Which vitamin & supplement brands do AI assistants recommend in United Kingdom? Q4 2026
In United Kingdom, AI assistants most often recommend Holland & Barrett, Vitabiotics and Boots for vitamins. Holland & Barrett is named by 5 of 5 assistants.
What the data says
Holland & Barrett is the vitamin & supplement brand AI assistants recommend most in United Kingdom, taking 17.6% of all recommendation points across 5 assistants. Vitabiotics follows with 17.1% and Boots is third with 9.4%.
The top spot is close: only 0.5 points separate Holland & Barrett and Vitabiotics, so a small change in how either brand is described online could flip the order.
DeepSeek and Gemini put Holland & Barrett first, while ChatGPT favours Vitabiotics, Claude favours Boots and Grok favours Vitabiotics.
The top five brands hold 58% of recommendations out of 60 brands named in total, leaving room for challengers to break into AI shortlists.
| # | Brand | Owner | AI share | ChatGPT | Claude | DeepSeek | Gemini | Grok |
|---|---|---|---|---|---|---|---|---|
| 1 | Holland & Barrett | Holland & Barrett | 17.6% | 154 | 128 | 305 | 140 | 154 |
| 2 | Vitabiotics | Vitabiotics | 17.1% | 190 | 212 | 237 | 25 | 190 |
| 3 | Boots | Boots | 9.4% | – | 300 | 170 | – | – |
| 4 | Seven Seas | Procter & Gamble | 7.7% | 115 | – | 72 | 84 | 115 |
| 5 | Solgar | Nestlé | 5.9% | 97 | 52 | 48 | – | 97 |
| 6 | Nature's Bounty | Nestlé | 5.1% | 28 | 197 | – | – | 28 |
| 7 | Centrum | Haleon | 3.9% | 79 | 8 | 8 | 20 | 79 |
| 8 | Ensure | Abbott | 3% | 35 | 35 | 35 | 8 | 35 |
| 9 | MyProtein | THG | 2.6% | 33 | – | 25 | 40 | 33 |
| 10 | Viviscal | Church & Dwight | 2.3% | 35 | – | 12 | 35 | 35 |
| 11 | Slim Fast | Glanbia | 1.6% | 35 | – | 8 | – | 35 |
| 12 | Huel | Huel | 1.5% | 25 | – | – | 25 | 25 |
| 13 | Grenade | Grenade | 1.5% | 20 | – | – | 35 | 20 |
| 14 | Perfectil | Vitabiotics | 1.2% | – | – | – | 60 | – |
| 15 | Nature’s Bounty | Nestlé | 1% | – | – | 52 | – | – |
| 16 | Priorin | Bayer | 1% | 25 | – | – | – | 25 |
| 17 | Bio-Kult | ADM Protexin | 1% | 25 | – | – | – | 25 |
| 18 | Complan | Danone | 0.9% | – | – | 12 | 35 | – |
| 19 | Floradix | Salus-Haus | 0.9% | 12 | – | – | 20 | 12 |
| 20 | Ocuvite | Bausch + Lomb | 0.8% | 20 | – | – | – | 20 |
Questions about AI vitamin & supplement recommendations
- Which vitamin & supplement brand does ChatGPT recommend most in United Kingdom?
- ChatGPT recommends Vitabiotics most often for vitamin & supplement in United Kingdom. Across all assistants, Holland & Barrett leads with 17.6% of recommendations.
- Which vitamin & supplement brand is improving fastest in United Kingdom?
- Ensure has the strongest momentum among challengers: AI names it first in 4 of 5 answers where it appears, while holding 3% 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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