AI Shelf Index · 2026 holiday shopping season
Scratch AI shopping shelf share
🐾 Pet Supplies · 🇦🇺 AU · updated 12 Oct 2026
Standing
#11
Pet Supplies · AU
Shelf-share
2.3%
of AU answers
Sentiment
78%
positive
No week-to-week change larger than the variation between readings.
Who's on the pet supplies shelf
Royal Canin
8.3%
Hill's
7.8%
Lyka Pet Food
7.5%
Black Hawk
6.1%
Purina
6.0%
ADVANCE
5.0%
Scratch
2.3%
The shoppers Scratch wins
The same answers, sliced by the shopper the question implies — where Scratch ranks best.
Where Scratch wins the journey
Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.
Awareness
#16
0.9%
Research
#9
2.9%
Comparison
#5
4.9%
Validation
#9
2.6%
Purchase
#10
3.0%
Where the engines differ
What AI says about Scratch
Observed from the answers themselves — not a score.
Sentiment
78% positive · no negative mentions
Price framing
framed mid
5% budget, 51% mid, 43% premium
“Scratch Single-Protein Kangaroo (Joint Support):** An Australian made/sourced grain-free option with high-protein, easily digestible novel kangaroo meat and added joint components (glucosamine, chondroitin, collagen).”
Google AI Mode
“Dry food: Scratch, Petzyo, Black Hawk, Ivory Coat, Meals for Mutts - Much easier and cheaper to feed every day.”
ChatGPT
“If you tell me your dog's weight, age, and roughly how active she is, I can calculate a much more realistic monthly fresh-vs-kibble budget in AUD, including Lyka, Petzyo, Scratch and 2–3 kibble options.”
ChatGPT
“(Reddit) - Scratch is frequently mentioned as a cheaper way to combine formats.”
ChatGPT
Products AI names
The specific Scratch items the engines put in front of AU shoppers.
Shelved alongside
Brands the engines recommend in the same answers as Scratch.
How to read this
Bar is how often that brand is recommended in the same answer as Scratch, relative to the rest.
Slingso Managed Outcomes
How would Scratch grow its revenue from the AI Shopping Channel?
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Holiday Shopping 2026 · reading updated 11 Oct. An independent measurement by Slingso; not affiliated with Scratch.