Pets,
sub-category by sub-category
2 pets categories, each asked the questions real UK consumers ask, every month. Do they behave like one market or several? On the measures below, Pets behaves like a family.
They agree on read → cited. They split on concentration.
Each strip is one measure. The grey band is the programme's full range; the gold span is where Pets's sub-categories sit inside it, one dot each. A ratio under 1 means they cluster tighter than the programme — a category with a shared logic — and over 1 means they are further apart than categories chosen at random.
The data behind this chart
| Measure | Sub-category | Value | Within-category spread | Programme spread | Ratio |
|---|---|---|---|---|---|
| Concentration | Pet Insurance | 48% | 12.1 | 14.4 | 0.84 |
| Pet Care | 24% | ||||
| Leader visibility | Pet Insurance | 23% | 5.8 | 22.1 | 0.26 |
| Pet Care | 12% | ||||
| Read → cited | Pet Care | 26% | 1.3 | 11.0 | 0.12 |
| Pet Insurance | 24% | ||||
| Model agreement | Pet Care | 50% | 25.0 | 35.6 | 0.70 |
| Pet Insurance | 0% |
2 crowns, 2 different heads.
The most-named brand in each sub-category's answers. No brand leads more than one sub-category here — each is its own contest. 1 of the 2 leaders are upsets: not the market leader the programme seeded.
1 sources referee more than one pets category.
The independent sources AI cites in the answers — counted only where they appear in the top sources of at least two of Pets's sub-categories. reddit.com is trusted across 2 of 2: the place a pets brand needs to be seen whatever it sells.
Brand pages convert 26% of reads in pet care, 24% in pet insurance.
When Claude or ChatGPT opens a brand's own page while answering, how often does it make the cited sources? Pets's sub-categories convert alike — a shared content problem, or a shared solution.
Every pets story, and every other category.
Method: every sub-category runs 20 unbranded consumer prompts monthly against ChatGPT, Claude and Gemini. Alikeness compares each measure's spread within Pets to its spread across every category in the programme (population standard deviations); model agreement is the share of models naming the same leader; read→cited uses Claude and ChatGPT only. Correlational observations of model behaviour at the time of each run. Data updated Wed, 02 Sep 2026 11:01:26 GMT.