Live: The 2026 Holiday Shopping AI Shelf Index. See the shelf

Holiday Shopping 2026 · August 2026 to January 2027

The Supplements shelf

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

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Stories

AI Shopping Shelf Insights

Say who you are, or AI names brands it recommends to no one

🇺🇸 Supplements · US · September 2026

Say who you are, or AI names brands it recommends to no one

The gym starter and the healthy ager get two shelves with almost nothing in common. Ask without saying which you are and the top of the shelf goes to a brand neither of them is shown.

The Gym Starter

Nutricost 21.7% Optimum Nutrition 20.8% Thorne 10.4%

The Healthy Ager

Thorne 22.6% Optimum Nutrition 3.0% Momentous 2.6%

Ask without saying who you are

Transparent Labs 7.6% Thorne 3.9% Optimum Nutrition 3.7%

See the full story →

See all supplements stories →

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
Optimum Nutrition 12%
Thorne 9%
Nutricost 5%
One A Day 4%
Ritual 3%
Research
Thorne 5%
Momentous 3%
Nutricost 3%
Sports Research 3%
Myprotein 2%
Comparison
Thorne 17%
Optimum Nutrition 7%
Ritual 6%
Nature Made 6%
AG1 4%
Validation
Thorne 7%
Nutricost 5%
Transparent Labs 4%
Fortcore 3%
Optimum Nutrition 3%
Purchase
Optimum Nutrition 15%
Nutricost 9%
Transparent Labs 8%
Thorne 6%
BulkSupplements 6%

All 4 shopper personas we run for supplements in US, pooled. Each stage's bar is shelf-share within that stage.

Brand
Shelf-share
Shelf Share Trend
Visibility
1
Optimum Nutrition
8.3%
24.4%
2
Thorne
6.4%
▼4.4
18.1%
3
Nutricost
4.8%
13.8%
4
Ritual
3.0%
10.6%
5
Nature Made
2.8%
6.9%
6
Transparent Labs
2.7%
11.3%
7
BulkSupplements
2.3%
8.1%
8
Momentous
1.8%
7.5%
9
Now Foods
1.3%
6.3%
10
Myprotein
1.3%
5.6%
11
Fortcore
1.3%
1.3%
12
AG1
1.0%
4.4%
13
Pink Stork
1.0%
1.3%
14
Promix
0.9%
2.5%
15
Six Star
0.9%
1.9%
16
Sports Research
0.8%
3.1%
17
Klean Athlete
0.7%
3.1%
18
Amazing Grass
0.6%
2.5%
19
Dymatize
0.6%
2.5%
20
Bulletproof
0.6%
1.9%
21
Country Life Vitamins
0.6%
1.3%
22
Informed Choice
0.6%
0.6%
23
Kindnature
0.6%
0.6%
24
NORSAN Inc
0.6%
0.6%
25
Solgar
0.6%
0.6%
No brand named
41.9%

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.

Rank
Product
Shelf-share
Shelf Share Trend
Visibility
Price
1
Gold Standard
Optimum Nutrition
4.6%
12.5%
$26.49 – $99.99 – $106.99
2
Creatine
Thorne
4.6%
10.3%
—
3
Micronized Creatine Monohydrate
Nutricost
2.4%
4.7%
$16.97 – $18.97 – $30.00
4
Creatine Powder
Optimum Nutrition
2.0%
6.3%
$20.49 – $27.99 – $31.99
5
Creatine Monohydrate Powder
BulkSupplements
1.7%
6.6%
—
6
Creatine Monohydrate
Nutricost
1.6%
5.6%
—
7
Whey Isolate
Transparent Labs
1.3%
4.1%
$54.99 – $64.99
8
Basic Nutrients 2/Day
Thorne
1.1%
2.5%
$34.96 – $36.00 – $44.00
9
Creatine Monohydrate
Thorne
0.9%
2.5%
—
10
Micronized Creatine Monohydrate
Optimum Nutrition
0.8%
3.1%
—
11
Creatine Monohydrate
Momentous
0.7%
3.8%
—
12
Basic Prenatal
Thorne
0.7%
2.2%
$32.71 – $37.00 – $92.00
13
Women's 50+
One A Day
0.7%
0.9%
$10.89 – $16.99
14
Klean Creatine
Klean Athlete
0.6%
2.8%
$34.50 – $60.79
15
Essential Prenatal
Ritual
0.6%
1.9%
$38.00 – $39.14
16
Creatine Monohydrate
Fortcore
0.6%
0.6%
—
17
Creatine Monohydrate
Now Foods
0.5%
2.5%
—
18
100% Whey Protein Plus
Six Star
0.5%
0.9%
—
19
Collagen Peptides
Vital Proteins
0.4%
4.1%
$13.47 – $39.00
20
Creatine HMB
Transparent Labs
0.4%
2.2%
$39.99 – $41.99 – $49.99
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 →

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