HG Walter vs Swaledale:Which is more popular?
In September 2026, HG Walter had more branded searches than Swaledale among online butchers in the United Kingdom. HG Walter had about 6,600 branded searches, while Swaledale had 5,400. HG Walter made up 14.9% of all online butcher searches we track, and Swaledale accounted for 12.2%. When we asked ChatGPT and Google AI Overviews about online butchers, Swaledale appeared in four of the five answers and HG Walter in two. Swaledale was mentioned before HG Walter in two out of three answers that named either.
Who do people search for more?
HG Walter, about 22% more searches than Swaledale
Who does AI mention more?
Swaledale, mentioned in 4 of 5 answers, HG Walter in 2
Who does AI recommend more?
Swaledale, named ahead of HG Walter in 2 of 3 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. 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. Swaledale was listed before HG Walter in two out of three answers 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.
Share of searches by month for HG Walter, 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 HG Walter and Swaledale comparison changed over the last 12 months?
3 findings
- HG Walter was ahead of Swaledale in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, HG Walter’s share of searches among online butchers in the United Kingdom moved from 8% to 14.9%, and its estimated monthly branded searches moved from 5.4K to 6.6K.
- 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, Swaledale gained share of searches among online butchers in the United Kingdom, from 10.7% to 12.2%.
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 HG Walter’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.
Other head-to-heads among online butchers
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