---
title: "Protein powder brands in Australia: Which are searched most?"
description: "Compare the protein powder brands people buy for training and recovery. Share of Search among Muscle Nation, Bulk Nutrients, True Protein, Macro Mike, Myprotein, Optimum Nutrition and EHP Labs, the protein powder brands Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/au/categories/au-protein-powder-brands"
publisher: "Brandwave"
---

# Protein powder brands in Australia: Which are searched most?

Compare the protein powder brands people buy for training and recovery. Share of Search among Muscle Nation, Bulk Nutrients, True Protein, Macro Mike, Myprotein, Optimum Nutrition and EHP Labs, the protein powder brands Brandwave compares in Australia, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Protein powder brands
- **Market**: Australia
- **Brands compared**: 7
- **Month measured**: Sep 2026
- **Highest Share of Search**: Muscle Nation, 40.3%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Bulk Nutrients | 1st | 3 of 3 | 1 of 1 | 4 of 4 |
| Optimum Nutrition | 2nd | 2 of 3 | 1 of 1 | 3 of 4 |
| True Protein | 3rd | 2 of 3 | 1 of 1 | 3 of 4 |
| Muscle Nation | 4th | 1 of 3 | 0 of 1 | 1 of 4 |
| Macro Mike | 5th | 1 of 3 | 0 of 1 | 1 of 4 |
| Myprotein | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |
| EHP Labs | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 |

## Every AI answer about protein powder brands

- Asked ChatGPT "Which protein powder brand should I buy in Australia?": 1. Bulk Nutrients, 2. Optimum Nutrition, 3. True Protein
- Asked ChatGPT "What are the best protein powder brands in Australia?": 1. Bulk Nutrients, 2. True Protein, 3. Optimum Nutrition, 4. Muscle Nation, 5. Macro Mike
- Asked ChatGPT "What's the best value protein powder in Australia?": 1. Bulk Nutrients
- Searched Google, AI Overview "best protein powder": 1. Optimum Nutrition, 2. Bulk Nutrients, 3. True Protein

Not named in any answer: Myprotein and EHP Labs.

Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026.

## Compare search popularity between leading brands

- [Muscle Nation vs Bulk Nutrients: compare search popularity](/demand/au/compare/bulk-nutrients-vs-muscle-nation): 40.3% against 27.1% Share of Search.
- [Muscle Nation vs True Protein: compare search popularity](/demand/au/compare/muscle-nation-vs-true-protein): 40.3% against 12.1% Share of Search.
- [Muscle Nation vs Macro Mike: compare search popularity](/demand/au/compare/macro-mike-vs-muscle-nation): 40.3% against 9.9% Share of Search.
- [Muscle Nation vs Myprotein: compare search popularity](/demand/au/compare/muscle-nation-vs-myprotein): 40.3% against 4.4% Share of Search.
- [Bulk Nutrients vs True Protein: compare search popularity](/demand/au/compare/bulk-nutrients-vs-true-protein): 27.1% against 12.1% Share of Search.
- [Bulk Nutrients vs Macro Mike: compare search popularity](/demand/au/compare/bulk-nutrients-vs-macro-mike): 27.1% against 9.9% Share of Search.
- [Bulk Nutrients vs Myprotein: compare search popularity](/demand/au/compare/bulk-nutrients-vs-myprotein): 27.1% against 4.4% Share of Search.
- [True Protein vs Macro Mike: compare search popularity](/demand/au/compare/macro-mike-vs-true-protein): 12.1% against 9.9% Share of Search.
- [True Protein vs Myprotein: compare search popularity](/demand/au/compare/myprotein-vs-true-protein): 12.1% against 4.4% Share of Search.
- [Macro Mike vs Myprotein: compare search popularity](/demand/au/compare/macro-mike-vs-myprotein): 9.9% against 4.4% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Muscle Nation | 40.3% | 110K | -18.5% | Muscle Nation |
| 2 | Bulk Nutrients | 27.1% | 74K | -18.2% | Bulk Nutrients |
| 3 | True Protein | 12.1% | 33.1K | -18.3% | True Protein |
| 4 | Macro Mike | 9.9% | 27.1K | 0.0% | Macro Mike |
| 5 | Myprotein | 4.4% | 12.1K | -18.2% | Myprotein |
| 6 | Optimum Nutrition | 3.6% | 9.9K | 0.0% | Optimum Nutrition |
| 7 | EHP Labs | 2.4% | 6.6K | 0.0% | EHP Labs |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Muscle Nation | 90.5K | 34.2% | 1 |
| Oct 2025 | Bulk Nutrients | 74K | 27.9% | 2 |
| Oct 2025 | True Protein | 33.1K | 12.5% | 3 |
| Oct 2025 | Macro Mike | 27.1K | 10.2% | 4 |
| Oct 2025 | Myprotein | 18.1K | 6.8% | 5 |
| Oct 2025 | EHP Labs | 12.1K | 4.6% | 6 |
| Oct 2025 | Optimum Nutrition | 9.9K | 3.7% | 7 |
| Nov 2025 | Muscle Nation | 301K | 55.3% | 1 |
| Nov 2025 | Bulk Nutrients | 90.5K | 16.6% | 2 |
| Nov 2025 | True Protein | 49.5K | 9.1% | 3 |
| Nov 2025 | EHP Labs | 33.1K | 6.1% | 4 |
| Nov 2025 | Macro Mike | 33.1K | 6.1% | 5 |
| Nov 2025 | Myprotein | 27.1K | 5% | 6 |
| Nov 2025 | Optimum Nutrition | 9.9K | 1.8% | 7 |
| Dec 2025 | Muscle Nation | 110K | 46.2% | 1 |
| Dec 2025 | Bulk Nutrients | 60.5K | 25.4% | 2 |
| Dec 2025 | Macro Mike | 18.1K | 7.6% | 3 |
| Dec 2025 | True Protein | 18.1K | 7.6% | 4 |
| Dec 2025 | Myprotein | 14.8K | 6.2% | 5 |
| Dec 2025 | EHP Labs | 9.9K | 4.2% | 6 |
| Dec 2025 | Optimum Nutrition | 6.6K | 2.8% | 7 |
| Jan 2026 | Bulk Nutrients | 90.5K | 32.2% | 1 |
| Jan 2026 | Muscle Nation | 90.5K | 32.2% | 2 |
| Jan 2026 | True Protein | 33.1K | 11.8% | 3 |
| Jan 2026 | Macro Mike | 27.1K | 9.6% | 4 |
| Jan 2026 | Myprotein | 18.1K | 6.4% | 5 |
| Jan 2026 | EHP Labs | 12.1K | 4.3% | 6 |
| Jan 2026 | Optimum Nutrition | 9.9K | 3.5% | 7 |
| Feb 2026 | Muscle Nation | 90.5K | 35.1% | 1 |
| Feb 2026 | Bulk Nutrients | 74K | 28.7% | 2 |
| Feb 2026 | True Protein | 33.1K | 12.8% | 3 |
| Feb 2026 | Macro Mike | 22.2K | 8.6% | 4 |
| Feb 2026 | Myprotein | 18.1K | 7% | 5 |
| Feb 2026 | EHP Labs | 9.9K | 3.8% | 6 |
| Feb 2026 | Optimum Nutrition | 9.9K | 3.8% | 7 |
| Mar 2026 | Muscle Nation | 135K | 41.4% | 1 |
| Mar 2026 | Bulk Nutrients | 90.5K | 27.8% | 2 |
| Mar 2026 | True Protein | 33.1K | 10.2% | 3 |
| Mar 2026 | Macro Mike | 27.1K | 8.3% | 4 |
| Mar 2026 | Myprotein | 18.1K | 5.6% | 5 |
| Mar 2026 | Optimum Nutrition | 12.1K | 3.7% | 6 |
| Mar 2026 | EHP Labs | 9.9K | 3% | 7 |
| Apr 2026 | Muscle Nation | 110K | 40.4% | 1 |
| Apr 2026 | Bulk Nutrients | 74K | 27.2% | 2 |
| Apr 2026 | True Protein | 33.1K | 12.2% | 3 |
| Apr 2026 | Macro Mike | 22.2K | 8.2% | 4 |
| Apr 2026 | Myprotein | 14.8K | 5.4% | 5 |
| Apr 2026 | Optimum Nutrition | 9.9K | 3.6% | 6 |
| Apr 2026 | EHP Labs | 8.1K | 3% | 7 |
| May 2026 | Muscle Nation | 90.5K | 35% | 1 |
| May 2026 | Bulk Nutrients | 74K | 28.6% | 2 |
| May 2026 | True Protein | 40.5K | 15.7% | 3 |
| May 2026 | Macro Mike | 22.2K | 8.6% | 4 |
| May 2026 | Myprotein | 14.8K | 5.7% | 5 |
| May 2026 | Optimum Nutrition | 9.9K | 3.8% | 6 |
| May 2026 | EHP Labs | 6.6K | 2.6% | 7 |
| Jun 2026 | Muscle Nation | 165K | 47.5% | 1 |
| Jun 2026 | Bulk Nutrients | 74K | 21.3% | 2 |
| Jun 2026 | Macro Mike | 40.5K | 11.7% | 3 |
| Jun 2026 | True Protein | 33.1K | 9.5% | 4 |
| Jun 2026 | Myprotein | 14.8K | 4.3% | 5 |
| Jun 2026 | EHP Labs | 9.9K | 2.9% | 6 |
| Jun 2026 | Optimum Nutrition | 9.9K | 2.9% | 7 |
| Jul 2026 | Muscle Nation | 90.5K | 35.1% | 1 |
| Jul 2026 | Bulk Nutrients | 74K | 28.7% | 2 |
| Jul 2026 | True Protein | 33.1K | 12.8% | 3 |
| Jul 2026 | Macro Mike | 27.1K | 10.5% | 4 |
| Jul 2026 | Myprotein | 14.8K | 5.7% | 5 |
| Jul 2026 | Optimum Nutrition | 12.1K | 4.7% | 6 |
| Jul 2026 | EHP Labs | 6.6K | 2.6% | 7 |
| Aug 2026 | Muscle Nation | 135K | 41.6% | 1 |
| Aug 2026 | Bulk Nutrients | 90.5K | 27.9% | 2 |
| Aug 2026 | True Protein | 40.5K | 12.5% | 3 |
| Aug 2026 | Macro Mike | 27.1K | 8.4% | 4 |
| Aug 2026 | Myprotein | 14.8K | 4.6% | 5 |
| Aug 2026 | Optimum Nutrition | 9.9K | 3.1% | 6 |
| Aug 2026 | EHP Labs | 6.6K | 2% | 7 |
| Sep 2026 | Muscle Nation | 110K | 40.3% | 1 |
| Sep 2026 | Bulk Nutrients | 74K | 27.1% | 2 |
| Sep 2026 | True Protein | 33.1K | 12.1% | 3 |
| Sep 2026 | Macro Mike | 27.1K | 9.9% | 4 |
| Sep 2026 | Myprotein | 12.1K | 4.4% | 5 |
| Sep 2026 | Optimum Nutrition | 9.9K | 3.6% | 6 |
| Sep 2026 | EHP Labs | 6.6K | 2.4% | 7 |

## What is being compared

- **Bulk Nutrients**: Measured on the search term “bulk nutrients”.
- **EHP Labs**: Measured on the search term “ehp labs”.
- **Macro Mike**: Measured on the search term “macro mike”.
- **Muscle Nation**: Measured on the search term “muscle nation”.
- **Myprotein**: Measured on the search term “myprotein”.
- **Optimum Nutrition**: Measured on the search term “optimum nutrition”.
- **True Protein**: Measured on the search term “true protein”.

- [Bulk Nutrients](/demand/au/brands/bulk-nutrients)
- [EHP Labs](/demand/au/brands/ehp-labs)
- [Macro Mike](/demand/au/brands/macro-mike)
- [Muscle Nation](/demand/au/brands/muscle-nation)
- [Myprotein](/demand/au/brands/myprotein)
- [Optimum Nutrition](/demand/au/brands/optimum-nutrition)
- [True Protein](/demand/au/brands/true-protein)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Protein powder brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-protein-powder-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-protein-powder-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.