Hill's vs Instinct:Which is searched more?
In September 2026, Hill's had more branded searches than Instinct among kitten food brands worldwide. Hill's was estimated to have 450K branded searches compared to Instinct’s 480, and held a 33.8% Share of Search versus Instinct’s 0.04%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Hill's or Instinct?
Compare the kitten food brands brands people buy. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.
Share of Search by month for Hill's, Instinct. The figures are in the table below the chart.
View monthly share of search table
| Month | Royal Canin | Hill's | Purina | Whiskas | Instinct |
|---|---|---|---|---|---|
| Oct 2025 | 42.3% | 34.6% | 12.6% | 10.4% | 0.05% |
| Nov 2025 | 43.3% | 35.4% | 10.6% | 10.6% | 0.03% |
| Dec 2025 | 41.3% | 33.8% | 12.4% | 12.4% | 0.02% |
| Jan 2026 | 43.3% | 35.4% | 10.6% | 10.6% | 0.03% |
| Feb 2026 | 41.3% | 33.8% | 12.4% | 12.4% | 0.03% |
| Mar 2026 | 51.3% | 28.1% | 10.3% | 10.3% | 0.03% |
| Apr 2026 | 41.3% | 33.8% | 12.4% | 12.4% | 0.03% |
| May 2026 | 41.3% | 33.8% | 12.4% | 12.4% | 0.02% |
| Jun 2026 | 41.3% | 33.8% | 12.4% | 12.4% | 0.03% |
| Jul 2026 | 41.3% | 33.8% | 12.4% | 12.4% | 0.03% |
| Aug 2026 | 46.3% | 31% | 11.4% | 11.4% | 0.03% |
| Sep 2026 | 41.3% | 33.8% | 12.4% | 12.4% | 0.04% |
How has the Hill's and Instinct comparison changed over the last 12 months?
3 findings
- Hill's was ahead of Instinct in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Hill's’ estimated Share of Search among kitten food brands worldwide moved from 34.6% to 33.8%, and its estimated monthly branded searches moved from 550K to 450K.
- Across the 12 months ending September 2026, Instinct’s estimated Share of Search among kitten food brands worldwide moved from 0.05% to 0.04%, and its estimated monthly branded searches moved from 720 to 480.
How did search popularity change for kitten food brands worldwide in September 2026?
2 changes
In September 2026, Hill's gained estimated Share of Search among kitten food brands worldwide, from 31% to 33.8%.
Estimated monthly branded searches for Instinct worldwide fell 33.3% over 12 measured months, from 720 to 480 in September 2026.
Other head-to-heads among kitten food brands
How each brand is measured
Brandwave collects information about searches that people make online using Hill's’ and Instinct’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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