than earning a one-time designation.
Do NOW Supplements Actually Work?
NOW Supplements formulates products using high-quality, research-backed ingredients, with the brand’s reputation built on consistent potency, accurate label claims, and broad nutrient coverage at accessible prices that make daily supplementation sustainable for the majority of health-conscious consumers. Effectiveness depends on the specific product and individual health status.
Products are designed to complement a healthy diet rather than replace it. NOW’s supplement philosophy focuses on filling nutritional gaps for people who can’t meet their needs through diet alone: vegetarians and vegans who need B12 or iron, individuals with limited sun exposure who need vitamin D, and active people who benefit from magnesium or electrolyte support.
NOW does not make disease treatment claims. Products are not intended to diagnose, treat, cure, or prevent disease. The FDA has not evaluated these statements. The brand’s strength is in its consistent quality delivery across a very broad product catalog at price points accessible to everyday supplement users.
What Are the Benefits of NOW Supplements?
NOW Supplements provides a comprehensive supplement solution covering immune health, energy production, cardiovascular support, bone and joint health, brain function, sports performance, digestive health, and healthy aging across over 1,500 individual products at budget-friendly prices. The breadth of the catalog makes NOW a practical one-brand solution for buyers covering multiple health goals.
Sports nutrition benefits include muscle protein synthesis support from BCAA and protein products, energy support from carbohydrate and amino acid formulas, and recovery support from comprehensive post-workout blends. The Micellar Casein protein provides slow-release amino acid delivery suited for overnight recovery. BCAAs preserve existing muscle tissue during training by providing alternative fuel that spares muscle protein breakdown.
The wellness supplement range covers antioxidant support through CoQ10 and free radical scavenger formulas, digestive health through probiotic and fiber blends, and hormonal support through herbal formulas. Select products use trademarked ingredients like branded bioavailability-enhanced compounds that distinguish NOW’s formulas from generic commodity alternatives.
NOW Supplements Health Categories:
- Immune health and antioxidant support
- Energy production and metabolism
- Cardiovascular and heart health
- Bone, joint, and muscle support
- Brain function and cognitive health
- Sports performance and recovery
- Digestive health and probiotics
- Skin, hair, and nail health
What Do NOW Supplements Reviews Say?
NOW Supplements consistently earns strong customer reviews for product potency, value for money, wide product selection, and reliable quality across a brand that has served natural health consumers since 1968, with the brand regularly recognized as a top-selling natural supplement brand in health food retail. Consumer trust for NOW runs deep across multiple supplement categories.
Health food retailers, dietitians, and supplement review platforms regularly list NOW as one of the most trusted budget-friendly supplement brands in the market. The brand’s 56-year track record and family ownership continuity contribute to consumer confidence that other supplement brands lack. Long-term buyers report consistent quality across decades of purchasing.
NOW’s self-disclosed St. John’s Wort Amazon quality test, where NOW was the only brand among 22 to meet its standards, reflects what the brand positions as its quality edge over lower-grade generic competitors in online retail. Buyers who have experienced inferior generic supplements frequently cite NOW as the upgrade that restored their confidence in supplement quality.
What Are Positive NOW Supplements Reviews?
Positive NOW reviews consistently highlight accurate potency, affordable pricing, wide product availability, and the brand’s long-standing reputation for reliable quality as the primary reasons buyers choose and remain loyal to NOW over competitors in the value supplement tier. Product effectiveness is the dominant theme across positive reviews.
Supplement professionals, nutritionists, and dietitians frequently recommend NOW as the entry-level quality brand for clients who need affordable supplementation without sacrificing potency. The combination of GMP certification, 16,000+ monthly in-house tests, and 25+ years of manufacturing consistency positions NOW well above generic private-label competitors at similar price points.
What Are Common NOW Supplements Complaints?
Common complaints about NOW Supplements include the limited third-party testing coverage (most products rely on in-house testing), limited options for some vegan and vegetarian dietary restrictions, and occasional complaints about the non-premium packaging and label aesthetic compared to newer lifestyle-focused supplement brands. These are category-level considerations rather than quality failures.
The third-party testing gap is the most commonly cited limitation among buyers who specifically need independent lab verification. Buyers who require COA transparency for every product have better options in brands like Double Wood Supplements or Thorne, even at higher prices. For buyers who trust in-house GMP-certified testing, this is not a meaningful concern.
Some vegan and vegetarian buyers note that NOW’s product range isn’t fully optimized for plant-based diets, with certain delivery formats using gelatin capsules. Plant-based format options exist in the lineup but aren’t available universally across every product. Buyers with strict dietary requirements should check individual product labels.
NOW Supplements vs. Competitors?
NOW Supplements competes primarily in the value tier against Nature Made, Solgar, and Garden of Life, with NOW differentiating on its longer GMP certification history, broader product range, and Informed Sport certification for its Sports line, while premium brands like Thorne and Double Wood offer more robust independent third-party testing transparency at higher prices.
For buyers who want the broadest possible product selection at the lowest reasonable price, NOW is the most practical choice in the quality segment. For buyers who prioritize maximum testing transparency and are willing to pay more for independent COA access, Thorne and Double Wood are stronger fits. For buyers specifically targeting sports nutrition with drug testing compliance, NOW Sports with Informed Sport certification covers that need at lower cost than NSF Certified for Sport brands like Thorne.
Supplement Brand Comparison:
| Brand | Testing Approach | GMP Certified | Price Tier |
|---|---|---|---|
| NOW Supplements | In-house + Informed Sport (Sports) | Yes, since 2000 | Budget-friendly |
| Thorne | In-house + NSF Certified for Sport | Yes | Premium |
| Double Wood | Third-party, COAs public | Yes | Mid-range |
| Nature Made | Third-party USP verification | Yes | Budget-friendly |
| Garden of Life | Third-party certified (NSF) | Yes | Mid-range |
How Does NOW Supplements Compare to Thorne?
NOW Supplements and Thorne both maintain GMP certification and invest in testing, but Thorne focuses on NSF Certified for Sport status and premium positioning for healthcare practitioners and athletes, while NOW prioritizes broad product access and budget-friendly pricing for everyday health consumers. Thorne products typically cost significantly more than comparable NOW offerings.
Thorne’s NSF Certified for Sport status covers a broader product range than NOW’s Informed Sport certification. For buyers who require the highest level of sport-specific third-party testing across all their supplements, Thorne is the stronger choice. For buyers who want quality supplementation at affordable prices and don’t require NSF coverage, NOW delivers better value.
Are NOW Supplements Safe?
NOW Supplements are manufactured in GMP-certified facilities with over 16,000 in-house tests per month, and the brand has maintained this testing infrastructure since 2000 across USA and Canada manufacturing sites, making NOW one of the most consistently tested supplement brands at its price tier. Products are not intended to diagnose, treat, cure, or prevent disease.
Buyers with existing health conditions, prescription medications, or specific dietary restrictions should review individual product ingredient lists with a healthcare provider before starting any supplement. NOW provides full ingredient disclosure on all product labels. The company advises following label directions for dosage and format.
The packaging transition to post-consumer recycled (PCR) plastic, completed across most supplement products by NOW, reduces potential packaging-derived contamination risk. NOW notes that this two-year quality control process verified the PCR bottles do not leach any toxins into the supplement contents before completion of the transition.
How Much Do NOW Supplements Cost?
NOW Supplements is widely recognized as one of the most affordable quality supplement brands available, with most daily supplement products priced between $8 and $30 (USD), and sports nutrition products like protein powders and amino acid formulas positioned at the low end of the quality segment’s price range. Budget-conscious buyers consistently rank NOW among the best value supplement brands.
The affordable pricing is the result of NOW’s vertically integrated manufacturing, direct distribution through natural health channels, and family ownership structure that avoids the margins required by private equity-backed competitors. Because most NOW products are relatively affordable, the brand suits cost-conscious consumers who want quality without premium brand pricing.
Are NOW Supplements Worth the Price?
Yes. NOW Supplements delivers strong value across its full product catalog by combining GMP-certified manufacturing, rigorous in-house testing, accurate label potency, and Informed Sport certification for Sports products, at prices below most comparable quality supplement brands in the natural products market. The price-to-quality ratio is consistently favorable for budget-conscious buyers.
Buyers who start supplement routines with NOW typically find the brand reliable enough to maintain long-term. The 56-year track record of the Richard family’s quality commitment, combined with the breadth of the product catalog, makes NOW a practical foundation for almost any supplement protocol. More expensive brands offer marginal quality advantages for most buyers. The value advantage of NOW is real and material for everyday health consumers.
Where Can You Buy NOW Supplements?
NOW Supplements are sold in health food stores, natural product retailers, pharmacies, and online through major platforms including Amazon, iHerb, and the NOW Foods website at nowfoods.com, with products available in the USA, Canada, and over 65 countries worldwide. The brand is one of the most widely distributed natural supplement brands in retail.
Purchasing through health food retailers provides access to product demonstrations and staff expertise. Amazon and iHerb offer competitive pricing and fast delivery. The NOW Foods website provides full catalog access and product information. International distribution through Puresource in Canada and regional distributors elsewhere covers most major markets.
Are NOW Supplements Worth It?
NOW Supplements is worth it for buyers who want consistent quality, broad product selection, and budget-friendly pricing from a 56-year-old family-owned brand with GMP certification since 2000 and Informed Sport status for competitive athletes. For everyday health consumers, NOW represents the strongest value proposition in the quality supplement tier.
The good news is that the brand’s longevity, family ownership, and infrastructure investment (16,000 monthly in-house tests, LEED-certified facilities, PCR packaging transition) reflect genuine quality commitment rather than marketing positioning. Buyers who need independent COA access for every product will find better options in Thorne or Double Wood, but at meaningfully higher cost.
For most supplement buyers, NOW delivers everything that matters: accurate potency, GMP manufacturing, affordable pricing, and a product range broad enough to cover virtually any health goal. That combination is harder to find than it sounds at NOW’s price points.