How popular isOld Spice?
In September 2026, people searched for Old Spice by name about 4,400 times in Australia, a 22.2% increase from the previous year. These searches made up 8% of all Australia deodorant brand searches, placing Old Spice sixth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about deodorant brands, Old Spice did not appear in any of the answers.
Old Spice is the sixth most searched of 11 competitors and not listed in any AI answer.
No PongShare of searches 22%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
DoveShare of searches 18%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
LynxShare of searches 14.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
MooGooShare of searches 12%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
Old SpiceShare of searches 8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top deodorant brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Old Spice did not appear in any of the five 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.
- No Pong3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- MooGoo3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Rexona3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Dove1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Nivea1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Mitchum1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Sukin1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Black Chicken1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Lynx0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Old Spice0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about deodorant brands
5 answers
Asked ChatGPT
“Which deodorant should I buy in Australia?”
Asked ChatGPT
“What are the best deodorant brands in Australia?”
Asked ChatGPT
“What's the best natural deodorant that actually works?”
Searched Google, AI Overview
“deodorant”
Searched Google, AI Overview
“natural deodorant”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Which deodorant brands compete with Old Spice?
Share of searches by month for No Pong, Dove, Lynx, MooGoo, Nivea, Old Spice, Rexona, Native, Mitchum. The figures are in the table below the chart.
View monthly share of searches table
| Month | No Pong | Dove | Lynx | MooGoo | Nivea | Old Spice | Rexona | Native | Mitchum | Sukin | Black Chicken |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.2% | 14.4% | 11.7% | 6.3% | 7.8% | 7.8% | 7.8% | 5.2% | 3.5% | 1.9% | 1.3% |
| Nov 2025 | 34.5% | 15.4% | 12.6% | 6.9% | 6.9% | 6.9% | 6.9% | 4.6% | 2.5% | 1.7% | 1.4% |
| Dec 2025 | 31% | 13.8% | 17% | 6.1% | 7.5% | 9.2% | 6.1% | 4% | 2.7% | 1.5% | 1% |
| Jan 2026 | 35.6% | 15.9% | 10.6% | 7.1% | 7.1% | 5.7% | 7.1% | 4.7% | 3.1% | 2% | 1.2% |
| Feb 2026 | 35.9% | 13.1% | 10.7% | 7.1% | 8.7% | 5.8% | 7.1% | 5.8% | 2.6% | 1.7% | 1.4% |
| Mar 2026 | 34.6% | 12.6% | 12.6% | 6.9% | 8.4% | 6.9% | 6.9% | 5.5% | 2.5% | 1.7% | 1.4% |
| Apr 2026 | 32.3% | 14.4% | 11.8% | 7.8% | 7.8% | 7.8% | 6.3% | 6.3% | 2.2% | 1.9% | 1.3% |
| May 2026 | 30.3% | 13.5% | 11.1% | 9% | 9% | 9% | 7.4% | 5.9% | 2% | 1.5% | 1.2% |
| Jun 2026 | 29.4% | 16.1% | 10.7% | 10.7% | 7.2% | 8.7% | 8.7% | 3.8% | 2% | 1.4% | 1.2% |
| Jul 2026 | 26.2% | 17.5% | 11.7% | 9.5% | 9.5% | 7.8% | 7.8% | 5.2% | 2.2% | 1.9% | 0.84% |
| Aug 2026 | 27.7% | 15.2% | 12.4% | 12.4% | 8.2% | 8.2% | 6.7% | 4.5% | 2.4% | 1.3% | 0.9% |
| Sep 2026 | 22% | 18% | 14.7% | 12% | 9.8% | 8% | 8% | 2.9% | 2.4% | 1.3% | 1.1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 22% | 12.1K | -18.2% | -5.8 points | |
| 2, held 2nd | 18% | 9.9K | +22.2% | +2.8 points | |
| 3, held 3rd | 14.7% | 8.1K | +22.7% | +2.3 points | |
| 4, held 4th | 12% | 6.6K | 0% | -0.4 points | |
| 5, held 5th | 9.8% | 5.4K | +22.7% | +1.6 points | |
| 6, held 6th | 8% | 4.4K | 0% | -0.3 points | |
| 7, held 7th | 8% | 4.4K | +22.2% | +1.2 points | |
| 8, held 8th | 2.9% | 1.6K | -33.3% | -1.6 points | |
| 9, held 9th | 2.4% | 1.3K | 0% | -0.1 points | |
| 10, held 10th | 1.3% | 720 | 0% | 0 points | |
| 11, held 11th | 1.1% | 590 | +22.9% | +0.2 points |
1.
No Pong22%
Held 1st. 12.1K estimated branded searches, -18.2% vs prior month. Share -5.8 points.
2.
Dove18%
Held 2nd. 9.9K estimated branded searches, +22.2% vs prior month. Share +2.8 points.
3.
Lynx14.7%
Held 3rd. 8.1K estimated branded searches, +22.7% vs prior month. Share +2.3 points.
4.
MooGoo12%
Held 4th. 6.6K estimated branded searches, 0% vs prior month. Share -0.4 points.
5.
Nivea9.8%
Held 5th. 5.4K estimated branded searches, +22.7% vs prior month. Share +1.6 points.
8%
Held 6th. 4.4K estimated branded searches, 0% vs prior month. Share -0.3 points.
7.
Rexona8%
Held 7th. 4.4K estimated branded searches, +22.2% vs prior month. Share +1.2 points.
8.
Native2.9%
Held 8th. 1.6K estimated branded searches, -33.3% vs prior month. Share -1.6 points.
9.
Mitchum2.4%
Held 9th. 1.3K estimated branded searches, 0% vs prior month. Share -0.1 points.
10.
Sukin1.3%
Held 10th. 720 estimated branded searches, 0% vs prior month. Share 0 points.
1.1%
Held 11th. 590 estimated branded searches, +22.9% vs prior month. Share +0.2 points.
Sukin sells other things too, so only its searches that name this product count here, like “sukin deodorant”.
Compare popularity between Old Spice and its closest rivals
Every comparison with Old Spice
10 comparisons
How has branded search demand for Old Spice changed in Australia over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Old Spice in Australia rose from 3.6K to 4.4K.
- Across the 12 months ending September 2026, Old Spice’s share of searches among deodorant brands in Australia peaked at 9.2% in December 2025 and was lowest at 5.7% in January 2026.
- Across the 12 months ending September 2026, Old Spice fell from 5th to 6th among deodorant brands in Australia.
How did search popularity change for Australia deodorant brands in September 2026?
6 changes
In September 2026, Dove gained share of searches among deodorant brands in Australia, from 15.2% to 18%.
In September 2026, Lynx gained share of searches among deodorant brands in Australia, from 12.4% to 14.7%.
In September 2026, Nivea gained share of searches among deodorant brands in Australia, from 8.2% to 9.8%.
In September 2026, Rexona gained share of searches among deodorant brands in Australia, from 6.7% to 8%.
In September 2026, No Pong lost share of searches among deodorant brands in Australia, from 27.7% to 22%.
In September 2026, Native lost share of searches among deodorant brands in Australia, from 4.5% to 2.9%.
How are Old Spice’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Old Spice’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- old spice
Who owns Old Spice?
Old Spice is owned by 
Procter & Gamble. Brandwave also tracks Native, 
Braun, 
Gillette, 
Head & Shoulders, 
Oral-B, 
Pampers and 
Pantene, owned by the same company, in Australia.
Do you work for Old Spice? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Old Spice your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.