Vitamin and supplement brands in the United States:Which are most popular?

Name: Vitamin and supplement brands in the United States: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, AG1 was the most searched vitamin and supplement brand in the United States, accounting for 18.6% of all searches among the 15 brands we track. When we checked with ChatGPT and Google AI Overviews, Nature Made was mentioned most often, in three of the five answers. Nature Made was recommended most often, coming first in one out of two responses that gave a list.

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Top vitamin and supplement brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Nature Made was mentioned most often, in three of the five answers. Nature Made was recommended most often, coming first in one out of two answers that gave a list. Thorne was second, and Nordic Naturals was third. AG1, which ranked first 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
Nature Made	Named in 3 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	3 of 5
Thorne	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Nordic Naturals	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
AG1	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Pure Encapsulations	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Seed	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
MaryRuth's	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Ritual	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Vital Proteins	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Centrum	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Garden of Life	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Olly	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
HUM Nutrition	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
New Chapter	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
One A Day	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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
Garden of Life0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Olly0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
HUM Nutrition0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
New Chapter0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
One A Day0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

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?”
Asked ChatGPT
“What is the best multivitamin?”
1. 1Nature Made
Searched Google, AI Overview
“vitamins”
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 do people search for most?

This chart shows how often people search Google for each vitamin and supplement brand by name. Each line represents a brand's share of searches for all 15 vitamin and supplement brands we track, month by month, from searches in United States.

Share of searches among vitamin and supplement brands in the United States, by month

Month	AG1	Thorne	Pure Encapsulations	Seed	MaryRuth's	Nordic Naturals	Ritual	Vital Proteins	Nature Made	Centrum	Garden of Life	Olly	HUM Nutrition	New Chapter	One A Day
Oct 2025	22.1%	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 2025	21.1%	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 2025	24.8%	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 2026	27.5%	12.3%	12.3%	8.3%	10%	5.5%	5.5%	3.7%	3%	2%	3%	3%	1.7%	0.9%	1.1%
Feb 2026	23.3%	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 2026	25.9%	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 2026	22.8%	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 2026	23.4%	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 2026	21.4%	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 2026	21.4%	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 2026	20.7%	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 2026	18.6%	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%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	AG1	18.6%	135K	-18.2%	-2.2 points
2, held 2nd	Thorne	15.1%	110K	-18.5%	-1.8 points
3, held 3rd	Pure Encapsulations	12.4%	90.5K	-17.7%	-1.4 points
4, held 4th	Seed	12.4%	90.5K	+22.3%	+3.1 points
5, held 5th	MaryRuth's	8.3%	60.5K	0%	+0.7 points
6, held 6th	Nordic Naturals	6.8%	49.5K	0%	+0.6 points
7, held 7th	Ritual	5.6%	40.5K	0%	+0.5 points
8, held 8th	Vital Proteins	4.6%	33.1K	0%	+0.4 points
9, held 9th	Nature Made	3.7%	27.1K	0%	+0.3 points
10, held 10th	Centrum	3.1%	22.2K	0%	+0.3 points
11, held 11th	Garden of Life	2.5%	18.1K	-18.5%	-0.3 points
12, held 12th	Olly	2.5%	18.1K	-18.5%	-0.3 points
13, held 13th	HUM Nutrition	1.7%	12.1K	0%	+0.1 points
14, moved from 15th to 14th	New Chapter	1.4%	9.9K	0%	+0.1 pointsmoved from 15th to 14th
15, moved from 14th to 15th	One A Day	1.4%	9.9K	-18.2%	-0.2 pointsmoved from 14th to 15th

1.AG1
18.6%
Held 1st. 135K estimated branded searches, -18.2% vs prior month. Share -2.2 points.
2.Thorne
15.1%
Held 2nd. 110K estimated branded searches, -18.5% vs prior month. Share -1.8 points.
3.Pure Encapsulations
12.4%
Held 3rd. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.4 points.
4.Seed
12.4%
Held 4th. 90.5K estimated branded searches, +22.3% vs prior month. Share +3.1 points.
5.MaryRuth's
8.3%
Held 5th. 60.5K estimated branded searches, 0% vs prior month. Share +0.7 points.
6.Nordic Naturals
6.8%
Held 6th. 49.5K estimated branded searches, 0% vs prior month. Share +0.6 points.
7.Ritual
5.6%
Held 7th. 40.5K estimated branded searches, 0% vs prior month. Share +0.5 points.
8.Vital Proteins
4.6%
Held 8th. 33.1K estimated branded searches, 0% vs prior month. Share +0.4 points.
9.Nature Made
3.7%
Held 9th. 27.1K estimated branded searches, 0% vs prior month. Share +0.3 points.
10.Centrum
3.1%
Held 10th. 22.2K estimated branded searches, 0% vs prior month. Share +0.3 points.
11.Garden of Life
2.5%
Held 11th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.3 points.
12.Olly
2.5%
Held 12th. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.3 points.
13.HUM Nutrition
1.7%
Held 13th. 12.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
14.New Chapter
1.4%
Moved from 15th to 14th. 9.9K estimated branded searches, 0% vs prior month. Share +0.1 points.
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.

Which brand is most popular in search among vitamin and supplement brands in the United States?

15 brands

In September 2026, AG1 was the most searched among vitamin and supplement brands in the United States, with an estimated 135K branded searches, 18.6% of all searches for the 15 we track. Thorne is in 2nd place, 3.4 percentage points behind at 15.1%.

United States vitamin and supplement brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
AG1	22.1% → 18.6%	27.5%Jan 2026	18.6%Sep 2026	1st
Thorne	12.1% → 15.1%	17%Aug 2026	11.2%Dec 2025	3rd → 2nd
Pure Encapsulations	12.1% → 12.4%	14.3%Jun 2026	11.6%Mar 2026	2nd → 3rd
Seed	9.9% → 12.4%	12.4%Sep 2026	8.3%Jan 2026	5th → 4th
MaryRuth's	9.9% → 8.3%	12.7%Feb 2026	7.6%Aug 2026	4th → 5th
Nordic Naturals	5.4% → 6.8%	6.8%Sep 2026	5.2%Nov 2025	7th → 6th
Ritual	6.6% → 5.6%	6.6%Oct 2025	5%Dec 2025	6th → 7th
Vital Proteins	4.4% → 4.6%	4.6%Apr 2026	3.3%Dec 2025	8th
Nature Made	3% → 3.7%	3.7%Sep 2026	2.6%Feb 2026	11th → 9th
Centrum	3% → 3.1%	3.1%Sep 2026	2%Jan 2026	10th
Garden of Life	3.6% → 2.5%	3.6%Oct 2025	2.5%Sep 2026	9th → 11th
Olly	3% → 2.5%	3.1%Feb 2026	2.3%Jun 2026	12th
HUM Nutrition	2.4% → 1.7%	2.4%Oct 2025	1.5%Aug 2026	13th
New Chapter	1.1% → 1.4%	1.4%Sep 2026	0.85%Mar 2026	15th → 14th
One A Day	1.3% → 1.4%	1.5%Aug 2026	1%Mar 2026	14th → 15th

Each finding as a sentence

Across the 12 months ending September 2026, AG1’s share of searches among vitamin and supplement brands in the United States decreased from 22.1% to 18.6%.
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, Seed’s share of searches among vitamin and supplement brands in the United States increased from 9.9% to 12.4%.
Across the 12 months ending September 2026, MaryRuth's’ share of searches among vitamin and supplement brands in the United States decreased from 9.9% to 8.3%.
Across the 12 months ending September 2026, Nordic Naturals’ share of searches among vitamin and supplement brands in the United States increased from 5.4% to 6.8%.
Across the 12 months ending September 2026, Ritual’s share of searches among vitamin and supplement brands in the United States decreased from 6.6% to 5.6%.
Across the 12 months ending September 2026, Nature Made’s share of searches among vitamin and supplement brands in the United States increased from 3% to 3.7%.
Across the 12 months ending September 2026, Garden of Life’s share of searches among vitamin and supplement brands in the United States decreased from 3.6% to 2.5%.
Across the 12 months ending September 2026, HUM Nutrition’s share of searches among vitamin and supplement brands in the United States decreased from 2.4% to 1.7%.
Across the 12 months ending September 2026, AG1’s share of searches among vitamin and supplement brands in the United States peaked at 27.5% in January 2026 and was lowest at 18.6% in September 2026.
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, Pure Encapsulations’ share of searches among vitamin and supplement brands in the United States peaked at 14.3% in June 2026 and was lowest at 11.6% in March 2026.
Across the 12 months ending September 2026, Seed’s share of searches among vitamin and supplement brands in the United States peaked at 12.4% in September 2026 and was lowest at 8.3% in January 2026.
Across the 12 months ending September 2026, MaryRuth's’ share of searches among vitamin and supplement brands in the United States peaked at 12.7% in February 2026 and was lowest at 7.6% in August 2026.
Across the 12 months ending September 2026, Nordic Naturals’ share of searches among vitamin and supplement brands in the United States peaked at 6.8% in September 2026 and was lowest at 5.2% in November 2025.
Across the 12 months ending September 2026, Ritual’s share of searches among vitamin and supplement brands in the United States peaked at 6.6% in October 2025 and was lowest at 5% in December 2025.
Across the 12 months ending September 2026, Vital Proteins’ share of searches among vitamin and supplement brands in the United States peaked at 4.6% in April 2026 and was lowest at 3.3% in December 2025.
Across the 12 months ending September 2026, Nature Made’s share of searches among vitamin and supplement brands in the United States peaked at 3.7% in September 2026 and was lowest at 2.6% in February 2026.
Across the 12 months ending September 2026, Centrum’s share of searches among vitamin and supplement brands in the United States peaked at 3.1% in September 2026 and was lowest at 2% in January 2026.
Across the 12 months ending September 2026, Thorne rose from 3rd to 2nd among vitamin and supplement brands in the United States.
Across the 12 months ending September 2026, Pure Encapsulations fell from 2nd to 3rd among vitamin and supplement brands in the United States.
Across the 12 months ending September 2026, Seed rose from 5th to 4th among vitamin and supplement brands in the United States.
Across the 12 months ending September 2026, MaryRuth's fell from 4th to 5th among vitamin and supplement brands in the United States.
Across the 12 months ending September 2026, Nordic Naturals rose from 7th to 6th among vitamin and supplement brands in the United States.
Across the 12 months ending September 2026, Ritual fell from 6th to 7th among vitamin and supplement brands in the United States.
Across the 12 months ending September 2026, Nature Made rose from 11th to 9th among vitamin and supplement brands in the United States.
Across the 12 months ending September 2026, Garden of Life fell from 9th to 11th among vitamin and supplement brands in the United States.
Across the 12 months ending September 2026, New Chapter rose from 15th to 14th among vitamin and supplement brands in the United States.
Across the 12 months ending September 2026, One A Day fell from 14th to 15th among vitamin and supplement brands in the United States.
Across the 12 months ending September 2026, Vital Proteins, Centrum and Olly held steady: their share of searches among vitamin and supplement brands in the United States each moved less than 0.5 percentage points.

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

8 changes

In September 2026, Seed gained share of searches among vitamin and supplement brands in the United States, from 9.3% to 12.4%.
In September 2026, MaryRuth's gained share of searches among vitamin and supplement brands in the United States, from 7.6% to 8.3%.
In September 2026, Nordic Naturals gained share of searches among vitamin and supplement brands in the United States, from 6.2% to 6.8%.
In September 2026, AG1 lost share of searches among vitamin and supplement brands in the United States, from 20.7% to 18.6%.
In September 2026, Thorne lost share of searches among vitamin and supplement brands in the United States, from 17% to 15.1%.
In September 2026, Pure Encapsulations lost share of searches among vitamin and supplement brands in the United States, from 13.8% to 12.4%.
In September 2026, New Chapter rose from 15th to 14th among vitamin and supplement brands in the United States.
In September 2026, One A Day fell from 14th to 15th among vitamin and supplement brands in the United States.

How are branded searches counted for vitamin and supplement brands?

15 search terms

Each brand's share of searches among vitamin and supplement 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.