Which vitamin & supplement brands do AI assistants recommend in Italy? Q4 2026
In Italy, AI assistants most often recommend Swisse, Solgar and Equilibra for vitamins. Swisse is named by 3 of 5 assistants.
What the data says
Swisse (H&H Group) is the vitamin & supplement brand AI assistants recommend most in Italy, taking 14% of all recommendation points across 5 assistants. Solgar follows with 12.3% and Equilibra is third with 9.4%.
The top spot is close: only 1.7 points separate Swisse and Solgar, so a small change in how either brand is described online could flip the order.
ChatGPT, Claude and Gemini put Swisse first, while DeepSeek favours Equilibra and Grok favours Arkopharma.
The top five brands hold 51% of recommendations out of 64 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Swisse | H&H Group | 14% | 260 | 320 | – | 122 | – |
| 2 | Solgar | Nestlé | 12.3% | 164 | 185 | 48 | – | 219 |
| 3 | Equilibra | Unilever | 9.4% | 170 | – | 280 | 20 | – |
| 4 | Supradyn | Bayer | 8.7% | 108 | – | 277 | 37 | 12 |
| 5 | Arkopharma | Arkopharma | 6.6% | – | – | – | – | 330 |
| 6 | Magnesium Trisilicate | Generic | 4.7% | – | – | – | 81 | 156 |
| 7 | Nature's Bounty | Nestlé | 4.7% | – | 235 | – | – | – |
| 8 | Natural Science | Chong Kun Dang | 3.3% | – | – | 166 | – | – |
| 9 | Be-Total | Bayer | 3.1% | – | – | 145 | 8 | – |
| 10 | Ensure | Abbott | 2.9% | 35 | 35 | 35 | 20 | 20 |
| 11 | Aboca | Aboca | 1.9% | – | – | – | 20 | 75 |
| 12 | Kilocal | Pool Pharma | 1.9% | – | – | – | 95 | – |
| 13 | NamedSport | Named Sport | 1.8% | 88 | – | – | – | – |
| 14 | Centrum | Haleon | 1.7% | 8 | 12 | – | – | 63 |
| 15 | Bioscalin | Giuliani | 1.6% | 35 | – | – | 43 | – |
| 16 | Multicentrum | Haleon | 1.5% | – | – | 8 | 67 | – |
| 17 | Polase | Alfasigma | 1.4% | 35 | – | – | 35 | – |
| 18 | Enervit | Enervit | 1.2% | 33 | – | – | 25 | – |
| 19 | Massigen | Sanofi | 1.1% | – | – | – | 57 | – |
| 20 | Nutricia | Danone | 1% | – | 52 | – | – | – |
Questions about AI vitamin & supplement recommendations
- Which vitamin & supplement brand does ChatGPT recommend most in Italy?
- ChatGPT recommends Swisse most often for vitamin & supplement in Italy. Across all assistants, Swisse leads with 14% of recommendations.
- Which vitamin & supplement brand is improving fastest in Italy?
- Arkopharma has the strongest momentum among challengers: AI names it first in 8 of 10 answers where it appears, while holding 6.6% 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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