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 20.7% of all New Zealand pet food brand searches, placing Hill's second out of eight brands. When we asked both ChatGPT and Google AI Overviews about pet food brands, Hill's appeared in four of the five answers and was the fourth most recommended of the eight.

Search and AI answers in September 2026

Hill's is the second most searched of 8 competitors and the fourth most recommended in AI answers.

  1. Royal CaninShare of searches 22%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. Hill'sShare of searches 20.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  3. WhiskasShare of searches 17.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. PurinaShare of searches 14.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  5. ZIWI PeakShare of searches 9.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

+3 more

Hill's website (opens in a new tab)

Follow Hill's and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top pet food brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hill's was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Hill's is the fourth most recommended of the eight.

Most recommended by AI

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

  1. Royal Canin1st
  2. ZIWI Peak2nd
  3. Black Hawk3rd
  4. Hill's4th
  5. K9 Natural5th
  6. Purina6th
  7. Whiskas–
  8. Pedigree–

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
  • ZIWI Peak5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hill's4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Purina3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Black Hawk3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • K9 Natural3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Whiskas0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pedigree0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about pet food brands

5 answers

Not named in any answer:

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

Which pet food brands compete with Hill's?

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

Share of searches by month for Royal Canin, Hill's, Whiskas, Purina, ZIWI Peak, Black Hawk, Pedigree, K9 Natural. The figures are in the table below the chart.

View monthly share of searches table
MonthRoyal CaninHill'sWhiskasPurinaZIWI PeakBlack HawkPedigreeK9 Natural
Oct 202523.7%20.4%16.7%13.9%12%6.7%4.7%2%
Nov 202521.5%22.8%15.3%13.9%12.5%7.5%4.3%2.2%
Dec 202523.8%17.7%17.3%14.9%11.7%7.8%4.4%2.3%
Jan 202621.5%16%18.9%18.7%11.5%6.8%4.2%2.5%
Feb 202622.1%18.4%18.9%15.8%12.2%6.9%3.3%2.5%
Mar 202623.1%20.7%16.9%16.8%10.2%6.6%3.5%2.1%
Apr 202623.6%18%18%17.8%9.8%6.9%3.7%2.2%
May 202621.8%19.9%18%17.8%9.8%6.5%3.8%2.4%
Jun 202621.5%20.2%18.3%16.8%10.6%6.5%3.8%2.4%
Jul 202621.3%16.9%20.7%16.5%10.8%7.1%4.9%1.8%
Aug 202621.4%18.7%19.8%15.5%11.3%6.9%4.4%1.8%
Sep 202622%20.7%17.9%14.4%9.4%9.1%4.3%2.2%

  1. 1.Royal Canin

    22%

    Held 1st. 3.1K estimated branded searches, +1.9% vs prior month. Share +0.5 points.

  2. 2.Hill's

    20.7%

    Moved from 3rd to 2nd. 3K estimated branded searches, +10% vs prior month. Share +2 points.

  3. 3.Whiskas

    17.9%

    Moved from 2nd to 3rd. 2.6K estimated branded searches, -10.5% vs prior month. Share -2 points.

  4. 4.Purina

    14.4%

    Held 4th. 2.1K estimated branded searches, -7.2% vs prior month. Share -1 points.

  5. 5.ZIWI Peak

    9.4%

    Held 5th. 1.4K estimated branded searches, -17.2% vs prior month. Share -1.9 points.

  6. 6.Black Hawk

    9.1%

    Held 6th. 1.3K estimated branded searches, +30% vs prior month. Share +2.1 points.

  7. 7.Pedigree

    4.3%

    Held 7th. 620 estimated branded searches, -3.1% vs prior month. Share -0.1 points.

  8. 8.K9 Natural

    2.2%

    Held 8th. 320 estimated branded searches, +23.1% vs prior month. Share +0.4 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 pet food brands in New Zealand peaked at 22.8% in November 2025 and was lowest at 16% in January 2026.

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

6 changes

  1. In September 2026, Hill's overtook Whiskas to rank 2nd among pet food brands in New Zealand, with 20.7% of the searches.

  2. In September 2026, Black Hawk gained share of searches among pet food brands in New Zealand, from 6.9% to 9.1%.

  3. In September 2026, Royal Canin gained share of searches among pet food brands in New Zealand, from 21.4% to 22%.

  4. In September 2026, Whiskas lost share of searches among pet food brands in New Zealand, from 19.8% to 17.9%.

  5. In September 2026, ZIWI Peak lost share of searches among pet food brands in New Zealand, from 11.3% to 9.4%.

  6. In September 2026, Purina lost share of searches among pet food brands in New Zealand, from 15.5% to 14.4%.

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%Shown above
Kitten food brands2nd of 429.1%Show ranking
Creator with pink hair and a pink jacket

Is Hill's your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free