Brandwave

New Chapter vs Nordic Naturals:Which is more popular?

In September 2026, Nordic Naturals had more branded searches than New Chapter among vitamin and supplement brands in the United States. Nordic Naturals had about 49,500 branded searches, while New Chapter had 9,900. Nordic Naturals made up 6.8% of all vitamin and supplement brand searches we track, and New Chapter accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about vitamin and supplement brands, Nordic Naturals appeared in one of the five answers and New Chapter in none.

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

Who do people search for more?

Nordic Naturals, about 5 searches for every 1 for New Chapter

Nordic Naturals 49.5K searchesNew Chapter 9.9K searches

Who does AI mention more?

Nordic Naturals, mentioned in 1 of 5 answers, New Chapter in 0

Nordic Naturals in 1 of 5New Chapter 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. New Chapter 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. +4 more
  11. New Chapter–
  12. +1 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
  • New Chapter0 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 New Chapter or Nordic Naturals more popular in search?

      This chart shows how often people search Google for New Chapter 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.

      New Chapter and Nordic Naturals among vitamin and supplement brands in the United States, by month

      Share of searches by month for Nordic Naturals, New Chapter. 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 New Chapter 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. In September 2026, New Chapter rose from 15th to 14th among vitamin and supplement brands in the United States.

      How are branded searches counted?

      2 search terms

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

      New Chapter

      1 branded search term

      • new chapter vitamins

      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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