A new study based on Google search data reveals that Croydon has the highest rate of residents searching for organic, grass-fed, and ethically sourced meat in the UK.
The research by the Prestigious UK Organic Estate company Rhug Estate analysed monthly Google search volumes for 22 terms related to organic beef, lamb, and ethical meat, including "grass-fed beef UK,” “organic lamb,” and “ethically sourced meat near me,” across 50 UK cities. The search volumes were then compared against population figures to identify which cities most actively seek organic, ethically sourced meat options.
Croydon ranks first with 155.8 searches per 100,000 residents, 120.6% higher search interest than the national average of 70.6. Home to 173,314
residents, Croydon recorded 270 monthly searches for organic meat-related terms. Popular searches in Croydon include “organic grass-fed beef,” “ethical meat UK,” and “halal grass-fed beef.”
Bournemouth ranks second, with 122.2 searches per 100,000 residents, 73.1% higher than the national average of 70.6. With a population of 163,600 in 2025, Bournemouth reported 200 monthly searches covering keywords such as “buy organic lamb,” “grass-fed beef steak,” and “organic lamb meat.”
Northampton places third, with 120.4 searches per 100,000 residents logging 70.5% more searches than the UK average of 70.6. Known for its historic leather industry, the city recorded 260 searches among its 215,963 residents in 2025. Top online queries include “wholesale organic lamb online,” “grass-fed beef liver,” and “organic lamb chops.”
Looking at the study, a spokesperson from Rhug Estate commented: “This data reveals a growing cultural shift in how UK consumers think about food sourcing and sustainability, with cities like Croydon, Bournemouth, and Northampton leading the charge.
“Organic and ethically sourced meat has become an increasingly popular choice for individuals prioritising health, animal welfare, and environmental impact. The high search volumes reflect a nationwide priority for transparency in food production and show that people actively seek quality, trust, and conscious consumption regarding what’s on their plate.”
Peterborough ranks fourth with 110.2 searches per 100,000 residents, 56% higher than the national average of 70.6. The city generated 180 monthly searches among its 163,379 residents, primarily centred around “grass-fed beef UK” and “organic leg of lamb.”
Walsall takes fifth place with 104.6 searches per 100,000 residents, a search activity 48.1% above the national benchmark of 70.6. The city of 172,141 people logged 180 monthly searches for terms like “ethically sourced meat,” “organic lamb mince,” and “grass-fed beef near me.”
Warrington ranks sixth with 102.7 searches per 100,000 residents, followed by Swindon in seventh with 102.4 searches per 100,000. Ipswich ranks eighth with 100.7 searches, Oxford ninth with 99.2, and Newcastle upon Tyne closes the top ten with 98.8 searches per 100,000 residents.
Table for Extended Results:
The study was conducted by Rhug Estate, an organic farm and luxury estate in Wales renowned for its commitment to sustainable agriculture and exceptional experiences.
Methodology: The study was conducted using monthly Google search volumes for terms such as “organic lamb,” “grass-fed beef UK,” “ethical meat UK,” “halal grass-fed beef,” “organic lamb chops,” and related queries.
Population data for 2025 was then used to calculate searches per 100,000 residents in each city, providing a normalised view of demand intensity.
Data Source:
- Google Keyword Planner
- Population Data: https://worldpopulationreview.com/cities/united-kingdom
