Brandwave

Hill's vs The Farmer's Dog:Which is more popular?

In September 2026, The Farmer's Dog had more branded searches than Hill's among dog food brands in the United States. The Farmer's Dog had about 90,500 branded searches, while Hill's had 33,100. The Farmer's Dog made up 14.5% of all dog food brand searches we track, and Hill's accounted for 5.3%. When we asked ChatGPT and Google AI Overviews about dog food brands, Hill's appeared in three of the five answers and The Farmer's Dog in one. Hill's was mentioned before The Farmer's Dog in three out of four answers that named either.

Among dog food brands in the United States in September 2026

Who do people search for more?

The Farmer's Dog, about 3 searches for every 1 for Hill's

The Farmer's Dog 90.5K searchesHill's 33.1K searches

Who does AI mention more?

Hill's, mentioned in 3 of 5 answers, The Farmer's Dog in 1

Hill's in 3 of 5The Farmer's Dog in 1 of 5

Who does AI recommend more?

Hill's, named ahead of The Farmer's Dog in 3 of 4 answers

Hill's first in 3The Farmer's Dog first in 1

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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. The Farmer's Dog 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 The Farmer's Dog in three out of four answers that named either.

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.

Is Hill's or The Farmer's Dog more popular in search?

This chart shows how often people search Google for Hill's and The Farmer's Dog by name. Each line represents a brand's share of searches for all 15 dog food brands we track, month by month, from searches in United States.

Hill's and The Farmer's Dog among dog food brands in the United States, by month

Share of searches by month for The Farmer's Dog, Hill'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%

How has the Hill's and The Farmer's Dog comparison changed over the last 12 months?

3 findings

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

2 changes

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

  2. 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%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Hill's’ and The Farmer's Dog’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.

Hill's

1 branded search term

  • hills science diet

The Farmer's Dog

1 branded search term

  • the farmers dog

How the Brand Demand Index is measured

Other head-to-heads among dog food brands

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