Felix vs Untamed:Which is more popular?
In September 2026, Untamed had more branded searches than Felix among cat food brands in the United Kingdom. Untamed had about 49,500 branded searches, while Felix had 9,900. Untamed made up 37.8% of all cat food brand searches we track, and Felix accounted for 7.6%. When we asked ChatGPT and Google AI Overviews about cat food brands, neither Felix nor Untamed appeared in any of the five answers.
Who do people search for more?
Untamed, about 5 searches for every 1 for Felix
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top cat food brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither Felix nor Untamed showed up in any of the five answers.
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.
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
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?”
Asked ChatGPT
“What should I feed a fussy cat?”
Searched Google, AI Overview
“cat food”
Searched Google, AI Overview
“best cat food”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.
Is Felix or Untamed more popular in search?
This chart shows how often people search Google for Felix and Untamed 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 by month for Untamed, Felix. The figures are in the table below the chart.
View monthly share of searches table
| 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% |
How has the Felix and Untamed comparison changed over the last 12 months?
3 findings
- Untamed was ahead of Felix in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Felix’s share of searches among cat food brands in the United Kingdom moved from 8% to 7.6%, and its estimated monthly branded searches held steady at 9.9K.
- Across the 12 months ending September 2026, Untamed’s share of searches among cat food brands in the United Kingdom moved from 32.8% to 37.8%, and its estimated monthly branded searches moved from 40.5K to 49.5K.
How did search popularity change for United Kingdom cat food brands in September 2026?
2 changes
In September 2026, Felix rose from 4th to 3rd among cat food brands in the United Kingdom.
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Felix’s and Untamed’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.
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