Brandwave

How popular isHill's?

In September 2026, people searched for Hill's by name about 7,300 times in the United Kingdom, a 31.8% decrease from the previous year. These searches made up 1.5% of all United Kingdom cat food brand searches, placing Hill's 12th out of 12 brands. When we asked both ChatGPT and Google AI Overviews about cat food brands, Hill's appeared in one of the five answers and was the fifth most recommended of the 12.

Search and AI answers in September 2026

Hill's is the 12th most searched of 12 competitors and the fifth most recommended in AI answers.

  1. UntamedShare of searches 37.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. KatKinShare of searches 20.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 1st
  3. FelixShare of searches 7.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. ApplawsShare of searches 6.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. Hill'sShare of searches 1.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th

+7 more

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Top cat food brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hill's 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 is the fifth most recommended of the 12.

Most recommended by AI

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

  1. KatKin1st
  2. Royal Canin1st
  3. Thrive1st
  4. Lily's Kitchen4th
  5. Hill's5th
  6. Untamed–
  7. Felix–
  8. Applaws–
  9. Sheba–
  10. Iams–
  11. +2 more

Mentioned by AI

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

  • KatKin2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Royal Canin2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Lily's Kitchen1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thrive1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Hill's1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Untamed0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Felix0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Applaws0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sheba0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Iams0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about cat food brands

5 answers

  • Asked ChatGPT

    “What's the best cat food in the UK?”

    1. 1KatKin
    2. 2Lily's Kitchen
    3. 3Royal Canin

  • Asked ChatGPT

    “Which wet cat food is healthiest?”

    1. 1Thrive
    2. 2Royal Canin
    3. 3Hill's

  • Asked ChatGPT

    “What should I feed a fussy cat?”

    1. Searched Google, AI Overview

      “cat food”

      1. 1KatKin

    2. Searched Google, AI Overview

      “best cat food”

      Not named in any answer:

      Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

      Which cat food brands compete with Hill's?

      Hill's against cat food brands in the United Kingdom, by month

      Share of searches by month for Untamed, KatKin, Felix, Applaws, Royal Canin, Sheba, Lily's Kitchen, Iams, Whiskas, James Wellbeloved, Thrive, Hill's. The figures are in the table below the chart.

      View monthly share of searches table
      MonthUntamedKatKinFelixApplawsRoyal CaninShebaLily's KitchenIamsWhiskasJames WellbelovedThriveHill's
      Oct 202532.8%21.9%8%7.3%8%6.6%2.9%2.9%2.3%2.3%2.9%1.9%
      Nov 202533.5%22.4%8.2%7.4%6.7%6.7%3%3%2.4%2.4%2.4%2%
      Dec 202540.5%18.2%6.6%7%6.6%6.6%2.9%2.4%2.4%2.9%2.4%1.6%
      Jan 202634.5%23.1%6.9%7.3%6.9%6.9%3.1%3.1%2%2%2.5%1.7%
      Feb 202637.9%20.7%6.2%6.9%6.2%7.6%2.8%2.8%2.2%2.8%2.2%1.8%
      Mar 202636.7%20.1%7.3%6.7%7.3%7.3%2.7%2.7%2.1%2.7%2.7%1.8%
      Apr 202638.2%20.9%6.3%6.9%6.3%7.6%2.8%2.2%2.2%2.2%2.8%1.5%
      May 202633.8%22.6%6.8%8.8%6.8%6.8%3%2.4%2.4%2%3%1.6%
      Jun 202637.1%20.3%7.4%6.7%7.4%6%3.3%2.7%2.7%2.2%2.7%1.5%
      Jul 202635.2%23.6%7%6.3%7%5.7%3.1%2.5%2.5%2.1%3.1%1.7%
      Aug 202637.5%20.5%7.5%8%6.1%6.1%3.3%2.7%2.2%1.8%2.7%1.4%
      Sep 202637.8%20.7%7.6%6.9%6.2%6.2%3.4%2.7%2.7%2.2%2.2%1.5%

      1. 1.Untamed

        37.8%

        Held 1st. 49.5K estimated branded searches, 0% vs prior month. Share +0.3 points.

      2. 2.KatKin

        20.7%

        Held 2nd. 27.1K estimated branded searches, 0% vs prior month. Share +0.2 points.

      3. 3.Felix

        7.6%

        Moved from 4th to 3rd. 9.9K estimated branded searches, 0% vs prior month. Share +0.1 points.

      4. 4.Applaws

        6.9%

        Moved from 3rd to 4th. 9K estimated branded searches, -14.3% vs prior month. Share -1.1 points.

      5. 5.Royal Canin

        6.2%

        Held 5th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

      6. 6.Sheba

        6.2%

        Held 6th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.

      7. 7.Lily's Kitchen

        3.4%

        Held 7th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.

      8. 8.Iams

        2.7%

        Held 8th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.

      9. 9.Whiskas

        2.7%

        Moved from 10th to 9th. 3.6K estimated branded searches, +24.1% vs prior month. Share +0.6 points.

      10. 10.James Wellbeloved

        2.2%

        Moved from 11th to 10th. 2.9K estimated branded searches, +20.8% vs prior month. Share +0.4 points.

      11. 11.Thrive

        2.2%

        Moved from 9th to 11th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.5 points.

      12. 12.Hill's

        1.5%

        Held 12th. 1.9K estimated branded searches, 0% vs prior month. Share 0 points.

      Royal Canin, Lily's Kitchen and James Wellbeloved sell other things too, so only their searches that name this product count here, like “royal canin cat food”.

      Compare popularity between Hill's and its closest rivals

      Every comparison with Hill's

      15 comparisons

      How has branded search demand for Hill's changed in the United Kingdom over the last 12 months?

      2 findings
      • Across the 12 months ending September 2026, estimated monthly branded searches for Hill's in the United Kingdom fell from 10.7K to 7.3K.
      • Across the 12 months ending September 2026, Hill's’ share of searches among cat food brands in the United Kingdom held steady, from 1.9% to 1.5%.

      How did search popularity change for United Kingdom cat food brands in September 2026?

      6 changes

      1. In September 2026, Whiskas overtook Thrive to rank 9th among cat food brands in the United Kingdom, with 2.7% of the searches.

      2. In September 2026, Applaws lost share of searches among cat food brands in the United Kingdom, from 8% to 6.9%.

      3. In September 2026, Thrive lost share of searches among cat food brands in the United Kingdom, from 2.7% to 2.2%.

      4. In September 2026, Felix rose from 4th to 3rd among cat food brands in the United Kingdom.

      5. In September 2026, James Wellbeloved rose from 11th to 10th among cat food brands in the United Kingdom.

      6. Estimated monthly branded searches for Lily's Kitchen in the United Kingdom rose 22.2% over 12 measured months, from 3.6K to 4.4K in September 2026.

      How are Hill's’ branded searches counted?

      3 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 cat food
      • hills dog food
      • hills science plan

      Do you work for Hill's? To request corrections or removal please contact us via our support page and we will be happy to assist.

      How the Brand Demand Index is measured

      Where does Hill's compete?

      Hill's is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
      Competitor setRankShare of searchesRanking
      Cat food brands12th of 121.5%Shown above
      Dog food brands7th of 84.2%Show ranking
      Creator with pink hair and a pink jacket

      Is Hill's your brand?

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