Overview Leaderboard Methodology
Industry Report

Multivitamins

Daily comprehensive vitamin and mineral formulations marketed for general health and nutritional insurance.

Brands tracked: 32
Brands analyzed: 32
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 257
Total responses: 1,295
Top Brand Overall?
Nature Made
90/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Ritual
87

Highest score on the LBA metric in this industry.

Authority Leader?
Nature Made
97

Highest score on the Authority metric in this industry.

TOM Leader?
Thorne
100

Highest score on the TOM metric in this industry.

Nature Made is the default answer in AI responses for Multivitamins

When users ask ChatGPT, Claude, or Gemini about Multivitamins, Nature Made is the brand that surfaces first - unprompted, consistently, and usually at the top of any list the model generates. Thorne is a close second, but the gap between them is meaningful. If you're competing in this space and you're not in the top handful, you're effectively invisible to AI-driven discovery.

Brand Leaderboard All 32 Multivitamins brands ranked

Ranked by overall AI Visibility Score (smoothed geometric mean of LBA, Authority, and TOM with an LBA-based floor on Authority and TOM, see methodology). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
Nature Made
naturemade.com
 81
97
94
90
2
Thorne
thorne.com
 82
30
100
63
3
Centrum
centrum.com
 72
38
75
59
4
Ritual
ritual.com
 87
36
51
55
5
Garden of Life
gardenoflife.com
 73
25
76
53
6
One A Day
oneaday.com
 69
31
40
44
7
Kirkland Signature
costco.com
 81
11
49
38
8
Pure Encapsulations
pureencapsulationspro.com
 79
8
63
37
9
SmartyPants
smartypantsvitamins.com
 70
14
38
34
10
MegaFood
megafood.com
 70
9
24
26
11
Pure Encapsulations O.N.E. Multivitamin
pureencapsulations.com
 69
7
18
22
12
OLLY
olly.com
 78
8
11
21
13
Alive!
alivevitamins.com
 79
8
8
19
14
Animal
animalpak.com
 80
8
8
19
15
New Chapter
newchapter.com
 78
8
8
19
16
Vitabiotics
vitabiotics.com
 79
8
8
19
17
Flintstones
flintstonesvitamins.com
 76
8
8
18
18
MaryRuth's
maryruthorganics.com
 72
7
7
18
19
Nature's Bounty
naturesbounty.com
 73
7
7
18
20
Swisse
swisse.com
 73
7
7
18
21
Blackmores
blackmores.com.au
 69
7
7
17
22
Jamieson
jamiesonvitamins.com
 70
7
7
17
23
Life Extension
lifeextension.com
 71
7
7
17
24
Nature's Way
naturesway.com
 68
7
7
17
25
vitafusion
vitafusion.com
 70
7
7
17
26
Equate
walmart.com
 66
7
7
16
27
Nordic Naturals
nordic.com
 64
6
6
16
28
Perelel
perelelhealth.com
 63
6
6
16
29
Rainbow Light
rainbowlight.com
 66
7
7
16
30
NOW Sports
nowfoods.com
 59
6
6
15
31
Solaray
solaray.com
 62
6
6
15
32
Persona Nutrition
personanutrition.com
 45
5
5
12

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 257 shared Multivitamins prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Smoothed geometric mean of LBA, Authority and TOM. Authority and TOM are floored at LBA × 0.1 before the geometric mean (the same floor used in the per-metric cards above, so brand cards and the composite tell the same story). Formula: composite = ((LBA + 5)(Authority + 5)(TOM + 5))^(1/3) - 5. The floor keeps brands the model clearly recognises but doesn't yet recommend from collapsing to zero, while a single genuinely weak metric still pulls the composite down. Full methodology.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 257 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →