Who gets found first in supplements.

One measure of how Australians find supplements, across Google, AI answers, social platforms and brand demand. 422 brands discovered and 100 recorded, ranked on a single presence score. September 2026 edition.

Find your brand on this board

Leading this boardSeptember 2026

#1Chemist Warehouse43.6

#2Bulk Nutrients28.1

#3Healthline24.9

See all 100 recorded →

Measured across

Google AI Overviews ChatGPT Gemini Claude Perplexity Copilot TikTok Instagram YouTube Reddit

The board in brief

The lead 43.6 Chemist Warehouse

15.5 points clear of Bulk Nutrients, who sits at 28.1.

The chase 28.1–24.2 3 brands chasing

Bulk Nutrients 28.1
Healthline 24.9
Elite Supps 24.2

The deciding channel 45% Search discoverability

Chemist Warehouse 48.4
Healthline 34.5

At 45% of the score, the lead over the next brand here moves the ranking further than any other channel's does.

Who owns each channel

Search 45% of the score Chemist Warehouse 48.4

AI 30% of the score Elite Supps 52.9 · #4 overall

Social 15% of the score WHO 67.6 · #10 overall

Demand 10% of the score iHerb 53.9 · #33 overall

The board · September 2026

1 Move — Chemist Warehouse chemistwarehouse.com.au Search 48.4 AI 27.1 Social 65.4 Demand 39.2 43.6

2 Move — Bulk Nutrients bulknutrients.com.au Search 13.8 AI 39.1 Social 51.5 Demand 24.8 28.1

3 Move — Healthline healthline.com Search 34.5 AI 31.1 Social 0.0 Demand 0.0 24.9

4 Move — Elite Supps elitesupps.com.au Search 14.2 AI 52.9 Social 5.1 Demand 11.5 24.2

5 Move — Blackmores blackmores.com.au Search 13.9 AI 30.2 Social 28.5 Demand 14.1 21.0

6 Move — Nutrition Warehouse nutritionwarehouse.com.au Search 12.3 AI 35.7 Social 19.3 Demand 15.8 20.7

7 Move — Swisse swisse.com.au Search 11.0 AI 36.9 Social 13.3 Demand 23.3 20.3

8 Move — True Protein trueprotein.com.au Search 10.5 AI 32.3 Social 21.5 Demand 10.1 18.7

9 Move — VPA Australia vpa.com.au Search 7.0 AI 36.0 Social 22.6 Demand 0.0 17.3

10 Move — WHO who.com.au Search 0.0 AI 17.9 Social 67.6 Demand 0.0 15.5

11 Move — Supplement Mart supplementmart.com.au Search 3.4 AI 44.8 Social 2.8 Demand 0.0 15.4

12 Move — Supplement Warehouse supplementwarehouse.com.au Search 0.0 AI 38.8 Social 2.9 Demand 31.1 15.2

13 Move — Australian Sports Nutrition australiansportsnutrition.com.au Search 7.0 AI 32.7 Social 14.8 Demand 0.0 15.2

14 Move — Choice choice.com.au Search 3.4 AI 28.2 Social 32.4 Demand 0.0 14.9

15 Move — Metagenics metagenics.com.au Search 13.8 AI 20.7 Social 10.0 Demand 9.2 14.8

16 Move — Healthdirect healthdirect.gov.au Search 17.7 AI 20.0 Social 0.0 Demand 0.0 14.0

17 Move — Therapeutic Goods Administration tga.gov.au Search 3.4 AI 25.9 Social 29.3 Demand 0.0 13.7

18 Move — Australian Sports Commission ausport.gov.au Search 17.1 AI 19.2 Social 0.0 Demand 0.0 13.5

19 Move — Happy Way happyway.com.au Search 3.4 AI 20.9 Social 12.5 Demand 27.8 12.4

20 Move — Maltofer maltofer.com.au Search 4.2 AI 28.3 Social 9.8 Demand 0.0 11.8

Head to head

Compare two brands.

Your brandTheir brand

Chemist WarehouseRank #143.6

SearchSocialDemand

Bulk NutrientsRank #228.1

Search discoverability48.413.8AI visibility27.139.1Social discoverability65.451.5Brand demand39.224.8

A channel showing n/m could not be measured for that brand this edition, so neither side wins it. It is not a zero.

Method

Four channels, one number.

Each channel is scored out of 100 against the set below, on its own terms, then combined on fixed weights. Nothing in this edition passes 76 and nothing realistically will: a brand would have to lead every channel at once.

45% 30% 15% 10%

45% Organic search

Google AI Overviews

19 category keywords per board, position weighted

30% AI answers

ChatGPT Gemini Claude Perplexity Copilot AI Mode

25 questions put to 7 engines, scored on who gets named

15% Social search

TikTok Instagram YouTube Reddit

Searches run inside each platform, not on the open web

10% Brand demand

Monthly Australian search volume for the brand name and its close variants

Worked example Chemist Warehouse, ranked first on supplements

43.6 of 100

Chemist Warehouse scores 43.6

Four channels, each scored out of 100 on its own terms, then weighted and added. The dotted arc is the headroom nobody in the index has taken.

Search discoverability +21.8 48.4 scored × 45% AI visibility +8.1 27.1 scored × 30% Social discoverability +9.8 65.4 scored × 15% Brand demand +3.9 39.2 scored × 10%

Add the four contributions together and you have the presence score. A brand strong on one channel only cannot climb far, which is the point. Where a channel could not be measured its weight is shared across the rest rather than counted as zero, so the percentages here always total 100. Contributions are rounded to one decimal place.

Read the full method

Not where you expected

Not on this board, or lower than you expected?

Every brand in supplements is scored on the same four channels, whether it engages with us or not. If you are not here, or not where you thought, a strategist can tell you which channel is costing you the most and whether it is worth closing.

Talk to a strategist

A read of your four channels and what is actually movable. Scores are never influenced by working with us: the method is fixed and public.

Board alerts

A note when the numbers change.

Every edition of the supplements board, in your inbox when it publishes.

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What lands in the email

Who leads the board, and what changed at the top
Who climbed and who fell
Any brand entering the top 20
What shifted across the four channels