Brandwave

How popular isHill's?

In September 2026, people searched for Hill's by name about 5,600 times in Australia, about the same as the previous year. These searches made up 2.3% of all Australia cat food brand searches, placing Hill's ninth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about cat food brands, Hill's appeared in four of the five answers and was the second most recommended of the 12.

Search and AI answers in September 2026

Hill's is the ninth most searched of 12 competitors and the second most recommended in AI answers.

  1. FelixShare of searches 26.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th
  2. WhiskasShare of searches 14.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  3. Royal CaninShare of searches 14.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. DineShare of searches 11.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 10th
  5. Hill'sShare of searches 2.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd

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Top cat food brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hill's was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Hill's is the second most recommended of the 12.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Royal Canin1st
  2. Hill's2nd
  3. Fancy Feast3rd
  4. Feline Natural4th
  5. Black Hawk5th
  6. Whiskas6th
  7. Advance7th
  8. ZIWI Peak8th
  9. Felix9th
  10. Dine10th
  11. +2 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Royal Canin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hill's4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fancy Feast3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Feline Natural3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ZIWI Peak2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Black Hawk2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Advance2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Felix1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Whiskas1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dine1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+2 more

See every answer about cat food brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 27, 2026.

Which cat food brands compete with Hill's?

Hill's against cat food brands in Australia, by month

Share of searches by month for Felix, Whiskas, Royal Canin, Dine, Applaws, Fancy Feast, ZIWI Peak, Optimum, Hill's. The figures are in the table below the chart.

View monthly share of searches table
MonthFelixWhiskasRoyal CaninDineApplawsFancy FeastZIWI PeakOptimumHill'sBlack HawkAdvanceFeline Natural
Oct 202518.3%12.9%14.9%14.9%14.3%8.1%4.3%4.3%3.6%2.3%2%—
Nov 202521.9%12.6%14.6%14.6%11.5%8%5.3%3.5%2.9%2.9%2.2%—
Dec 202522.4%15.1%14.9%14.9%11.1%8.1%4.3%2.9%2.3%2%2%—
Jan 202619.4%13.2%15.9%15.9%10.2%8.6%7.1%3.1%2.6%2%2%—
Feb 202622.3%12.8%18.2%12.2%9.5%8.1%6.5%2.9%2.9%2.3%2.3%—
Mar 202622.8%13.2%15.3%15.3%9.8%8.3%5.5%3%3%1.9%1.9%—
Apr 202620.1%16.6%16.4%13.4%10.6%7.3%5.9%3.2%2.6%1.8%2%—
May 202619.3%16%15.8%15.8%10.2%8.6%4.7%3.1%2.5%2%2%—
Jun 202621.1%14.3%14.1%21.1%9.1%7.7%4.2%2.8%2.3%1.5%1.7%—
Jul 202622.8%14.9%15.3%15.3%9.8%8.3%4.5%3%2.5%1.7%1.9%—
Aug 202623.2%15.7%15.6%12.7%10%8.4%4.6%3.6%2.5%1.7%1.9%—
Sep 202626.2%14.5%14.3%11.7%10.6%9.5%4.2%3.4%2.3%1.8%1.6%—

  1. 1.Felix

    26.2%

    Held 1st. 14.8K estimated branded searches, +22.3% vs prior month. Share +2.9 points.

  2. 2.Whiskas

    14.5%

    Held 2nd. 8.2K estimated branded searches, 0% vs prior month. Share -1.3 points.

  3. 3.Royal Canin

    14.3%

    Held 3rd. 8.1K estimated branded searches, 0% vs prior month. Share -1.2 points.

  4. 4.Dine

    11.7%

    Held 4th. 6.6K estimated branded searches, 0% vs prior month. Share -1 points.

  5. 5.Applaws

    10.6%

    Held 5th. 6K estimated branded searches, +15.4% vs prior month. Share +0.6 points.

  6. 6.Fancy Feast

    9.5%

    Held 6th. 5.4K estimated branded searches, +22.7% vs prior month. Share +1.1 points.

  7. 7.ZIWI Peak

    4.2%

    Held 7th. 2.4K estimated branded searches, 0% vs prior month. Share -0.4 points.

  8. 8.Optimum

    3.4%

    Held 8th. 1.9K estimated branded searches, 0% vs prior month. Share -0.3 points.

  9. 9.Hill's

    2.3%

    Held 9th. 1.3K estimated branded searches, 0% vs prior month. Share -0.2 points.

  10. 10.Black Hawk

    1.8%

    Moved from 11th to 10th. 1K estimated branded searches, +13.6% vs prior month. Share +0.1 points.

  11. 11.Advance

    1.6%

    Moved from 10th to 11th. 880 estimated branded searches, -12% vs prior month. Share -0.4 points.

  12. —.Feline Natural

    —

    Not measured this month. — estimated branded searches, — vs prior month. Share —.

Compare popularity between Hill's and its closest rivals

Every comparison with Hill's

14 comparisons

How has branded search demand for Hill's changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hill's in Australia held steady, from 5.4K to 5.6K.
  • Across the 12 months ending September 2026, Hill's’ share of searches among cat food brands in Australia decreased from 3.6% to 2.3%.
  • Across the 12 months ending September 2026, Hill's’ share of searches among cat food brands in Australia peaked at 3.6% in October 2025 and was lowest at 2.3% in December 2025.

How did search popularity change for Australia cat food brands in September 2026?

6 changes

  1. In September 2026, Felix gained share of searches among cat food brands in Australia, from 23.2% to 26.2%.

  2. In September 2026, Fancy Feast gained share of searches among cat food brands in Australia, from 8.4% to 9.5%.

  3. In September 2026, Applaws gained share of searches among cat food brands in Australia, from 10% to 10.6%.

  4. In September 2026, Whiskas lost share of searches among cat food brands in Australia, from 15.7% to 14.5%.

  5. In September 2026, Royal Canin lost share of searches among cat food brands in Australia, from 15.6% to 14.3%.

  6. In September 2026, Dine lost share of searches among cat food brands in Australia, from 12.7% to 11.7%.

How are Hill's’ branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Hill's’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • hills cat food
  • hills dog food
  • hills science diet

Do you work for Hill's? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Hill's compete?

Hill's is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Dog food brands7th of 84.8%Show ranking
Cat food brands9th of 122.3%Shown above
Creator with pink hair and a pink jacket

Is Hill's your brand?

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