Hill's vs Pedigree:Which is more popular?
In September 2026, Hill's and Pedigree 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 Pedigree in two. Hill's was mentioned before Pedigree in three out of five answers.
Who do people search for more?
Hill's and Pedigree 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 Pedigree in 3 of 5 answers
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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. Pedigree was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Hill's was listed before Pedigree in three out of five answers.
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 Hill's or Pedigree more popular in search?
This chart shows how often people search Google for Hill's and Pedigree 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 Hill's, Pedigree. 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 Hill's and Pedigree comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: Pedigree took it in April 2026.
- 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.
- Across the 12 months ending September 2026, Pedigree’s share of searches among dog food brands in the United Kingdom moved from 4.4% to 4.2%, and its estimated monthly branded searches moved from 6.6K to 5.4K.
How did search popularity change for United Kingdom dog food brands in September 2026?
2 changes
In September 2026, Pedigree lost share of searches among dog food brands in the United Kingdom, from 5% to 4.2%.
In September 2026, Hill's lost share of searches among dog food brands in the United Kingdom, from 4.9% to 4.2%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Hill's’ and Pedigree’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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