Donald Russell vs Tom Hixson of Smithfield:Which is more popular?
In September 2026, Donald Russell had more branded searches than Tom Hixson of Smithfield among online butchers in the United Kingdom. Donald Russell had about 9,900 branded searches, while Tom Hixson of Smithfield had 1,600. Donald Russell made up 22.3% of all online butcher searches we track, and Tom Hixson of Smithfield accounted for 3.6%. When we asked ChatGPT and Google AI Overviews about online butchers, Tom Hixson of Smithfield appeared in two of the five answers and Donald Russell in one. Tom Hixson of Smithfield was mentioned before Donald Russell in every answer that named either.
Who do people search for more?
Donald Russell, about 6 searches for every 1 for Tom Hixson of Smithfield
Who does AI mention more?
Tom Hixson of Smithfield, mentioned in 2 of 5 answers, Donald Russell in 1
Who does AI recommend more?
Tom Hixson of Smithfield, named ahead of Donald Russell in 2 of 2 answers
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Top online butchers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Tom Hixson of Smithfield was mentioned in two out of five: in one of the three ChatGPT answers and in one 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. Tom Hixson of Smithfield 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.
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
Asked ChatGPT
“What's the best online butcher in the UK?”
Asked ChatGPT
“Where can I order a good quality meat box delivered?”
Asked ChatGPT
“Which online butcher sells the best steak in the UK?”
Searched Google, AI Overview
“online butcher”
Searched Google, AI Overview
“meat box”
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 Tom Hixson of Smithfield more popular in search?
This chart shows how often people search Google for Donald Russell and Tom Hixson of Smithfield 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.
Share of searches by month for Donald Russell, Tom Hixson of Smithfield. The figures are in the table below the chart.
View monthly share of searches table
| Month | Donald Russell | HG Walter | Field & Flower | Swaledale | Meat Supermarket | Turner & George | Pipers Farm | Edenmoor | Tom Hixson of Smithfield | Farmison & Co |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.8% | 8% | 9.7% | 5.3% | 6.5% | 6.5% | 17.9% | 0.03% | 3.5% | 9.7% |
| Nov 2025 | 41.7% | 6.8% | 10.2% | 4.5% | 4.5% | 5.6% | 15.3% | 0.01% | 3% | 8.3% |
| Dec 2025 | 34.6% | 8.5% | 10.4% | 4.6% | 4.6% | 6.9% | 18.9% | 0.01% | 3% | 8.5% |
| Jan 2026 | 30% | 10.9% | 10.9% | 6% | 8.9% | 7.3% | 16.4% | 0.53% | 3.1% | 6% |
| Feb 2026 | 42.3% | 8.4% | 8.4% | 5.6% | 6.9% | 6.9% | 10.3% | 3% | 2.5% | 5.6% |
| Mar 2026 | 32.1% | 11.7% | 11.7% | 7.8% | 7.8% | 7.8% | 7.8% | 3.4% | 3.4% | 6.4% |
| Apr 2026 | 34.3% | 12.5% | 10.2% | 8.3% | 6.8% | 8.3% | 6.8% | 3.6% | 4.5% | 4.5% |
| May 2026 | 33.8% | 12.3% | 10.1% | 10.1% | 8.2% | 8.2% | 5.4% | 3% | 4.5% | 4.5% |
| Jun 2026 | 22.6% | 15% | 12.3% | 12.3% | 8.2% | 10% | 5.5% | 4.3% | 5.5% | 4.3% |
| Jul 2026 | 20.6% | 16.8% | 11.2% | 11.2% | 9.2% | 11.2% | 6.1% | 4.8% | 4.8% | 4.1% |
| Aug 2026 | 24% | 16% | 10.7% | 10.7% | 8.7% | 10.7% | 5.8% | 5.8% | 4.6% | 3.1% |
| Sep 2026 | 22.3% | 14.9% | 12.2% | 12.2% | 9.9% | 9.9% | 6.5% | 5.4% | 3.6% | 2.9% |
How has the Donald Russell and Tom Hixson of Smithfield comparison changed over the last 12 months?
3 findings
- Donald Russell was ahead of Tom Hixson of Smithfield in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Donald Russell’s share of searches among online butchers in the United Kingdom moved from 32.8% to 22.3%, and its estimated monthly branded searches moved from 22.2K to 9.9K.
- Across the 12 months ending September 2026, Tom Hixson of Smithfield’s share of searches among online butchers in the United Kingdom moved from 3.5% to 3.6%, and its estimated monthly branded searches moved from 2.4K to 1.6K.
How did search popularity change for United Kingdom online butchers in September 2026?
2 changes
In September 2026, Donald Russell lost share of searches among online butchers in the United Kingdom, from 24% to 22.3%.
In September 2026, Tom Hixson of Smithfield lost share of searches among online butchers in the United Kingdom, from 4.6% to 3.6%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Donald Russell’s and Tom Hixson of Smithfield’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
Tom Hixson of Smithfield
1 branded search term
- tom hixson
Other head-to-heads among online butchers
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