Brandwave

Meat Supermarket vs Swaledale:Which is more popular?

In September 2026, Swaledale had more branded searches than Meat Supermarket among online butchers in the United Kingdom. Swaledale had about 5,400 branded searches, while Meat Supermarket had 4,400. Swaledale made up 12.2% of all online butcher searches we track, and Meat Supermarket accounted for 9.9%. When we asked ChatGPT and Google AI Overviews about online butchers, Swaledale appeared in four of the five answers and Meat Supermarket in two. Swaledale was mentioned before Meat Supermarket in every answer that named either.

Among online butchers in the United Kingdom in September 2026

Who do people search for more?

Swaledale, about 23% more searches than Meat Supermarket

Swaledale 5.4K searchesMeat Supermarket 4.4K searches

Who does AI mention more?

Swaledale, mentioned in 4 of 5 answers, Meat Supermarket in 2

Swaledale in 4 of 5Meat Supermarket in 2 of 5

Who does AI recommend more?

Swaledale, named ahead of Meat Supermarket in 3 of 3 answers

Swaledale first in 3Meat Supermarket never first

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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. Meat Supermarket 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 Meat Supermarket 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 Meat Supermarket or Swaledale more popular in search?

This chart shows how often people search Google for Meat Supermarket 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.

Meat Supermarket and Swaledale among online butchers in the United Kingdom, by month

Share of searches by month for Swaledale, Meat Supermarket. 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 Meat Supermarket and Swaledale 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, Meat Supermarket overtook Turner & George to rank 5th among online butchers in the United Kingdom, with 9.9% of the searches.

  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 Meat Supermarket’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.

Meat Supermarket

1 branded search term

  • meat supermarket

Swaledale

1 branded search term

  • swaledale butchers

How the Brand Demand Index is measured

Other head-to-heads among online butchers

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