15 brands. UK + US. One scorecard. We tested clinical supplements, greens powders, gut health, performance protein, and women's health across ChatGPT, Perplexity, Claude, and Google AI.
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For each brand we ran 60+ buyer prompts across ChatGPT (GPT-4o), Perplexity (Sonar Large), Claude (Sonnet 4), and Google AI (Gemini) in May 2026. A brand "wins" a prompt when it appears in a recommendation or citation. Score = % of prompts where the brand appears, out of 100. Brands tested across 7 categories: Clinical / Longevity, Gut Health & Microbiome, Greens & Wellness, Performance Protein, Women's Health, UK D2C, and General Wellness.
Sorted by AI Visibility score, highest first. Scores composite from ShelfIQ AI Visibility Index 2026, supplement category benchmarks, and multi-platform citation analysis.
| Rank | Brand | Region | Score | Band |
|---|---|---|---|---|
| 1 | Thorneclinical / longevity | 🇺🇸 US | 91 | ↑ Dominant |
| 2 | Seedgut health / microbiome | 🇺🇸 US | 88 | ↑ Dominant |
| 3 | AG1greens / wellness | 🇺🇸 US | 86 | ↑ Dominant |
| 4 | Momentousperformance protein | 🇺🇸 US | 79 | ↑ Strong |
| 5 | Ritualwomen's health | 🇺🇸 US | 74 | ↑ Strong |
| 6 | Heightsgeneral wellness / UK | 🇬🇧 UK | 62 | ↑ Visible |
| 7 | Nature Madegeneral wellness / retail | 🇺🇸 US | 68 | → Visible |
| 8 | Nordic Naturalsomega / clinical | 🇺🇸 US | 65 | → Visible |
| 9 | Pure Encapsulationsclinical / practitioner | 🇺🇸 US | 61 | → Visible |
| 10 | Armragut health / immunity | 🇺🇸 US | 52 | ↑ Fast Riser |
| 11 | Huelmeal replacement / UK | 🇬🇧 UK | 45 | → Fading |
| 12 | Innermostwomen's wellness / UK | 🇬🇧 UK | 44 | → Fading |
| 13 | Optimum Nutritionperformance protein | 🇺🇸 US | 41 | → Emerging |
| 14 | Bulk Powdersperformance / UK | 🇬🇧 UK | 38 | → Emerging |
| 15 | Form Nutritiongeneral wellness / UK | 🇬🇧 UK | 34 | → Emerging |
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We read public product schema only — never customer or order data.
Top-performing brand in each AI visibility category across our 15-brand sample.
Highest overall score in the index. Practitioner-recommended positioning translates directly to AI training data. 22% Claude citation rate for clinical supplement queries. Thorne's NSF certification and third-party testing creates the trust signals AI models use as ranking signals.
29% Claude citation rate for probiotic queries — the highest in any single category in the index. Seed's scientific content strategy (publishing research, clinical trials) feeds directly into AI training pipelines. The DS-01 probiotic is the go-to AI recommendation for gut health.
24% Claude citation rate for greens powder queries. AG1 dominates the "best greens powder" query class across all 4 platforms. The founder-led content strategy (Derek Hage/Kathryn Lucchesi) has created training data mass that maintains retrieval across model updates.
How each supplement sub-category scored across the 15-brand sample.
Clinical brands score highest overall. Thorne's practitioner-recommended positioning and third-party testing creates the trust signals AI models use as ranking signals. NSF certification and published research are direct AI visibility drivers.
Seed dominates with 29% Claude citation rate on probiotic queries. The category is AI-visible but narrow — brands without a specific gut health claim don't register. Armra is the fast mover, gaining ground on immunity + gut positioning.
AG1 is the undisputed greens winner — 24% Claude citation rate, #1 on every platform. Huel scores low despite strong UK brand recognition because the AI models don't associate it with wellness/health queries. The brand is known to consumers, invisible to AI.
Momentous (VC-backed, clinical formulation positioning) scores 79 vs Optimum Nutrition at 41. The gap isn't product quality — it's content strategy. Momentous publishes research-backed content that trains AI models; ON relies on retail presence which doesn't feed AI training pipelines.
Ritual's subscription-plus-community strategy compounds across AI models. The "For Her" positioning in product schema and landing pages gives AI models clear routing signals. Heights (UK) scores 62 but the UK/US gap in AI training means Heights is invisible to US models.
UK supplement brands score consistently lower than US counterparts. Form Nutrition (34) and Bulk Powders (38) are well-known in the UK but not indexed by US AI models. UK editorial coverage doesn't cross-contaminate into US model training pipelines. Heights is the exception at 62.
Supplement brands gaining AI visibility fastest — where the momentum is, and why.
Gut health + immunity positioning is AI-catnip — the models route "best gut health supplement" queries to brands with clean ingredient stories and clinical backing. Armra's collagen colostrum positioning is gaining fast in training data. The retrieval score lag is temporary.
Momentous scores 79 vs Optimum Nutrition at 41 — same product category, completely different AI visibility. The gap is content: Momentous publishes clinical research and ingredient deep-dives; ON relies on retail distribution. Sustainable compound, not a spike.
UK brand that breaks the UK-is-invisible rule. Heights' brain health positioning and strong social presence (200k+ newsletter subscribers) has created enough training data mass to register in US AI models. The B12 + DHA product schema is well-structured, contributing to retrieval scores.
Brands that haven't gained ground — or are losing share to competitors with better AI visibility strategies.
Brand with massive retail presence (GNC, Amazon) but 8% Claude retrieval on protein queries. AI models don't associate ON with clinical quality — the retail footprint doesn't translate to training data. The brand is doing nothing wrong; it's just not doing anything for AI.
Well-regarded in UK wellness circles, invisible to US AI models. "Not in Q1 2026 supplement AI index" is the summary. UK editorial coverage doesn't cross-contaminate into US model training pipelines. Local dominance doesn't translate to AI visibility across regions.
Huel scores 45 despite being a UK wellness brand with significant presence. The problem: AI models route Huel to "meal replacement" not "wellness supplement" — and the meal replacement category gets low AI citation rates. Brand awareness without category routing is invisible AI visibility.
Systemic patterns we found across the entire supplement AI visibility landscape.
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