How popular isHill's?
In September 2026, people searched for Hill's by name about 5,400 times in the United Kingdom, a 34.9% decrease from the previous year. These searches made up 4.2% of all United Kingdom dog food brand searches, placing Hill's seventh out of eight brands. When we asked both ChatGPT and Google AI Overviews about dog food brands, Hill's appeared in all answers and was the most recommended of the eight.
Hill's is the seventh most searched of 8 competitors and the most recommended in AI answers.
Royal CaninShare of searches 28%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
Lily's KitchenShare of searches 25.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
HarringtonsShare of searches 17.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
PurinaShare of searches 10.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
Hill'sShare of searches 4.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
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Top dog food brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Hill's appeared in all five answers. Hill's is the most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Hill's1st
- Royal Canin2nd
- Harringtons3rd
Pedigree4th- Purina5th
- James Wellbeloved6th
Burns7th- Lily's Kitchen8th
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
- Harringtons4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- James Wellbeloved3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Purina2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Pedigree2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Lily's Kitchen1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Burns1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about dog food brands
5 answers
Asked ChatGPT
“What's the best dog food brand in the UK?”
Asked ChatGPT
“Which UK dog food brand is healthiest?”
Asked ChatGPT
“What are the most popular dog food brands in the UK?”
Searched Google, AI Overview
“dog food”
Searched Google, AI Overview
“best dog food”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Which dog food brands compete with Hill's?
Share of searches by month for Royal Canin, Lily's Kitchen, Harringtons, Purina, James Wellbeloved, Burns, Hill's, Pedigree. The figures are in the table below the chart.
View monthly share of searches table
| Month | Royal Canin | Lily's Kitchen | Harringtons | Purina | James Wellbeloved | Burns | Hill's | Pedigree |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 27% | 27.2% | 14.9% | 9.2% | 8.1% | 3.6% | 5.6% | 4.4% |
| Nov 2025 | 25.4% | 27.8% | 15.2% | 9.4% | 8.3% | 3.7% | 5.7% | 4.5% |
| Dec 2025 | 28% | 25% | 13.7% | 10.4% | 9.1% | 3.3% | 5.5% | 5% |
| Jan 2026 | 26.2% | 26.3% | 14.4% | 10.6% | 7.9% | 3.5% | 5.8% | 5.3% |
| Feb 2026 | 26% | 26.2% | 14.3% | 10.8% | 7.8% | 3.5% | 6.2% | 5.2% |
| Mar 2026 | 30% | 24.6% | 13.5% | 10.4% | 7.4% | 4% | 5.2% | 4.9% |
| Apr 2026 | 25.5% | 25.7% | 17.2% | 10.6% | 7.7% | 3.4% | 4.7% | 5.1% |
| May 2026 | 28.8% | 23.8% | 15.9% | 9.8% | 7.1% | 3.9% | 5% | 5.8% |
| Jun 2026 | 28.8% | 23.8% | 15.9% | 9.8% | 7.1% | 3.9% | 5% | 5.8% |
| Jul 2026 | 28.9% | 23.8% | 15.9% | 9.8% | 7.1% | 3.9% | 4.7% | 5.8% |
| Aug 2026 | 27.5% | 25.1% | 16.9% | 10.4% | 6.2% | 4.1% | 4.9% | 5% |
| Sep 2026 | 28% | 25.6% | 17.1% | 10.6% | 6.3% | 4.2% | 4.2% | 4.2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 28% | 36.2K | 0% | +0.5 points | |
| 2, held 2nd | 25.6% | 33.1K | 0% | +0.4 points | |
| 3, held 3rd | 17.1% | 22.2K | 0% | +0.3 points | |
| 4, held 4th | 10.6% | 13.7K | 0% | +0.2 points | |
| 5, held 5th | 6.3% | 8.1K | 0% | +0.1 points | |
| 6, moved from 8th to 6th | 4.2% | 5.4K | 0% | +0.1 pointsmoved from 8th to 6th | |
| 7, held 7th | 4.2% | 5.4K | -15.6% | -0.7 points | |
| 8, moved from 6th to 8th | 4.2% | 5.4K | -18.2% | -0.8 pointsmoved from 6th to 8th |
28%
Held 1st. 36.2K estimated branded searches, 0% vs prior month. Share +0.5 points.
25.6%
Held 2nd. 33.1K estimated branded searches, 0% vs prior month. Share +0.4 points.
17.1%
Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share +0.3 points.
4.
Purina10.6%
Held 4th. 13.7K estimated branded searches, 0% vs prior month. Share +0.2 points.
6.3%
Held 5th. 8.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
6.
Burns4.2%
Moved from 8th to 6th. 5.4K estimated branded searches, 0% vs prior month. Share +0.1 points.
7.
Hill's4.2%
Held 7th. 5.4K estimated branded searches, -15.6% vs prior month. Share -0.7 points.
8.
Pedigree4.2%
Moved from 6th to 8th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.8 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 the United Kingdom over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Hill's in the United Kingdom fell from 8.3K to 5.4K.
- Across the 12 months ending September 2026, Hill's’ share of searches among dog food brands in the United Kingdom decreased from 5.6% to 4.2%.
- Across the 12 months ending September 2026, Hill's’ share of searches among dog food brands in the United Kingdom peaked at 6.2% in February 2026 and was lowest at 4.2% in September 2026.
- Across the 12 months ending September 2026, Hill's fell from 6th to 7th among dog food brands in the United Kingdom.
How did search popularity change for United Kingdom dog food brands in September 2026?
6 changes
In September 2026, Pedigree lost share of searches among dog food brands in the United Kingdom, from 5% to 4.2%.
In September 2026, Hill's lost share of searches among dog food brands in the United Kingdom, from 4.9% to 4.2%.
Lily's Kitchen’s share of searches among dog food brands in the United Kingdom has gained ground for 3 months in a row, from 23.8% to 25.6% in September 2026.
Harringtons’ share of searches among dog food brands in the United Kingdom has gained ground for 3 months in a row, from 15.9% to 17.1% in September 2026.
Purina’s share of searches among dog food brands in the United Kingdom has gained ground for 3 months in a row, from 9.8% to 10.6% in September 2026.
In September 2026, Burns rose from 8th to 6th among dog food brands in the United Kingdom.
How are Hill's’ branded searches counted?
2 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.
- hills dog food
- hills science plan
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