--- title: "Hill's vs Smalls: Which is searched more in the United States?" description: "Is Hill's or Smalls more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Cat food brands set in the United States. 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/us/compare/hills-vs-smalls-cat-food" publisher: "Brandwave" --- # Hill's vs Smalls: Which is searched more in the United States? Is Hill's or Smalls more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Cat food brands set in the United States. 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**: Hill's and Smalls - **Competitive set**: Cat food brands - **Market**: United States - **Month measured**: Sep 2026 - **Hill's Share of Search**: 2.8% - **Smalls Share of Search**: 17.3% ## Is Hill's or Smalls more popular in search? - In September 2026, Smalls had more branded searches than Hill's among cat food brands in the United States. Smalls had about 49,500 branded searches, while Hill's had 8,100. Smalls made up 17.3% of all cat food brand searches we track, and Hill's accounted for 2.8%. - Smalls 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 States moved from 0.84% to 2.8%, and its estimated monthly branded searches moved from 2.9K to 8.1K. - Across the 12 months ending September 2026, Smalls’ share of searches among cat food brands in the United States moved from 21.4% to 17.3%, and its estimated monthly branded searches moved from 74K to 49.5K. ## Top cat food brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Hill's was mentioned in four out of five: in two of the three ChatGPT answers and in both 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. Hill's was listed before Smalls in three out of four 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 | | --- | --- | --- | --- | --- | | Hill's | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | Purina Pro Plan | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Royal Canin | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | Smalls | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | Fancy Feast | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | Purina ONE | 6th | 0 of 3 | 2 of 2 | 2 of 5 | | Weruva | 7th | 0 of 3 | 1 of 2 | 1 of 5 | | Blue Buffalo | 8th | 0 of 3 | 1 of 2 | 1 of 5 | | Iams | 9th | 1 of 3 | 0 of 2 | 1 of 5 | | Meow Mix | 9th | 0 of 3 | 1 of 2 | 1 of 5 | | Friskies | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Sheba | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Tiki Cat | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Wellness | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | 9Lives | 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?": 1. Purina Pro Plan, 2. Hill's, 3. Royal Canin - Asked ChatGPT "Which cat food do vets recommend?": 1. Hill's, 2. Purina Pro Plan, 3. Royal Canin, 4. Iams - Asked ChatGPT "Is fresh cat food better than kibble?": named none of the brands we track - Searched Google, AI Overview "cat food": 1. Fancy Feast, 2. Weruva, 3. Purina ONE, 4. Hill's, 5. Royal Canin, 6. Blue Buffalo, 7. Meow Mix, 8. Purina Pro Plan - Searched Google, AI Overview "best cat food": 1. Smalls, 2. Royal Canin, 3. Hill's, 4. Purina Pro Plan, 5. Purina ONE Not named in any answer: Friskies, Sheba, Tiki Cat, Wellness and 9Lives. Brands are listed in the order each answer named them. The answers were collected in United States on October 27, 2026. ## How did search popularity change for United States cat food brands in September 2026? - In September 2026, Smalls gained share of searches among cat food brands in the United States, from 16.1% to 17.3%. - Estimated monthly branded searches for Hill's in the United States rose 179.3% over 12 measured months, from 2.9K to 8.1K in September 2026. ## Month by month | Month | Hill's estimated searches | Hill's Share of Search | Hill's rank | Smalls estimated searches | Smalls Share of Search | Smalls rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.9K | 0.84% | 15 | 74K | 21.4% | 1 | | Nov 2025 | 2.9K | 0.88% | 14 | 60.5K | 18.3% | 1 | | Dec 2025 | 2.9K | 0.91% | 14 | 60.5K | 19% | 1 | | Jan 2026 | 3.6K | 0.96% | 14 | 74K | 19.7% | 1 | | Feb 2026 | 3.6K | 1.2% | 14 | 60.5K | 19.9% | 1 | | Mar 2026 | 8.1K | 2.4% | 13 | 74K | 21.8% | 1 | | Apr 2026 | 8.1K | 2.5% | 12 | 74K | 23.1% | 1 | | May 2026 | 8.1K | 2.4% | 12 | 74K | 22.2% | 1 | | Jun 2026 | 8.1K | 2.8% | 12 | 49.5K | 16.9% | 1 | | Jul 2026 | 9.9K | 3.3% | 12 | 49.5K | 16.3% | 1 | | Aug 2026 | 9.9K | 3.2% | 12 | 49.5K | 16.1% | 1 | | Sep 2026 | 8.1K | 2.8% | 12 | 49.5K | 17.3% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using Hill's’ and Smalls’ 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. - **Hill's**: Measured on the search term “hills science diet cat food”. - **Smalls**: Measured on the search term “smalls cat food”. - [Hill's profile](/demand/us/brands/hills) - [Smalls profile](/demand/us/brands/smalls-cat-food) - [All cat food brands in the United States](/demand/us/categories/us-cat-food-brands): The set both shares are measured inside, 15 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 Hill's or Smalls more popular in search? In September 2026, Smalls had more branded searches than Hill's among cat food brands in the United States. Smalls had about 49,500 branded searches, while Hill's had 8,100. Smalls made up 17.3% of all cat food brand searches we track, and Hill's accounted for 2.8%. ## Cite this page Brandwave. "Hill's vs Smalls: Which is searched more in the United States?". https://gobrandwave.com/demand/us/compare/hills-vs-smalls-cat-food This page is also available as HTML at https://gobrandwave.com/demand/us/compare/hills-vs-smalls-cat-food. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.