Dog food subscriptions in the United Kingdom:Which are most popular?
In September 2026, Pure Pet Food was the most searched dog food subscription brand in the United Kingdom, accounting for 31.1% of all searches among the seven brands we track. When we checked with ChatGPT and Google AI Overviews, Butternut Box, tails.com and Different Dog were mentioned most often, in three of the five answers. Butternut Box was recommended most often, coming first in three out of four responses that gave a list.
Pure Pet FoodShare of searches 31.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
Butternut BoxShare of searches 29.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
Pooch & MuttShare of searches 16.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
tails.comShare of searches 9.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Different DogShare of searches 5.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
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Top dog food subscriptions in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Butternut Box, tails.com and Different Dog were mentioned most often, in three of the five answers. Butternut Box was recommended most often, coming first in three out of four answers that gave a list. tails.com was second, and Different Dog was third.
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.
- 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
Asked ChatGPT
“Which dog food subscription should I try in the UK?”
Asked ChatGPT
“What are the best dog food subscriptions in the UK?”
Asked ChatGPT
“What's the best fresh dog food delivery in the UK?”
Searched Google, AI Overview
“fresh dog food”
Searched Google, AI Overview
“dog food subscription”
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 do people search for most?
This chart shows how often people search Google for each dog food subscription brand by name. Each line represents a brand's share of searches for all seven dog food subscription brands we track, month by month, from searches in United Kingdom.
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
| Month | Pure Pet Food | Butternut Box | Pooch & Mutt | tails.com | Different Dog | Lily's Kitchen | Marleybones |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 22.5% | 32.6% | 23.1% | 9.4% | 6.5% | 4.4% | 1.6% |
| Nov 2025 | 23.9% | 30.1% | 25.8% | 8.7% | 6% | 4% | 1.5% |
| Dec 2025 | 29% | 30% | 17.3% | 10.6% | 7.3% | 4% | 1.8% |
| Jan 2026 | 25.5% | 32.2% | 22.8% | 8.2% | 6.4% | 3.5% | 1.3% |
| Feb 2026 | 25.8% | 32.5% | 18.9% | 9.4% | 6.5% | 5.3% | 1.6% |
| Mar 2026 | 27.4% | 30% | 21.2% | 8.7% | 6% | 4.9% | 1.8% |
| Apr 2026 | 28.5% | 31.2% | 18.1% | 9% | 6.2% | 5.1% | 1.9% |
| May 2026 | 28.5% | 31.2% | 18.1% | 9% | 6.2% | 5.1% | 1.9% |
| Jun 2026 | 26.5% | 35.5% | 16.6% | 9% | 5.8% | 4.8% | 1.7% |
| Jul 2026 | 26.5% | 35.5% | 16.6% | 9% | 5.8% | 4.8% | 1.7% |
| Aug 2026 | 29.3% | 32% | 15.2% | 8.1% | 7.9% | 5.2% | 2.3% |
| Sep 2026 | 31.1% | 29.3% | 16.8% | 9.1% | 5.9% | 5.9% | 2.1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, moved from 2nd to 1st | 31.1% | 78.6K | -5% | +1.8 pointsmoved from 2nd to 1st | |
| 2, moved from 1st to 2nd | 29.3% | 74K | -18.2% | -2.8 pointsmoved from 1st to 2nd | |
| 3, held 3rd | 16.8% | 42.4K | -1.2% | +1.6 points | |
| 4, held 4th | 9.1% | 22.9K | 0% | +1 points | |
| 5, held 5th | 5.9% | 14.8K | -33.3% | -2 points | |
| 6, held 6th | 5.9% | 14.8K | 0% | +0.6 points | |
| 7, held 7th | 2.1% | 5.4K | -18.2% | -0.2 points |
31.1%
Moved from 2nd to 1st. 78.6K estimated branded searches, -5% vs prior month. Share +1.8 points.
29.3%
Moved from 1st to 2nd. 74K estimated branded searches, -18.2% vs prior month. Share -2.8 points.
16.8%
Held 3rd. 42.4K estimated branded searches, -1.2% vs prior month. Share +1.6 points.
9.1%
Held 4th. 22.9K estimated branded searches, 0% vs prior month. Share +1 points.
5.9%
Held 5th. 14.8K estimated branded searches, -33.3% vs prior month. Share -2 points.
5.9%
Held 6th. 14.8K estimated branded searches, 0% vs prior month. Share +0.6 points.
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”.
Which brand is most popular in search among dog food subscriptions in the United Kingdom?
7 brands
In September 2026, Pure Pet Food was the most searched among dog food subscription brands in the United Kingdom, with an estimated 78.6K branded searches, 31.1% of all searches for the seven we track. Butternut Box is in 2nd place, 1.8 percentage points behind at 29.3%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Pure Pet Food | 22.5% → 31.1% | 31.1%Sep 2026 | 22.5%Oct 2025 | 3rd → 1st |
| Butternut Box | 32.6% → 29.3% | 35.5%Jun 2026 | 29.3%Sep 2026 | 1st → 2nd |
| Pooch & Mutt | 23.1% → 16.8% | 25.8%Nov 2025 | 15.2%Aug 2026 | 2nd → 3rd |
| tails.com | 9.4% → 9.1% | 10.6%Dec 2025 | 8.1%Aug 2026 | 4th |
| Different Dog | 6.5% → 5.9% | 7.9%Aug 2026 | 5.8%Jun 2026 | 5th |
| Lily's Kitchen | 4.4% → 5.9% | 5.9%Sep 2026 | 3.5%Jan 2026 | 6th |
| Marleybones | 1.6% → 2.1% | 2.3%Aug 2026 | 1.3%Jan 2026 | 7th |
Each finding as a sentence
- Across the 12 months ending September 2026, Pure Pet Food’s share of searches among dog food subscriptions in the United Kingdom increased from 22.5% to 31.1%.
- 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, Pooch & Mutt’s share of searches among dog food subscriptions in the United Kingdom decreased from 23.1% to 16.8%.
- Across the 12 months ending September 2026, Different Dog’s share of searches among dog food subscriptions in the United Kingdom decreased from 6.5% to 5.9%.
- Across the 12 months ending September 2026, Lily's Kitchen’s share of searches among dog food subscriptions in the United Kingdom increased from 4.4% to 5.9%.
- Across the 12 months ending September 2026, Marleybones’ share of searches among dog food subscriptions in the United Kingdom increased from 1.6% to 2.1%.
- 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, Pooch & Mutt’s share of searches among dog food subscriptions in the United Kingdom peaked at 25.8% in November 2025 and was lowest at 15.2% in August 2026.
- Across the 12 months ending September 2026, tails.com’s share of searches among dog food subscriptions in the United Kingdom peaked at 10.6% in December 2025 and was lowest at 8.1% in August 2026.
- Across the 12 months ending September 2026, Different Dog’s share of searches among dog food subscriptions in the United Kingdom peaked at 7.9% in August 2026 and was lowest at 5.8% in June 2026.
- Across the 12 months ending September 2026, Lily's Kitchen’s share of searches among dog food subscriptions in the United Kingdom peaked at 5.9% in September 2026 and was lowest at 3.5% in January 2026.
- Across the 12 months ending September 2026, Marleybones’ share of searches among dog food subscriptions in the United Kingdom peaked at 2.3% in August 2026 and was lowest at 1.3% in January 2026.
- Across the 12 months ending September 2026, Pure Pet Food rose from 3rd to 1st among dog food subscriptions in the United Kingdom.
- Across the 12 months ending September 2026, Butternut Box fell from 1st to 2nd among dog food subscriptions in the United Kingdom.
- Across the 12 months ending September 2026, Pooch & Mutt fell from 2nd to 3rd among dog food subscriptions in the United Kingdom.
- Across the 12 months ending September 2026, tails.com held steady: its share of searches among dog food subscriptions in the United Kingdom moved less than 0.5 percentage points.
How did search popularity change for United Kingdom dog food subscriptions in September 2026?
7 changes
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.
In September 2026, Pooch & Mutt gained share of searches among dog food subscriptions in the United Kingdom, from 15.2% to 16.8%.
In September 2026, tails.com gained share of searches among dog food subscriptions in the United Kingdom, from 8.1% to 9.1%.
In September 2026, Lily's Kitchen gained share of searches among dog food subscriptions in the United Kingdom, from 5.2% to 5.9%.
In September 2026, Butternut Box lost share of searches among dog food subscriptions in the United Kingdom, from 32% to 29.3%.
In September 2026, Different Dog lost share of searches among dog food subscriptions in the United Kingdom, from 7.9% to 5.9%.
Estimated monthly branded searches for Marleybones in the United Kingdom rose 50% over 12 measured months, from 3.6K to 5.4K in September 2026.
How are branded searches counted for dog food subscriptions?
10 search terms
Each brand's share of searches among dog food subscriptions 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.
Pure Pet Food
2 branded search terms
- pure dog food
- pure pet food
Butternut Box
1 branded search term
- butternut box
Pooch & Mutt
2 branded search terms
- pooch & mutt
- pooch and mutt
tails.com
2 branded search terms
- tails dog food
- tails.com
Different Dog
1 branded search term
- different dog
Lily's Kitchen
1 branded search term
- lilys kitchen dog food
Marleybones
1 branded search term
- marleybones
Compare popularity between leading brands
- Pure Pet Food vs Butternut Box: compare popularity
- Pure Pet Food vs Pooch & Mutt: compare popularity
- Pure Pet Food vs tails.com: compare popularity
- Pure Pet Food vs Different Dog: compare popularity
- Butternut Box vs Pooch & Mutt: compare popularity
- Butternut Box vs tails.com: compare popularity
- Butternut Box vs Different Dog: compare popularity
- Pooch & Mutt vs tails.com: compare popularity
- Pooch & Mutt vs Different Dog: compare popularity
- tails.com vs Different Dog: compare popularity
- Compare any of these brands
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