In August 2026, we analyzed 4,680 ChatGPT recommendations across 20 consumer health categories to compile the EMARKETER AI Visibility Index. The index tracks how often brands are mentioned and how they rank against competitors. This is the first edition for consumer health, establishing the baseline against which future shifts will be measured. This article showcases nine categories, but overall mention rates count recommendations across all 20 categories we track.

Nature Made was the only brand to lead two of the nine categories shown, and that carried it to the No. 1 spot overall. It appeared in 63% of sleep aid recommendations and 48% of vitamin and supplement recommendations, the highest rate in each category. Nature Made’s 7% overall mention rate put it ahead of Walmart’s Equate and CeraVe.

The overall top 10 was tightly clustered. Mention rates ranged from just 4% to 7%, reflecting a consumer health space spanning 20 diverse categories and a broad range of competing brands across them.

Costco’s Kirkland Signature was the only store brand to make a category top five among the nine categories featured. It ranked No. 4 in vitamins and supplements with a 24% mention rate.

Skin protectants came down to three brands, and all three made the overall top 10. Aquaphor appeared in 92% of skin protectant recommendations, CeraVe in 91%, and Vaseline in 83%. No. 4 Vanicream had a mention rate of just 13% in the skin protectant category.

Allegra, Zyrtec, and Claritin all ranked behind nasal sprays in the allergy relief category. Flonase led with a 79% mention rate, and Astepro and Nasacort took second and third place, respectively. Allegra was the highest-ranking pill in the allergy category, ranking fourth with a 42% mention rate.

Tylenol combined near-ubiquitous AI visibility with a sizable competitive lead. Its 91% mention rate in the pain relief category was 20 percentage points above Advil’s 71% and more than double Aleve’s 44%.

The cold, cough, and flu category did not have a clear leader. Sudafed led cold, cough, and flu with a 40% mention rate, the lowest of any category leader featured in this article, with runners-up Mucinex and Delsym within 3 percentage points.

About EMARKETER’s AI Visibility Index

Our AI Visibility Index is based on a structured analysis of ChatGPT and Gemini recommendations. This article analyzed ChatGPT recommendations only, but upcoming reports and articles will also include Google Gemini. Each query uses standardized prompts (e.g., “best allergy medicine” or “multivitamin for immune support”) spanning product type, attributes, consumer needs, target audience, and price tier. Prompts are built with EMARKETER analysts and researchers and are validated with search volume, so every brand is measured against the same benchmark.

Want a closer look at the AI Visibility Index? EMARKETER PRO subscribers can access in-depth reports featuring further category breakouts, data cuts, and analysis, while PRO+ subscribers can access the complete data set, including monthly updates across every category cut, in the live dashboard.

To learn more about how EMARKETER’s AI Visibility Index can help your brand, including advisory insights that pinpoint what’s shaping your visibility, visit our AI Visibility Index hub.