How popular isOlay?
In October 2026, people searched for Olay by name about 344,000 times worldwide, a 9.5% increase from the previous year. These searches made up 5.4% of all global body wash and soap brand searches, placing Olay fifth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about body wash and soap brands, Olay appeared in one of the five answers and was the fifth most recommended of the 12.
Olay is the fifth most searched of 12 competitors and the fifth most recommended in the AI answers we collected.
DoveShare of searches 43.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
LuxShare of searches 11%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
CetaphilShare of searches 10.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
DettolShare of searches 8.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
OlayShare of searches 5.4%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
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Top body wash and soap brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Olay was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Olay is the fifth most recommended of the 12.
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.
- Dove5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Aveeno4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
CeraVe4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Vanicream2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Olay1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Lux0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Cetaphil0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Dettol0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Nivea0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Protex0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about body wash and soap brands
5 answers
Asked ChatGPT
“Which body wash or soap brand should I buy?”
Asked ChatGPT
“What are the best body wash or soap brands?”
Asked ChatGPT
“What's the best body wash or soap brand for daily cleansing?”
Searched Google, AI Overview
“soap brands”
Searched Google, AI Overview
“best body wash”
Brands are shown in the order each answer named them. The survey took place in the United States on October 20, 2026.
How often do people search for Olay compared with other body wash and soap brands worldwide?
Share of searches by month for Dove, Lux, Cetaphil, Dettol, Olay, Aveeno, Nivea, Protex, Palmolive, CeraVe. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dove | Lux | Cetaphil | Dettol | Olay | Aveeno | Nivea | Protex | Palmolive | CeraVe | Vanicream | Imperial Leather |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Nov 2025 | 42.9% | 9.1% | 10.9% | 9% | 5.9% | 4.8% | 5.1% | 5.2% | 2.3% | 2.9% | 0.88% | 1% |
| Dec 2025 | 41% | 9.6% | 10% | 9.3% | 6.2% | 6.1% | 5.1% | 5.4% | 2.2% | 3% | 1.1% | 0.89% |
| Jan 2026 | 43.4% | 9.2% | 10% | 9.1% | 6% | 5% | 4.9% | 5.2% | 2.1% | 3.3% | 1.1% | 0.85% |
| Feb 2026 | 42.1% | 9.9% | 10.3% | 9.6% | 6.4% | 5.3% | 4.3% | 4.6% | 2.4% | 3.4% | 1% | 0.75% |
| Mar 2026 | 41.5% | 9.6% | 12.6% | 9% | 5.7% | 4.8% | 4.5% | 4.9% | 2.3% | 3.2% | 0.98% | 0.81% |
| Apr 2026 | 38.2% | 11.8% | 12.6% | 10.1% | 5.8% | 4.8% | 4.5% | 5% | 2.3% | 2.8% | 0.98% | 1.2% |
| May 2026 | 39.9% | 11.4% | 12.1% | 10.5% | 5.5% | 4.7% | 4.4% | 4.8% | 2.2% | 2.7% | 1% | 0.79% |
| Jun 2026 | 41.1% | 12% | 11.6% | 9.9% | 5.3% | 4.4% | 4.7% | 4.5% | 2.1% | 2.5% | 1.1% | 0.74% |
| Jul 2026 | 40.8% | 11.9% | 11.3% | 9.7% | 5.2% | 5.1% | 4.6% | 4.5% | 2.4% | 2.5% | 1.3% | 0.73% |
| Aug 2026 | 42.8% | 12.3% | 9.5% | 9.3% | 5% | 4.9% | 4.7% | 4.2% | 2.4% | 2.4% | 1.8% | 0.69% |
| Sep 2026 | 43.5% | 11.5% | 9.7% | 9.4% | 5% | 5% | 4.7% | 4.3% | 2.4% | 2.4% | 1.5% | 0.71% |
| Oct 2026 | 43.5% | 11% | 10.4% | 8.7% | 5.4% | 5.4% | 5% | 3.8% | 2.4% | 2.2% | 1.4% | 0.76% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 43.5% | 691K | +13.3% | 0 points | |
| 2, held 2nd | 11% | 174K | +8.4% | -0.5 points | |
| 3, held 3rd | 10.4% | 165K | +21.8% | +0.7 points | |
| 4, held 4th | 8.7% | 139K | +5.3% | -0.7 points | |
| 5, held 5th | 5.4% | 86K | +22.3% | +0.4 points | |
| 6, held 6th | 5.4% | 85.7K | +22.4% | +0.4 points | |
| 7, held 7th | 5% | 79.9K | +22.4% | +0.4 points | |
| 8, held 8th | 3.8% | 60.5K | 0% | -0.5 points | |
| 9, moved from 10th to 9th | 2.4% | 38.1K | +14.8% | 0 pointsmoved from 10th to 9th | |
| 10, moved from 9th to 10th | 2.2% | 34.2K | +2.4% | -0.2 pointsmoved from 9th to 10th | |
| 11, held 11th | 1.4% | 22.2K | +6.2% | -0.1 points | |
| 12, held 12th | 0.76% | 12.1K | +22.2% | +0.1 points |
1.
Dove43.5%
Held 1st. 691K estimated branded searches, +13.3% vs prior month. Share 0 points.
2.
Lux11%
Held 2nd. 174K estimated branded searches, +8.4% vs prior month. Share -0.5 points.
3.
Cetaphil10.4%
Held 3rd. 165K estimated branded searches, +21.8% vs prior month. Share +0.7 points.
4.
Dettol8.7%
Held 4th. 139K estimated branded searches, +5.3% vs prior month. Share -0.7 points.
5.
Olay5.4%
Held 5th. 86K estimated branded searches, +22.3% vs prior month. Share +0.4 points.
6.
Aveeno5.4%
Held 6th. 85.7K estimated branded searches, +22.4% vs prior month. Share +0.4 points.
7.
Nivea5%
Held 7th. 79.9K estimated branded searches, +22.4% vs prior month. Share +0.4 points.
8.
Protex3.8%
Held 8th. 60.5K estimated branded searches, 0% vs prior month. Share -0.5 points.
2.4%
Moved from 10th to 9th. 38.1K estimated branded searches, +14.8% vs prior month. Share 0 points.
10.
CeraVe2.2%
Moved from 9th to 10th. 34.2K estimated branded searches, +2.4% vs prior month. Share -0.2 points.
11.
Vanicream1.4%
Held 11th. 22.2K estimated branded searches, +6.2% vs prior month. Share -0.1 points.
0.76%
Held 12th. 12.1K estimated branded searches, +22.2% vs prior month. Share +0.1 points.
Olay, Dove and 7 other brands sell other things too, so only their searches that name this product count here, like “olay soap”.
Compare popularity between Olay and its closest rivals
Every comparison with Olay
28 comparisons
- Cetaphil vs Olay
- Dettol vs Olay
- Dove vs Olay
- Lux vs Olay
- Aveeno vs Olay
- Nivea vs Olay
- Olay vs Protex
- Olay vs Palmolive
- CeraVe vs Olay
- Olay vs SkinCeuticals
- Olay vs The Ordinary
- Olay vs Timeless Skin Care
- L'Oréal Paris vs Olay
- La Roche-Posay vs Olay
- Olay vs Vanicream
- Olay vs Paula's Choice
- Naturium vs Olay
- Drunk Elephant vs Olay
- Olay vs Sunday Riley
- Imperial Leather vs Olay
- Maelove vs Olay
- Olay vs TruSkin
- Clinique vs Olay
- L'Oreal vs Olay
- Neutrogena vs Olay
- Olay vs RoC
- Klorane vs Olay
- Elemis vs Olay
How has branded search demand for Olay changed worldwide over the last 12 months?
3 findings
- Across the 12 months ending October 2026, estimated monthly branded searches for Olay worldwide rose from 315K to 344K.
- Across the 12 months ending October 2026, Olay’s share of searches among body wash and soap brands worldwide decreased from 5.9% to 5.4%.
- Across the 12 months ending October 2026, Olay’s share of searches among body wash and soap brands worldwide peaked at 6.4% in February 2026 and was lowest at 5% in August 2026.
How did search popularity change for body wash and soap brands worldwide in October 2026?
6 changes
In October 2026, Cetaphil gained share of searches among body wash and soap brands worldwide, from 9.7% to 10.4%.
In October 2026, Dettol lost share of searches among body wash and soap brands worldwide, from 9.4% to 8.7%.
In October 2026, Protex lost share of searches among body wash and soap brands worldwide, from 4.3% to 3.8%.
In October 2026, Palmolive rose from 10th to 9th among body wash and soap brands worldwide.
In October 2026, CeraVe fell from 9th to 10th among body wash and soap brands worldwide.
Estimated monthly branded searches for Vanicream worldwide rose 116.1% over 12 measured months, from 10.3K to 22.2K in October 2026.
How are Olay’s branded searches counted?
9 search terms
Brandwave collects information about searches that people make online using Olay’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.
- olay
- olay bar soap
- olay body wash
- olay cleansing cloth
- olay cleansing cloths
- olay night cream
- olay soap
- olay vitamin c
- olay vitamin c serum
Do you work for Olay? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Olay compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Body wash and soap brands | 5th of 12 | 5.4% | Shown above |
| Vitamin C serum brands | 5th of 12 | 5.5% | Show ranking |
| Night cream brands | 3rd of 5 | 22.6% | Show ranking |
| Eye makeup remover brands | 5th of 8 | 10.2% | Show ranking |
Is Olay 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.