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ChatGPT · measured July 2026

The ChatGPT Shelf for Creatine

Optimum Nutrition takes two of every three answers

69% for Optimum Nutrition against 32% for NOW in second — the widest first-to-second gap in this batch. The retail pattern matches protein powder: iHerb alone carries 56% of the offers, Academy Sports and Dick's take most of the rest, and Walmart never shows up.

Questions asked
638
Brands seen
82
Offers recorded
2,054
Through a feed
71%

Who ChatGPT names

Share of shelf is the percentage of answers a brand appeared in. It is not a rank of quality or sales — it is how often the model brought the brand up when someone asked about creatine.

  1. 1 Optimum Nutrition 69%
  2. 2 NOW 32%
  3. 3 Thorne 25%
  4. 4 ISOPURE 19%
  5. 5 Nutricost 18%
  6. 6 Momentous 4%
  7. 7 California Gold Nutrition 3%
  8. 8 Con-Cret 3%
  9. 9 MuscleTech 3%
  10. 10 RYSE 3%

Where the offers come from

Every product ChatGPT showed came from somewhere. Brand-direct means the offer pointed at the brand's own store rather than a retailer.

  • iHerb 56% · 722 offers
  • Academy Sports 21% · 265 offers
  • Dick's Sporting Goods 17% · 218 offers
  • Instacart 5% · 63 offers
  • Brand-direct 1% · 13 offers
  • Target 1% · 7 offers

How the shelf gets built

71% of the offers here arrived through a product feed rather than a page crawl, and 13 of them came direct from a brand.

Shelf position Offers Through a feed Brand named
Top of shelf 1,434 77% 77%
Positions 2–3 584 60% 59%
Position 4 and below 36 17% 17%

Who writes this shelf

Before ChatGPT names a creatine brand, it reads. These are the sources it cited most when building this shelf.

See every source that writes the shelf →

How we measured this

  • We asked ChatGPT 638 shopping questions about creatine in July 2026. The questions never named a brand, so nothing here was prompted into the answer.
  • Questions were repeated. ChatGPT does not answer the same way twice, so a single ask tells you nothing — share of shelf is the pattern across all 638 of them.
  • We recorded every brand mentioned and every product offer shown, 2,054 offers across 82 brands.
  • This is one engine, one country, one point in time. It is a snapshot of a shelf that moves.

Questions about the method, or think a number is wrong? Tell us — we will check it against the raw data and correct the page.

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Other shelves we measured