Hill's vs Prime100:Which is more popular?
In September 2026, Prime100 had more branded searches than Hill's among dog food brands in Australia. Prime100 had about 9,900 branded searches, while Hill's had 4,300. Prime100 made up 11% of all dog food brand searches we track, and Hill's accounted for 4.8%. When we asked ChatGPT and Google AI Overviews about dog food brands, Prime100 appeared in four of the five answers and Hill's in three. Hill's and Prime100 were each mentioned first in two of the four answers that named either.
Who do people search for more?
Prime100, about 2 searches for every 1 for Hill's
Who does AI mention more?
Prime100, mentioned in 4 of 5 answers, Hill's in 3
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top dog food brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Prime100 was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Hill's was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Hill's and Prime100 were each listed first in two of the four answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Advance1st
Royal Canin2nd
Hill's3rd
Pedigree4th
Black Hawk5th- Prime1006th
Supercoat7th
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
Asked ChatGPT
“What's the best dog food brand in Australia?”
Asked ChatGPT
“Which Australian dog food brand is healthiest?”
Asked ChatGPT
“What are the most popular dog food brands in Australia?”
Searched Google, AI Overview
“dog food”
Searched Google, AI Overview
“best dog food”
Brands are shown in the order each answer named them. The survey took place in Australia on October 23, 2026.
Is Hill's or Prime100 more popular in search?
This chart shows how often people search Google for Hill's and Prime100 by name. Each line represents a brand's share of searches for all eight dog food brands we track, month by month, from searches in Australia.
Share of searches by month for Prime100, Hill's. The figures are in the table below the chart.
View monthly share of searches table
| Month | Lyka | Royal Canin | Black Hawk | Prime100 | Pedigree | Advance | Hill's | Supercoat |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 47.2% | 11.3% | 11.3% | 9.3% | 7.6% | 6.2% | 4.3% | 2.7% |
| Nov 2025 | 46.6% | 11.2% | 13.7% | 9.2% | 7.5% | 6.1% | 3.7% | 2.1% |
| Dec 2025 | 49.7% | 13.3% | 13.3% | 7.3% | 4.8% | 5.9% | 3.5% | 2.1% |
| Jan 2026 | 55.1% | 9.9% | 12.1% | 8.1% | 4.4% | 5.4% | 3.3% | 1.9% |
| Feb 2026 | 52.9% | 11.6% | 11.6% | 7.7% | 5.2% | 5.2% | 4% | 1.9% |
| Mar 2026 | 50.2% | 11.9% | 9.7% | 7.9% | 7.9% | 5.3% | 4.7% | 2.4% |
| Apr 2026 | 52.5% | 11.5% | 11.5% | 7.7% | 5.1% | 5.1% | 4.4% | 2.2% |
| May 2026 | 53.2% | 10.3% | 10.3% | 8.4% | 6.9% | 4.6% | 4.5% | 2% |
| Jun 2026 | 49.7% | 13.3% | 10.9% | 7.3% | 7.3% | 4.8% | 4.7% | 2.1% |
| Jul 2026 | 49% | 13.1% | 10.7% | 8.8% | 5.9% | 5.9% | 4.7% | 2.1% |
| Aug 2026 | 47.6% | 12.7% | 10.4% | 8.5% | 8.5% | 5.7% | 4.5% | 2% |
| Sep 2026 | 43.7% | 13.5% | 11% | 11% | 7.3% | 6% | 4.8% | 2.7% |
How has the Hill's and Prime100 comparison changed over the last 12 months?
3 findings
- Prime100 was ahead of Hill's in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hill's’ share of searches among dog food brands in Australia moved from 4.3% to 4.8%, and its estimated monthly branded searches moved from 3.8K to 4.3K.
- Across the 12 months ending September 2026, Prime100’s share of searches among dog food brands in Australia moved from 9.3% to 11%, and its estimated monthly branded searches moved from 8.1K to 9.9K.
How did search popularity change for Australia dog food brands in September 2026?
2 changes
In September 2026, Prime100 overtook Pedigree to rank 4th among dog food brands in Australia, with 11% of the searches.
Estimated monthly branded searches for Hill's in Australia rose 13.8% over 12 measured months, from 3.8K to 4.3K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Hill's’ and Prime100’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
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