How popular isTrue Protein?
In September 2026, people searched for True Protein by name about 33,100 times in Australia, about the same as the previous year. These searches made up 12.1% of all Australia protein powder brand searches, placing True Protein third out of seven brands. When we asked both ChatGPT and Google AI Overviews about protein powder brands, True Protein appeared in three of the four answers and was the third most recommended of the seven.
True Protein is the third most searched of 7 competitors and the third most recommended in AI answers.
Muscle NationShare of searches 40.3%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th
Bulk NutrientsShare of searches 27.1%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
True ProteinShare of searches 12.1%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
Macro MikeShare of searches 9.9%Mentioned in 1 of 4 AI answersPlace in AI recommendations 5th
MyproteinShare of searches 4.4%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
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Top protein powder brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, True Protein was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. True Protein is the third most recommended of the seven.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
Asked ChatGPT
“Which protein powder brand should I buy in Australia?”
Asked ChatGPT
“What are the best protein powder brands in Australia?”
Asked ChatGPT
“What's the best value protein powder in Australia?”
Searched Google, AI Overview
“protein powder”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best protein powder”
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 True Protein?
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
| Month | Muscle Nation | Bulk Nutrients | True Protein | Macro Mike | Myprotein | Optimum Nutrition | EHP Labs |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 34.2% | 27.9% | 12.5% | 10.2% | 6.8% | 3.7% | 4.6% |
| Nov 2025 | 55.3% | 16.6% | 9.1% | 6.1% | 5% | 1.8% | 6.1% |
| Dec 2025 | 46.2% | 25.4% | 7.6% | 7.6% | 6.2% | 2.8% | 4.2% |
| Jan 2026 | 32.2% | 32.2% | 11.8% | 9.6% | 6.4% | 3.5% | 4.3% |
| Feb 2026 | 35.1% | 28.7% | 12.8% | 8.6% | 7% | 3.8% | 3.8% |
| Mar 2026 | 41.4% | 27.8% | 10.2% | 8.3% | 5.6% | 3.7% | 3% |
| Apr 2026 | 40.4% | 27.2% | 12.2% | 8.2% | 5.4% | 3.6% | 3% |
| May 2026 | 35% | 28.6% | 15.7% | 8.6% | 5.7% | 3.8% | 2.6% |
| Jun 2026 | 47.5% | 21.3% | 9.5% | 11.7% | 4.3% | 2.9% | 2.9% |
| Jul 2026 | 35.1% | 28.7% | 12.8% | 10.5% | 5.7% | 4.7% | 2.6% |
| Aug 2026 | 41.6% | 27.9% | 12.5% | 8.4% | 4.6% | 3.1% | 2% |
| Sep 2026 | 40.3% | 27.1% | 12.1% | 9.9% | 4.4% | 3.6% | 2.4% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 40.3% | 110K | -18.5% | -1.3 points | |
| 2, held 2nd | 27.1% | 74K | -18.2% | -0.8 points | |
| 3, held 3rd | 12.1% | 33.1K | -18.3% | -0.4 points | |
| 4, held 4th | 9.9% | 27.1K | 0% | +1.6 points | |
| 5, held 5th | 4.4% | 12.1K | -18.2% | -0.1 points | |
| 6, held 6th | 3.6% | 9.9K | 0% | +0.6 points | |
| 7, held 7th | 2.4% | 6.6K | 0% | +0.4 points |
40.3%
Held 1st. 110K estimated branded searches, -18.5% vs prior month. Share -1.3 points.
27.1%
Held 2nd. 74K estimated branded searches, -18.2% vs prior month. Share -0.8 points.
12.1%
Held 3rd. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.4 points.
9.9%
Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share +1.6 points.
4.4%
Held 5th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
3.6%
Held 6th. 9.9K estimated branded searches, 0% vs prior month. Share +0.6 points.
7.
EHP Labs2.4%
Held 7th. 6.6K estimated branded searches, 0% vs prior month. Share +0.4 points.
Compare popularity between True Protein and its closest rivals
Every comparison with True Protein
6 comparisons
How has branded search demand for True Protein changed in Australia over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for True Protein in Australia held steady at 33.1K.
- Across the 12 months ending September 2026, True Protein’s share of searches among protein powder brands in Australia peaked at 15.7% in May 2026 and was lowest at 7.6% in December 2025.
How did search popularity change for Australia protein powder brands in September 2026?
6 changes
In September 2026, Macro Mike gained share of searches among protein powder brands in Australia, from 8.4% to 9.9%.
In September 2026, Optimum Nutrition gained share of searches among protein powder brands in Australia, from 3.1% to 3.6%.
In September 2026, Muscle Nation lost share of searches among protein powder brands in Australia, from 41.6% to 40.3%.
In September 2026, Bulk Nutrients lost share of searches among protein powder brands in Australia, from 27.9% to 27.1%.
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.
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 True Protein’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using True Protein’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.
- true protein
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