Brandwave

Donald Russell vs HG Walter:Which is more popular?

In September 2026, Donald Russell had more branded searches than HG Walter among online butchers in the United Kingdom. Donald Russell had about 9,900 branded searches, while HG Walter had 6,600. Donald Russell made up 22.3% of all online butcher searches we track, and HG Walter accounted for 14.9%. When we asked ChatGPT and Google AI Overviews about online butchers, HG Walter appeared in two of the five answers and Donald Russell in one. HG Walter was mentioned before Donald Russell in every answer that named either.

Among online butchers in the United Kingdom in September 2026

Who do people search for more?

Donald Russell, about 50% more searches than HG Walter

Donald Russell 9.9K searchesHG Walter 6.6K searches

Who does AI mention more?

HG Walter, mentioned in 2 of 5 answers, Donald Russell in 1

HG Walter in 2 of 5Donald Russell in 1 of 5

Who does AI recommend more?

HG Walter, named ahead of Donald Russell in 2 of 2 answers

HG Walter first in 2Donald Russell never first

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Top online butchers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HG Walter was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Donald Russell was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. HG Walter was listed before Donald Russell in every answer that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Swaledale1st
  2. HG Walter2nd
  3. Tom Hixson of Smithfield3rd
  4. Edenmoor4th
  5. Turner & George5th
  6. Meat Supermarket6th
  7. Field & Flower7th
  8. Donald Russell8th
  9. Pipers Farm–
  10. Farmison & Co–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Swaledale4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HG Walter2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Meat Supermarket2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Edenmoor2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tom Hixson of Smithfield2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Donald Russell1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Field & Flower1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Turner & George1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Pipers Farm0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Farmison & Co0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about online butchers

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Is Donald Russell or HG Walter more popular in search?

This chart shows how often people search Google for Donald Russell and HG Walter by name. Each line represents a brand's share of searches for all ten online butcher brands we track, month by month, from searches in United Kingdom.

Donald Russell and HG Walter among online butchers in the United Kingdom, by month

Share of searches by month for Donald Russell, HG Walter. The figures are in the table below the chart.

View monthly share of searches table
MonthDonald RussellHG WalterField & FlowerSwaledaleMeat SupermarketTurner & GeorgePipers FarmEdenmoorTom Hixson of SmithfieldFarmison & Co
Oct 202532.8%8%9.7%5.3%6.5%6.5%17.9%0.03%3.5%9.7%
Nov 202541.7%6.8%10.2%4.5%4.5%5.6%15.3%0.01%3%8.3%
Dec 202534.6%8.5%10.4%4.6%4.6%6.9%18.9%0.01%3%8.5%
Jan 202630%10.9%10.9%6%8.9%7.3%16.4%0.53%3.1%6%
Feb 202642.3%8.4%8.4%5.6%6.9%6.9%10.3%3%2.5%5.6%
Mar 202632.1%11.7%11.7%7.8%7.8%7.8%7.8%3.4%3.4%6.4%
Apr 202634.3%12.5%10.2%8.3%6.8%8.3%6.8%3.6%4.5%4.5%
May 202633.8%12.3%10.1%10.1%8.2%8.2%5.4%3%4.5%4.5%
Jun 202622.6%15%12.3%12.3%8.2%10%5.5%4.3%5.5%4.3%
Jul 202620.6%16.8%11.2%11.2%9.2%11.2%6.1%4.8%4.8%4.1%
Aug 202624%16%10.7%10.7%8.7%10.7%5.8%5.8%4.6%3.1%
Sep 202622.3%14.9%12.2%12.2%9.9%9.9%6.5%5.4%3.6%2.9%

How has the Donald Russell and HG Walter comparison changed over the last 12 months?

3 findings

How did search popularity change for United Kingdom online butchers in September 2026?

2 changes

  1. In September 2026, Donald Russell lost share of searches among online butchers in the United Kingdom, from 24% to 22.3%.

  2. In September 2026, HG Walter lost share of searches among online butchers in the United Kingdom, from 16% to 14.9%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Donald Russell’s and HG Walter’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Donald Russell

1 branded search term

  • donald russell

HG Walter

1 branded search term

  • hg walter

How the Brand Demand Index is measured

Other head-to-heads among online butchers

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