Protein powder brands in Australia:Which are most popular?

Name: Protein powder brands in Australia: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Muscle Nation was the most searched protein powder brand in Australia, accounting for 40.3% of all searches among the seven brands we track. When we checked with ChatGPT and Google AI Overviews, Bulk Nutrients showed up in every answer. Bulk Nutrients was recommended most often, coming first in two out of three responses that gave a list.

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Top protein powder brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and one Google AI Overview, Bulk Nutrients appeared every time. Bulk Nutrients was recommended most often, coming first in two out of three answers that gave a list. Optimum Nutrition was second, and True Protein was third. Myprotein, which ranked fifth in searches, was not mentioned at all.

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.

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
Bulk Nutrients	Named in 3 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	4 of 4
True Protein	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
Optimum Nutrition	Named in 2 of 3 ChatGPT answers	Named in 1 of 1 Google AI Overviews	3 of 4
Muscle Nation	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Macro Mike	Named in 1 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	1 of 4
Myprotein	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4
EHP Labs	Named in 0 of 3 ChatGPT answers	Named in 0 of 1 Google AI Overviews	0 of 4

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?”
1. 1Bulk Nutrients
Searched Google, AI Overview
“protein powder”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“best protein powder”

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 do people search for most?

This chart shows how often people search Google for each protein powder brand by name. Each line represents a brand's share of searches for all seven protein powder brands we track, month by month, from searches in Australia.

Share of searches among protein powder brands in Australia, by month

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	Muscle Nation	40.3%	110K	-18.5%	-1.3 points
2, held 2nd	Bulk Nutrients	27.1%	74K	-18.2%	-0.8 points
3, held 3rd	True Protein	12.1%	33.1K	-18.3%	-0.4 points
4, held 4th	Macro Mike	9.9%	27.1K	0%	+1.6 points
5, held 5th	Myprotein	4.4%	12.1K	-18.2%	-0.1 points
6, held 6th	Optimum Nutrition	3.6%	9.9K	0%	+0.6 points
7, held 7th	EHP Labs	2.4%	6.6K	0%	+0.4 points

1.Muscle Nation
40.3%
Held 1st. 110K estimated branded searches, -18.5% vs prior month. Share -1.3 points.
2.Bulk Nutrients
27.1%
Held 2nd. 74K estimated branded searches, -18.2% vs prior month. Share -0.8 points.
3.True Protein
12.1%
Held 3rd. 33.1K estimated branded searches, -18.3% vs prior month. Share -0.4 points.
4.Macro Mike
9.9%
Held 4th. 27.1K estimated branded searches, 0% vs prior month. Share +1.6 points.
5.Myprotein
4.4%
Held 5th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.1 points.
6.Optimum Nutrition
3.6%
Held 6th. 9.9K estimated branded searches, 0% vs prior month. Share +0.6 points.
7.EHP Labs
2.4%
Held 7th. 6.6K estimated branded searches, 0% vs prior month. Share +0.4 points.

Which brand is most popular in search among protein powder brands in Australia?

7 brands

In September 2026, Muscle Nation was the most searched among protein powder brands in Australia, with an estimated 110K branded searches, 40.3% of all searches for the seven we track. Bulk Nutrients is in 2nd place, 13.2 percentage points behind at 27.1%.

Australia protein powder brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Muscle Nation	34.2% → 40.3%	55.3%Nov 2025	32.2%Jan 2026	1st
Bulk Nutrients	27.9% → 27.1%	32.2%Jan 2026	16.6%Nov 2025	2nd
True Protein	12.5% → 12.1%	15.7%May 2026	7.6%Dec 2025	3rd
Macro Mike	10.2% → 9.9%	11.7%Jun 2026	6.1%Nov 2025	4th
Myprotein	6.8% → 4.4%	7%Feb 2026	4.3%Jun 2026	5th
Optimum Nutrition	3.7% → 3.6%	4.7%Jul 2026	1.8%Nov 2025	7th → 6th
EHP Labs	4.6% → 2.4%	6.1%Nov 2025	2%Aug 2026	6th → 7th

Each finding as a sentence

Across the 12 months ending September 2026, Muscle Nation’s share of searches among protein powder brands in Australia increased from 34.2% to 40.3%.
Across the 12 months ending September 2026, Bulk Nutrients’ share of searches among protein powder brands in Australia decreased from 27.9% to 27.1%.
Across the 12 months ending September 2026, Myprotein’s share of searches among protein powder brands in Australia decreased from 6.8% to 4.4%.
Across the 12 months ending September 2026, EHP Labs’ share of searches among protein powder brands in Australia decreased from 4.6% to 2.4%.
Across the 12 months ending September 2026, Muscle Nation’s share of searches among protein powder brands in Australia peaked at 55.3% in November 2025 and was lowest at 32.2% in January 2026.
Across the 12 months ending September 2026, Bulk Nutrients’ share of searches among protein powder brands in Australia peaked at 32.2% in January 2026 and was lowest at 16.6% in November 2025.
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.
Across the 12 months ending September 2026, Macro Mike’s share of searches among protein powder brands in Australia peaked at 11.7% in June 2026 and was lowest at 6.1% in November 2025.
Across the 12 months ending September 2026, Myprotein’s share of searches among protein powder brands in Australia peaked at 7% in February 2026 and was lowest at 4.3% in June 2026.
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, EHP Labs’ share of searches among protein powder brands in Australia peaked at 6.1% in November 2025 and was lowest at 2% in August 2026.
Across the 12 months ending September 2026, Optimum Nutrition rose from 7th to 6th among protein powder brands in Australia.
Across the 12 months ending September 2026, EHP Labs fell from 6th to 7th among protein powder brands in Australia.
Across the 12 months ending September 2026, True Protein and Macro Mike held steady: their share of searches among protein powder brands in Australia each moved less than 0.5 percentage points.

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 branded searches counted for protein powder brands?

7 search terms

Each brand's share of searches among protein powder brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.