AI Shelf Index · 2026 holiday shopping season
Scruffs AI shopping shelf share
🐾 Pet Supplies · 🇬🇧 UK · updated 12 Oct 2026
Standing
#39
Pet Supplies · UK
Shelf-share
0.4%
of UK answers
Sentiment
94%
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%
Scruffs
0.4%
The shoppers Scruffs wins
The same answers, sliced by the shopper the question implies — where Scruffs ranks best.
Where Scruffs wins the journey
Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.
Awareness
#64
0.1%
Research
#39
0.3%
Comparison
#17
1.5%
Validation
#76
0.0%
Purchase
#57
0.4%
Where the engines differ
What AI says about Scruffs
Observed from the answers themselves — not a score.
Sentiment
94% positive · no negative mentions
Price framing
framed mid
9% budget, 82% mid, 9% premium
“_Scruffs Heavy Duty/Memory Beds_ (Readily available in UK pet shops, offering robust orthopedic support for older large or medium breeds).”
Google AI Mode
“Scruffs Harvard Orthopedic Dog Bed:** Heavy-duty memory foam matrix designed for ultimate joint support.”
Google AI Mode
“* _Scruffs Heavy Duty / Orthopaedic Memory Foam Beds:_ Scruffs makes fantastic heavy-duty orthopaedic box beds with dense memory foam crumb filling that contours to the dog's body, supporting their joints and spine.”
Google AI Mode
“Scruffs Harvard Memory Foam Orthopedic Box Bed * Why it's great: A heavy-duty choice featuring dense crumbed memory foam that contours to your dog's body, easing pressure on aching hips and elbows.”
Google AI Mode
Products AI names
The specific Scruffs items the engines put in front of UK shoppers.
Shelved alongside
Brands the engines recommend in the same answers as Scruffs.
How to read this
Bar is how often that brand is recommended in the same answer as Scruffs, 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 Scruffs.