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AI Shelf Index · 2026 holiday shopping season

Thorne AI shopping shelf share

💊 Supplements · 🇺🇸 US · updated 12 Oct 2026

Standing

#2

▼1 place

Supplements · US

#1 #2

Shelf-share

6.4%

▼4.4

of US answers

8.4% 6.4%

Sentiment

92%

positive

Who's on the supplements shelf

1 Optimum Nutrition
8.3%
2 Thorne
6.4%
3 Nutricost
4.8%
4 Ritual
3.0%
5 Nature Made
2.8%
6 Transparent Labs
2.7%

The shoppers Thorne wins

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

The Healthy Ager
#1
The Gym Starter
#3
The New Shopper
#3
The Wellness Optimizer
#4

Where Thorne wins the journey

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

Awareness

#2

8.6%

Research

#1

5.2%

Comparison

#1

16.5%

Validation

#1

6.5%

Purchase

#4

6.2%

Where the engines differ

ChatGPT
6.4%
Google AI Mode
10.8%

What AI says about Thorne

Observed from the answers themselves — not a score.

Sentiment

92% positive · 1% negative

Price framing

framed premium

17% budget, 22% mid, 61% premium

“Thorne Nutrition for GLP-1 Users - When Eating Less, Support More - GLP-1 Nutrition Support Help fill nutrient gaps when GLP-1s change appetite and food intake.”

Google AI Mode

“(Verywell Health) Higher-end but very clean: Thorne Creatine.”

ChatGPT

“Thorne Thorne® Creatine Monohydrate - For older, athletic women Thorne's Creatine promotes lean body mass, muscle endurance, and power output.\* Shop now.”

Google AI Mode

“(Klean Athlete) Thorne lists its creatine at $44 for 90 servings and $84 for 180 servings, both NSF Certified for Sport.”

ChatGPT

Products AI names

The specific Thorne items the engines put in front of US shoppers.

  • Creatine 4.6%
  • Basic Nutrients 2/Day 1.1%
  • Creatine Monohydrate 0.9%
  • Basic Prenatal 0.7%
  • Women's Multi 50+ 0.3%
  • Nutrition for GLP-1 Users - When Eating Less, Support More - GLP-1 Nutrition Support 0.3%
  • Creatine - Micronized Creatine Monohydrate Powder 0.2%
  • NSF Certified for Sport Creatine 0.2%

Shelved alongside

Brands the engines recommend in the same answers as Thorne.

Optimum Nutrition

Nutricost

Ritual

Transparent Labs

Nature Made

Klean Athlete

Now Foods

BulkSupplements

How to read this

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

Thorne on other shelves

🇬🇧 UK Supplements · #32 🇨🇦 CA Supplements · #23 🇦🇺 AU Supplements · #39 All markets →

Slingso Managed Outcomes

How would Thorne 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 Thorne.