Brandwave

How popular isHill's?

In September 2026, people searched for Hill's by name about 2,970 times in New Zealand, a 10.4% increase from the previous year. These searches made up 29.1% of all New Zealand kitten food brand searches, placing Hill's second out of four brands. When we asked both ChatGPT and Google AI Overviews about kitten food brands, Hill's appeared in all answers and was the second most recommended of the four.

Search and AI answers in September 2026

Hill's is the second most searched of 4 competitors and the second most recommended in AI answers.

  1. Royal CaninShare of searches 34.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Hill'sShare of searches 29.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. WhiskasShare of searches 28%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. PurinaShare of searches 8.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
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Top kitten food brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hill's appeared in all five answers. Hill's is the second most recommended of the four.

Most recommended by AI

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

  1. Royal Canin1st
  2. Hill's2nd
  3. Purina3rd
  4. Whiskas4th

Mentioned by AI

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

  • Royal Canin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hill's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Purina4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Whiskas1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about kitten food brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which kitten food brands compete with Hill's?

Hill's against kitten food brands in New Zealand, by month

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

View monthly share of searches table
MonthRoyal CaninHill'sWhiskasPurina
Oct 202537.4%28.9%26.2%7.4%
Nov 202534.4%32.5%24.2%8.8%
Dec 202538%24.8%27.4%9.8%
Jan 202635.1%22.6%30.7%11.5%
Feb 202635.4%25.3%30%9.3%
Mar 202636.2%28.2%26.2%9.5%
Apr 202637.2%24.8%28.1%9.9%
May 202634.3%27.1%28.1%10.5%
Jun 202633.6%27.5%28.5%10.5%
Jul 202633.9%23.6%32.7%9.8%
Aug 202634.3%26%31.5%8.2%
Sep 202634.7%29.1%28%8.2%

  1. 1.Royal Canin

    34.7%

    Held 1st. 3.1K estimated branded searches, +1.9% vs prior month. Share +0.4 points.

  2. 2.Hill's

    29.1%

    Moved from 3rd to 2nd. 2.6K estimated branded searches, +12.8% vs prior month. Share +3.1 points.

  3. 3.Whiskas

    28%

    Moved from 2nd to 3rd. 2.5K estimated branded searches, -10.6% vs prior month. Share -3.5 points.

  4. 4.Purina

    8.2%

    Held 4th. 740 estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare popularity between Hill's and its closest rivals

Every comparison with Hill's

7 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hill's in New Zealand rose from 2.7K to 3K.
  • Across the 12 months ending September 2026, Hill's’ share of searches among kitten food brands in New Zealand peaked at 32.5% in November 2025 and was lowest at 22.6% in January 2026.

How did search popularity change for New Zealand kitten food brands in September 2026?

4 changes

  1. In September 2026, Hill's overtook Whiskas to rank 2nd among kitten food brands in New Zealand, with 29.1% of the searches.

  2. In September 2026, Whiskas lost share of searches among kitten food brands in New Zealand, from 31.5% to 28%.

  3. Royal Canin’s share of searches among kitten food brands in New Zealand has gained ground for 3 months in a row, from 33.6% to 34.7% in September 2026.

  4. Purina’s share of searches among kitten food brands in New Zealand has lost ground for 3 months in a row, from 10.5% to 8.2% in September 2026.

How are Hill's’ branded searches counted?

17 search terms

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

  • hill's
  • hill's cat food
  • hill's dog food
  • hill's pet food
  • hills
  • hills biome
  • hills cat food
  • hills derm complete
  • hills digestive care
  • hills dog food
  • hills gastrointestinal biome
  • hills metabolic
  • hills metabolic mobility
  • hills pet food
  • hills prescription diet
  • hills puppy food
  • hills science diet

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

How the Brand Demand Index is measured

Where does Hill's compete?

Hill's 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
Pet food brands2nd of 820.7%Show ranking
Kitten food brands2nd of 429.1%Shown above
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