--- title: "Iams vs Thrive: Which is searched more in the United Kingdom?" description: "Is Iams or Thrive 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/iams-vs-thrive-pet" publisher: "Brandwave" --- # Iams vs Thrive: Which is searched more in the United Kingdom? Is Iams or Thrive 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**: Iams and Thrive - **Competitive set**: Cat food brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Iams Share of Search**: 2.7% - **Thrive Share of Search**: 2.2% ## Is Iams or Thrive more popular in search? - In September 2026, Iams had more branded searches than Thrive among cat food brands in the United Kingdom. Iams had about 3,600 branded searches, while Thrive had 2,900. Iams made up 2.7% of all cat food brand searches we track, and Thrive accounted for 2.2%. - The lead changed hands 2 times in the 12 months ending September 2026: Thrive took it in April 2026, Iams took it in September 2026. - Across the 12 months ending September 2026, Iams’ share of searches among cat food brands in the United Kingdom moved from 2.9% to 2.7%, and its estimated monthly branded searches held steady at 3.6K. - Across the 12 months ending September 2026, Thrive’s share of searches among cat food brands in the United Kingdom moved from 2.9% to 2.2%, and its estimated monthly branded searches moved from 3.6K to 2.9K. ## Top cat food brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Thrive was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Iams 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, Whiskas overtook Thrive to rank 9th among cat food brands in the United Kingdom, with 2.7% of the searches. - In September 2026, Thrive lost share of searches among cat food brands in the United Kingdom, from 2.7% to 2.2%. ## Month by month | Month | Iams estimated searches | Iams Share of Search | Iams rank | Thrive estimated searches | Thrive Share of Search | Thrive rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 3.6K | 2.9% | 7 | 3.6K | 2.9% | 9 | | Nov 2025 | 3.6K | 3% | 7 | 2.9K | 2.4% | 10 | | Dec 2025 | 2.9K | 2.4% | 9 | 2.9K | 2.4% | 10 | | Jan 2026 | 4.4K | 3.1% | 7 | 3.6K | 2.5% | 9 | | Feb 2026 | 3.6K | 2.8% | 7 | 2.9K | 2.2% | 10 | | Mar 2026 | 3.6K | 2.7% | 7 | 3.6K | 2.7% | 10 | | Apr 2026 | 2.9K | 2.2% | 9 | 3.6K | 2.8% | 8 | | May 2026 | 2.9K | 2.4% | 9 | 3.6K | 3% | 8 | | Jun 2026 | 2.9K | 2.7% | 8 | 2.9K | 2.7% | 9 | | Jul 2026 | 2.9K | 2.5% | 9 | 3.6K | 3.1% | 8 | | Aug 2026 | 3.6K | 2.7% | 8 | 3.6K | 2.7% | 9 | | Sep 2026 | 3.6K | 2.7% | 8 | 2.9K | 2.2% | 11 | ## How each brand is measured Brandwave collects information about searches that people make online using Iams’ and Thrive’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. - **Iams**: Measured on the search term “iams cat food”. - **Thrive**: Measured on the search term “thrive cat food”. - [Iams profile](/demand/uk/brands/iams) - [Thrive profile](/demand/uk/brands/thrive-pet) - [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 Iams or Thrive more popular in search? In September 2026, Iams had more branded searches than Thrive among cat food brands in the United Kingdom. Iams had about 3,600 branded searches, while Thrive had 2,900. Iams made up 2.7% of all cat food brand searches we track, and Thrive accounted for 2.2%. ## Cite this page Brandwave. "Iams vs Thrive: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/iams-vs-thrive-pet This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/iams-vs-thrive-pet. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.