Brandwave

How popular isHiya?

In September 2026, people searched for Hiya by name about 40,500 times in the United States, a 22.4% increase from the previous year. These searches made up 20% of all United States kids' vitamin brand searches, placing Hiya third out of eight brands. When we asked both ChatGPT and Google AI Overviews about kids' vitamin brands, Hiya appeared in four of the five answers and was the second most recommended of the eight.

Search and AI answers in September 2026

Hiya is the third most searched of 8 competitors and the second most recommended in AI answers.

  1. MaryRuth'sShare of searches 29.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  2. FlintstonesShare of searches 24.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  3. HiyaShare of searches 20%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. Zarbee'sShare of searches 13.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. L'il CrittersShare of searches 8.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th

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Top kids' vitamin brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hiya was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Hiya is the second most recommended of the eight.

Most recommended by AI

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

  1. SmartyPants1st
  2. Hiya2nd
  3. Renzo's3rd
  4. L'il Critters4th
  5. Flintstones5th
  6. MaryRuth's6th
  7. Zarbee's–
  8. Llama Naturals–

Mentioned by AI

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

  • Hiya4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Renzo's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • SmartyPants4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MaryRuth's1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Flintstones1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • L'il Critters1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zarbee's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Llama Naturals0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about kids' vitamin brands

5 answers

Not named in any answer:

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

Which kids' vitamin brands compete with Hiya?

Hiya against kids' vitamin brands in the United States, by month

Share of searches by month for MaryRuth's, Flintstones, Hiya, Zarbee's, L'il Critters. The figures are in the table below the chart.

View monthly share of searches table
MonthMaryRuth'sFlintstonesHiyaZarbee'sL'il CrittersLlama NaturalsRenzo'sSmartyPants
Oct 202536.5%20%16.3%13.3%10.9%1.2%1.2%0.64%
Nov 202540%17.9%14.6%14.6%9.8%1.3%1.1%0.58%
Dec 202541.5%15.2%15.2%15.2%10.2%1.1%1.1%0.6%
Jan 202641.4%18.6%15.2%12.5%8.4%1.7%1.4%0.9%
Feb 202646.6%17.2%14%11.5%7.7%1.2%1.2%0.55%
Mar 202642%18.8%15.4%10.3%10.3%1.3%1.3%0.6%
Apr 202637.4%20.4%16.7%11.2%11.2%1.2%1.2%0.66%
May 202639.4%21.5%14.4%9.6%11.8%1.3%1.3%0.69%
Jun 202638%20.8%17%9.3%11.4%1.5%1.2%0.82%
Jul 202634.7%23.2%19%6.9%12.7%1.4%1.1%0.92%
Aug 202630.5%25%20.4%9.1%11.2%1.5%1.5%0.81%
Sep 202629.8%24.4%20%13.4%8.9%1.4%1.4%0.64%

  1. 1.MaryRuth's

    29.8%

    Held 1st. 60.5K estimated branded searches, 0% vs prior month. Share -0.7 points.

  2. 2.Flintstones

    24.4%

    Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share -0.6 points.

  3. 3.Hiya

    20%

    Held 3rd. 40.5K estimated branded searches, 0% vs prior month. Share -0.5 points.

  4. 4.Zarbee's

    13.4%

    Moved from 5th to 4th. 27.1K estimated branded searches, +49.7% vs prior month. Share +4.2 points.

  5. 5.L'il Critters

    8.9%

    Moved from 4th to 5th. 18.1K estimated branded searches, -18.5% vs prior month. Share -2.3 points.

  6. 6.Llama Naturals

    1.4%

    Held 6th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Renzo's

    1.4%

    Held 7th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.

  8. 8.SmartyPants

    0.64%

    Held 8th. 1.3K estimated branded searches, -18.8% vs prior month. Share -0.2 points.

Compare popularity between Hiya and its closest rivals

Every comparison with Hiya

7 comparisons

How has branded search demand for Hiya changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hiya in the United States rose from 33.1K to 40.5K.
  • Across the 12 months ending September 2026, Hiya’s share of searches among kids' vitamin brands in the United States increased from 16.3% to 20%.
  • Across the 12 months ending September 2026, Hiya’s share of searches among kids' vitamin brands in the United States peaked at 20.4% in August 2026 and was lowest at 14% in February 2026.

How did search popularity change for United States kids' vitamin brands in September 2026?

6 changes

  1. In September 2026, Zarbee's overtook L'il Critters to rank 4th among kids' vitamin brands in the United States, with 13.4% of the searches.

  2. In September 2026, L'il Critters lost share of searches among kids' vitamin brands in the United States, from 11.2% to 8.9%.

  3. In September 2026, MaryRuth's lost share of searches among kids' vitamin brands in the United States, from 30.5% to 29.8%.

  4. In September 2026, Flintstones lost share of searches among kids' vitamin brands in the United States, from 25% to 24.4%.

  5. Estimated monthly branded searches for Hiya in the United States rose 22.4% over 12 measured months, from 33.1K to 40.5K in September 2026.

  6. Estimated monthly branded searches for Llama Naturals in the United States rose 20.8% over 12 measured months, from 2.4K to 2.9K in September 2026.

How are Hiya’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Hiya’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.

  • hiya vitamins

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How the Brand Demand Index is measured

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