Brandwave

How popular isOptimum Nutrition?

In September 2026, people searched for Optimum Nutrition by name about 9,900 times in Australia, about the same as the previous year. These searches made up 3.6% of all Australia protein powder brand searches, placing Optimum Nutrition sixth out of seven brands. When we asked both ChatGPT and Google AI Overviews about protein powder brands, Optimum Nutrition appeared in three of the four answers and was the second most recommended of the seven.

Search and AI answers in September 2026

Optimum Nutrition is the sixth most searched of 7 competitors and the second most recommended in AI answers.

  1. Muscle NationShare of searches 40.3%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th
  2. Bulk NutrientsShare of searches 27.1%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. True ProteinShare of searches 12.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  4. Macro MikeShare of searches 9.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
  5. Optimum NutritionShare of searches 3.6%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd

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Top protein powder brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Optimum Nutrition was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Optimum Nutrition is the second most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Bulk Nutrients1st
  2. Optimum Nutrition2nd
  3. True Protein3rd
  4. Muscle Nation4th
  5. Macro Mike5th
  6. Myprotein–
  7. EHP Labs–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Bulk Nutrients4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • True Protein3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Optimum Nutrition3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Muscle Nation1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Macro Mike1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Myprotein0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • EHP Labs0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about protein powder brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which protein powder brands compete with Optimum Nutrition?

Optimum Nutrition against protein powder brands in Australia, by month

Share of searches by month for Muscle Nation, Bulk Nutrients, True Protein, Macro Mike, Myprotein, Optimum Nutrition, EHP Labs. The figures are in the table below the chart.

View monthly share of searches table
MonthMuscle NationBulk NutrientsTrue ProteinMacro MikeMyproteinOptimum NutritionEHP Labs
Oct 202534.2%27.9%12.5%10.2%6.8%3.7%4.6%
Nov 202555.3%16.6%9.1%6.1%5%1.8%6.1%
Dec 202546.2%25.4%7.6%7.6%6.2%2.8%4.2%
Jan 202632.2%32.2%11.8%9.6%6.4%3.5%4.3%
Feb 202635.1%28.7%12.8%8.6%7%3.8%3.8%
Mar 202641.4%27.8%10.2%8.3%5.6%3.7%3%
Apr 202640.4%27.2%12.2%8.2%5.4%3.6%3%
May 202635%28.6%15.7%8.6%5.7%3.8%2.6%
Jun 202647.5%21.3%9.5%11.7%4.3%2.9%2.9%
Jul 202635.1%28.7%12.8%10.5%5.7%4.7%2.6%
Aug 202641.6%27.9%12.5%8.4%4.6%3.1%2%
Sep 202640.3%27.1%12.1%9.9%4.4%3.6%2.4%

  1. 1.Muscle Nation

    40.3%

    Held 1st. 110K estimated branded searches, -18.5% vs prior month. Share -1.3 points.

  2. 2.Bulk Nutrients

    27.1%

    Held 2nd. 74K estimated branded searches, -18.2% vs prior month. Share -0.8 points.

  3. 3.True Protein

    12.1%

    Held 3rd. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.4 points.

  4. 4.Macro Mike

    9.9%

    Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share +1.6 points.

  5. 5.Myprotein

    4.4%

    Held 5th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  6. 6.Optimum Nutrition

    3.6%

    Held 6th. 9.9K estimated branded searches, 0% vs prior month. Share +0.6 points.

  7. 7.EHP Labs

    2.4%

    Held 7th. 6.6K estimated branded searches, 0% vs prior month. Share +0.4 points.

Compare popularity between Optimum Nutrition and its closest rivals

Every comparison with Optimum Nutrition

6 comparisons

How has branded search demand for Optimum Nutrition changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Optimum Nutrition in Australia held steady at 9.9K.
  • Across the 12 months ending September 2026, Optimum Nutrition’s share of searches among protein powder brands in Australia peaked at 4.7% in July 2026 and was lowest at 1.8% in November 2025.
  • Across the 12 months ending September 2026, Optimum Nutrition rose from 7th to 6th among protein powder brands in Australia.

How did search popularity change for Australia protein powder brands in September 2026?

6 changes

  1. In September 2026, Macro Mike gained share of searches among protein powder brands in Australia, from 8.4% to 9.9%.

  2. In September 2026, Optimum Nutrition gained share of searches among protein powder brands in Australia, from 3.1% to 3.6%.

  3. In September 2026, Muscle Nation lost share of searches among protein powder brands in Australia, from 41.6% to 40.3%.

  4. In September 2026, Bulk Nutrients lost share of searches among protein powder brands in Australia, from 27.9% to 27.1%.

  5. Estimated monthly branded searches for EHP Labs in Australia fell 45.5% over 12 measured months, from 12.1K to 6.6K in September 2026.

  6. Estimated monthly branded searches for Myprotein in Australia fell 33.1% over 12 measured months, from 18.1K to 12.1K in September 2026.

How are Optimum Nutrition’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Optimum Nutrition’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • optimum nutrition

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How the Brand Demand Index is measured

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