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AI Shelf Index · 2026 holiday shopping season

Optimum Nutrition AI shopping shelf share

💊 Supplements · 🇬🇧 UK · updated 12 Oct 2026

Standing

#6

Supplements · UK

#4 #6

Shelf-share

2.0%

of UK answers

3.8% 2.0%

Sentiment

57%

positive

No week-to-week change larger than the variation between readings.

Who's on the supplements shelf

1 Myprotein
17.3%
2 Bulk
11.5%
3 Vitabiotics
6.6%
4 The Protein Works
2.8%
5 Huel
2.3%
6 Optimum Nutrition
2.0%

The shoppers Optimum Nutrition wins

The same answers, sliced by the shopper the question implies — where Optimum Nutrition ranks best.

The Healthy Ager
#2
The New Shopper
#5
The Gym Starter
#5
The Wellness Optimizer
#7

Where Optimum Nutrition wins the journey

Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.

Awareness

#4

8.5%

Research

#10

0.6%

Comparison

#7

3.7%

Validation

#24

0.4%

Purchase

#8

1.8%

Where the engines differ

ChatGPT
3.5%
Google AI Mode
2.5%

What AI says about Optimum Nutrition

Observed from the answers themselves — not a score.

Sentiment

57% positive · 8% negative

Price framing

framed premium

7% budget, 33% mid, 60% premium

“Look for trusted mainstream sports or wellness brands they stock, such as _Optimum Nutrition (ON)_ , _Myprotein_ , or pharmacy-backed lines.”

Google AI Mode

“(Bulk) - Optimum Nutrition Gold Standard — perfectly legitimate, but I'd only buy it if the price is competitive; you don't need the premium branding to gain muscle.”

ChatGPT

“If you mean the best mainstream protein powders available in the UK right now, the main choices are MyProtein, Bulk, Optimum Nutrition, Applied Nutrition and a few premium/vegan options.”

ChatGPT

“$0.53 per serving) alongside deals on Optimum Nutrition and Applied Nutrition.”

Google AI Mode

Products AI names

The specific Optimum Nutrition items the engines put in front of UK shoppers.

  • Gold Standard 1.3%
  • Creatine Powder 0.5%
  • Micronised Creatine 0.3%
  • Gold Standard Whey Protein 0.3%
  • Micronised Creatine Monohydrate 0.2%
  • Micronised Creatine Monohydrate Powder 0.2%
  • Creatine Monohydrate 634 g 0.1%
  • Clear Protein Powder 0.0%

Shelved alongside

Brands the engines recommend in the same answers as Optimum Nutrition.

Myprotein

Bulk

The Protein Works

Applied Nutrition

Free Soul

Dymatize

Per4m

Warrior

How to read this

Bar is how often that brand is recommended in the same answer as Optimum Nutrition, relative to the rest.

Optimum Nutrition on other shelves

🇺🇸 US Supplements · #1 🇨🇦 CA Supplements · #8 🇦🇺 AU Supplements · #10 All markets →

Slingso Managed Outcomes

How would Optimum Nutrition grow its revenue from the AI Shopping Channel?

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Holiday Shopping 2026 · reading updated 11 Oct. An independent measurement by Slingso; not affiliated with Optimum Nutrition.