Nutricost vs NOW Foods is closer than most people expect: both are US budget vitamin brands with solid quality claims, and which one is better value depends on the product and the bottle size, not the brand. In our like-for-like checks of four matching products at the time of writing, Nutricost cost less per serve for L-theanine and CoQ10, while NOW cost less for taurine and vitamin B2, mainly because NOW sells bigger bottles. Below we compare their testing claims, cost per serve and the small label differences that matter, using live prices in Australia.
Nutricost vs NOW Foods at a glance
| Nutricost | NOW Foods | |
|---|---|---|
| Testing (as stated by the brand) | Tested by a third-party ISO accredited laboratory | Own in-house labs with ISO 17025 accreditation, more than 31,000 quality tests a month |
| Manufacturing (as stated by the brand) | Made in an NSF certified, GMP compliant facility | GMP-certified facilities, A-rated by the Natural Products Association |
| Typical bottle sizes at Supps247 | Often 30 serves, some larger | Often 60 to 100 serves or more |
| Capsules | Varies, our Nutricost L-Theanine uses a gelatin capsule | Many are veg capsules, including the L-theanine and taurine below |
| Range | Focused range of single ingredients | Very large range of vitamins, minerals and single ingredients |
| Best for | Trying a product in a small, low-cost bottle | Long-term daily use, where bigger bottles bring the cost per serve down |
Testing details come from each brand's own published information: Nutricost's product quality statement and a Nutraceuticals World report on NOW's manufacturing. Neither brand's range is generally certified for sport, so tested athletes should look for a specific sport certification on the label.
Price per serve: four matching products
We matched products with the same nutrient and the same dose per capsule, then worked out the cost per serve from each label. Prices are live and correct at the time of writing.
| Nutrient and dose | Nutricost | NOW Foods | Better value per serve |
|---|---|---|---|
| L-theanine 200 mg, 1 capsule | 30 capsules, $24.95, about $0.83 a serve | 60 veg capsules, $59.95, about $1.00 a serve | Nutricost |
| CoQ10, per 100 mg | 200 mg capsules, 60 per bottle, $59.95, about $0.50 per 100 mg | 100 mg capsules, 30 per bottle, $49.95, about $1.67 per 100 mg | Nutricost |
| Taurine 1,000 mg, 1 capsule | 30 capsules, $19.95, about $0.66 a serve | 100 veg capsules, $39.95, about $0.40 a serve | NOW Foods |
| Vitamin B2 (riboflavin) 100 mg, 1 capsule | 30 capsules, $19.95, about $0.66 a serve | 100 veg capsules, $19.95, about $0.20 a serve | NOW Foods |
The CoQ10 row compares cost per 100 mg because the doses differ: Nutricost is one 200 mg capsule a day, while the NOW bottle we have in stock is 100 mg per capsule. If you want 200 mg a day, the Nutricost bottle works out much cheaper.
The four matches in detail
L-theanine: Nutricost is better value, NOW is vegan-friendly
L-theanine is an amino acid found in tea. Nutricost L-Theanine 200 mg gives 200 mg per capsule with 30 serves, and its label lists a gelatin capsule. NOW L-Theanine 200 mg gives the same 200 mg in a veg capsule, 60 per bottle. Nutricost wins on price, but if you avoid gelatin, NOW is the one to buy.
CoQ10: Nutricost for the higher dose
CoQ10 (coenzyme Q10) is made naturally in the body and is involved in energy production in cells. Nutricost CoQ10 200 mg is one capsule a day with 60 capsules per bottle, and the label lists vegetarian-friendly capsules made in a GMP-compliant facility. NOW CoQ10 uses all-trans CoQ10 made by fermentation, and the 100 mg size in stock suits people who want a lower daily dose.
Taurine: NOW wins on the bigger bottle
Taurine is an amino acid found in meat and fish, and in many energy drinks. Both brands give 1,000 mg per capsule. NOW Taurine 1000 mg comes in a 100 veg capsule bottle, which brings the cost per serve well below the 30 capsule Nutricost Taurine. If you take blood pressure medicine or any other regular medication, check with your doctor first. Our taurine and glycine guide covers what the research shows.
Vitamin B2: NOW, by a wide margin
Both products give 100 mg of riboflavin per capsule, and the NOW bottle holds more than three times as many capsules for a similar price. Keep in mind that 100 mg is far more than most people need. The recommended intake is 1.3 mg a day for adult men and 1.1 mg for adult women, according to the Nutrient Reference Values, so a high-dose B2 is usually only worth taking if a health professional suggests it.
Which budget brand should you choose?
- Choose Nutricost if you want to try a product without committing to a big bottle, or for higher-dose single ingredients like 200 mg CoQ10 where it is clearly better value. Browse the Nutricost range.
- Choose NOW Foods for products you take every day, where the larger bottles cut the cost per serve, and if you prefer veg capsules. Browse the NOW Foods range.
- Either way, compare the dose per capsule and the number of serves, not just the bottle price. A cheaper bottle with fewer serves can cost more per day.
Thinking about minerals too? Our best magnesium supplement in Australia guide compares forms and doses, and our zinc supplements guide explains how much zinc is enough and where the upper limit sits.
Our verdict
There is no single winner. NOW Foods is the better value for everyday staples you take long term, thanks to bigger bottles, veg capsules on many products and its large in-house testing programme. Nutricost is the better value on some higher-dose single ingredients and is a low-cost way to try something new, backed by third-party lab testing. Check the cost per serve on the exact product you want before you buy.
Shop the products in this guide
Nutricost CoQ10 200 mg 60 capsules$59.95
Nutricost L-Theanine 200 mg 30 capsules$24.95
NOW Taurine 1000 mg 100 capsules$39.95
NOW Vitamin B2 100 mg 100 capsules$19.95
Browse all Nutricost and NOW Foods products.
FAQs
Is Nutricost a good brand?
Nutricost says its products are tested by a third-party ISO accredited laboratory and made in an NSF certified, GMP compliant facility. Its range focuses on simple single ingredients at low prices, often in small 30 serve bottles at Supps247. As with any brand, check the dose per serve and the capsule type on the label to make sure the product suits you.
Is NOW Foods third-party tested?
NOW Foods does most of its testing in its own labs, which hold ISO 17025 accreditation, and reports more than 31,000 quality tests a month on raw materials and finished products. Its facilities are GMP-certified and A-rated by the Natural Products Association. Most NOW products are not certified for sport, so tested athletes should look for a specific sport certification.
Which is cheaper, Nutricost or NOW Foods?
It depends on the product. In our four like-for-like comparisons at the time of writing, Nutricost cost less per serve for L-theanine and CoQ10, while NOW cost less for taurine and vitamin B2 because of its larger bottles. Always compare the cost per serve, not the bottle price, because the number of serves varies a lot between products.
Are Nutricost capsules vegan?
Not always. The Nutricost L-Theanine we stock lists a gelatin capsule, while the Nutricost CoQ10 lists vegetarian-friendly capsules. Many NOW products, including the L-theanine and taurine in this guide, use veg capsules. If you avoid animal products, check the other ingredients on each label before you buy.
Can I buy Nutricost and NOW Foods in Australia?
Yes. Supps247 stocks both brands online with Australia-wide delivery, free shipping on orders of $99.99 or more and Afterpay available at checkout. You can also use click and collect at stores that offer it or visit a Supps247 store, though range varies by store, so check stock online first.
Sources: Nutricost: product quality statement; Nutraceuticals World: NOW manufacturing and testing (2025); Nutrient Reference Values: Riboflavin; product labels and brand nutrition panels, checked October 2026.
Order online with Australia-wide delivery, free on orders of $99.99 or more, with Afterpay available at checkout. You can also use click and collect at a store that offers it, or visit a Supps247 store in Melbourne, regional Victoria or Brisbane to compare products in person. Members can use our member price match on full-priced items.
Prices and stock were checked on 29 October 2026 and can change at any time. Always read the label and follow the directions for use. If you have a medical condition, are pregnant or take regular medication, check with your doctor first.
