Hill's vs Untamed:Which is more popular?
In September 2026, Untamed had more branded searches than Hill's among cat food brands in the United Kingdom. Untamed had about 49,500 branded searches, while Hill's had 1,900. Untamed made up 37.8% of all cat food brand searches we track, and Hill's accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about cat food brands, Hill's appeared in one of the five answers and Untamed in none.
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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. Untamed did not appear 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 Hill's or Untamed more popular in search?
This chart shows how often people search Google for Hill's 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, Hill's. 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 Hill's and Untamed comparison changed over the last 12 months?
3 findings
- Untamed was ahead of Hill's in every measured month of the 12 months ending September 2026.
- 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.
- 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
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Hill'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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