Kids Vitamins and Family Wellness: AI Visibility Market Discovery Index

Benchmark Summary

Questions This Section Answers

• Who leads the Kids Vitamins and Family Wellness benchmark, and by how much?
• Which brands declined significantly since the July 2026 baseline?
• What changed in recommendation-shaped answer share and shortlist share?

Nature Made leads the Kids Vitamins and Family Wellness benchmark in October 2026 with valid recommendation coverage of 65.3%, up from 60.3% in July 2026. The gap to the second-place brand, Nordic Naturals at 43.9% in October 2026, stands at 21.4 percentage points, compared with a 15.0-point gap at the July 2026 baseline.

No brand recorded a significant coverage increase this month. Three brands are classified as significant decliners across the measured series: Hiya Health fell to 9.7% in October 2026 from 17.0% in July 2026, a movement of 7.3 percentage points; SmartyPants Vitamins declined to 21.2% in October 2026 from 29.1% in July 2026, down 7.9 points; and Llama Naturals declined to 7.0% in October 2026 from 12.2% in July 2026, down 5.2 points. Nature Made recorded the largest supporting movement in top-three recommendation rate, rising to 44.4% in October 2026 from 37.2% in July 2026 (up 7.2 points), while Zarbee's top-three rate rose to 11.3% in October 2026 from 6.5% in July 2026 (up 4.8 points).

The benchmark began with 800 prompt-surface observations in each month and produced 444 qualified observations in October 2026, after qualification.

Current Benchmark at a Glance

Qualified surface breadth refers to the number of canonical AI/search surface families with at least one qualified observation: ChatGPT, Copilot, Gemini, Perplexity, AI Overviews, and AI Mode. Breadth remained stable at six families across the series. September 2026 recorded 412 qualified observations, the lowest point in the measured series.

For the strategic interpretation of this benchmark, read CiteWorks Studio's analysis of How AI Search Is Recommending Kids Vitamins and Family Wellness

Research Scope and Qualification

Questions This Section Answers

• How many prompt-surface observations qualified for the public benchmark this month?
• Why is the public benchmark narrower than the raw collection universe?

The public benchmark is narrower than the raw collection universe by design. Brand-level percentages use the qualified observations as the public denominator, not the raw collection.

For more detail, see the AI Visibility Market Discovery Methodology.

Current Brand Standings

Questions This Section Answers

• Which kids vitamin brands rank highest on valid recommendation coverage?
• How do presence rate, top-three rate, and rank-one rate differ across brands?

This table is the primary current-month benchmark view, sorted by valid recommendation coverage.

How to Read the Standings

Presence rate is the share of qualified observations in which the brand appears in any form. Valid recommendation coverage is the share of qualified observations in which the brand receives a clear, valid recommendation. Top-three rate is the share of qualified observations where the brand is recommended among the top three options. Rank-one rate is the share where the brand is the first recommendation. Net sentiment is the share of positive mentions minus negative mentions among brand mentions.

For formulas and denominator rules, see AI Visibility Market Discovery Metric Definitions.

Recommendation Coverage Movement

Questions This Section Answers

• Which brands moved most since the July 2026 baseline?
• Why did SmartyPants Vitamins record the largest coverage decline?
• How has Nature Made's category lead evolved across the measured series?

A separately labeled entity, "OLLY," appears only in the August 2026 data with 36.0% valid recommendation coverage and recorded 0.0% in July 2026, September 2026, and October 2026. It reflects a labeling difference in the source data rather than a second competing brand. Figures for Olly in this report use the "Olly" entity in all four months.

Largest Decline: SmartyPants Vitamins

SmartyPants Vitamins recorded the largest coverage decline across the series, falling to 21.2% in October 2026 from 29.1% in July 2026, a movement of 7.9 percentage points. The brand declined in each of the three months since July 2026 (29.1% in July 2026, 23.9% in August 2026, 22.6% in September 2026, 21.2% in October 2026), and its supporting presence rate fell to 23.0% in October 2026 from 32.2% in July 2026, down 9.2 points.

Category Leader: Nature Made

Nature Made has led the category throughout the measured series, with valid recommendation coverage of 60.3% in July 2026, 62.3% in August 2026, 63.1% in September 2026, and 65.3% in October 2026. The brand's coverage rose in each of the three months since July 2026, a cumulative movement that remains within normal month-to-month variation. Its top-three rate also rose across the series, to 44.4% in October 2026 from 37.2% in July 2026, up 7.2 points. The gap to the second-place brand, Nordic Naturals, stands at 21.4 percentage points in October 2026, compared with 15.0 points at the July 2026 baseline.

Other Significant Decliners

Hiya Health declined to 9.7% in October 2026 from 17.0% in July 2026, down 7.3 points, and fell in each of the three months since July 2026. Llama Naturals declined to 7.0% in October 2026 from 12.2% in July 2026, down 5.2 points, also falling in each of the three months since July 2026. Among watch items, Renzo's Vitamins declined in each of the three months since July 2026, to 7.2% in October 2026 from 10.3% in July 2026, a cumulative movement still within normal variation. MaryRuth Organics, Olly, Zarbee's, Nordic Naturals, and Flintstones Vitamins were stable within normal month-to-month variation across the series.

Recommendation Placement Snapshot

Questions This Section Answers

• How does recommendation placement differ among the leading kids vitamin brands?
• Why can a higher top-three rate still mean a lower rank-one rate?

Coverage alone does not show how prominently a brand is recommended. Among the leading brands, placement varies.

Olly recorded a higher top-three rate than Nordic Naturals in October 2026 while recording a lower rank-one rate, showing that similar coverage can still hide different first-position rates.

Buyer-Intent Distribution

All qualified observations in the October 2026 series fell into the Brand Recommendation class.

The current public series measures brand-recommendation discovery only and does not yet contain qualified observations in the pricing, value, or multi-brand comparison classes.

Historical Measurement Record

Questions This Section Answers

• What does the four-month measurement record show about qualified observations and the coverage leader?
• Which brand recorded the largest coverage movement in each measured month?

This is an evergreen benchmark URL. New measurements are added to the same report.

Evidence and Source Layer

The benchmark is built from prompt-level observations that retain the query, AI/search surface, answer, brand outcome, recommendation placement, sentiment, and where exposed, citations or attributable evidence sources. Source presence is evidence about the information environment. It is not automatically proof that the source caused the recommendation.

Scope Boundaries

• Does not measure market share.
• Does not measure attributable sales.
• Does not capture every possible AI response.
• Does not measure organic-search ranking.
• Does not measure social mention volume.
• Does not cover private or sponsored channels.
• Does not establish causality from a metric movement alone.

Top 10 Cited Domains

Questions This Section Answers

• Which domains are cited most often across AI platform responses?
• How concentrated are citations among the top domains?
• Which platforms cite the leading retail and health publisher domains?

Across all AI platform responses in this measurement period, 6,886 citations were observed across 1,321 unique domains.

Citations are broadly distributed: the top 10 domains together account for less than a third of all citations, and 1,321 unique domains were observed in total. One tracked brand's own domain appears in the top 10, naturemade.com at rank nine. Retail and marketplace domains (amazon.com, target.com, walmart.com) and consumer health publishers (healthline.com, health.yahoo.com, medicalnewstoday.com) account for the majority of the top-ranked sources, with a smaller contribution from general search, video, and community platforms.

About This Benchmark

The LLM Authority Index AI Visibility Market Discovery Index tracks how often and how prominently brands appear in AI-generated answers and recommendations across major AI and search surfaces. It is a neutral industry benchmark designed to measure AI visibility and recommendation coverage over time.

• AI Visibility Market Discovery Methodology
• AI Visibility Market Discovery Metric Definitions
• AI Visibility Market Discovery Research Standards
• Modeled AI Visibility Authority Value

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