AI Shelf Index · 2026 holiday shopping season
IAMS AI shopping shelf share
🐾 Pet Supplies · 🇬🇧 UK · updated 12 Oct 2026
Standing
#33
Pet Supplies · UK
Shelf-share
0.6%
of UK answers
Sentiment
73%
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%
IAMS
0.6%
The shoppers IAMS wins
The same answers, sliced by the shopper the question implies — where IAMS ranks best.
Where IAMS wins the journey
Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.
Awareness
#27
0.8%
Research
#38
0.4%
Comparison
—
not surfaced
Validation
#41
0.3%
Purchase
#13
2.0%
Where the engines differ
What AI says about IAMS
Observed from the answers themselves — not a score.
Sentiment
73% positive · no negative mentions
Price framing
framed budget
67% budget, 17% mid, 17% premium
“If you mean UK Boxing Day pet-food deals, I found that VioVet currently has a dedicated Boxing Day sale section, including puppy foods such as Lily’s Kitchen, IAMS, Forthglade and Buddy Pet Food.”
ChatGPT
“Tesco currently has some particularly cheap senior options: Tesco Chicken Senior 3kg £3.25, while IAMS Senior 2kg is £7 with Clubcard, and selected pet food has 4-for-3 offers.”
ChatGPT
“For example, VioVet currently has a dedicated Boxing Day dog-food sale page with puppy options such as IAMS, Lily’s Kitchen, Forthglade and Barking Heads.”
ChatGPT
“🍗 Another good middle-ground: IAMS Small/Medium Puppy — currently showing around £4 for the listed pack, although pack size matters when comparing the true cost per kg.”
ChatGPT
Products AI names
The specific IAMS items the engines put in front of UK shoppers.
Shelved alongside
Brands the engines recommend in the same answers as IAMS.
How to read this
Bar is how often that brand is recommended in the same answer as IAMS, relative to the rest.
IAMS 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 IAMS.