Live: The 2026 Holiday Shopping AI Shelf Index. See the shelf

Holiday Shopping 2026 · August 2026 to January 2027

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.

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Stories

AI Shopping Shelf Insights

One brand AI still recommends to everybody

🇺🇸 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 →

See all pet supplies stories →

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
The Farmer's Dog 32%
Ollie 24%
Nom Nom 7%
Just Food For Dogs 5%
Spot & Tango 2%
Research
The Farmer's Dog 31%
Ollie 17%
Just Food For Dogs 7%
Nom Nom 6%
Spot & Tango 4%
Comparison
The Farmer's Dog 32%
Ollie 19%
Nom Nom 12%
Spot & Tango 10%
A Pup Above 5%
Validation
The Farmer's Dog 22%
Ollie 18%
Nom Nom 8%
Purina 7%
Royal Canin 6%
Purchase
The Farmer's Dog 21%
Ollie 9%
BarkBox 7%
KONG 6%
Disney 5%

The Fresh-Food Dog Parent's shelf. Each stage's bar is shelf-share within that stage.

Brand
Shelf-share
Shelf Share Trend
Visibility
1
Purina
18.4%
46.0%
2
Hill's
7.5%
28.5%
3
The Farmer's Dog
7.2%
16.0%
4
Litter-Robot
5.3%
14.0%
5
KONG
4.8%
10.5%
6
Ollie
4.0%
15.5%
7
Royal Canin
3.9%
20.0%
8
Big Barker
1.9%
4.0%
9
Smalls
1.6%
12.0%
10
Nom Nom
1.4%
13.5%
11
Nylabone
1.3%
6.5%
12
Spot & Tango
1.0%
7.0%
13
Blue Buffalo
1.0%
6.5%
14
Just Food For Dogs
0.9%
8.5%
15
Dr. Elsey's
0.9%
2.5%
16
Fancy Feast
0.8%
5.0%
17
IAMS
0.7%
7.5%
18
PETKIT
0.7%
4.5%
19
FurHaven
0.7%
3.5%
20
PetSafe
0.6%
6.0%
21
Wellness CORE
0.6%
6.0%
22
West Paw
0.6%
5.0%
23
Boxiecat
0.6%
2.0%
24
Benebone
0.5%
3.0%
25
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.

Rank
Product
Shelf-share
Shelf Share Trend
Visibility
Price
1
Litter-Robot
Litter-Robot
3.5%
8.8%
$699.00
2
Puppy Sensitive Skin & Stomach (Salmon & Rice)
Purina
2.6%
4.5%
—
3
UnKibble
Spot & Tango
2.1%
2.5%
$189.99
4
KONG Puppy
KONG
1.1%
2.5%
$9.02 – $10.99
5
Urinary Tract Health
Purina
1.0%
5.0%
—
6
Litter-Robot EVO
Litter-Robot
0.8%
2.5%
$599.00
7
Sensitive Skin & Stomach
Purina
0.8%
1.5%
—
8
ScoopFree
PetSafe
0.7%
2.8%
$46.24
9
Classic Pâté
Fancy Feast
0.7%
1.5%
—
10
Senior 7+ Sensitive Skin & Stomach (Salmon & Rice)
Purina
0.7%
1.3%
—
11
7" Orthopedic Bed
Big Barker
0.5%
1.5%
$189.99 – $327.99
12
Prescription Diet z/d Food Sensitivities
Hill's
0.5%
1.5%
$58.99 – $60.99
13
Adult Indoor
Hill's
0.5%
1.3%
—
14
Fresh Cat Food
Smalls
0.5%
1.0%
$6.49 – $7.49
15
Sensitive Skin & Stomach Senior 7+ Salmon & Rice
Purina
0.5%
1.0%
—
16
Litter-Robot 4 Automatic Self-Cleaning Cat Litter Box
Litter-Robot
0.4%
1.0%
—
17
Puppy Rubber Toys
KONG
0.4%
1.0%
$6.99
18
Complete Essentials
Purina
0.4%
0.8%
—
19
Sensitive Skin & Stomach Senior
Purina
0.4%
0.8%
—
20
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 →

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