AI Shelf Index · 2026 holiday shopping season
Scrumbles AI shopping shelf share
🐾 Pet Supplies · 🇬🇧 UK · updated 12 Oct 2026
Standing
#31
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%
Scrumbles
0.6%
The shoppers Scrumbles wins
The same answers, sliced by the shopper the question implies — where Scrumbles ranks best.
Where Scrumbles wins the journey
Its rank at each phase of the shopping journey — from first awareness to the moment of purchase.
Awareness
—
not surfaced
Research
#28
0.7%
Comparison
#55
0.2%
Validation
#21
0.9%
Purchase
#29
1.0%
Where the engines differ
What AI says about Scrumbles
Observed from the answers themselves — not a score.
Sentiment
73% positive · no negative mentions
Price framing
framed mid
10% budget, 90% mid
“(Reddit) - Scrumbles — often suggested as a good quality/value compromise.”
ChatGPT
“Mid-Range & Sensitive Stomach Favorites (The Practical Tier) Scrumbles:** Routinely upvoted for being gut-friendly, natural, and grain-free.”
Google AI Mode
“(Reddit) - Scrumbles / Blink / Lily's Kitchen — popular alternatives, particularly if you want something easier to buy in UK shops.”
ChatGPT
“(Reddit) - Scrumbles — appears in UK cat-owner discussions as another wet/dry option.”
ChatGPT
Products AI names
The specific Scrumbles items the engines put in front of UK shoppers.
Shelved alongside
Brands the engines recommend in the same answers as Scrumbles.
How to read this
Bar is how often that brand is recommended in the same answer as Scrumbles, 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 Scrumbles.