Field & Flower vs Swaledale:Which is more popular?
In September 2026, Field & Flower and Swaledale were level in searches among online butchers in the United Kingdom, with an estimated 5.4K branded searches each, at 12.2% of the total each. When we asked ChatGPT and Google AI Overviews about online butchers, Swaledale appeared in four of the five answers and Field & Flower in one. Swaledale was mentioned before Field & Flower in three out of four answers.
Who do people search for more?
Field & Flower and Swaledale are searched for about as often as each other.
Who does AI mention more?
Swaledale, mentioned in 4 of 5 answers, Field & Flower in 1
Who does AI recommend more?
Swaledale, named ahead of Field & Flower in 3 of 4 answers
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Top online butchers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Swaledale was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Field & Flower was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Swaledale was listed before Field & Flower in three out of four answers.
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 Field & Flower or Swaledale more popular in search?
This chart shows how often people search Google for Field & Flower and Swaledale 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 Field & Flower, Swaledale. 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 Field & Flower and Swaledale comparison changed over the last 12 months?
3 findings
- Field & Flower was ahead of Swaledale in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Field & Flower’s share of searches among online butchers in the United Kingdom moved from 9.7% to 12.2%, and its estimated monthly branded searches moved from 6.6K to 5.4K.
- Across the 12 months ending September 2026, Swaledale’s share of searches among online butchers in the United Kingdom moved from 5.3% to 12.2%, and its estimated monthly branded searches moved from 3.6K to 5.4K.
How did search popularity change for United Kingdom online butchers in September 2026?
2 changes
In September 2026, Field & Flower gained share of searches among online butchers in the United Kingdom, from 10.7% to 12.2%.
In September 2026, Swaledale gained share of searches among online butchers in the United Kingdom, from 10.7% to 12.2%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Field & Flower’s and Swaledale’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.
Field & Flower
1 branded search term
- field and flower
Swaledale
1 branded search term
- swaledale butchers
Other head-to-heads among online butchers
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