What is the best dog food in the UK?
Answers vary from one ask to the next, and the apps can search the web and remember the person asking. That is why we ask each question 90 times without web search and 36 times with it.
Pedigree sells £180 million a year in British grocers. AI names it first in under 1% of answers.
It comes first in 4 of 720 answers without web search and 1 of 287 with it. Royal Canin, sold mainly through vets and specialist shops, comes first most often, in 18% and 12%.
United Kingdom
Dog food
Pedigree sells £180 million a year in British grocers. AI names it first in under 1% of answers.
Measured without web search. The search run comes in the next edition.
The brands AI names first most often, plus any this finding is about.
Named firstNamed at all
| Brand | Named first | Named at all |
|---|---|---|
| Royal Canin | 35% | |
| Butternut Box | 23% | |
| Skinner's | 24% | |
| Purina | 29% | |
| Lily's Kitchen | 32% | |
| Tails | 12% | |
| Burns | 35% | |
| Harringtons | 29% | |
| Barking Heads | 13% | |
| James Wellbeloved | 31% | |
| Wagg | 12% | |
| Hill's | 27% | |
| Butcher's | 8% | |
| Forthglade | 13% | |
| Pets at Home | 29% | |
| Orijen | 13% | |
| Autarky | 6% | |
| Wainwright's | 18% | |
| Acana | 13% | |
| Natures Menu | 11% | |
| Arden Grange | 16% | |
| Tesco | 10% | |
| Pedigree | 7% | |
| Eukanuba | 8% | |
| Chappie | 4% | |
| Aldi | 4% | |
| Pure Pet Food | 9% | |
| Zooplus | 9% | |
| Naturediet | 5% | |
| Pooch & Mutt | 2% | |
| Asda | 8% | |
| Edgard & Cooper | 6% | |
| Lidl | 3% | |
| Marleybones | 1% | |
| Different Dog | 13% | |
| Bella & Duke | 9% | |
| Sainsbury's | 6% | |
| Nutriment | 5% | |
| Country Hunter | 5% | |
| Paleo Ridge | 3% | |
| Morrisons | 3% | |
| Waitrose | 3% | |
| Ocado | 2% | |
| Natural Instinct | 1% |
720 answers across ChatGPT, Gemini and Claude together, October 2026. These are AI answers, not market shares. The three assistants share a favorite on 1 of 8 questions.
By assistant, and on your own buyers' questions: that is a Position Map. See a Position Map
With web search · All eight questions
| Brand | Named first | Named at all |
|---|---|---|
| Royal Canin | 35% | |
| Harringtons | 33% | |
| Butternut Box | 28% | |
| Hill's | 30% | |
| Purina | 29% | |
| Forthglade | 29% | |
| Skinner's | 22% | |
| Tails | 9% | |
| Aldi | 11% | |
| Arden Grange | 19% | |
| James Wellbeloved | 23% | |
| Pooch & Mutt | 11% | |
| Burns | 16% | |
| Wagg | 6% | |
| Pets at Home | 14% | |
| Tesco | 10% | |
| Butcher's | 9% | |
| Lily's Kitchen | 18% | |
| Chappie | 5% | |
| Eukanuba | 3% | |
| Barking Heads | 7% | |
| Sainsbury's | 6% | |
| Different Dog | 11% | |
| Autarky | 7% | |
| Pedigree | 3% | |
| Acana | 2% | |
| Edgard & Cooper | 1% | |
| Natural Instinct | <1% | |
| Marleybones | 11% | |
| Pure Pet Food | 10% | |
| Asda | 5% | |
| Zooplus | 5% | |
| Natures Menu | 5% | |
| Bella & Duke | 4% | |
| Orijen | 4% | |
| Lidl | 3% | |
| Morrisons | 3% | |
| Wainwright's | 2% | |
| Naturediet | 2% | |
| Ocado | 2% | |
| Paleo Ridge | 2% | |
| Nutriment | 1% | |
| Country Hunter | 1% | |
| Waitrose | 1% | |
| None of the tracked brands |
287 answers across ChatGPT, Gemini and Claude together, October 2026. These are AI answers, not market shares. The three assistants share a favorite on 2 of 8 questions.
Who sells, and who AI names first.
Places count every brand AI names, so the numbers can jump. "=" is a tie. "–" means AI never names it first.
What it means.
The brands on the biggest shelves are not the brands AI names. A subscription like Butternut Box leads on fresh food, and no supermarket brand leads the general picture. If your strength is the shelf, find out what happens when the buying question goes to an assistant instead.
The eight questions.
What should I feed my new puppy in the UK?
Without web search
Royal CaninThe assistants differ.
With web search
Royal CaninThe assistants differ.
Best dog food for a senior dog UK?
Without web search
Royal CaninThe assistants differ.
With web search
Hill'sThe assistants differ.
Best dog food for a dog with a sensitive stomach UK?
Without web search
Royal CaninThe assistants differ.
With web search
PurinaThe assistants differ.
Cheap dog food that is still decent quality UK?
Is fresh dog food delivered to your door worth the money, and which is best in the UK?
Without web search
Butternut BoxThe assistants differ.
With web search
Butternut BoxAll three agree.
My dog is really fussy and won't eat his kibble. What can I feed instead in the UK?
Without web search
Lily's KitchenThe assistants differ.
With web search
ForthgladeAll three agree.
Best UK dog food for a Labrador who is always hungry and overweight?
Without web search
Royal CaninAll three agree.
With web search
Royal CaninThe assistants differ.
Is your company missing or measured under the wrong name? Tell us. We correct facts at any time. Results change only in the next edition, for everyone.
Edition 1, Q4 2026. Next edition: January 2027.
Eight buying questions per market, each asked in six wordings of ChatGPT, Gemini and Claude: five times without web search (720 answers per market, 14,400 in all) and twice with it (288 per market, 4,600 in all, in sixteen of the twenty markets so far). Measured 25 to 30 October 2026. Kesterley.
Your own questions, not ours. Position Map: where you stand on the questions your buyers ask, why AI puts a rival first, and what to do first. From $2,500. Two weeks.
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