Cat food brands in the United Kingdom:Which are most popular?

Name: Cat food brands in the United Kingdom: Which are searched most?
Creator: Brandwave
License: https://creativecommons.org/licenses/by/4.0/

In September 2026, Untamed was the most searched cat food brand in the United Kingdom, accounting for 37.8% of all searches among the 12 brands we track. When we checked with ChatGPT and Google AI Overviews, KatKin and Royal Canin were mentioned most often, in two of the five answers. KatKin, Royal Canin and Thrive tied as the most recommended.

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Top cat food brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, KatKin and Royal Canin were mentioned most often, in two of the five answers. KatKin, Royal Canin and Thrive tied as the most recommended. Untamed, which ranked first in searches, was not mentioned at all.

Most recommended by AI

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

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Google	Answers that named it
KatKin	Named in 1 of 3 ChatGPT answers	Named in 1 of 2 Google AI Overviews	2 of 5
Royal Canin	Named in 2 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	2 of 5
Lily's Kitchen	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Thrive	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Hill's	Named in 1 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	1 of 5
Untamed	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Felix	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Applaws	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Sheba	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Iams	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
Whiskas	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5
James Wellbeloved	Named in 0 of 3 ChatGPT answers	Named in 0 of 2 Google AI Overviews	0 of 5

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
Whiskas0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
James Wellbeloved0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about cat food brands

5 answers

Asked ChatGPT
“What's the best cat food in the UK?”
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?”
Searched Google, AI Overview
“cat food”
1. 1KatKin
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 do people search for most?

This chart shows how often people search Google for each cat food brand by name. Each line represents a brand's share of searches for all 12 cat food brands we track, month by month, from searches in United Kingdom.

Share of searches among cat food brands in the United Kingdom, by month

Month	Untamed	KatKin	Felix	Applaws	Royal Canin	Sheba	Lily's Kitchen	Iams	Whiskas	James Wellbeloved	Thrive	Hill's
Oct 2025	32.8%	21.9%	8%	7.3%	8%	6.6%	2.9%	2.9%	2.3%	2.3%	2.9%	1.9%
Nov 2025	33.5%	22.4%	8.2%	7.4%	6.7%	6.7%	3%	3%	2.4%	2.4%	2.4%	2%
Dec 2025	40.5%	18.2%	6.6%	7%	6.6%	6.6%	2.9%	2.4%	2.4%	2.9%	2.4%	1.6%
Jan 2026	34.5%	23.1%	6.9%	7.3%	6.9%	6.9%	3.1%	3.1%	2%	2%	2.5%	1.7%
Feb 2026	37.9%	20.7%	6.2%	6.9%	6.2%	7.6%	2.8%	2.8%	2.2%	2.8%	2.2%	1.8%
Mar 2026	36.7%	20.1%	7.3%	6.7%	7.3%	7.3%	2.7%	2.7%	2.1%	2.7%	2.7%	1.8%
Apr 2026	38.2%	20.9%	6.3%	6.9%	6.3%	7.6%	2.8%	2.2%	2.2%	2.2%	2.8%	1.5%
May 2026	33.8%	22.6%	6.8%	8.8%	6.8%	6.8%	3%	2.4%	2.4%	2%	3%	1.6%
Jun 2026	37.1%	20.3%	7.4%	6.7%	7.4%	6%	3.3%	2.7%	2.7%	2.2%	2.7%	1.5%
Jul 2026	35.2%	23.6%	7%	6.3%	7%	5.7%	3.1%	2.5%	2.5%	2.1%	3.1%	1.7%
Aug 2026	37.5%	20.5%	7.5%	8%	6.1%	6.1%	3.3%	2.7%	2.2%	1.8%	2.7%	1.4%
Sep 2026	37.8%	20.7%	7.6%	6.9%	6.2%	6.2%	3.4%	2.7%	2.7%	2.2%	2.2%	1.5%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Untamed	37.8%	49.5K	0%	+0.3 points
2, held 2nd	KatKin	20.7%	27.1K	0%	+0.2 points
3, moved from 4th to 3rd	Felix Nestlé	7.6%	9.9K	0%	+0.1 pointsmoved from 4th to 3rd
4, moved from 3rd to 4th	Applaws	6.9%	9K	-14.3%	-1.1 pointsmoved from 3rd to 4th
5, held 5th	Royal Canin Mars	6.2%	8.1K	0%	0 points
6, held 6th	Sheba Mars	6.2%	8.1K	0%	0 points
7, held 7th	Lily's Kitchen	3.4%	4.4K	0%	0 points
8, held 8th	Iams	2.7%	3.6K	0%	0 points
9, moved from 10th to 9th	Whiskas Mars	2.7%	3.6K	+24.1%	+0.6 pointsmoved from 10th to 9th
10, moved from 11th to 10th	James Wellbeloved	2.2%	2.9K	+20.8%	+0.4 pointsmoved from 11th to 10th
11, moved from 9th to 11th	Thrive	2.2%	2.9K	-19.4%	-0.5 pointsmoved from 9th to 11th
12, held 12th	Hill's	1.5%	1.9K	0%	0 points

1.Untamed
37.8%
Held 1st. 49.5K estimated branded searches, 0% vs prior month. Share +0.3 points.
2.KatKin
20.7%
Held 2nd. 27.1K estimated branded searches, 0% vs prior month. Share +0.2 points.
3.Felix
7.6%
Moved from 4th to 3rd. 9.9K estimated branded searches, 0% vs prior month. Share +0.1 points.
4.Applaws
6.9%
Moved from 3rd to 4th. 9K estimated branded searches, -14.3% vs prior month. Share -1.1 points.
5.Royal Canin
6.2%
Held 5th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.
6.Sheba
6.2%
Held 6th. 8.1K estimated branded searches, 0% vs prior month. Share 0 points.
7.Lily's Kitchen
3.4%
Held 7th. 4.4K estimated branded searches, 0% vs prior month. Share 0 points.
8.Iams
2.7%
Held 8th. 3.6K estimated branded searches, 0% vs prior month. Share 0 points.
9.Whiskas
2.7%
Moved from 10th to 9th. 3.6K estimated branded searches, +24.1% vs prior month. Share +0.6 points.
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.Thrive
2.2%
Moved from 9th to 11th. 2.9K estimated branded searches, -19.4% vs prior month. Share -0.5 points.
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”.

Which brand is most popular in search among cat food brands in the United Kingdom?

12 brands

In September 2026, Untamed was the most searched among cat food brands in the United Kingdom, with an estimated 49.5K branded searches, 37.8% of all searches for the 12 we track. KatKin is in 2nd place, 17.1 percentage points behind at 20.7%.

United Kingdom cat food brands, last 12 months ending September 2026
Brand	Share of searches	Peak	Low	Rank
Untamed	32.8% → 37.8%	40.5%Dec 2025	32.8%Oct 2025	1st
KatKin	21.9% → 20.7%	23.6%Jul 2026	18.2%Dec 2025	2nd
Felix	8% → 7.6%	8.2%Nov 2025	6.2%Feb 2026	3rd
Applaws	7.3% → 6.9%	8.8%May 2026	6.3%Jul 2026	5th → 4th
Royal Canin	8% → 6.2%	8%Oct 2025	6.1%Aug 2026	4th → 5th
Sheba	6.6% → 6.2%	7.6%Apr 2026	5.7%Jul 2026	6th
Lily's Kitchen	2.9% → 3.4%	3.4%Sep 2026	2.7%Mar 2026	8th → 7th
Iams	2.9% → 2.7%	3.1%Jan 2026	2.2%Apr 2026	7th → 8th
Whiskas	2.3% → 2.7%	2.7%Sep 2026	2%Jan 2026	11th → 9th
James Wellbeloved	2.3% → 2.2%	2.9%Dec 2025	1.8%Aug 2026	10th
Thrive	2.9% → 2.2%	3.1%Jul 2026	2.2%Sep 2026	9th → 11th
Hill's	1.9% → 1.5%	2%Nov 2025	1.4%Aug 2026	12th

Each finding as a sentence

Across the 12 months ending September 2026, Untamed’s share of searches among cat food brands in the United Kingdom increased from 32.8% to 37.8%.
Across the 12 months ending September 2026, KatKin’s share of searches among cat food brands in the United Kingdom decreased from 21.9% to 20.7%.
Across the 12 months ending September 2026, Royal Canin’s share of searches among cat food brands in the United Kingdom decreased from 8% to 6.2%.
Across the 12 months ending September 2026, Thrive’s share of searches among cat food brands in the United Kingdom decreased from 2.9% to 2.2%.
Across the 12 months ending September 2026, Untamed’s share of searches among cat food brands in the United Kingdom peaked at 40.5% in December 2025 and was lowest at 32.8% in October 2025.
Across the 12 months ending September 2026, KatKin’s share of searches among cat food brands in the United Kingdom peaked at 23.6% in July 2026 and was lowest at 18.2% in December 2025.
Across the 12 months ending September 2026, Felix’s share of searches among cat food brands in the United Kingdom peaked at 8.2% in November 2025 and was lowest at 6.2% in February 2026.
Across the 12 months ending September 2026, Applaws’ share of searches among cat food brands in the United Kingdom peaked at 8.8% in May 2026 and was lowest at 6.3% in July 2026.
Across the 12 months ending September 2026, Royal Canin’s share of searches among cat food brands in the United Kingdom peaked at 8% in October 2025 and was lowest at 6.1% in August 2026.
Across the 12 months ending September 2026, Sheba’s share of searches among cat food brands in the United Kingdom peaked at 7.6% in April 2026 and was lowest at 5.7% in July 2026.
Across the 12 months ending September 2026, James Wellbeloved’s share of searches among cat food brands in the United Kingdom peaked at 2.9% in December 2025 and was lowest at 1.8% in August 2026.
Across the 12 months ending September 2026, Applaws rose from 5th to 4th among cat food brands in the United Kingdom.
Across the 12 months ending September 2026, Royal Canin fell from 4th to 5th among cat food brands in the United Kingdom.
Across the 12 months ending September 2026, Lily's Kitchen rose from 8th to 7th among cat food brands in the United Kingdom.
Across the 12 months ending September 2026, Iams fell from 7th to 8th among cat food brands in the United Kingdom.
Across the 12 months ending September 2026, Whiskas rose from 11th to 9th among cat food brands in the United Kingdom.
Across the 12 months ending September 2026, Thrive fell from 9th to 11th among cat food brands in the United Kingdom.
Across the 12 months ending September 2026, Felix, Sheba, James Wellbeloved and Hill's held steady: their share of searches among cat food brands in the United Kingdom each moved less than 0.5 percentage points.

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

8 changes

In September 2026, Whiskas overtook Thrive to rank 9th among cat food brands in the United Kingdom, with 2.7% of the searches.
In September 2026, Applaws lost share of searches among cat food brands in the United Kingdom, from 8% to 6.9%.
In September 2026, Thrive lost share of searches among cat food brands in the United Kingdom, from 2.7% to 2.2%.
In September 2026, Felix rose from 4th to 3rd among cat food brands in the United Kingdom.
In September 2026, James Wellbeloved rose from 11th to 10th among cat food brands in the United Kingdom.
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.
Estimated monthly branded searches for Untamed in the United Kingdom rose 22.2% over 12 measured months, from 40.5K to 49.5K in September 2026.
Estimated monthly branded searches for Hill's in the United Kingdom fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.

How are branded searches counted for cat food brands?

13 search terms

Each brand's share of searches among cat food brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.