Brandwave

Swaledale vs Tom Hixson of Smithfield:Which is more popular?

In September 2026, Swaledale had more branded searches than Tom Hixson of Smithfield among online butchers in the United Kingdom. Swaledale had about 5,400 branded searches, while Tom Hixson of Smithfield had 1,600. Swaledale made up 12.2% 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, Swaledale appeared in four of the five answers and Tom Hixson of Smithfield in two. Swaledale was mentioned before Tom Hixson of Smithfield in three out of four answers.

Among online butchers in the United Kingdom in September 2026

Who do people search for more?

Swaledale, about 3 searches for every 1 for Tom Hixson of Smithfield

Swaledale 5.4K searchesTom Hixson of Smithfield 1.6K searches

Who does AI mention more?

Swaledale, mentioned in 4 of 5 answers, Tom Hixson of Smithfield in 2

Swaledale in 4 of 5Tom Hixson of Smithfield in 2 of 5

Who does AI recommend more?

Swaledale, named ahead of Tom Hixson of Smithfield in 3 of 4 answers

Swaledale first in 3Tom Hixson of Smithfield first in 1

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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. 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. Swaledale was listed before Tom Hixson of Smithfield in three out of four answers.

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 Swaledale or Tom Hixson of Smithfield more popular in search?

This chart shows how often people search Google for Swaledale 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.

Swaledale and Tom Hixson of Smithfield among online butchers in the United Kingdom, by month

Share of searches by month for Swaledale, Tom Hixson of Smithfield. 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 Swaledale and Tom Hixson of Smithfield 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, Swaledale gained share of searches among online butchers in the United Kingdom, from 10.7% to 12.2%.

  2. 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 Swaledale’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.

Swaledale

1 branded search term

  • swaledale butchers

Tom Hixson of Smithfield

1 branded search term

  • tom hixson

How the Brand Demand Index is measured

Other head-to-heads among online butchers

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