Brandwave

Hill's vs Whiskas:Which is more popular?

In September 2026, Hill's had more branded searches than Whiskas among kitten food brands in New Zealand. Hill's had about 2,640 branded searches, while Whiskas had 2,540. Hill's made up 29.1% of all kitten food brand searches we track, and Whiskas accounted for 28%. When we asked ChatGPT and Google AI Overviews about kitten food brands, Hill's appeared in all five answers and Whiskas in one. Hill's was mentioned before Whiskas in every answer.

Among kitten food brands in New Zealand in September 2026

Who do people search for more?

Hill's and Whiskas are searched for about as often as each other.

Hill's 2.6K searchesWhiskas 2.5K searches

Who does AI mention more?

Hill's, mentioned in every answer we collected

Hill's in 5 of 5Whiskas in 1 of 5

Who does AI recommend more?

Hill's, named ahead of Whiskas in every answer

Hill's first in 4Whiskas never first

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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. Whiskas was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Hill's was listed before Whiskas in every answer.

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.

Is Hill's or Whiskas more popular in search?

This chart shows how often people search Google for Hill's and Whiskas by name. Each line represents a brand's share of searches for all four kitten food brands we track, month by month, from searches in New Zealand.

Hill's and Whiskas among kitten food brands in New Zealand, by month

Share of searches by month for Hill's, Whiskas. 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%

How has the Hill's and Whiskas comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Whiskas took it in December 2025, Hill's took it in March 2026, Whiskas took it in April 2026, Hill's took it in September 2026.
  • Across the 12 months ending September 2026, Hill's’ share of searches among kitten food brands in New Zealand moved from 28.9% to 29.1%, and its estimated monthly branded searches moved from 2.4K to 2.6K.
  • Across the 12 months ending September 2026, Whiskas’ share of searches among kitten food brands in New Zealand moved from 26.2% to 28%, and its estimated monthly branded searches moved from 2.2K to 2.5K.

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

2 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%.

How are branded searches counted?

15 search terms

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

11 branded search terms

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

Whiskas

4 branded search terms

  • cat biscuits whiskas
  • cat whiskas food
  • whiskas
  • whiskas kitten food

How the Brand Demand Index is measured

Other head-to-heads among kitten food brands

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