The Supplements shelf

What ChatGPT and Google AI Mode recommend when a CA shopper asks them about supplements — ranked by how often each brand made the shelf.

Stories

AI Shopping Shelf Insights

🇨🇦 Supplements · CA · August 2026

Canada's supplement shelf has a border wall

Every brand AI puts in front of a Canadian supplement shopper is Canadian. Even the gym starter reaching for a first protein tub gets shown the home team.

The whole shelf

Canadian Protein 8.3% Jamieson 7.4% CanPrev 6.7%

The Gym Starter → still Canadian

Canadian Protein 22.9% Allmax Nutrition 15.0% PVL 7.3%

See the full story →

Shopper Journeys

How the supplements shelf shifts as a shopper moves from “what's out there” to “which one do I buy”, for everyone or for one shopper.

Everyone The Gym Starter The Healthy Ager The Wellness Optimizer The New Shopper

Awareness

Bird&Be 12%

Thrive Protein 8%

Genuine Health 8%

Botanica 8%

Jamieson 8%

Research

Organika 30%

LMNT 8%

Canadian Protein 6%

Nuun 5%

Jamieson 4%

Comparison

Genuine Health 17%

Bird&Be 13%

Jamieson 8%

NFH 6%

CanPrev 6%

Validation

Genuine Health 16%

Organika 12%

NFH 10%

Bird&Be 9%

Jamieson 6%

Purchase

Organika 26%

Canadian Protein 14%

Genuine Health 7%

LeanFit 6%

Sproos 6%

The Wellness Optimizer's shelf. Each stage's bar is shelf-share within that stage.

Brand

Shelf-share

Shelf Share Trend

Visibility

Canadian Protein

9.1%

21.9%

Jamieson

7.5%

23.1%

Allmax Nutrition

4.2%

▼2.9

18.8%

Webber Naturals

3.6%

▼3.0

14.4%

Organika

3.5%

16.9%

CanPrev

3.1%

15.6%

Genuine Health

2.7%

12.5%

Optimum Nutrition

2.4%

18.1%

Bird&Be

2.2%

5.0%

PVL

1.9%

11.3%

Revolution Nutrition

1.8%

▲1.3

7.5%

Natural Factors

1.7%

9.4%

Myprotein

1.7%

6.3%

LeanFit

1.7%

5.0%

Jacked Factory

1.3%

1.9%

Centrum

1.2%

▲1.0

7.5%

NFH

0.8%

5.0%

AOR

0.8%

4.4%

Life Brand

0.8%

3.8%

Sproos

0.7%

3.1%

MegaFood

0.7%

2.5%

Believe Supplements

0.6%

3.8%

Thorne

0.6%

3.8%

Creapure

0.6%

Strong Like a Woman

0.6%

No brand named

26.9%

Shelf-share = the share of shopper attention a brand holds. Visibility = the share of answers that named it at all.

How to read this table

Shelf-share weights every mention by where the brand sits in the answer, so the shelf adds up to 100%. Named first on a short shelf is worth far more than named fourth on a long one.

Visibility ignores position — simply how often a brand is named. Divide shelf-share by visibility and you get how much of the shelf a brand takes when it does appear.

No brand named is the share of answers that recommended no identifiable brand at all — advice, or retailers only.

Movement shows only where a week-over-week change is larger than the variation between readings. Most weeks, most brands are steady.

Products the engines name

The specific SKUs surfaced inside supplements answers.

Product

Shelf-share

Shelf Share Trend

Visibility

Price

Gold Standard

Optimum Nutrition

2.0%

9.1%

—

Isoflex

Allmax Nutrition

2.0%

6.9%

—

Creatine Monohydrate

Allmax Nutrition

2.0%

6.3%

—

Greens+

Genuine Health

1.9%

5.9%

—

Vitamin D3

Jamieson

1.4%

4.4%

—

Whey Isolate

Canadian Protein

1.3%

3.8%

—

Prenatal SAP

NFH

1.1%

3.4%

C$30.00

Vitamin D3 1000 IU

Webber Naturals

1.0%

4.1%

C$10.79

Creatine Monohydrate

LeanFit

1.0%

2.2%

—

VegeGreens

Progressive

0.9%

2.8%

C$38.99

Complete Prenatal Pack

Bird&Be

0.9%

1.9%

—

Creatine Monohydrate

Webber Naturals

0.8%

2.5%

—

Creatine Monohydrate

Canadian Protein

0.8%

2.2%

—

Impact Whey

Myprotein

0.8%

1.6%

—

Vitamin D3 1000 IU

Jamieson

0.8%

1.6%

—

Magnesium Bis-Glycinate

CanPrev

0.7%

2.5%

—

Prenatal Multi

CanPrev

0.7%

2.5%

—

Whey Protein Isolate

Canadian Protein

0.7%

1.3%

—

ISO100

Dymatize

0.6%

5.0%

—

Prenatal Multivitamin

Jamieson

0.6%

2.2%

—

How to read this table

Price is a band, not one number: the cheapest price on the market, the brand’s own price in bold, and the dearest — sorted low to high. Where only one figure is known, only one is shown. A dash means no price we could verify, not a free product.

How we measure

We ask the assistants the same real shopper questions each run, and record every brand each one recommends.

What that means in practice

Each run we ask ChatGPT and Google AI Mode the same set of questions, one persona and market at a time.

Shelf-share is the share of answers in a category that named a brand. The questions never name a brand, so a brand is on the shelf because the engine chose it.

We settle on the questions before each run, never after. A brand on the shelf is the assistant’s pick, not one we went looking for.

Read the full method — the shoppers, their journey, and the season →

Grow your Brand’s Revenue in the AI Shopping Channel

See which shoppers already find you on the shelf, and where you are missing.

💊 The Supplements shelf

AI Shopping Shelf Insights

Canada's supplement shelf has a border wall

Shopper Journeys

Products the engines name

How we measure

Grow your Brand’s Revenue in the AI Shopping Channel

The Supplements shelf