Brandwave

How popular isDove?

In September 2026, people searched for Dove by name about 1.7 million times worldwide, a 6.4% increase from the previous year. These searches made up 3.3% of all global gradual tan brand searches, placing Dove fifth out of eight brands. When we asked both ChatGPT and Google AI Overviews about gradual tan brands, Dove appeared in one of the five answers and was the sixth most recommended of the eight.

Search and AI answers in September 2026

Dove is the fifth most searched of 8 competitors and the sixth most recommended in AI answers.

  1. St.TropezShare of searches 54.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  2. JergensShare of searches 28.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. TanologistShare of searches 6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  4. Bondi SandsShare of searches 4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. DoveShare of searches 3.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

+3 more

Dove website (opens in a new tab)

Follow Dove and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Top gradual tan brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Dove was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Dove is the sixth most recommended of the eight.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Bondi Sands1st
  2. Jergens2nd
  3. Tan-Luxe3rd
  4. St.Tropez4th
  5. Tanologist5th
  6. Dove6th
  7. Bali Body7th
  8. Palmer's–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Jergens5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Bondi Sands5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Tanologist3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • St.Tropez2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Tan-Luxe2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dove1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Bali Body1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Palmer's0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about gradual tan brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.

Which gradual tan brands compete with Dove?

Dove against gradual tan brands worldwide, by month

Share of searches by month for St.Tropez, Jergens, Tanologist, Bondi Sands, Dove, Bali Body. The figures are in the table below the chart.

View monthly share of searches table
MonthSt.TropezJergensTanologistBondi SandsDoveBali BodyTan-LuxePalmer's
Oct 202546.8%33.5%7.7%4.2%4.2%1.9%0.83%1%
Nov 202542.3%38.4%8.5%3.8%3.8%1.7%0.92%0.61%
Dec 202551.3%30.5%8.4%3.1%3.8%1.7%0.75%0.5%
Jan 202655.6%26.7%7.5%2.7%4.1%2.2%0.66%0.44%
Feb 202646.8%30%9.4%2.8%7.7%1.9%0.83%0.56%
Mar 202648.1%27.8%11.8%3.5%5.3%1.3%1.3%0.85%
Apr 202652.3%22.5%12.9%3.9%4.7%1.1%1.4%1.1%
May 202653.6%18.8%10.8%3.9%5.9%1.2%1.8%3.9%
Jun 202663.6%16.7%7%3.8%4.7%1.1%1.7%1.4%
Jul 202668.6%16.3%5%3.4%3.4%1%1.5%0.82%
Aug 202666%19.2%4.9%3.2%3.2%1.4%1.2%0.79%
Sep 202654.2%28.5%6%4%3.3%2.2%1.2%0.78%

  1. 1.St.Tropez

    54.2%

    Held 1st. 201K estimated branded searches, -33.2% vs prior month. Share -11.8 points.

  2. 2.Jergens

    28.5%

    Held 2nd. 106K estimated branded searches, +20.5% vs prior month. Share +9.2 points.

  3. 3.Tanologist

    6%

    Held 3rd. 22.2K estimated branded searches, 0% vs prior month. Share +1.1 points.

  4. 4.Bondi Sands

    4%

    Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share +0.7 points.

  5. 5.Dove

    3.3%

    Held 5th. 12.1K estimated branded searches, -18.2% vs prior month. Share 0 points.

  6. 6.Bali Body

    2.2%

    Held 6th. 8.1K estimated branded searches, +22.7% vs prior month. Share +0.7 points.

  7. 7.Tan-Luxe

    1.2%

    Held 7th. 4.4K estimated branded searches, -18.5% vs prior month. Share 0 points.

  8. 8.Palmer's

    0.78%

    Held 8th. 2.9K estimated branded searches, -19.4% vs prior month. Share 0 points.

Compare popularity between Dove and its closest rivals

Every comparison with Dove

57 comparisons

How has branded search demand for Dove changed worldwide over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Dove worldwide rose from 1.6M to 1.7M.
  • Across the 12 months ending September 2026, Dove’s share of searches among gradual tan brands worldwide decreased from 4.2% to 3.3%.
  • Across the 12 months ending September 2026, Dove’s share of searches among gradual tan brands worldwide peaked at 7.7% in February 2026 and was lowest at 3.2% in August 2026.

How did search popularity change for gradual tan brands worldwide in September 2026?

6 changes

  1. In September 2026, Jergens gained share of searches among gradual tan brands worldwide, from 19.2% to 28.5%.

  2. In September 2026, Tanologist gained share of searches among gradual tan brands worldwide, from 4.9% to 6%.

  3. In September 2026, Bondi Sands gained share of searches among gradual tan brands worldwide, from 3.2% to 4%.

  4. In September 2026, Bali Body gained share of searches among gradual tan brands worldwide, from 1.4% to 2.2%.

  5. In September 2026, St.Tropez lost share of searches among gradual tan brands worldwide, from 66% to 54.2%.

  6. Palmer's’ share of searches among gradual tan brands worldwide has lost ground for 3 months in a row, from 1.4% to 0.78% in September 2026.

How are Dove’s branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Dove’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • dove
  • dove body scrub
  • dove body wash
  • dove gradual tan
  • dove soap

How the Brand Demand Index is measured

Who owns Dove?

Dove is owned by Unilever. Brandwave also tracks Liquid I.V., Ben & Jerry's, Continental, Dr. Squatch, Lipton, Lux, Lynx, Magnum, Omo, Persil, Sunlight, TRESemmé, Vaseline, Wild and Wild River, owned by the same company, worldwide.

Do you work for Dove? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Dove compete?

Dove is ranked in 13 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Body spray brands2nd of 617.7%Show ranking
Body wash brands1st of 629.1%Show ranking
Hand soap brands1st of 930.1%Show ranking
Bar soap brands1st of 831.6%Show ranking
Body wash and soap brands1st of 938.6%Show ranking
Shampoo and conditioner brands1st of 928.9%Show ranking
Antibacterial soap brands1st of 358%Show ranking
Deo stick brands1st of 351.7%Show ranking
Deodorant and body care brands1st of 1037.8%Show ranking
Foaming hand wash brands1st of 673.8%Show ranking
Body scrub1st of 677.2%Show ranking
Shower gel1st of 651.8%Show ranking
Gradual tan brands5th of 83.3%Shown above
Creator with pink hair and a pink jacket

Is Dove 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.

Start free