Brandwave

How popular isHill's in search?

In August 2026, there were an estimated 450K branded searches for Hill's worldwide which is down 18.2% over the last 11 months. Hill's holds 33.7% estimated Share of Search among pet food brands worldwide and is ranked 2nd of 5 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Royal Canin50.4%
  2. Hill's33.7%
  3. Purina12.3%
  4. Eukanuba3%
  5. ZIWI Peak0.61%
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Which pet food brands compete with Hill's?

Hill's against pet food brands worldwide, by month

Share of Search by month for Royal Canin, Hill's, Purina, Eukanuba. The figures are in the table below the chart.

View monthly share of search table
MonthRoyal CaninHill'sPurinaEukanubaZIWI Peak
Oct 202545.4%37.1%13.5%3.3%0.67%
Nov 202546.3%37.9%11.4%3.4%1%
Dec 202545.3%37%13.6%3.3%0.81%
Jan 202646.6%38%11.4%3.4%0.56%
Feb 202645.3%37.1%13.6%3.3%0.67%
Mar 202655.4%30.3%11.1%2.7%0.54%
Apr 202645.3%37%13.6%3.3%0.81%
May 202645.3%37%13.6%3.3%0.81%
Jun 202645.3%37.1%13.6%3.3%0.67%
Jul 202645.3%37.1%13.6%3.3%0.67%
Aug 202650.4%33.7%12.3%3%0.61%
Sep 2026—————

  1. 1.Royal Canin

    50.4%

    Held 1st. 673K estimated branded searches, +22.4% vs prior month. Share +5 points.

  2. 2.Hill's

    33.7%

    Held 2nd. 450K estimated branded searches, 0% vs prior month. Share -3.4 points.

  3. 3.Purina

    12.3%

    Held 3rd. 165K estimated branded searches, 0% vs prior month. Share -1.3 points.

  4. 4.Eukanuba

    3%

    Held 4th. 40.5K estimated branded searches, 0% vs prior month. Share -0.3 points.

  5. 5.ZIWI Peak

    0.61%

    Held 5th. 8.1K estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare search popularity between Hill's and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Hill's worldwide fell from 550K to 450K.
  • Across the 11 months ending August 2026, Hill's’ estimated Share of Search among pet food brands worldwide decreased from 37.1% to 33.7%.
  • Across the 11 months ending August 2026, Hill's’ estimated Share of Search among pet food brands worldwide peaked at 38% in January 2026 and was lowest at 30.3% in March 2026.

How did search popularity change for pet food brands worldwide in August 2026?

  1. In August 2026, Royal Canin gained estimated Share of Search among pet food brands worldwide, from 45.3% to 50.4%.

  2. In August 2026, Hill's lost estimated Share of Search among pet food brands worldwide, from 37.1% to 33.7%.

  3. In August 2026, Purina lost estimated Share of Search among pet food brands worldwide, from 13.6% to 12.3%.

  4. Estimated monthly branded searches for Eukanuba worldwide fell 18.2% over 11 measured months, from 49.5K to 40.5K in August 2026.

  5. Estimated monthly branded searches for ZIWI Peak worldwide fell 18.2% over 11 measured months, from 9.9K to 8.1K in August 2026.

Where does Hill's compete?

Hill's is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Pet food brands2nd of 533.7%Shown above
Dog food brands2nd of 533.8%Show ranking
Cat food brands2nd of 534.7%Show ranking

How is Hill's measured?

Brandwave collects information about searches that people make online using Hill'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.

1 branded search term

  • hill's

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How the Brand Demand Index is measured

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