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ChatGPT · measured June 2026

The ChatGPT Shelf for Dog Supplements

Two DTC brands beat the legacy names

Zesty Paws 44% and Native Pet 38%, both ahead of Purina at 20% and Nutramax at 26%. The reason is distribution, not marketing — Chewy and Petco supply the top card about a third of the time, and the brands that live in those catalogs get carried up with them.

Questions asked
5,453
Brands seen
327
Offers recorded
50,000+
Through a feed
under 3%

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 dog supplements.

  1. 1 Zesty Paws 44%
  2. 2 Native Pet 38%
  3. 3 Nutramax 26%
  4. 4 Pet Honesty 26%
  5. 5 Purina 20%
  6. 6 Cosequin 20%
  7. 7 NaturVet 19%
  8. 8 Nordic Naturals 17%

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.

  • Chewy 18%
  • Petco 14%
  • Tractor Supply 9%
  • Walmart 8%
  • PetSmart 7%
  • Target 5%

How the shelf gets built

Under 3% of the offers here arrived through a product feed rather than a page crawl, and four offers out of more than 50,000 came direct from a brand.

About 97% of offers here were crawled off web pages rather than fed. Almost all of the thin feed slice belongs to Chewy. Read that as an opening rather than a verdict — feed share swings hard by category and the feed layer is growing everywhere, so the brand-direct lane in this category is close to empty while it still counts.

Read the full dog supplements study →

Who writes this shelf

Before ChatGPT names a dog supplements 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 5,453 shopping questions about dog supplements in June 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 5,453 of them.
  • We recorded every brand mentioned and every product offer shown, 50,000+ offers across 327 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