AI Shelf Index · 2026 holiday shopping season
Hill's AI shopping shelf share
🐾 Pet Supplies · 🇬🇧 UK · updated 12 Oct 2026
Standing
#6
Pet Supplies · UK
Shelf-share
4.0%
of UK answers
Sentiment
82%
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%
The shoppers Hill's wins
The same answers, sliced by the shopper the question implies — where Hill's ranks best.
Where Hill's wins the journey
Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.
Awareness
#5
4.0%
Research
#9
2.5%
Comparison
#3
5.8%
Validation
#2
10.2%
Purchase
#9
3.0%
Where the engines differ
What AI says about Hill's
Observed from the answers themselves — not a score.
Sentiment
82% positive · no negative mentions
Price framing
framed premium
3% budget, 34% mid, 62% premium
“Hill's Science Plan Mature Adult wet food — a good mainstream senior option from a veterinary nutrition-focused brand.”
ChatGPT
“For example, Hill's t/d is specifically designed for dental care, but I'd discuss that with your vet rather than introducing it while the mouth is painful.”
ChatGPT
“Hill's Prescription Diet** : A gold-standard clinical nutrition brand backed by extensive veterinary research.”
Google AI Mode
“Popular UK lines include Hill's Prescription Diet z/d for food allergies and skin/digestive sensitivities, as well as metabolic, urinary (c/d), and kidney care formulas.”
Google AI Mode
Products AI names
The specific Hill's items the engines put in front of UK shoppers.
Shelved alongside
Brands the engines recommend in the same answers as Hill's.
How to read this
Bar is how often that brand is recommended in the same answer as Hill's, relative to the rest.
Hill's on other shelves
Slingso Managed Outcomes
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Holiday Shopping 2026 · reading updated 11 Oct. An independent measurement by Slingso; not affiliated with Hill's.