How popular isPedigree?
In September 2026, people searched for Pedigree by name about 620 times in New Zealand, about the same as the previous year. These searches made up 4.3% of all New Zealand pet food brand searches, placing Pedigree seventh out of eight brands. When we asked both ChatGPT and Google AI Overviews about pet food brands, Pedigree did not appear in any of the answers.
Pedigree is the seventh most searched of 8 competitors and not listed in any AI answer.
Royal CaninShare of searches 22%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
Hill'sShare of searches 20.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
WhiskasShare of searches 17.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
PurinaShare of searches 14.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
PedigreeShare of searches 4.3%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top pet food brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Pedigree did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Royal Canin1st
ZIWI Peak2nd
Black Hawk3rd- Hill's4th
K9 Natural5th- Purina6th
- Whiskas–
- 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
Asked ChatGPT
“Which pet food brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best pet food brands in New Zealand?”
Asked ChatGPT
“What's the best pet food brand in New Zealand for dogs and cats?”
Searched Google, AI Overview
“dog food nz”
Searched Google, AI Overview
“premium dog food”
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 Pedigree?
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
| Month | Royal Canin | Hill's | Whiskas | Purina | ZIWI Peak | Black Hawk | Pedigree | K9 Natural |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 23.7% | 20.4% | 16.7% | 13.9% | 12% | 6.7% | 4.7% | 2% |
| Nov 2025 | 21.5% | 22.8% | 15.3% | 13.9% | 12.5% | 7.5% | 4.3% | 2.2% |
| Dec 2025 | 23.8% | 17.7% | 17.3% | 14.9% | 11.7% | 7.8% | 4.4% | 2.3% |
| Jan 2026 | 21.5% | 16% | 18.9% | 18.7% | 11.5% | 6.8% | 4.2% | 2.5% |
| Feb 2026 | 22.1% | 18.4% | 18.9% | 15.8% | 12.2% | 6.9% | 3.3% | 2.5% |
| Mar 2026 | 23.1% | 20.7% | 16.9% | 16.8% | 10.2% | 6.6% | 3.5% | 2.1% |
| Apr 2026 | 23.6% | 18% | 18% | 17.8% | 9.8% | 6.9% | 3.7% | 2.2% |
| May 2026 | 21.8% | 19.9% | 18% | 17.8% | 9.8% | 6.5% | 3.8% | 2.4% |
| Jun 2026 | 21.5% | 20.2% | 18.3% | 16.8% | 10.6% | 6.5% | 3.8% | 2.4% |
| Jul 2026 | 21.3% | 16.9% | 20.7% | 16.5% | 10.8% | 7.1% | 4.9% | 1.8% |
| Aug 2026 | 21.4% | 18.7% | 19.8% | 15.5% | 11.3% | 6.9% | 4.4% | 1.8% |
| Sep 2026 | 22% | 20.7% | 17.9% | 14.4% | 9.4% | 9.1% | 4.3% | 2.2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 22% | 3.1K | +1.9% | +0.5 points | |
| 2, moved from 3rd to 2nd | 20.7% | 3K | +10% | +2 pointsmoved from 3rd to 2nd | |
| 3, moved from 2nd to 3rd | 17.9% | 2.6K | -10.5% | -2 pointsmoved from 2nd to 3rd | |
| 4, held 4th | 14.4% | 2.1K | -7.2% | -1 points | |
| 5, held 5th | 9.4% | 1.4K | -17.2% | -1.9 points | |
| 6, held 6th | 9.1% | 1.3K | +30% | +2.1 points | |
| 7, held 7th | 4.3% | 620 | -3.1% | -0.1 points | |
| 8, held 8th | 2.2% | 320 | +23.1% | +0.4 points |
22%
Held 1st. 3.1K estimated branded searches, +1.9% vs prior month. Share +0.5 points.
2.
Hill's20.7%
Moved from 3rd to 2nd. 3K estimated branded searches, +10% vs prior month. Share +2 points.
3.
Whiskas17.9%
Moved from 2nd to 3rd. 2.6K estimated branded searches, -10.5% vs prior month. Share -2 points.
4.
Purina14.4%
Held 4th. 2.1K estimated branded searches, -7.2% vs prior month. Share -1 points.
9.4%
Held 5th. 1.4K estimated branded searches, -17.2% vs prior month. Share -1.9 points.
9.1%
Held 6th. 1.3K estimated branded searches, +30% vs prior month. Share +2.1 points.
7.
Pedigree4.3%
Held 7th. 620 estimated branded searches, -3.1% vs prior month. Share -0.1 points.
2.2%
Held 8th. 320 estimated branded searches, +23.1% vs prior month. Share +0.4 points.
Compare popularity between Pedigree and its closest rivals
Every comparison with Pedigree
7 comparisons
How has branded search demand for Pedigree changed in New Zealand over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Pedigree in New Zealand held steady at 620.
- Across the 12 months ending September 2026, Pedigree’s share of searches among pet food brands in New Zealand peaked at 4.9% in July 2026 and was lowest at 3.3% in February 2026.
How did search popularity change for New Zealand pet food brands in September 2026?
6 changes
In September 2026, Hill's overtook Whiskas to rank 2nd among pet food brands in New Zealand, with 20.7% of the searches.
In September 2026, Black Hawk gained share of searches among pet food brands in New Zealand, from 6.9% to 9.1%.
In September 2026, Royal Canin gained share of searches among pet food brands in New Zealand, from 21.4% to 22%.
In September 2026, Whiskas lost share of searches among pet food brands in New Zealand, from 19.8% to 17.9%.
In September 2026, ZIWI Peak lost share of searches among pet food brands in New Zealand, from 11.3% to 9.4%.
In September 2026, Purina lost share of searches among pet food brands in New Zealand, from 15.5% to 14.4%.
How are Pedigree’s branded searches counted?
3 search terms
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.
- pedigree cat food
- pedigree dog food
- pedigree pet food
Who owns Pedigree?
Pedigree is owned by 
Mars. Brandwave also tracks 
Airwaves, 
Dolmio, Eclipse, Extra, Juicy Fruit, Royal Canin and 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.