Brandwave

How popular isIams?

In September 2026, people searched for Iams by name about 66,200 times worldwide, a 10% increase from the previous year. These searches made up 4.7% of all global dog food brand searches, placing Iams fifth out of six brands. When we asked both ChatGPT and Google AI Overviews about dog food brands, Iams appeared in three of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Iams is the fifth most searched of 6 competitors and the fourth most recommended in AI answers.

  1. Royal CaninShare of searches 39.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. Hill'sShare of searches 32%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. PurinaShare of searches 11.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. Black HawkShare of searches 9.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. IamsShare of searches 4.7%Mentioned in 3 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, Iams was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Iams is the fourth most recommended of the six.

Most recommended by AI

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

  1. Purina1st
  2. Hill's2nd
  3. Royal Canin3rd
  4. Iams4th
  5. Eukanuba5th
  6. Black Hawk–

Mentioned by AI

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

  • Purina5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Royal Canin4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hill's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Iams3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Eukanuba1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Black Hawk0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about dog food brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.

Which dog food brands compete with Iams?

Iams against dog food brands worldwide, by month

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

View monthly share of searches table
MonthRoyal CaninHill'sPurinaBlack HawkIamsEukanuba
Oct 202540.3%33%12%8.1%3.6%3%
Nov 202541.2%33.7%10.1%8.3%3.7%3%
Dec 202540%32.7%12%8%4.4%2.9%
Jan 202640.5%33.1%9.9%9.9%3.6%3%
Feb 202640.2%32.9%12%8%4%3%
Mar 202648.1%26.3%9.7%9.7%3.9%2.4%
Apr 202637.7%30.8%11.3%13.8%3.7%2.8%
May 202639.6%32.4%11.9%9.7%3.5%2.9%
Jun 202639.4%32.3%11.8%9.7%3.9%2.9%
Jul 202639.4%32.3%11.8%9.7%3.9%2.9%
Aug 202644.2%29.5%10.8%8.9%4%2.7%
Sep 202639.1%32%11.7%9.6%4.7%2.9%

  1. 1.Royal Canin

    39.1%

    Held 1st. 550K estimated branded searches, -18.3% vs prior month. Share -5.1 points.

  2. 2.Hill's

    32%

    Held 2nd. 450K estimated branded searches, 0% vs prior month. Share +2.5 points.

  3. 3.Purina

    11.7%

    Held 3rd. 165K estimated branded searches, 0% vs prior month. Share +0.9 points.

  4. 4.Black Hawk

    9.6%

    Held 4th. 135K estimated branded searches, 0% vs prior month. Share +0.7 points.

  5. 5.Iams

    4.7%

    Held 5th. 66.2K estimated branded searches, +10% vs prior month. Share +0.8 points.

  6. 6.Eukanuba

    2.9%

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

Compare popularity between Iams and its closest rivals

Every comparison with Iams

8 comparisons

How has branded search demand for Iams changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Iams worldwide rose from 60.2K to 66.2K.
  • Across the 12 months ending September 2026, Iams’ share of searches among dog food brands worldwide increased from 3.6% to 4.7%.
  • Across the 12 months ending September 2026, Iams’ share of searches among dog food brands worldwide peaked at 4.7% in September 2026 and was lowest at 3.5% in May 2026.

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

6 changes

  1. In September 2026, Hill's gained share of searches among dog food brands worldwide, from 29.5% to 32%.

  2. In September 2026, Purina gained share of searches among dog food brands worldwide, from 10.8% to 11.7%.

  3. In September 2026, Iams gained share of searches among dog food brands worldwide, from 4% to 4.7%.

  4. In September 2026, Black Hawk gained share of searches among dog food brands worldwide, from 8.9% to 9.6%.

  5. In September 2026, Royal Canin lost share of searches among dog food brands worldwide, from 44.2% to 39.1%.

  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 are Iams’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Iams’ 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.

  • iams
  • iams cat food

How the Brand Demand Index is measured

Who owns Iams?

Iams is owned by Mars Petcare. Brandwave does not track any other brands owned by Mars Petcare.

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

Where does Iams compete?

Iams 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 brands5th of 64.7%Shown above
Cat food brands4th of 65.1%Show ranking
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Is Iams your brand?

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