--- title: "Applaws vs Hill's: Which is searched more in the United Kingdom?" description: "Is Applaws or Hill's more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Cat food brands set in the United Kingdom. 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/compare/applaws-vs-hills" publisher: "Brandwave" --- # Applaws vs Hill's: Which is searched more in the United Kingdom? Is Applaws or Hill's more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Cat food brands set in the United Kingdom. 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 - **Compared**: Applaws and Hill's - **Competitive set**: Cat food brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Applaws Share of Search**: 6.9% - **Hill's Share of Search**: 1.5% ## Is Applaws or Hill's more popular in search? - In September 2026, Applaws had more branded searches than Hill's among cat food brands in the United Kingdom. Applaws had about 9,000 branded searches, while Hill's had 1,900. Applaws made up 6.9% of all cat food brand searches we track, and Hill's accounted for 1.5%. - Applaws was ahead of Hill's in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Applaws’ share of searches among cat food brands in the United Kingdom moved from 7.3% to 6.9%, and its estimated monthly branded searches held steady at 9K. - Across the 12 months ending September 2026, Hill's’ share of searches among cat food brands in the United Kingdom moved from 1.9% to 1.5%, and its estimated monthly branded searches moved from 2.4K to 1.9K. ## 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. Applaws did not appear in any of the five answers. 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. ## How did search popularity change for United Kingdom cat food brands in September 2026? - In September 2026, Applaws lost share of searches among cat food brands in the United Kingdom, from 8% to 6.9%. - 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. ## Month by month | Month | Applaws estimated searches | Applaws Share of Search | Applaws rank | Hill's estimated searches | Hill's Share of Search | Hill's rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 9K | 7.3% | 5 | 2.4K | 1.9% | 12 | | Nov 2025 | 9K | 7.4% | 4 | 2.4K | 2% | 12 | | Dec 2025 | 8.5K | 7% | 3 | 1.9K | 1.6% | 12 | | Jan 2026 | 10.5K | 7.3% | 3 | 2.4K | 1.7% | 12 | | Feb 2026 | 9K | 6.9% | 4 | 2.4K | 1.8% | 12 | | Mar 2026 | 9K | 6.7% | 6 | 2.4K | 1.8% | 12 | | Apr 2026 | 9K | 6.9% | 4 | 1.9K | 1.5% | 12 | | May 2026 | 10.5K | 8.8% | 3 | 1.9K | 1.6% | 12 | | Jun 2026 | 7.3K | 6.7% | 5 | 1.6K | 1.5% | 12 | | Jul 2026 | 7.3K | 6.3% | 5 | 1.9K | 1.7% | 12 | | Aug 2026 | 10.5K | 8% | 3 | 1.9K | 1.4% | 12 | | Sep 2026 | 9K | 6.9% | 4 | 1.9K | 1.5% | 12 | ## How each brand is measured Brandwave collects information about searches that people make online using Applaws’ and Hill's’ names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading. - **Applaws**: Measured on the search terms “applaws” and “applaws cat food”, summed into one figure. - **Hill's**: Measured on the search term “hills cat food”. - [Applaws profile](/demand/uk/brands/applaws) - [Hill's profile](/demand/uk/brands/hills) - [All cat food brands in the United Kingdom](/demand/uk/categories/uk-cat-food-brands): The set both shares are measured inside, 12 brands. ## 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 ### Is Applaws or Hill's more popular in search? In September 2026, Applaws had more branded searches than Hill's among cat food brands in the United Kingdom. Applaws had about 9,000 branded searches, while Hill's had 1,900. Applaws made up 6.9% of all cat food brand searches we track, and Hill's accounted for 1.5%. ## Cite this page Brandwave. "Applaws vs Hill's: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/applaws-vs-hills This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/applaws-vs-hills. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.