Brandwave

How popular isHill's?

In September 2026, people searched for Hill's by name about 41,200 times in the United States, a 221.9% increase from the previous year. These searches made up 5.3% of all United States dog food brand searches, placing Hill's eighth out of 15 brands. When we asked both ChatGPT and Google AI Overviews about dog food brands, Hill's appeared in three of the five answers and was the second most recommended of the 15.

Search and AI answers in September 2026

Hill's is the eighth most searched of 15 competitors and the second most recommended in AI answers.

  1. PurinaShare of searches 21.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. The Farmer's DogShare of searches 14.5%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  3. Open FarmShare of searches 9.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  4. Royal CaninShare of searches 9.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. Hill'sShare of searches 5.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd

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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 was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Hill's is the second most recommended of the 15.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Purina1st
  2. Hill's2nd
  3. Royal Canin3rd
  4. Pedigree4th
  5. The Farmer's Dog5th
  6. Open Farm5th
  7. Blue Buffalo–
  8. Ollie–
  9. Spot & Tango–
  10. Orijen–
  11. +5 more

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Purina5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Royal Canin4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Hill's3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • The Farmer's Dog1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Open Farm1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pedigree1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Blue Buffalo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Ollie0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Spot & Tango0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Orijen0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+5 more

See every answer about dog food brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United States on October 26, 2026.

Which dog food brands compete with Hill's?

Hill's against dog food brands in the United States, by month

Share of searches by month for Purina, The Farmer's Dog, Open Farm, Royal Canin, Blue Buffalo, Ollie, Spot & Tango, Hill's, Pedigree, Orijen, Acana, Stella & Chewy’s. The figures are in the table below the chart.

View monthly share of searches table
MonthPurinaThe Farmer's DogOpen FarmRoyal CaninBlue BuffaloOllieSpot & TangoHill'sPedigreeOrijenAcanaStella & Chewy’sMerrickTaste of the WildFarmina
Oct 202522.2%18.2%6.7%8.1%12.2%8.1%4.5%1.3%3.6%3.6%3%3%2.4%1.6%1.3%
Nov 202522.7%18.5%6.8%6.8%12.4%8.3%4.5%1.4%3.7%3.7%3%3%2%1.7%1.4%
Dec 202522.5%15%6.7%10.1%12.3%8.2%3.7%1.6%3.7%4.5%3%3%2.5%1.6%1.3%
Jan 202620.7%16.9%6.2%9.3%11.4%9.3%6.2%1.5%3.4%4.2%2.8%2.8%2.3%1.9%1.2%
Feb 202620.2%16.5%7.4%9.1%11.1%9.1%6.1%2.7%3.3%4.1%2.7%2.7%2.2%1.5%1.5%
Mar 202618.9%15.4%8.5%10.4%8.5%8.5%6.9%4.6%3.8%4.6%2.5%2.5%2.1%1.4%1.4%
Apr 202618.3%14.9%8.2%12.3%10.1%6.7%6.7%3.7%3%6.7%2.5%2.5%1.6%1.6%1.1%
May 202618.5%15.1%8.3%10.1%10.1%6.8%5.5%4.5%3.7%6.8%3%2.5%1.7%1.4%2%
Jun 202620.1%16.4%7.4%11%9%7.4%6%4.9%4%4%2.7%2.2%1.8%1.5%1.5%
Jul 202619.9%16.2%8.9%10.9%8.9%7.3%6%4.9%4%3.3%2.7%2.2%1.8%1.5%1.5%
Aug 202622.8%15.2%8.4%10.2%8.4%6.9%6.9%4.6%3.8%3.1%2.5%2.5%2%1.4%1.4%
Sep 202621.7%14.5%9.7%9.7%8%6.5%6.5%5.3%4.4%3.6%2.9%2.4%1.9%1.6%1.3%

  1. 1.Purina

    21.7%

    Held 1st. 135K estimated branded searches, -18.2% vs prior month. Share -1.2 points.

  2. 2.The Farmer's Dog

    14.5%

    Held 2nd. 90.5K estimated branded searches, -17.7% vs prior month. Share -0.7 points.

  3. 3.Open Farm

    9.7%

    Moved from 5th to 3rd. 60.5K estimated branded searches, 0% vs prior month. Share +1.3 points.

  4. 4.Royal Canin

    9.7%

    Moved from 3rd to 4th. 60.5K estimated branded searches, -18.2% vs prior month. Share -0.5 points.

  5. 5.Blue Buffalo

    8%

    Moved from 4th to 5th. 49.5K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  6. 6.Ollie

    6.5%

    Held 6th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  7. 7.Spot & Tango

    6.5%

    Held 7th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  8. 8.Hill's

    5.3%

    Held 8th. 33.1K estimated branded searches, 0% vs prior month. Share +0.7 points.

  9. 9.Pedigree

    4.4%

    Held 9th. 27.1K estimated branded searches, 0% vs prior month. Share +0.6 points.

  10. 10.Orijen

    3.6%

    Held 10th. 22.2K estimated branded searches, 0% vs prior month. Share +0.5 points.

  11. 11.Acana

    2.9%

    Held 11th. 18.1K estimated branded searches, 0% vs prior month. Share +0.4 points.

  12. 12.Stella & Chewy’s

    2.4%

    Held 12th. 14.8K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  13. 13.Merrick

    1.9%

    Held 13th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

  14. 14.Taste of the Wild

    1.6%

    Moved from 15th to 14th. 9.9K estimated branded searches, 0% vs prior month. Share +0.2 points.

  15. 15.Farmina

    1.3%

    Moved from 14th to 15th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

Compare popularity between Hill's and its closest rivals

Every comparison with Hill's

26 comparisons

How has branded search demand for Hill's changed in the United States over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hill's in the United States rose from 12.8K to 41.2K.
  • Across the 12 months ending September 2026, Hill's’ share of searches among dog food brands in the United States increased from 1.3% to 5.3%.
  • Across the 12 months ending September 2026, Hill's rose from 15th to 8th among dog food brands in the United States.

How did search popularity change for United States dog food brands in September 2026?

6 changes

  1. In September 2026, Open Farm overtook Royal Canin and Blue Buffalo to rank 3rd among dog food brands in the United States, with 9.7% of the searches.

  2. In September 2026, Hill's gained share of searches among dog food brands in the United States, from 4.6% to 5.3%.

  3. In September 2026, Pedigree gained share of searches among dog food brands in the United States, from 3.8% to 4.4%.

  4. In September 2026, Purina lost share of searches among dog food brands in the United States, from 22.8% to 21.7%.

  5. In September 2026, The Farmer's Dog lost share of searches among dog food brands in the United States, from 15.2% to 14.5%.

  6. In September 2026, Royal Canin lost share of searches among dog food brands in the United States, from 10.2% to 9.7%.

How are Hill's’ branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Hill's’ name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • hills science diet
  • hills science diet cat food

Do you work for Hill's? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Hill's compete?

Hill's is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Dog food brands8th of 155.3%Shown above
Cat food brands12th of 152.8%Show ranking
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