---
title: "Cat food brands in the United Kingdom: Which are searched most?"
description: "Compare the wet and dry cat food brands people in the UK buy. Share of Search among Untamed, KatKin, Felix, Applaws, Royal Canin, Sheba, Lily's Kitchen, Iams, Whiskas, James Wellbeloved, Thrive and Hill's, the cat food brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/uk/categories/uk-cat-food-brands"
publisher: "Brandwave"
---

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

Compare the wet and dry cat food brands people in the UK buy. Share of Search among Untamed, KatKin, Felix, Applaws, Royal Canin, Sheba, Lily's Kitchen, Iams, Whiskas, James Wellbeloved, Thrive and Hill's, the cat food brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Cat food brands
- **Market**: United Kingdom
- **Brands compared**: 12
- **Month measured**: Sep 2026
- **Highest Share of Search**: Untamed, 37.8%

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

- 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%.
- 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.

## 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.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| KatKin | 1st | 1 of 3 | 1 of 2 | 2 of 5 |
| Royal Canin | 1st | 2 of 3 | 0 of 2 | 2 of 5 |
| Thrive | 1st | 1 of 3 | 0 of 2 | 1 of 5 |
| Lily's Kitchen | 4th | 1 of 3 | 0 of 2 | 1 of 5 |
| Hill's | 5th | 1 of 3 | 0 of 2 | 1 of 5 |
| Untamed | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Felix | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Applaws | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Sheba | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Iams | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Whiskas | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| James Wellbeloved | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about cat food brands

- Asked ChatGPT "What's the best cat food in the UK?": 1. KatKin, 2. Lily's Kitchen, 3. Royal Canin
- Asked ChatGPT "Which wet cat food is healthiest?": 1. Thrive, 2. Royal Canin, 3. Hill's
- Asked ChatGPT "What should I feed a fussy cat?": named none of the brands we track
- Searched Google, AI Overview "cat food": 1. KatKin
- Searched Google, AI Overview "best cat food": named none of the brands we track

Not named in any answer: Untamed, Felix, Applaws, Sheba, Iams, Whiskas and James Wellbeloved.

Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 27, 2026.

## Compare search popularity between leading brands

- [Untamed vs KatKin: compare search popularity](/demand/uk/compare/katkin-vs-untamed): 37.8% against 20.7% Share of Search.
- [Untamed vs Felix: compare search popularity](/demand/uk/compare/felix-cat-food-vs-untamed): 37.8% against 7.6% Share of Search.
- [Untamed vs Applaws: compare search popularity](/demand/uk/compare/applaws-vs-untamed): 37.8% against 6.9% Share of Search.
- [Untamed vs Royal Canin: compare search popularity](/demand/uk/compare/royal-canin-vs-untamed): 37.8% against 6.2% Share of Search.
- [KatKin vs Felix: compare search popularity](/demand/uk/compare/felix-cat-food-vs-katkin): 20.7% against 7.6% Share of Search.
- [KatKin vs Applaws: compare search popularity](/demand/uk/compare/applaws-vs-katkin): 20.7% against 6.9% Share of Search.
- [KatKin vs Royal Canin: compare search popularity](/demand/uk/compare/katkin-vs-royal-canin): 20.7% against 6.2% Share of Search.
- [Felix vs Applaws: compare search popularity](/demand/uk/compare/applaws-vs-felix-cat-food): 7.6% against 6.9% Share of Search.
- [Felix vs Royal Canin: compare search popularity](/demand/uk/compare/felix-cat-food-vs-royal-canin): 7.6% against 6.2% Share of Search.
- [Applaws vs Royal Canin: compare search popularity](/demand/uk/compare/applaws-vs-royal-canin): 6.9% against 6.2% Share of Search.

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

- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Untamed | 37.8% | 49.5K | 0.0% | Untamed |
| 2 | KatKin | 20.7% | 27.1K | 0.0% | KatKin |
| 3 | Felix | 7.6% | 9.9K | 0.0% | Nestlé |
| 4 | Applaws | 6.9% | 9K | -14.3% | Applaws |
| 5 | Royal Canin | 6.2% | 8.1K | 0.0% | Mars |
| 6 | Sheba | 6.2% | 8.1K | 0.0% | Mars |
| 7 | Lily's Kitchen | 3.4% | 4.4K | 0.0% | Lily's Kitchen |
| 8 | Iams | 2.7% | 3.6K | 0.0% | Mars Petcare |
| 9 | Whiskas | 2.7% | 3.6K | +24.1% | Mars |
| 10 | James Wellbeloved | 2.2% | 2.9K | +20.8% | James Wellbeloved |
| 11 | Thrive | 2.2% | 2.9K | -19.4% | Thrive |
| 12 | Hill's | 1.5% | 1.9K | 0.0% | Hill's |

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”.

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Untamed | 40.5K | 32.8% | 1 |
| Oct 2025 | KatKin | 27.1K | 21.9% | 2 |
| Oct 2025 | Felix | 9.9K | 8% | 3 |
| Oct 2025 | Royal Canin | 9.9K | 8% | 4 |
| Oct 2025 | Applaws | 9K | 7.3% | 5 |
| Oct 2025 | Sheba | 8.1K | 6.6% | 6 |
| Oct 2025 | Iams | 3.6K | 2.9% | 7 |
| Oct 2025 | Lily's Kitchen | 3.6K | 2.9% | 8 |
| Oct 2025 | Thrive | 3.6K | 2.9% | 9 |
| Oct 2025 | James Wellbeloved | 2.9K | 2.3% | 10 |
| Oct 2025 | Whiskas | 2.9K | 2.3% | 11 |
| Oct 2025 | Hill's | 2.4K | 1.9% | 12 |
| Nov 2025 | Untamed | 40.5K | 33.5% | 1 |
| Nov 2025 | KatKin | 27.1K | 22.4% | 2 |
| Nov 2025 | Felix | 9.9K | 8.2% | 3 |
| Nov 2025 | Applaws | 9K | 7.4% | 4 |
| Nov 2025 | Royal Canin | 8.1K | 6.7% | 5 |
| Nov 2025 | Sheba | 8.1K | 6.7% | 6 |
| Nov 2025 | Iams | 3.6K | 3% | 7 |
| Nov 2025 | Lily's Kitchen | 3.6K | 3% | 8 |
| Nov 2025 | James Wellbeloved | 2.9K | 2.4% | 9 |
| Nov 2025 | Thrive | 2.9K | 2.4% | 10 |
| Nov 2025 | Whiskas | 2.9K | 2.4% | 11 |
| Nov 2025 | Hill's | 2.4K | 2% | 12 |
| Dec 2025 | Untamed | 49.5K | 40.5% | 1 |
| Dec 2025 | KatKin | 22.2K | 18.2% | 2 |
| Dec 2025 | Applaws | 8.5K | 7% | 3 |
| Dec 2025 | Felix | 8.1K | 6.6% | 4 |
| Dec 2025 | Royal Canin | 8.1K | 6.6% | 5 |
| Dec 2025 | Sheba | 8.1K | 6.6% | 6 |
| Dec 2025 | James Wellbeloved | 3.6K | 2.9% | 7 |
| Dec 2025 | Lily's Kitchen | 3.6K | 2.9% | 8 |
| Dec 2025 | Iams | 2.9K | 2.4% | 9 |
| Dec 2025 | Thrive | 2.9K | 2.4% | 10 |
| Dec 2025 | Whiskas | 2.9K | 2.4% | 11 |
| Dec 2025 | Hill's | 1.9K | 1.6% | 12 |
| Jan 2026 | Untamed | 49.5K | 34.5% | 1 |
| Jan 2026 | KatKin | 33.1K | 23.1% | 2 |
| Jan 2026 | Applaws | 10.5K | 7.3% | 3 |
| Jan 2026 | Felix | 9.9K | 6.9% | 4 |
| Jan 2026 | Royal Canin | 9.9K | 6.9% | 5 |
| Jan 2026 | Sheba | 9.9K | 6.9% | 6 |
| Jan 2026 | Iams | 4.4K | 3.1% | 7 |
| Jan 2026 | Lily's Kitchen | 4.4K | 3.1% | 8 |
| Jan 2026 | Thrive | 3.6K | 2.5% | 9 |
| Jan 2026 | James Wellbeloved | 2.9K | 2% | 10 |
| Jan 2026 | Whiskas | 2.9K | 2% | 11 |
| Jan 2026 | Hill's | 2.4K | 1.7% | 12 |
| Feb 2026 | Untamed | 49.5K | 37.9% | 1 |
| Feb 2026 | KatKin | 27.1K | 20.7% | 2 |
| Feb 2026 | Sheba | 9.9K | 7.6% | 3 |
| Feb 2026 | Applaws | 9K | 6.9% | 4 |
| Feb 2026 | Felix | 8.1K | 6.2% | 5 |
| Feb 2026 | Royal Canin | 8.1K | 6.2% | 6 |
| Feb 2026 | Iams | 3.6K | 2.8% | 7 |
| Feb 2026 | James Wellbeloved | 3.6K | 2.8% | 8 |
| Feb 2026 | Lily's Kitchen | 3.6K | 2.8% | 9 |
| Feb 2026 | Thrive | 2.9K | 2.2% | 10 |
| Feb 2026 | Whiskas | 2.9K | 2.2% | 11 |
| Feb 2026 | Hill's | 2.4K | 1.8% | 12 |
| Mar 2026 | Untamed | 49.5K | 36.7% | 1 |
| Mar 2026 | KatKin | 27.1K | 20.1% | 2 |
| Mar 2026 | Felix | 9.9K | 7.3% | 3 |
| Mar 2026 | Royal Canin | 9.9K | 7.3% | 4 |
| Mar 2026 | Sheba | 9.9K | 7.3% | 5 |
| Mar 2026 | Applaws | 9K | 6.7% | 6 |
| Mar 2026 | Iams | 3.6K | 2.7% | 7 |
| Mar 2026 | James Wellbeloved | 3.6K | 2.7% | 8 |
| Mar 2026 | Lily's Kitchen | 3.6K | 2.7% | 9 |
| Mar 2026 | Thrive | 3.6K | 2.7% | 10 |
| Mar 2026 | Whiskas | 2.9K | 2.1% | 11 |
| Mar 2026 | Hill's | 2.4K | 1.8% | 12 |
| Apr 2026 | Untamed | 49.5K | 38.2% | 1 |
| Apr 2026 | KatKin | 27.1K | 20.9% | 2 |
| Apr 2026 | Sheba | 9.9K | 7.6% | 3 |
| Apr 2026 | Applaws | 9K | 6.9% | 4 |
| Apr 2026 | Felix | 8.1K | 6.3% | 5 |
| Apr 2026 | Royal Canin | 8.1K | 6.3% | 6 |
| Apr 2026 | Lily's Kitchen | 3.6K | 2.8% | 7 |
| Apr 2026 | Thrive | 3.6K | 2.8% | 8 |
| Apr 2026 | Iams | 2.9K | 2.2% | 9 |
| Apr 2026 | James Wellbeloved | 2.9K | 2.2% | 10 |
| Apr 2026 | Whiskas | 2.9K | 2.2% | 11 |
| Apr 2026 | Hill's | 1.9K | 1.5% | 12 |
| May 2026 | Untamed | 40.5K | 33.8% | 1 |
| May 2026 | KatKin | 27.1K | 22.6% | 2 |
| May 2026 | Applaws | 10.5K | 8.8% | 3 |
| May 2026 | Felix | 8.1K | 6.8% | 4 |
| May 2026 | Royal Canin | 8.1K | 6.8% | 5 |
| May 2026 | Sheba | 8.1K | 6.8% | 6 |
| May 2026 | Lily's Kitchen | 3.6K | 3% | 7 |
| May 2026 | Thrive | 3.6K | 3% | 8 |
| May 2026 | Iams | 2.9K | 2.4% | 9 |
| May 2026 | Whiskas | 2.9K | 2.4% | 10 |
| May 2026 | James Wellbeloved | 2.4K | 2% | 11 |
| May 2026 | Hill's | 1.9K | 1.6% | 12 |
| Jun 2026 | Untamed | 40.5K | 37.1% | 1 |
| Jun 2026 | KatKin | 22.2K | 20.3% | 2 |
| Jun 2026 | Felix | 8.1K | 7.4% | 3 |
| Jun 2026 | Royal Canin | 8.1K | 7.4% | 4 |
| Jun 2026 | Applaws | 7.3K | 6.7% | 5 |
| Jun 2026 | Sheba | 6.6K | 6% | 6 |
| Jun 2026 | Lily's Kitchen | 3.6K | 3.3% | 7 |
| Jun 2026 | Iams | 2.9K | 2.7% | 8 |
| Jun 2026 | Thrive | 2.9K | 2.7% | 9 |
| Jun 2026 | Whiskas | 2.9K | 2.7% | 10 |
| Jun 2026 | James Wellbeloved | 2.4K | 2.2% | 11 |
| Jun 2026 | Hill's | 1.6K | 1.5% | 12 |
| Jul 2026 | Untamed | 40.5K | 35.2% | 1 |
| Jul 2026 | KatKin | 27.1K | 23.6% | 2 |
| Jul 2026 | Felix | 8.1K | 7% | 3 |
| Jul 2026 | Royal Canin | 8.1K | 7% | 4 |
| Jul 2026 | Applaws | 7.3K | 6.3% | 5 |
| Jul 2026 | Sheba | 6.6K | 5.7% | 6 |
| Jul 2026 | Lily's Kitchen | 3.6K | 3.1% | 7 |
| Jul 2026 | Thrive | 3.6K | 3.1% | 8 |
| Jul 2026 | Iams | 2.9K | 2.5% | 9 |
| Jul 2026 | Whiskas | 2.9K | 2.5% | 10 |
| Jul 2026 | James Wellbeloved | 2.4K | 2.1% | 11 |
| Jul 2026 | Hill's | 1.9K | 1.7% | 12 |
| Aug 2026 | Untamed | 49.5K | 37.5% | 1 |
| Aug 2026 | KatKin | 27.1K | 20.5% | 2 |
| Aug 2026 | Applaws | 10.5K | 8% | 3 |
| Aug 2026 | Felix | 9.9K | 7.5% | 4 |
| Aug 2026 | Royal Canin | 8.1K | 6.1% | 5 |
| Aug 2026 | Sheba | 8.1K | 6.1% | 6 |
| Aug 2026 | Lily's Kitchen | 4.4K | 3.3% | 7 |
| Aug 2026 | Iams | 3.6K | 2.7% | 8 |
| Aug 2026 | Thrive | 3.6K | 2.7% | 9 |
| Aug 2026 | Whiskas | 2.9K | 2.2% | 10 |
| Aug 2026 | James Wellbeloved | 2.4K | 1.8% | 11 |
| Aug 2026 | Hill's | 1.9K | 1.4% | 12 |
| Sep 2026 | Untamed | 49.5K | 37.8% | 1 |
| Sep 2026 | KatKin | 27.1K | 20.7% | 2 |
| Sep 2026 | Felix | 9.9K | 7.6% | 3 |
| Sep 2026 | Applaws | 9K | 6.9% | 4 |
| Sep 2026 | Royal Canin | 8.1K | 6.2% | 5 |
| Sep 2026 | Sheba | 8.1K | 6.2% | 6 |
| Sep 2026 | Lily's Kitchen | 4.4K | 3.4% | 7 |
| Sep 2026 | Iams | 3.6K | 2.7% | 8 |
| Sep 2026 | Whiskas | 3.6K | 2.7% | 9 |
| Sep 2026 | James Wellbeloved | 2.9K | 2.2% | 10 |
| Sep 2026 | Thrive | 2.9K | 2.2% | 11 |
| Sep 2026 | Hill's | 1.9K | 1.5% | 12 |

## What is being compared

- **Applaws**: Measured on the search terms “applaws” and “applaws cat food”, summed into one figure.
- **Felix**: Measured on the search term “felix cat food”.
- **Hill's**: Measured on the search term “hills cat food”.
- **Iams**: Measured on the search term “iams cat food”.
- **James Wellbeloved**: Measured on the search term “james wellbeloved cat food”.
- **KatKin**: Measured on the search term “katkin”.
- **Lily's Kitchen**: Measured on the search term “lily's kitchen cat food”.
- **Royal Canin**: Measured on the search term “royal canin cat food”.
- **Sheba**: Measured on the search term “sheba cat food”.
- **Thrive**: Measured on the search term “thrive cat food”.
- **Untamed**: Measured on the search term “untamed cat food”.
- **Whiskas**: Measured on the search term “whiskas”.

- [Applaws](/demand/uk/brands/applaws)
- [Felix](/demand/uk/brands/felix-cat-food)
- [Hill's](/demand/uk/brands/hills)
- [Iams](/demand/uk/brands/iams)
- [James Wellbeloved](/demand/uk/brands/james-wellbeloved)
- [KatKin](/demand/uk/brands/katkin)
- [Lily's Kitchen](/demand/uk/brands/lilys-kitchen)
- [Royal Canin](/demand/uk/brands/royal-canin)
- [Sheba](/demand/uk/brands/sheba)
- [Thrive](/demand/uk/brands/thrive-pet)
- [Untamed](/demand/uk/brands/untamed)
- [Whiskas](/demand/uk/brands/whiskas)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

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

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.

## Cite this page

Brandwave. "Cat food brands in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-cat-food-brands

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-cat-food-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.