Do supplement brands show more podcasts than fashion brands?

By the RecruitAffiliates.ai team · 26 October 2026 · 6 min read

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Do supplement brands show more podcasts than fashion brands? In our scan, yes. The typical supplement brand showed 28.5 podcasts in RecruitAffiliates.ai's first search, and the typical fashion brand showed 2. Podcasts were 20% of the people shown for supplements and 3% for fashion. We ran one first search on each of 30 public Shopify brands on 22 October 2026, six in each of five categories.

A podcast here means a show whose hosts could mention or recommend your product. A median is the middle brand when you line six up from smallest to largest. With six, it is the average of the middle two. People shown are the sites, shows and creators the search listed for a brand. A roundup is a page that ranks several brands, such as "best gut health powders". This post gives the table, the likely reasons, and what to do whether you sell supplements or fashion.

What did we find?

Here are the podcasts we saw, by category.

Category (6 Shopify brands each)	Podcasts per brand, median	Range	Share of people shown
Health and supplements	28.5	1 to 40	20%
Home and garden	13.5	1 to 33	14%
Fitness and sports	12.5	5 to 38	17%
Beauty and skincare	8.5	3 to 20	10%
Fashion and apparel	2	0 to 5	3%

Across all 30 Shopify brands, podcasts were 14% of the 2,924 people shown (399 people). The supplements and fashion pages have their own tables: who promotes supplement brands and who promotes fashion brands. The other categories are on fitness, home and garden and skincare pages.

A first search for a health and supplements brand, 22 Oct 2026. Individual contact details, email addresses and rival brand names are blurred. Publisher and podcast names are shown.

The supplements range is wide. Three of the six brands showed 39 or 40 podcasts. The other three showed 18 or fewer. So the median hides a split inside the category.

Why might supplements have more?

We don't know, so treat these as guesses. We did not test them.

The topics we typed. For each brand we typed three topics by hand. The podcast-heavy supplement brands had topics such as menopause and gut health. The low ones had topics such as vitamins, spirulina or plant protein. Topics may matter as much as the category.
How the topics are talked about. In our view, health and wellness shows often discuss products and routines at length. Fashion is more visual, so those creators may favor photos and video.
How we count. The search labels a result a podcast from its page type and address, so a directory page can count.

This is a first search on default settings, with one run per brand. A different setup can show different mixes.

What should a supplement brand do?

Treat podcasts as a main pool. By share they came third (20%), after roundup pages (55%) and blog-style pages (24%).

List the podcasts that cover your main topic. Search the topic plus "podcast". Then read the last few episode titles to see if they discuss products like yours.
Offer hosts a code and a commission. Ask what they would like. Our guide to finding podcast and review site affiliates shows how.
Say what they may claim. This is advice, not scan data. Give each new affiliate a short list of what they can and cannot say before they post. For example, never say a supplement treats or cures a condition. The US Federal Trade Commission says health claims generally "require substantiation in the form of competent and reliable scientific evidence" (FTC, health products compliance guidance, checked 26 October 2026).
Work the roundup writers in parallel. Review and roundup pages were the biggest group for supplements, at 55% of people shown (the counts).
List the blog posts that name your rivals. Blog-style pages were 24% of people shown. Two brands showed 64 and 69, and the other four showed 15 or fewer.

What should a fashion brand do?

Start somewhere else. In our scan, podcasts were a small pool for fashion, at a median of 2 a brand. Review and roundup pages were 72% of people shown, and TikTok, Instagram and newsletters were 11%, more than in any other category (the counts).

Pick three roundup pages that name your closest rivals. List who wrote them and send each a short note with your offer.
Test ten TikTok creators who already show clothes like yours. Offer a free piece and a commission. Two of six fashion brands supplied 42 of the 48 people found through social or newsletters, so treat this as a lead to test, not a pattern.
Keep one or two fashion podcasts as a bonus. There are few, but the ones that fit your style can be worth one email.

A fashion brand should still search for podcasts. Just don't plan around them.

How did we count?

We added each of 30 public Shopify brands to RecruitAffiliates.ai with two rivals and three topics typed by hand. Then we ran the normal first search. It looks at websites, podcasts, TikTok and Instagram. The counts are the people it showed after its own filter, and each brand was searched once, on 22 October 2026.

The brands were picked by hand, six in each category, so read the medians as rough. In a 30-row check read by title and address, not by opening each page, about 30% were not promoters (a likely range of 17% to 48%). Some podcast rows may be directory pages. The method and limits are on their own page, and the per-shop CSV has each shop's podcast count. No brand names are shown anywhere.

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