How popular isL'il Critters?
In September 2026, people searched for L'il Critters by name about 18,100 times in the United States, an 18.5% decrease from the previous year. These searches made up 8.9% of all United States kids' vitamin brand searches, placing L'il Critters fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about kids' vitamin brands, L'il Critters appeared in one of the five answers and was the fourth most recommended of the eight.
L'il Critters is the fifth most searched of 8 competitors and the fourth most recommended in AI answers.
MaryRuth'sShare of searches 29.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
FlintstonesShare of searches 24.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
HiyaShare of searches 20%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
Zarbee'sShare of searches 13.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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, L'il Critters was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. L'il Critters is the fourth most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
SmartyPants1st- Hiya2nd
Renzo's3rd- L'il Critters4th
- Flintstones5th
- MaryRuth's6th
- Zarbee's–
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
Asked ChatGPT
“Which kids' vitamin brand should I buy in the US?”
Asked ChatGPT
“What are the best kids' vitamin brands in the US?”
Asked ChatGPT
“What's the best kids' multivitamin in the US for picky eaters?”
Searched Google, AI Overview
“childrens multivitamin”
- 1Hiya
- 1
Searched Google, AI Overview
“best kids vitamins”
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 L'il Critters?
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
| Month | MaryRuth's | Flintstones | Hiya | Zarbee's | L'il Critters | Llama Naturals | Renzo's | SmartyPants |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 36.5% | 20% | 16.3% | 13.3% | 10.9% | 1.2% | 1.2% | 0.64% |
| Nov 2025 | 40% | 17.9% | 14.6% | 14.6% | 9.8% | 1.3% | 1.1% | 0.58% |
| Dec 2025 | 41.5% | 15.2% | 15.2% | 15.2% | 10.2% | 1.1% | 1.1% | 0.6% |
| Jan 2026 | 41.4% | 18.6% | 15.2% | 12.5% | 8.4% | 1.7% | 1.4% | 0.9% |
| Feb 2026 | 46.6% | 17.2% | 14% | 11.5% | 7.7% | 1.2% | 1.2% | 0.55% |
| Mar 2026 | 42% | 18.8% | 15.4% | 10.3% | 10.3% | 1.3% | 1.3% | 0.6% |
| Apr 2026 | 37.4% | 20.4% | 16.7% | 11.2% | 11.2% | 1.2% | 1.2% | 0.66% |
| May 2026 | 39.4% | 21.5% | 14.4% | 9.6% | 11.8% | 1.3% | 1.3% | 0.69% |
| Jun 2026 | 38% | 20.8% | 17% | 9.3% | 11.4% | 1.5% | 1.2% | 0.82% |
| Jul 2026 | 34.7% | 23.2% | 19% | 6.9% | 12.7% | 1.4% | 1.1% | 0.92% |
| Aug 2026 | 30.5% | 25% | 20.4% | 9.1% | 11.2% | 1.5% | 1.5% | 0.81% |
| Sep 2026 | 29.8% | 24.4% | 20% | 13.4% | 8.9% | 1.4% | 1.4% | 0.64% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 29.8% | 60.5K | 0% | -0.7 points | |
| 2, held 2nd | 24.4% | 49.5K | 0% | -0.6 points | |
| 3, held 3rd | 20% | 40.5K | 0% | -0.5 points | |
| 4, moved from 5th to 4th | 13.4% | 27.1K | +49.7% | +4.2 pointsmoved from 5th to 4th | |
| 5, moved from 4th to 5th | 8.9% | 18.1K | -18.5% | -2.3 pointsmoved from 4th to 5th | |
| 6, held 6th | 1.4% | 2.9K | 0% | 0 points | |
| 7, held 7th | 1.4% | 2.9K | 0% | 0 points | |
| 8, held 8th | 0.64% | 1.3K | -18.8% | -0.2 points |
29.8%
Held 1st. 60.5K estimated branded searches, 0% vs prior month. Share -0.7 points.
24.4%
Held 2nd. 49.5K estimated branded searches, 0% vs prior month. Share -0.6 points.
3.
Hiya20%
Held 3rd. 40.5K estimated branded searches, 0% vs prior month. Share -0.5 points.
4.
Zarbee's13.4%
Moved from 5th to 4th. 27.1K estimated branded searches, +49.7% vs prior month. Share +4.2 points.
8.9%
Moved from 4th to 5th. 18.1K estimated branded searches, -18.5% vs prior month. Share -2.3 points.
1.4%
Held 6th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.
7.
Renzo's1.4%
Held 7th. 2.9K estimated branded searches, 0% vs prior month. Share 0 points.
0.64%
Held 8th. 1.3K estimated branded searches, -18.8% vs prior month. Share -0.2 points.
Compare popularity between L'il Critters and its closest rivals
Every comparison with L'il Critters
7 comparisons
How has branded search demand for L'il Critters changed in the United States over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for L'il Critters in the United States fell from 22.2K to 18.1K.
- Across the 12 months ending September 2026, L'il Critters’ share of searches among kids' vitamin brands in the United States decreased from 10.9% to 8.9%.
- Across the 12 months ending September 2026, L'il Critters’ share of searches among kids' vitamin brands in the United States peaked at 12.7% in July 2026 and was lowest at 7.7% in February 2026.
How did search popularity change for United States kids' vitamin brands in September 2026?
6 changes
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.
In September 2026, L'il Critters lost share of searches among kids' vitamin brands in the United States, from 11.2% to 8.9%.
In September 2026, MaryRuth's lost share of searches among kids' vitamin brands in the United States, from 30.5% to 29.8%.
In September 2026, Flintstones lost share of searches among kids' vitamin brands in the United States, from 25% to 24.4%.
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.
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 L'il Critters’ branded searches counted?
1 search term
Brandwave collects information about searches that people make online using L'il Critters’ 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.
- lil critters
Who owns L'il Critters?
L'il Critters is owned by Church & Dwight. Brandwave does not track any other brands owned by Church & Dwight.
Do you work for L'il Critters? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is L'il Critters your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.