Burns vs Hill's:Which is more popular?
In September 2026, Burns and Hill's were level in searches among dog food brands in the United Kingdom, with an estimated 5.4K branded searches each, at 4.2% of the total each. When we asked ChatGPT and Google AI Overviews about dog food brands, Hill's appeared in all five answers and Burns in one. Hill's was mentioned before Burns in every answer.
Who do people search for more?
Burns and Hill's are searched for about as often as each other.
Who does AI mention more?
Hill's, mentioned in every answer we collected
Who does AI recommend more?
Hill's, named ahead of Burns in every answer
Follow Burns vs Hill's and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top dog food brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Hill's appeared in all five answers. Burns 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 was listed before Burns in every answer.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Hill's1st
Royal Canin2nd
Harringtons3rd
Pedigree4th
Purina5th- James Wellbeloved6th
Burns7th
Lily's Kitchen8th
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Royal Canin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Hill's5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Harringtons4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- James Wellbeloved3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Purina2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Pedigree2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Lily's Kitchen1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Burns1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about dog food brands
5 answers
Asked ChatGPT
“What's the best dog food brand in the UK?”
Asked ChatGPT
“Which UK dog food brand is healthiest?”
Asked ChatGPT
“What are the most popular dog food brands in the UK?”
Searched Google, AI Overview
“dog food”
Searched Google, AI Overview
“best dog food”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 23, 2026.
Is Burns or Hill's more popular in search?
This chart shows how often people search Google for Burns and Hill's by name. Each line represents a brand's share of searches for all eight dog food brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Burns, Hill's. The figures are in the table below the chart.
View monthly share of searches table
| Month | Royal Canin | Lily's Kitchen | Harringtons | Purina | James Wellbeloved | Burns | Hill's | Pedigree |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 27% | 27.2% | 14.9% | 9.2% | 8.1% | 3.6% | 5.6% | 4.4% |
| Nov 2025 | 25.4% | 27.8% | 15.2% | 9.4% | 8.3% | 3.7% | 5.7% | 4.5% |
| Dec 2025 | 28% | 25% | 13.7% | 10.4% | 9.1% | 3.3% | 5.5% | 5% |
| Jan 2026 | 26.2% | 26.3% | 14.4% | 10.6% | 7.9% | 3.5% | 5.8% | 5.3% |
| Feb 2026 | 26% | 26.2% | 14.3% | 10.8% | 7.8% | 3.5% | 6.2% | 5.2% |
| Mar 2026 | 30% | 24.6% | 13.5% | 10.4% | 7.4% | 4% | 5.2% | 4.9% |
| Apr 2026 | 25.5% | 25.7% | 17.2% | 10.6% | 7.7% | 3.4% | 4.7% | 5.1% |
| May 2026 | 28.8% | 23.8% | 15.9% | 9.8% | 7.1% | 3.9% | 5% | 5.8% |
| Jun 2026 | 28.8% | 23.8% | 15.9% | 9.8% | 7.1% | 3.9% | 5% | 5.8% |
| Jul 2026 | 28.9% | 23.8% | 15.9% | 9.8% | 7.1% | 3.9% | 4.7% | 5.8% |
| Aug 2026 | 27.5% | 25.1% | 16.9% | 10.4% | 6.2% | 4.1% | 4.9% | 5% |
| Sep 2026 | 28% | 25.6% | 17.1% | 10.6% | 6.3% | 4.2% | 4.2% | 4.2% |
How has the Burns and Hill's comparison changed over the last 12 months?
3 findings
- Burns was ahead of Hill's in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Burns’ share of searches among dog food brands in the United Kingdom moved from 3.6% to 4.2%, and its estimated monthly branded searches held steady at 5.4K.
- Across the 12 months ending September 2026, Hill's’ share of searches among dog food brands in the United Kingdom moved from 5.6% to 4.2%, and its estimated monthly branded searches moved from 8.3K to 5.4K.
How did search popularity change for United Kingdom dog food brands in September 2026?
2 changes
In September 2026, Hill's lost share of searches among dog food brands in the United Kingdom, from 4.9% to 4.2%.
In September 2026, Burns rose from 8th to 6th among dog food brands in the United Kingdom.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Burns’ 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.
Other head-to-heads among dog food brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.