Brandwave

How popular isSmalls?

In September 2026, people searched for Smalls by name about 49,500 times in the United States, a 33.1% decrease from the previous year. These searches made up 17.3% of all United States cat food brand searches, placing Smalls first out of 15 brands. When we asked both ChatGPT and Google AI Overviews about cat food brands, Smalls appeared in one of the five answers and was the joint fourth most recommended of the 15.

Search and AI answers in September 2026

Smalls is the most searched of 15 competitors and the joint fourth most recommended in AI answers.

  1. SmallsShare of searches 17.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  2. FriskiesShare of searches 9.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. Fancy FeastShare of searches 7.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. IamsShare of searches 7.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th
  5. Meow MixShare of searches 7.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th

+10 more

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Top cat food brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Smalls was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Smalls is the joint fourth most recommended of the 15.

Most recommended by AI

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

  1. Hill's1st
  2. Purina Pro Plan2nd
  3. Royal Canin3rd
  4. Smalls4th
  5. Fancy Feast4th
  6. Purina ONE6th
  7. Weruva7th
  8. Blue Buffalo8th
  9. Iams9th
  10. Meow Mix9th
  11. +5 more

Mentioned by AI

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

  • Royal Canin4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Purina Pro Plan4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hill's4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Purina ONE2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Smalls1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fancy Feast1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Iams1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Meow Mix1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Blue Buffalo1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Weruva1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

+5 more

See every answer about cat 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 27, 2026.

Which cat food brands compete with Smalls?

Smalls against cat food brands in the United States, by month

Share of searches by month for Smalls, Friskies, Fancy Feast, Iams, Meow Mix, Purina ONE, Royal Canin, Sheba, Blue Buffalo, Purina Pro Plan, Tiki Cat, Hill's, Wellness, Weruva. The figures are in the table below the chart.

View monthly share of searches table
MonthSmallsFriskiesFancy FeastIamsMeow MixPurina ONERoyal CaninShebaBlue BuffaloPurina Pro PlanTiki CatHill'sWellnessWeruva9Lives
Oct 202521.4%7.9%6.4%6.4%6.4%6.4%11.7%5.2%6.4%11.7%3.5%0.84%2.3%2.3%0.84%
Nov 202518.3%6.7%5.5%6.7%6.7%6.7%12.2%5.5%6.7%15%3.7%0.88%2.4%2.4%0.73%
Dec 202519%7%5.7%7%5.7%7%12.7%5.7%7%12.7%3.8%0.91%2.8%2.5%0.75%
Jan 202619.7%7.2%5.9%5.9%5.9%5.9%10.8%5.9%5.9%16.1%3.9%0.96%2.6%2.6%0.77%
Feb 202619.9%7.3%6%7.3%6%6%10.9%6%7.3%13.3%3.3%1.2%2.4%2.2%0.96%
Mar 202621.8%8%5.3%6.6%5.3%6.6%8%5.3%6.6%14.6%3.6%2.4%3.1%1.9%0.86%
Apr 202623.1%8.5%5.7%5.7%5.7%5.7%6.9%5.7%5.7%15.5%3.8%2.5%2.1%2.5%1.1%
May 202622.2%8.1%5.4%5.4%5.4%6.7%8.1%6.7%5.4%14.9%3.6%2.4%2%2.4%1.1%
Jun 202616.9%7.6%6.2%7.6%6.2%9.2%9.2%7.6%6.2%11.3%4.1%2.8%2.3%2.2%0.82%
Jul 202616.3%7.3%6%7.3%6%8.9%10.9%7.3%6%10.9%4%3.3%2.4%2.7%0.79%
Aug 202616.1%8.8%7.2%7.2%7.2%8.8%7.2%7.2%5.9%10.7%4.8%3.2%2.4%2.6%0.78%
Sep 202617.3%9.5%7.8%7.8%7.8%7.8%7.8%7.8%6.3%6.3%5.2%2.8%2.6%2.3%1%

  1. 1.Smalls

    17.3%

    Held 1st. 49.5K estimated branded searches, 0% vs prior month. Share +1.3 points.

  2. 2.Friskies

    9.5%

    Moved from 3rd to 2nd. 27.1K estimated branded searches, 0% vs prior month. Share +0.7 points.

  3. 3.Fancy Feast

    7.8%

    Moved from 5th to 3rd. 22.2K estimated branded searches, 0% vs prior month. Share +0.6 points.

  4. 4.Iams

    7.8%

    Moved from 6th to 4th. 22.2K estimated branded searches, 0% vs prior month. Share +0.6 points.

  5. 5.Meow Mix

    7.8%

    Moved from 7th to 5th. 22.2K estimated branded searches, 0% vs prior month. Share +0.6 points.

  6. 6.Purina ONE

    7.8%

    Moved from 4th to 6th. 22.2K estimated branded searches, -18.1% vs prior month. Share -1 points.

  7. 7.Royal Canin

    7.8%

    Moved from 8th to 7th. 22.2K estimated branded searches, 0% vs prior month. Share +0.6 points.

  8. 8.Sheba

    7.8%

    Moved from 9th to 8th. 22.2K estimated branded searches, 0% vs prior month. Share +0.6 points.

  9. 9.Blue Buffalo

    6.3%

    Moved from 10th to 9th. 18.1K estimated branded searches, 0% vs prior month. Share +0.5 points.

  10. 10.Purina Pro Plan

    6.3%

    Moved from 2nd to 10th. 18.1K estimated branded searches, -45.3% vs prior month. Share -4.4 points.

  11. 11.Tiki Cat

    5.2%

    Held 11th. 14.8K estimated branded searches, 0% vs prior month. Share +0.4 points.

  12. 12.Hill's

    2.8%

    Held 12th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  13. 13.Wellness

    2.6%

    Moved from 14th to 13th. 7.3K estimated branded searches, 0% vs prior month. Share +0.2 points.

  14. 14.Weruva

    2.3%

    Moved from 13th to 14th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.3 points.

  15. 15.9Lives

    1%

    Held 15th. 2.9K estimated branded searches, +20.8% vs prior month. Share +0.2 points.

Compare popularity between Smalls and its closest rivals

Every comparison with Smalls

14 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Smalls in the United States fell from 74K to 49.5K.
  • Across the 12 months ending September 2026, Smalls’ share of searches among cat food brands in the United States decreased from 21.4% to 17.3%.
  • Across the 12 months ending September 2026, Smalls’ share of searches among cat food brands in the United States peaked at 23.1% in April 2026 and was lowest at 16.1% in August 2026.

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

6 changes

  1. In September 2026, Friskies overtook Purina Pro Plan to rank 2nd among cat food brands in the United States, with 9.5% of the searches.

  2. In September 2026, Fancy Feast overtook Purina Pro Plan and Purina ONE to rank 3rd among cat food brands in the United States, with 7.8% of the searches.

  3. In September 2026, Iams overtook Purina Pro Plan and Purina ONE to rank 4th among cat food brands in the United States, with 7.8% of the searches.

  4. In September 2026, Meow Mix overtook Purina Pro Plan and Purina ONE to rank 5th among cat food brands in the United States, with 7.8% of the searches.

  5. In September 2026, Royal Canin overtook Purina Pro Plan to rank 7th among cat food brands in the United States, with 7.8% of the searches.

  6. In September 2026, Sheba overtook Purina Pro Plan to rank 8th among cat food brands in the United States, with 7.8% of the searches.

How are Smalls’ branded searches counted?

1 search term

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

  • smalls cat food

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How the Brand Demand Index is measured

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