Which vitamin & supplement brands do AI assistants recommend in Australia? Q4 2026
In Australia, AI assistants most often recommend Blackmores, Swisse and Nature’s Own for vitamins. Blackmores is named by 5 of 5 assistants.
What the data says
Blackmores is the vitamin & supplement brand AI assistants recommend most in Australia, taking 27.5% of all recommendation points across 5 assistants. Swisse follows with 23.3% and Nature’s Own is third with 5.4%.
Blackmores's lead over Swisse is 4.2 points, a clear advantage in how AI shortlists the category.
ChatGPT, DeepSeek, Gemini and Grok put Blackmores first, while Claude favours Swisse.
The top five brands hold 62% of recommendations out of 52 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Blackmores | Blackmores | 27.5% | 248 | 270 | 302 | 225 | 330 |
| 2 | Swisse | H&H Group | 23.3% | 202 | 277 | 243 | 212 | 232 |
| 3 | Nature’s Own | Sanofi | 5.4% | 56 | – | – | 60 | 152 |
| 4 | Centrum | Haleon | 3.4% | 47 | – | 20 | 12 | 91 |
| 5 | NutraLife | Vitaco Health | 2.9% | – | 145 | – | – | – |
| 6 | Ensure | Abbott | 2.8% | 35 | 35 | 35 | – | 35 |
| 7 | Nature's Way | Schwabe Group | 2.7% | – | – | 108 | 28 | – |
| 8 | Healthy Care | Nature’s Care | 2.6% | – | – | 120 | 8 | – |
| 9 | JSHealth | JSHealth Vitamins | 2.5% | 82 | – | – | 43 | – |
| 10 | Ostelin | Sanofi | 2.4% | – | – | 32 | 55 | 32 |
| 11 | Cenovis | Sanofi | 2.2% | 48 | – | – | 60 | – |
| 12 | Herbalife | Herbalife | 1.8% | 37 | – | 55 | – | – |
| 13 | Naturopathica | Naturopathica | 1.7% | – | 84 | – | – | – |
| 14 | Sustagen | Mead Johnson | 1.4% | 25 | 20 | 25 | – | – |
| 15 | Nature’s Way | Schwabe Group | 1.3% | 64 | – | – | – | – |
| 16 | Ethical Nutrients | Integria Healthcare | 1.2% | – | 52 | – | – | 8 |
| 17 | Muscle Nation | Muscle Nation | 0.9% | – | – | – | 47 | – |
| 18 | BioCeuticals | Blackmores | 0.9% | – | – | 32 | 12 | – |
| 19 | Optifast | Nestlé | 0.9% | 43 | – | – | – | – |
| 20 | Optimum Nutrition | Glanbia | 0.8% | – | – | – | 20 | 20 |
Questions about AI vitamin & supplement recommendations
- Which vitamin & supplement brand does ChatGPT recommend most in Australia?
- ChatGPT recommends Blackmores most often for vitamin & supplement in Australia. Across all assistants, Blackmores leads with 27.5% of recommendations.
- Which vitamin & supplement brand is improving fastest in Australia?
- Ensure has the strongest momentum among challengers: AI names it first in 4 of 4 answers where it appears, while holding 2.8% share. This is the first Q4 2026 reading; change over time will be shown from the next update.
- How is the ranking calculated?
- We ask each AI assistant the questions shoppers ask in each category and market, record the top five brands it names, and give 35, 25, 20, 12 and 8 points for positions one to five. Share is a brand's points divided by all points awarded.
Vitamins: AI rankings by country
Covers: Bone & Joint Supplements, Brain & Eye Supplements, Detox Supplements, Fat Burning Supplements, Hair Supplements, Heart Supplements, Mineral Supplements, Multivitamins, Nutritional Supplements, Skin Supplements.
Method: each AI assistant is asked the shopper questions for every segment in the category and market; the top five brands named score 35, 25, 20, 12 and 8 points. Share is a brand's points divided by all points awarded. Rankings reflect AI answers, not sales.
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