Brandwave

How popular isPedigree?

In September 2026, people searched for Pedigree by name about 6,600 times in Australia, about the same as the previous year. These searches made up 7.3% of all Australia dog food brand searches, placing Pedigree fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about dog food brands, Pedigree appeared in two of the five answers and was the fourth most recommended of the eight.

Search and AI answers in September 2026

Pedigree is the fifth most searched of 8 competitors and the fourth most recommended in AI answers.

  1. LykaShare of searches 43.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 8th
  2. Royal CaninShare of searches 13.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. Black HawkShare of searches 11%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
  4. Prime100Share of searches 11%Mentioned in 4 of 5 AI answersPlace in AI recommendations 6th
  5. PedigreeShare of searches 7.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

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Top dog food brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Pedigree was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Pedigree is the fourth most recommended of the eight.

Most recommended by AI

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

  1. Advance1st
  2. Royal Canin2nd
  3. Hill's3rd
  4. Pedigree4th
  5. Black Hawk5th
  6. Prime1006th
  7. Supercoat7th
  8. Lyka8th

Mentioned by AI

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

  • Black Hawk4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Prime1004 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Advance4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Royal Canin3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hill's3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lyka2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pedigree2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Supercoat2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about dog food brands

5 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.

Which dog food brands compete with Pedigree?

Pedigree against dog food brands in Australia, by month

Share of searches by month for Lyka, Royal Canin, Black Hawk, Prime100, Pedigree, Advance, Hill's, Supercoat. The figures are in the table below the chart.

View monthly share of searches table
MonthLykaRoyal CaninBlack HawkPrime100PedigreeAdvanceHill'sSupercoat
Oct 202547.2%11.3%11.3%9.3%7.6%6.2%4.3%2.7%
Nov 202546.6%11.2%13.7%9.2%7.5%6.1%3.7%2.1%
Dec 202549.7%13.3%13.3%7.3%4.8%5.9%3.5%2.1%
Jan 202655.1%9.9%12.1%8.1%4.4%5.4%3.3%1.9%
Feb 202652.9%11.6%11.6%7.7%5.2%5.2%4%1.9%
Mar 202650.2%11.9%9.7%7.9%7.9%5.3%4.7%2.4%
Apr 202652.5%11.5%11.5%7.7%5.1%5.1%4.4%2.2%
May 202653.2%10.3%10.3%8.4%6.9%4.6%4.5%2%
Jun 202649.7%13.3%10.9%7.3%7.3%4.8%4.7%2.1%
Jul 202649%13.1%10.7%8.8%5.9%5.9%4.7%2.1%
Aug 202647.6%12.7%10.4%8.5%8.5%5.7%4.5%2%
Sep 202643.7%13.5%11%11%7.3%6%4.8%2.7%

  1. 1.Lyka

    43.7%

    Held 1st. 39.2K estimated branded searches, -13.3% vs prior month. Share -3.9 points.

  2. 2.Royal Canin

    13.5%

    Held 2nd. 12.1K estimated branded searches, 0% vs prior month. Share +0.7 points.

  3. 3.Black Hawk

    11%

    Held 3rd. 9.9K estimated branded searches, 0% vs prior month. Share +0.6 points.

  4. 4.Prime100

    11%

    Moved from 5th to 4th. 9.9K estimated branded searches, +22.2% vs prior month. Share +2.5 points.

  5. 5.Pedigree

    7.3%

    Moved from 4th to 5th. 6.6K estimated branded searches, -18.5% vs prior month. Share -1.2 points.

  6. 6.Advance

    6%

    Held 6th. 5.4K estimated branded searches, 0% vs prior month. Share +0.3 points.

  7. 7.Hill's

    4.8%

    Held 7th. 4.3K estimated branded searches, 0% vs prior month. Share +0.3 points.

  8. 8.Supercoat

    2.7%

    Held 8th. 2.4K estimated branded searches, +26.3% vs prior month. Share +0.7 points.

Compare popularity between Pedigree and its closest rivals

Every comparison with Pedigree

7 comparisons

How has branded search demand for Pedigree changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Pedigree in Australia held steady at 6.6K.
  • Across the 12 months ending September 2026, Pedigree’s share of searches among dog food brands in Australia peaked at 8.5% in August 2026 and was lowest at 4.4% in January 2026.

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

6 changes

  1. In September 2026, Prime100 overtook Pedigree to rank 4th among dog food brands in Australia, with 11% of the searches.

  2. In September 2026, Royal Canin gained share of searches among dog food brands in Australia, from 12.7% to 13.5%.

  3. In September 2026, Supercoat gained share of searches among dog food brands in Australia, from 2% to 2.7%.

  4. In September 2026, Black Hawk gained share of searches among dog food brands in Australia, from 10.4% to 11%.

  5. In September 2026, Lyka lost share of searches among dog food brands in Australia, from 47.6% to 43.7%.

  6. In September 2026, Pedigree lost share of searches among dog food brands in Australia, from 8.5% to 7.3%.

How are Pedigree’s branded searches counted?

1 search term

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

  • pedigree

How the Brand Demand Index is measured

Who owns Pedigree?

Pedigree is owned by Mars. Brandwave also tracks Airwaves, Eclipse, Extra, Hubba Bubba, Juicy Fruit, Royal Canin and Starburst, owned by the same company, in Australia.

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

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