The Pet Supplies shelf

What ChatGPT and Google AI Mode recommend when a US shopper asks them about pet supplies — ranked by how often each brand made the shelf.

Stories

AI Shopping Shelf Insights

🇺🇸 Pet Supplies · US · September 2026

One brand AI still recommends to everybody

Most brands are named to a single kind of shopper and no other. Pet food is the exception: ask about a puppy, an old dog or an indoor cat and the same name keeps turning up.

The First-Puppy Parent

Purina 26.8% KONG 24.5% Hill's 9.9%

The Senior-Dog Devotee

Purina 29.1% Hill's 13.0% Big Barker 7.3%

The Apartment Cat Parent

Litter-Robot 24.0% Purina 11.7% Smalls 10.1%

See the full story →

Shopper Journeys

How the pet supplies shelf shifts as a shopper moves from “what's out there” to “which one do I buy”, for everyone or for one shopper.

Everyone The First-Puppy Parent The Fresh-Food Dog Parent The Apartment Cat Parent The Senior-Dog Devotee The New Shopper

Awareness

KONG 31%

Purina 28%

Nylabone 9%

Hill's 8%

West Paw 8%

Research

Purina 26%

The Farmer's Dog 13%

Wellness Pet Food 6%

Spot & Tango 4%

KONG 4%

Comparison

KONG 30%

Purina 28%

Nylabone 10%

Hill's 9%

Royal Canin 6%

Validation

KONG 35%

Purina 27%

Nylabone 11%

Hill's 6%

West Paw 4%

Purchase

Purina 41%

KONG 17%

Hill's 14%

IAMS 5%

Zuke's 4%

The First-Puppy Parent's shelf. Each stage's bar is shelf-share within that stage.

Brand

Shelf-share

Shelf Share Trend

Visibility

Purina

18.4%

46.0%

Hill's

7.5%

28.5%

The Farmer's Dog

7.2%

16.0%

Litter-Robot

5.3%

14.0%

KONG

4.8%

10.5%

Ollie

4.0%

15.5%

Royal Canin

3.9%

20.0%

Big Barker

1.9%

4.0%

Smalls

1.6%

12.0%

Nom Nom

1.4%

13.5%

Nylabone

1.3%

6.5%

Spot & Tango

1.0%

7.0%

Blue Buffalo

1.0%

6.5%

Just Food For Dogs

0.9%

8.5%

Dr. Elsey's

0.9%

2.5%

Fancy Feast

0.8%

5.0%

IAMS

0.7%

7.5%

PETKIT

0.7%

4.5%

FurHaven

0.7%

3.5%

PetSafe

0.6%

6.0%

Wellness CORE

0.6%

6.0%

West Paw

0.6%

5.0%

Boxiecat

0.6%

2.0%

Benebone

0.5%

3.0%

PetFusion

0.5%

2.0%

No brand named

18.0%

Shelf-share = the share of shopper attention a brand holds. Visibility = the share of answers that named it at all.

How to read this table

Shelf-share weights every mention by where the brand sits in the answer, so the shelf adds up to 100%. Named first on a short shelf is worth far more than named fourth on a long one.

Visibility ignores position — simply how often a brand is named. Divide shelf-share by visibility and you get how much of the shelf a brand takes when it does appear.

No brand named is the share of answers that recommended no identifiable brand at all — advice, or retailers only.

Products the engines name

The specific SKUs surfaced inside pet supplies answers.

Product

Shelf-share

Shelf Share Trend

Visibility

Price

Litter-Robot

3.5%

8.8%

$699.00

Puppy Sensitive Skin & Stomach (Salmon & Rice)

Purina

2.6%

4.5%

—

UnKibble

Spot & Tango

2.1%

2.5%

$189.99

KONG Puppy

KONG

1.1%

2.5%

$9.02 – $10.99

Urinary Tract Health

Purina

1.0%

5.0%

—

Litter-Robot EVO

Litter-Robot

0.8%

2.5%

$599.00

Sensitive Skin & Stomach

Purina

0.8%

1.5%

—

ScoopFree

PetSafe

0.7%

2.8%

$46.24

Classic Pâté

Fancy Feast

0.7%

1.5%

—

Senior 7+ Sensitive Skin & Stomach (Salmon & Rice)

Purina

0.7%

1.3%

—

7" Orthopedic Bed

Big Barker

0.5%

1.5%

$189.99 – $327.99

Prescription Diet z/d Food Sensitivities

Hill's

0.5%

1.5%

$58.99 – $60.99

Adult Indoor

Hill's

0.5%

1.3%

—

Fresh Cat Food

Smalls

0.5%

1.0%

$6.49 – $7.49

Sensitive Skin & Stomach Senior 7+ Salmon & Rice

Purina

0.5%

1.0%

—

Litter-Robot 4 Automatic Self-Cleaning Cat Litter Box

Litter-Robot

0.4%

1.0%

—

Puppy Rubber Toys

KONG

0.4%

1.0%

$6.99

Complete Essentials

Purina

0.4%

0.8%

—

Sensitive Skin & Stomach Senior

Purina

0.4%

0.8%

—

Urinary Care

Royal Canin

0.3%

2.0%

$28.99

How to read this table

Price is a band, not one number: the cheapest price on the market, the brand’s own price in bold, and the dearest — sorted low to high. Where only one figure is known, only one is shown. A dash means no price we could verify, not a free product.

How we measure

We ask the assistants the same real shopper questions each run, and record every brand each one recommends.

What that means in practice

Each run we ask ChatGPT and Google AI Mode the same set of questions, one persona and market at a time.

Shelf-share is the share of answers in a category that named a brand. The questions never name a brand, so a brand is on the shelf because the engine chose it.

We settle on the questions before each run, never after. A brand on the shelf is the assistant’s pick, not one we went looking for.

Read the full method — the shoppers, their journey, and the season →

Grow your Brand’s Revenue in the AI Shopping Channel

See which shoppers already find you on the shelf, and where you are missing.

🐾 The Pet Supplies shelf

AI Shopping Shelf Insights

One brand AI still recommends to everybody

Shopper Journeys

Products the engines name

How we measure

Grow your Brand’s Revenue in the AI Shopping Channel

The Pet Supplies shelf