Brandwave

How popular isThorne?

In September 2026, people searched for Thorne by name about 110,000 times in the United States, a 21.5% increase from the previous year. These searches made up 15.1% of all United States vitamin and supplement brand searches, placing Thorne second out of 15 brands. When we asked both ChatGPT and Google AI Overviews about vitamin and supplement brands, Thorne appeared in two of the five answers and was the second most recommended of the 15.

Search and AI answers in September 2026

Thorne is the second most searched of 15 competitors and the second most recommended in AI answers.

  1. AG1Share of searches 18.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. ThorneShare of searches 15.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
  3. Pure EncapsulationsShare of searches 12.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. SeedShare of searches 12.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. MaryRuth'sShare of searches 8.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+10 more

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Top vitamin and supplement brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Thorne was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Thorne is the second most recommended of the 15.

Most recommended by AI

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

  1. Nature Made1st
  2. Thorne2nd
  3. Nordic Naturals3rd
  4. AG1–
  5. Pure Encapsulations–
  6. Seed–
  7. MaryRuth's–
  8. Ritual–
  9. Vital Proteins–
  10. Centrum–
  11. +5 more

Mentioned by AI

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

  • Nature Made3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thorne2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nordic Naturals1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • AG10 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pure Encapsulations0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Seed0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MaryRuth's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ritual0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Vital Proteins0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Centrum0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about vitamin and supplement brands

5 answers

  • Asked ChatGPT

    “Which vitamin brand should I buy?”

    1. 1Nature Made
    2. 2Thorne

  • Asked ChatGPT

    “What are the most trusted supplement brands?”

    1. 1Thorne
    2. 2Nature Made
    3. 3Nordic Naturals

  • Asked ChatGPT

    “What is the best multivitamin?”

    1. 1Nature Made

  • Searched Google, AI Overview

    “vitamins”

    1. Searched Google, AI Overview

      “supplements”

      Not named in any answer:

      Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.

      Which vitamin and supplement brands compete with Thorne?

      Thorne against vitamin and supplement brands in the United States, by month

      Share of searches by month for AG1, Thorne, Pure Encapsulations, Seed, MaryRuth's, Nordic Naturals, Ritual, Vital Proteins, Nature Made, Centrum, Garden of Life, Olly. The figures are in the table below the chart.

      View monthly share of searches table
      MonthAG1ThornePure EncapsulationsSeedMaryRuth'sNordic NaturalsRitualVital ProteinsNature MadeCentrumGarden of LifeOllyHUM NutritionNew ChapterOne A Day
      Oct 202522.1%12.1%12.1%9.9%9.9%5.4%6.6%4.4%3%3%3.6%3%2.4%1.1%1.3%
      Nov 202521.1%11.6%14.1%9.5%11.6%5.2%6.3%4.2%2.8%2.8%3.5%2.8%2.3%1%1.3%
      Dec 202524.8%11.2%13.6%9.1%11.2%6.1%5%3.3%2.7%2.7%3.3%2.7%1.8%1%1.2%
      Jan 202627.5%12.3%12.3%8.3%10%5.5%5.5%3.7%3%2%3%3%1.7%0.9%1.1%
      Feb 202623.3%12.7%12.7%8.6%12.7%5.7%5.7%3.8%2.6%2.1%3.1%3.1%1.7%0.94%1.1%
      Mar 202625.9%14.2%11.6%9.5%9.5%5.2%5.2%4.3%2.8%2.3%2.8%2.8%1.9%0.85%1%
      Apr 202622.8%15.3%12.5%10.3%8.4%5.6%5.6%4.6%3.1%2.5%3.1%2.5%1.7%0.92%1.1%
      May 202623.4%15.7%12.8%10.5%8.6%5.8%5.8%3.8%2.6%2.1%2.6%2.6%1.7%0.94%1.2%
      Jun 202621.4%14.3%14.3%11.7%7.8%6.4%5.2%4.3%2.9%2.3%2.9%2.3%1.6%1.3%1.3%
      Jul 202621.4%14.3%14.3%11.7%7.8%6.4%5.2%4.3%2.9%2.3%2.9%2.3%1.6%1.3%1.3%
      Aug 202620.7%17%13.8%9.3%7.6%6.2%5.1%4.2%3.4%2.8%2.8%2.8%1.5%1.2%1.5%
      Sep 202618.6%15.1%12.4%12.4%8.3%6.8%5.6%4.6%3.7%3.1%2.5%2.5%1.7%1.4%1.4%

      1. 1.AG1

        18.6%

        Held 1st. 135K estimated branded searches, -18.2% vs prior month. Share -2.2 points.

      2. 2.Thorne

        15.1%

        Held 2nd. 110K estimated branded searches, -18.5% vs prior month. Share -1.8 points.

      3. 3.Pure Encapsulations

        12.4%

        Held 3rd. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.4 points.

      4. 4.Seed

        12.4%

        Held 4th. 90.5K estimated branded searches, +22.3% vs prior month. Share +3.1 points.

      5. 5.MaryRuth's

        8.3%

        Held 5th. 60.5K estimated branded searches, 0% vs prior month. Share +0.7 points.

      6. 6.Nordic Naturals

        6.8%

        Held 6th. 49.5K estimated branded searches, 0% vs prior month. Share +0.6 points.

      7. 7.Ritual

        5.6%

        Held 7th. 40.5K estimated branded searches, 0% vs prior month. Share +0.5 points.

      8. 8.Vital Proteins

        4.6%

        Held 8th. 33.1K estimated branded searches, 0% vs prior month. Share +0.4 points.

      9. 9.Nature Made

        3.7%

        Held 9th. 27.1K estimated branded searches, 0% vs prior month. Share +0.3 points.

      10. 10.Centrum

        3.1%

        Held 10th. 22.2K estimated branded searches, 0% vs prior month. Share +0.3 points.

      11. 11.Garden of Life

        2.5%

        Held 11th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.3 points.

      12. 12.Olly

        2.5%

        Held 12th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.3 points.

      13. 13.HUM Nutrition

        1.7%

        Held 13th. 12.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

      14. 14.New Chapter

        1.4%

        Moved from 15th to 14th. 9.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

      15. 15.One A Day

        1.4%

        Moved from 14th to 15th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

      Compare popularity between Thorne and its closest rivals

      Every comparison with Thorne

      14 comparisons

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

      4 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for Thorne in the United States rose from 90.5K to 110K.
      • Across the 12 months ending September 2026, Thorne’s share of searches among vitamin and supplement brands in the United States increased from 12.1% to 15.1%.
      • Across the 12 months ending September 2026, Thorne’s share of searches among vitamin and supplement brands in the United States peaked at 17% in August 2026 and was lowest at 11.2% in December 2025.
      • Across the 12 months ending September 2026, Thorne rose from 3rd to 2nd among vitamin and supplement brands in the United States.

      How did search popularity change for United States vitamin and supplement brands in September 2026?

      6 changes

      1. In September 2026, Seed gained share of searches among vitamin and supplement brands in the United States, from 9.3% to 12.4%.

      2. In September 2026, MaryRuth's gained share of searches among vitamin and supplement brands in the United States, from 7.6% to 8.3%.

      3. In September 2026, Nordic Naturals gained share of searches among vitamin and supplement brands in the United States, from 6.2% to 6.8%.

      4. In September 2026, AG1 lost share of searches among vitamin and supplement brands in the United States, from 20.7% to 18.6%.

      5. In September 2026, Thorne lost share of searches among vitamin and supplement brands in the United States, from 17% to 15.1%.

      6. In September 2026, Pure Encapsulations lost share of searches among vitamin and supplement brands in the United States, from 13.8% to 12.4%.

      How are Thorne’s branded searches counted?

      1 search term

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

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      How the Brand Demand Index is measured

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