---
title: "Hill's vs Instinct: Which is searched more?"
description: "Which is more popular in search, Hill's or Instinct? Compare estimated monthly branded-search demand and Share of Search inside the Kitten food brands set worldwide. 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."
canonical: "https://gobrandwave.com/demand/global-en/compare/hills-vs-instinct"
publisher: "Brandwave"
---

# Hill's vs Instinct: Which is searched more?

Which is more popular in search, Hill's or Instinct? Compare estimated monthly branded-search demand and Share of Search inside the Kitten food brands set worldwide. 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.

## Key facts

- **Compared**: Hill's and Instinct
- **Competitive set**: Kitten food brands
- **Market**: Global
- **Month measured**: Sep 2026
- **Hill's Share of Search**: 33.8%
- **Instinct Share of Search**: 0.04%

## Which is more popular in search, Hill's or Instinct?

- 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%.
- 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?

- 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.

## Month by month

| Month | Hill's estimated searches | Hill's Share of Search | Hill's rank | Instinct estimated searches | Instinct Share of Search | Instinct rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 550K | 34.6% | 2 | 720 | 0.05% | 5 |
| Nov 2025 | 550K | 35.4% | 2 | 390 | 0.03% | 5 |
| Dec 2025 | 450K | 33.8% | 2 | 320 | 0.02% | 5 |
| Jan 2026 | 550K | 35.4% | 2 | 480 | 0.03% | 5 |
| Feb 2026 | 450K | 33.8% | 2 | 390 | 0.03% | 5 |
| Mar 2026 | 450K | 28.1% | 2 | 480 | 0.03% | 5 |
| Apr 2026 | 450K | 33.8% | 2 | 390 | 0.03% | 5 |
| May 2026 | 450K | 33.8% | 2 | 320 | 0.02% | 5 |
| Jun 2026 | 450K | 33.8% | 2 | 390 | 0.03% | 5 |
| Jul 2026 | 450K | 33.8% | 2 | 390 | 0.03% | 5 |
| Aug 2026 | 450K | 31% | 2 | 390 | 0.03% | 5 |
| Sep 2026 | 450K | 33.8% | 2 | 480 | 0.04% | 5 |

## 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.

- **Hill's**: Measured on the search term “hill's”.
- **Instinct**: Measured on the search term “instinct vet”.

- [Hill's profile](/demand/global-en/brands/hills)
- [Instinct profile](/demand/global-en/brands/instinct)
- [All kitten food brands worldwide](/demand/global-en/categories/kitten-food-brands): The set both shares are measured inside, 5 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, Hill's or Instinct?

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%.

## Cite this page

Brandwave. "Hill's vs Instinct: Which is searched more?". https://gobrandwave.com/demand/global-en/compare/hills-vs-instinct

This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/hills-vs-instinct. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.