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AI Shelf Index · 2026 holiday shopping season

Burgess AI shopping shelf share

🐾 Pet Supplies · 🇬🇧 UK · updated 12 Oct 2026

Standing

#28

Pet Supplies · UK

#25 #28

Shelf-share

0.7%

of UK answers

0.7% 0.7%

Sentiment

93%

positive

No week-to-week change larger than the variation between readings.

Who's on the pet supplies shelf

Butternut Box

8.4%

KONG

6.0%

Royal Canin

5.3%

Purina

4.8%

Harringtons

4.2%

Hill's

4.0%

⋯

Burgess

0.7%

The shoppers Burgess wins

The same answers, sliced by the shopper the question implies — where Burgess ranks best.

The First-Puppy Parent

The Senior-Dog Devotee

#13

The New Shopper

#37

Where Burgess wins the journey

Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.

Awareness

#43

0.3%

Research

#15

1.8%

Comparison

#65

0.1%

Validation

#13

2.2%

Purchase

#89

0.1%

Where the engines differ

ChatGPT

1.2%

Google AI Mode

0.6%

What AI says about Burgess

Observed from the answers themselves — not a score.

Sentiment

93% positive · no negative mentions

Price framing

framed budget

93% budget, 7% mid

“* Zooplus UK : Known for bulk-buy savings, large bag value deals (like Burgess and James Wellbeloved), and seasonal voucher codes.”
Google AI Mode

“Burgess Sensitive Senior Turkey — another reasonably straightforward senior/sensitive option.”
ChatGPT

“Burgess Sensitive — generally a more budget-friendly option.”
ChatGPT

“_Burgess Sensitive Senior (Rich in Turkey & Rice)_ Why it fits:** Formulated specifically for dogs aged 7+ with delicate digestions.”
Google AI Mode

Products AI names

The specific Burgess items the engines put in front of UK shoppers.

Sensitive Puppy Turkey & Rice 0.3%
Sensitive Puppy 0.2%
Sensitive (Lamb or Salmon & Rice) 0.1%
Sensitive Senior (Rich in Turkey & Rice) 0.1%
Sensitive Senior Turkey & Rice 0.1%
Sensitive Senior Turkey Dog Food 0.1%
Sensitive 0.0%
Sensitive Adult Dog Food Rice 0.0%

Shelved alongside

Brands the engines recommend in the same answers as Burgess.

How to read this

Bar is how often that brand is recommended in the same answer as Burgess, relative to the rest.

Slingso Managed Outcomes

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Holiday Shopping 2026 · reading updated 11 Oct. An independent measurement by Slingso; not affiliated with Burgess.