Who's winning AI discovery in supplements?
Huel dominates Habit on AI visibility (75 vs 27, a 48-point lead). Buyers searching for supplements products in ChatGPT, Perplexity, and Claude are far more likely to see Huel recommended. Habit needs fundamental structured content work to close this gap.
01
Per-prompt overlap — which brand wins each AI query
Real buyer queries tested across ChatGPT, Perplexity, and Claude. ✓ = brand is cited · ✗ = brand is missing from AI responses.
Buyer prompt
Habit
Huel
"best protein powder for muscle gain"
✗ Missed
✓ Cited
"natural supplements for energy"
✗ Missed
✓ Cited
"collagen supplement recommendations"
✗ Missed
✓ Cited
"which supplements for sleep UK"
✗ Missed
✓ Cited
"vitamin D3 supplement brand"
✗ Missed
✓ Cited
02
Gaps unique to each brand
The structural fixes that would most improve each brand's AI visibility score.
Gaps for Habit
Missing FAQ schema on product pages
AI models cite pages with FAQ markup 3–5× more often for ingredient queries.
No buying guide for niche use cases
Queries like "best protein for vegans" go unanswered — competitor pages rank instead.
Thin benefit claims without schema
Structured benefit claims are required for AI extraction and citation.
Gaps for Huel
No comparison content vs. leaders
"X vs Y" queries route buyers to third-party reviews — not your store.
Missing AggregateRating markup
Customer reviews aren't schema-marked, so AI platforms skip them.
Sparse category landing pages
Ingredient-specific pages with schema outperform generic product listings in AI results.
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FAQ
Frequently asked questions
How is the ShelfIQ AI Visibility Score calculated?
ShelfIQ runs each brand's store through a structured audit: scraping product schema markup, testing AI-query coverage across ChatGPT, Perplexity, and Claude, and scoring structured content quality. Scores are weighted across schema completeness, prompt coverage, and content depth. 0–100 scale; higher is better.
How often are scores updated?
Subscriber brands are re-audited every week (Monday mornings). Leaderboard scores for non-subscribers reflect the most recent free audit run. Subscribe to get weekly delta tracking for your own brand.
What does "AI visibility" mean for an ecommerce brand?
When a buyer types "best protein powder UK" into ChatGPT or Perplexity, the AI cites brands it can find, understand, and trust — based on structured content, schema markup, and review data. AI visibility is how often your brand gets cited vs. your competitors in these high-intent queries.
Can I improve my brand's score?
Yes. The biggest gains come from adding FAQ schema to product pages, publishing structured comparison and buying guide content, and marking up customer reviews with AggregateRating schema. ShelfIQ's full audit report includes a prioritised action plan. Run a free audit →
Huel leads Habit by 48 pts in AI visibility.
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