How popular isPedigree in search?
In August 2026, there were an estimated 2.4K branded searches for Pedigree in New Zealand which is up 31.3% over the last 11 months. Pedigree holds 6.5% estimated Share of Search among New Zealand pet food brands and is ranked 7th of 8 competitors for search popularity.
Purina29.6%
Royal Canin23.9%
Black Hawk10.9%
Whiskas10%
Hill's9.8%
ZIWI Peak7.8%
Pedigree6.5%
K9 Natural1.7%
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Which pet food brands compete with Pedigree?
Share of Search by month for Purina, Royal Canin, Black Hawk, Whiskas, Hill's, ZIWI Peak, Pedigree. The figures are in the table below the chart.
View monthly share of search table
| Month | Purina | Royal Canin | Black Hawk | Whiskas | Hill's | ZIWI Peak | Pedigree | K9 Natural |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 24.3% | 26.1% | 12.7% | 8.7% | 12.3% | 8.3% | 6% | 1.8% |
| Nov 2025 | 23.6% | 25.5% | 13.6% | 8% | 13% | 8.4% | 5.8% | 2.1% |
| Dec 2025 | 23.2% | 26.9% | 14% | 8.7% | 11% | 7.8% | 6.3% | 2.1% |
| Jan 2026 | 27.7% | 24.4% | 12.5% | 9.2% | 9.3% | 9.1% | 5.8% | 2% |
| Feb 2026 | 26.4% | 25% | 12.2% | 9.7% | 10.5% | 9% | 5% | 2.1% |
| Mar 2026 | 29.8% | 25.4% | 10.5% | 8.6% | 10.7% | 7.9% | 5.3% | 1.8% |
| Apr 2026 | 29.8% | 26.2% | 11.1% | 9.1% | 9.7% | 6.9% | 5.1% | 2% |
| May 2026 | 31.4% | 26.2% | 9.3% | 9% | 9.8% | 7.1% | 5.4% | 1.8% |
| Jun 2026 | 32.5% | 25.2% | 9.4% | 8.8% | 9.7% | 7.1% | 5.5% | 1.9% |
| Jul 2026 | 31.5% | 24.9% | 10.5% | 9.6% | 8.3% | 7% | 6.1% | 2% |
| Aug 2026 | 29.6% | 23.9% | 10.9% | 10% | 9.8% | 7.8% | 6.5% | 1.7% |
| Sep 2026 | — | — | — | — | — | — | — | — |
| Rank | Brand | Share of Search | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 29.6% | 10.7K | -9.1% | -1.9 points | |
| 2, held 2nd | 23.9% | 8.7K | -7.3% | -1.1 points | |
| 3, held 3rd | 10.9% | 3.9K | -0.25% | +0.3 points | |
| 4, held 4th | 10% | 3.6K | +0.56% | +0.4 points | |
| 5, held 5th | 9.8% | 3.5K | +13.5% | +1.4 points | |
| 6, held 6th | 7.8% | 2.8K | +8.4% | +0.8 points | |
| 7, held 7th | 6.5% | 2.4K | +3.1% | +0.4 points | |
| 8, held 8th | 1.7% | 600 | -21.1% | -0.4 points |
1.
29.6%
held 1st · 10.7K estimated branded searches · -9.1% vs prior month · -1.9 points
23.9%
held 2nd · 8.7K estimated branded searches · -7.3% vs prior month · -1.1 points
10.9%
held 3rd · 3.9K estimated branded searches · -0.25% vs prior month · +0.3 points
4.
Whiskas10%
held 4th · 3.6K estimated branded searches · +0.56% vs prior month · +0.4 points
5.
Hill's9.8%
held 5th · 3.5K estimated branded searches · +13.5% vs prior month · +1.4 points
7.8%
held 6th · 2.8K estimated branded searches · +8.4% vs prior month · +0.8 points
7.
Pedigree6.5%
held 7th · 2.4K estimated branded searches · +3.1% vs prior month · +0.4 points
1.7%
held 8th · 600 estimated branded searches · -21.1% vs prior month · -0.4 points
Compare search popularity between Pedigree and its closest rivals
How has branded search demand for Pedigree changed in New Zealand over the last 12 months?
2 findings
- Across the 11 months ending August 2026, estimated monthly branded searches for Pedigree in New Zealand rose from 1.8K to 2.4K.
- Across the 11 months ending August 2026, Pedigree’s estimated Share of Search among pet food brands in New Zealand peaked at 6.5% in August 2026 and was lowest at 5% in February 2026.
How did search popularity change for New Zealand pet food brands in August 2026?
6 changes
In August 2026, Hill's gained estimated Share of Search among pet food brands in New Zealand, from 8.3% to 9.8%.
In August 2026, ZIWI Peak gained estimated Share of Search among pet food brands in New Zealand, from 7% to 7.8%.
In August 2026, Purina lost estimated Share of Search among pet food brands in New Zealand, from 31.5% to 29.6%.
In August 2026, Royal Canin lost estimated Share of Search among pet food brands in New Zealand, from 24.9% to 23.9%.
Black Hawk’s estimated Share of Search among pet food brands in New Zealand has gained ground for 3 months in a row, from 9.3% to 10.9% in August 2026.
Pedigree’s estimated Share of Search among pet food brands in New Zealand has gained ground for 3 months in a row, from 5.4% to 6.5% in August 2026.
How is Pedigree measured?
Brandwave collects information about searches that people make online using Pedigree’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.
13 branded search terms
- adult dog food pedigree
- pedigree cat food
- pedigree dog food
- pedigree dog food 15kg
- pedigree dog food 20kg
- pedigree dog food 8kg
- pedigree dog food biscuits
- pedigree dog food is it good
- pedigree dog food pak n save
- pedigree dry dog food
- pedigree pet food
- pedigree small breed dog food
- puppy dog food pedigree
Who owns Pedigree?
Pedigree is owned by 
Mars. Brandwave also tracks 
Airwaves, 
Dolmio, Eclipse, Extra, Juicy Fruit, Whiskas, owned by the same company, in New Zealand.
Do you work for Pedigree? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Pedigree 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.