Brandwave

HUM Nutrition vs Nordic Naturals:Which is more popular?

In September 2026, Nordic Naturals had more branded searches than HUM Nutrition among vitamin and supplement brands in the United States. Nordic Naturals had about 49,500 branded searches, while HUM Nutrition had 12,100. Nordic Naturals made up 6.8% of all vitamin and supplement brand searches we track, and HUM Nutrition accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about vitamin and supplement brands, Nordic Naturals appeared in one of the five answers and HUM Nutrition in none.

Among vitamin and supplement brands in the United States in September 2026

Who do people search for more?

Nordic Naturals, about 4 searches for every 1 for HUM Nutrition

Nordic Naturals 49.5K searchesHUM Nutrition 12.1K searches

Who does AI mention more?

Nordic Naturals, mentioned in 1 of 5 answers, HUM Nutrition in 0

Nordic Naturals in 1 of 5HUM Nutrition in 0 of 5

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Top vitamin and supplement brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nordic Naturals was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. HUM Nutrition did not appear in any of the five answers.

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. +3 more
  11. HUM Nutrition–
  12. +2 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
  • HUM Nutrition0 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.

      Is HUM Nutrition or Nordic Naturals more popular in search?

      This chart shows how often people search Google for HUM Nutrition and Nordic Naturals 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.

      HUM Nutrition and Nordic Naturals among vitamin and supplement brands in the United States, by month

      Share of searches by month for Nordic Naturals, HUM Nutrition. 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%

      How has the HUM Nutrition and Nordic Naturals comparison changed over the last 12 months?

      3 findings

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

      2 changes

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

      2. Estimated monthly branded searches for HUM Nutrition in the United States fell 33.1% over 12 measured months, from 18.1K to 12.1K in September 2026.

      How are branded searches counted?

      2 search terms

      Brandwave collects information about searches that people make online using HUM Nutrition’s and Nordic Naturals’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

      HUM Nutrition

      1 branded search term

      • hum nutrition

      Nordic Naturals

      1 branded search term

      • nordic naturals

      How the Brand Demand Index is measured

      Other head-to-heads among vitamin and supplement brands

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