Brandwave

How popular isHill's in search?

In September 2026, there were an estimated 450K branded searches for Hill's worldwide which is down 18.2% over the last 12 months. Hill's holds 29.4% estimated Share of Search among pet food brands worldwide and is ranked 2nd of 8 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Royal Canin35.9%
  2. Hill's29.4%
  3. Purina10.8%
  4. Whiskas10.8%
  5. Black Hawk8.8%
  6. Eukanuba2.6%
  7. ZIWI Peak1.5%
  8. K9 Natural0.23%
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Where does Hill's compete?

Hill's is ranked in six 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 829.4%Shown below
Dog food brands2nd of 533.6%Show ranking
Kitten food brands2nd of 533.8%Show ranking
Cat food brands2nd of 537.9%Show ranking
Clothes line brands1st of 472.4%Show ranking
Clothes pegs brands1st of 475.9%Show ranking

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, Whiskas, Black Hawk, Eukanuba. The figures are in the table below the chart.

View monthly share of search table
MonthRoyal CaninHill'sPurinaWhiskasBlack HawkEukanubaZIWI PeakK9 Natural
Oct 202537.3%30.5%11.1%9.1%7.5%2.7%1.5%0.2%
Nov 202537.9%30.9%9.3%9.3%7.6%2.8%2%0.2%
Dec 202536.5%29.8%10.9%10.9%7.3%2.7%1.6%0.19%
Jan 202637.4%30.6%9.2%9.2%9.2%2.8%1.6%0.2%
Feb 202636.4%29.8%10.9%10.9%7.3%2.7%1.7%0.19%
Mar 202644.8%24.5%9%9%9%2.2%1.4%0.2%
Apr 202634.3%28.1%10.3%10.3%12.5%2.5%1.7%0.22%
May 202635.8%29.3%10.7%10.7%8.8%2.6%1.8%0.23%
Jun 202635.8%29.3%10.7%10.7%8.8%2.6%1.7%0.23%
Jul 202635.8%29.3%10.7%10.7%8.8%2.6%1.7%0.23%
Aug 202640.6%27.1%9.9%9.9%8.1%2.4%1.6%0.22%
Sep 202635.9%29.4%10.8%10.8%8.8%2.6%1.5%0.23%

  1. 1.Royal Canin

    35.9%

    Held 1st. 550K estimated branded searches, -18.3% vs prior month. Share -4.7 points.

  2. 2.Hill's

    29.4%

    Held 2nd. 450K estimated branded searches, 0% vs prior month. Share +2.2 points.

  3. 3.Purina

    10.8%

    Held 3rd. 165K estimated branded searches, 0% vs prior month. Share +0.8 points.

  4. 4.Whiskas

    10.8%

    Held 4th. 165K estimated branded searches, 0% vs prior month. Share +0.8 points.

  5. 5.Black Hawk

    8.8%

    Held 5th. 135K estimated branded searches, 0% vs prior month. Share +0.7 points.

  6. 6.Eukanuba

    2.6%

    Held 6th. 40.5K estimated branded searches, 0% vs prior month. Share +0.2 points.

  7. 7.ZIWI Peak

    1.5%

    Held 7th. 22.9K estimated branded searches, -12.6% vs prior month. Share -0.1 points.

  8. 8.K9 Natural

    0.23%

    Held 8th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Hill's and its closest rivals

Every comparison with Hill's

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Hill's worldwide fell from 550K to 450K.
  • Across the 12 months ending September 2026, Hill's’ estimated Share of Search among pet food brands worldwide decreased from 30.5% to 29.4%.
  • Across the 12 months ending September 2026, Hill's’ estimated Share of Search among pet food brands worldwide peaked at 30.9% in November 2025 and was lowest at 24.5% in March 2026.

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

  1. In September 2026, Hill's gained estimated Share of Search among pet food brands worldwide, from 27.1% to 29.4%.

  2. In September 2026, Purina gained estimated Share of Search among pet food brands worldwide, from 9.9% to 10.8%.

  3. In September 2026, Whiskas gained estimated Share of Search among pet food brands worldwide, from 9.9% to 10.8%.

  4. In September 2026, Black Hawk gained estimated Share of Search among pet food brands worldwide, from 8.1% to 8.8%.

  5. In September 2026, Royal Canin lost estimated Share of Search among pet food brands worldwide, from 40.6% to 35.9%.

  6. Estimated monthly branded searches for Eukanuba worldwide fell 18.2% over 12 measured months, from 49.5K to 40.5K in September 2026.

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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