Brandwave

How popular isButternut Box?

In September 2026, people searched for Butternut Box by name about 74,000 times in the United Kingdom, about the same as the previous year. These searches made up 29.3% of all United Kingdom dog food subscription searches, placing Butternut Box second out of seven brands. When we asked both ChatGPT and Google AI Overviews about dog food subscriptions, Butternut Box appeared in three of the five answers and was the most recommended of the seven.

Search and AI answers in September 2026

Butternut Box is the second most searched of 7 competitors and the most recommended in AI answers.

  1. Pure Pet FoodShare of searches 31.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. Butternut BoxShare of searches 29.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  3. Pooch & MuttShare of searches 16.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. tails.comShare of searches 9.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  5. Different DogShare of searches 5.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

+2 more

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Top dog food subscriptions in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Butternut Box was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Butternut Box is the most recommended of the seven.

Most recommended by AI

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

  1. Butternut Box1st
  2. tails.com2nd
  3. Different Dog3rd
  4. Pure Pet Food4th
  5. Pooch & Mutt5th
  6. Marleybones6th
  7. Lily's Kitchen7th

Mentioned by AI

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

  • Butternut Box3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • tails.com3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Different Dog3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pure Pet Food2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lily's Kitchen2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Marleybones2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pooch & Mutt1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about dog food subscriptions

5 answers

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 22, 2026.

Which dog food subscriptions compete with Butternut Box?

Butternut Box against dog food subscriptions in the United Kingdom, by month

Share of searches by month for Pure Pet Food, Butternut Box, Pooch & Mutt, tails.com, Different Dog, Lily's Kitchen, Marleybones. The figures are in the table below the chart.

View monthly share of searches table
MonthPure Pet FoodButternut BoxPooch & Mutttails.comDifferent DogLily's KitchenMarleybones
Oct 202522.5%32.6%23.1%9.4%6.5%4.4%1.6%
Nov 202523.9%30.1%25.8%8.7%6%4%1.5%
Dec 202529%30%17.3%10.6%7.3%4%1.8%
Jan 202625.5%32.2%22.8%8.2%6.4%3.5%1.3%
Feb 202625.8%32.5%18.9%9.4%6.5%5.3%1.6%
Mar 202627.4%30%21.2%8.7%6%4.9%1.8%
Apr 202628.5%31.2%18.1%9%6.2%5.1%1.9%
May 202628.5%31.2%18.1%9%6.2%5.1%1.9%
Jun 202626.5%35.5%16.6%9%5.8%4.8%1.7%
Jul 202626.5%35.5%16.6%9%5.8%4.8%1.7%
Aug 202629.3%32%15.2%8.1%7.9%5.2%2.3%
Sep 202631.1%29.3%16.8%9.1%5.9%5.9%2.1%

  1. 1.Pure Pet Food

    31.1%

    Moved from 2nd to 1st. 78.6K estimated branded searches, -5% vs prior month. Share +1.8 points.

  2. 2.Butternut Box

    29.3%

    Moved from 1st to 2nd. 74K estimated branded searches, -18.2% vs prior month. Share -2.8 points.

  3. 3.Pooch & Mutt

    16.8%

    Held 3rd. 42.4K estimated branded searches, -1.2% vs prior month. Share +1.6 points.

  4. 4.tails.com

    9.1%

    Held 4th. 22.9K estimated branded searches, 0% vs prior month. Share +1 points.

  5. 5.Different Dog

    5.9%

    Held 5th. 14.8K estimated branded searches, -33.3% vs prior month. Share -2 points.

  6. 6.Lily's Kitchen

    5.9%

    Held 6th. 14.8K estimated branded searches, 0% vs prior month. Share +0.6 points.

  7. 7.Marleybones

    2.1%

    Held 7th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

Lily's Kitchen sells other things too, so only its searches that name this product count here, like “lilys kitchen dog food”.

Compare popularity between Butternut Box and its closest rivals

Every comparison with Butternut Box

6 comparisons

How has branded search demand for Butternut Box changed in the United Kingdom over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Butternut Box in the United Kingdom held steady at 74K.
  • Across the 12 months ending September 2026, Butternut Box’s share of searches among dog food subscriptions in the United Kingdom decreased from 32.6% to 29.3%.
  • Across the 12 months ending September 2026, Butternut Box’s share of searches among dog food subscriptions in the United Kingdom peaked at 35.5% in June 2026 and was lowest at 29.3% in September 2026.
  • Across the 12 months ending September 2026, Butternut Box fell from 1st to 2nd among dog food subscriptions in the United Kingdom.

How did search popularity change for United Kingdom dog food subscriptions in September 2026?

6 changes

  1. In September 2026, Pure Pet Food overtook Butternut Box to become the leader among dog food subscriptions in the United Kingdom, with 31.1% of the searches.

  2. In September 2026, Pooch & Mutt gained share of searches among dog food subscriptions in the United Kingdom, from 15.2% to 16.8%.

  3. In September 2026, tails.com gained share of searches among dog food subscriptions in the United Kingdom, from 8.1% to 9.1%.

  4. In September 2026, Lily's Kitchen gained share of searches among dog food subscriptions in the United Kingdom, from 5.2% to 5.9%.

  5. In September 2026, Butternut Box lost share of searches among dog food subscriptions in the United Kingdom, from 32% to 29.3%.

  6. In September 2026, Different Dog lost share of searches among dog food subscriptions in the United Kingdom, from 7.9% to 5.9%.

How are Butternut Box’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Butternut Box’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • butternut box

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How the Brand Demand Index is measured

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