Brandwave

Pure Encapsulations vs Thorne:Which is more popular?

In September 2026, Thorne had more branded searches than Pure Encapsulations among vitamin and supplement brands in the United States. Thorne had about 110,000 branded searches, while Pure Encapsulations had 90,500. Thorne made up 15.1% of all vitamin and supplement brand searches we track, and Pure Encapsulations accounted for 12.4%. When we asked ChatGPT and Google AI Overviews about vitamin and supplement brands, Thorne appeared in two of the five answers and Pure Encapsulations in none.

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

Who do people search for more?

Thorne, about 22% more searches than Pure Encapsulations

Thorne 110K searchesPure Encapsulations 90.5K searches

Who does AI mention more?

Thorne, mentioned in 2 of 5 answers, Pure Encapsulations in 0

Thorne in 2 of 5Pure Encapsulations in 0 of 5

Who does AI recommend more?

Thorne, the only one of the two named

Thorne first in 2Pure Encapsulations never named

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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. Pure Encapsulations 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. 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.

      Is Pure Encapsulations or Thorne more popular in search?

      This chart shows how often people search Google for Pure Encapsulations and Thorne 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.

      Pure Encapsulations and Thorne among vitamin and supplement brands in the United States, by month

      Share of searches by month for Thorne, Pure Encapsulations. 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 Pure Encapsulations and Thorne 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, Thorne lost share of searches among vitamin and supplement brands in the United States, from 17% to 15.1%.

      2. 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 branded searches counted?

      2 search terms

      Brandwave collects information about searches that people make online using Pure Encapsulations’ and Thorne’s 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.

      Pure Encapsulations

      1 branded search term

      • pure encapsulations

      Thorne

      1 branded search term

      • thorne

      How the Brand Demand Index is measured

      Other head-to-heads among vitamin and supplement brands

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