Brandwave

How popular isOld Spice in search?

In September 2026, there were an estimated 368K branded searches for Old Spice worldwide which is up 22.3% over the last 12 months. Old Spice holds 2.7% estimated Share of Search among deo Stick brands worldwide and is ranked 8th of 8 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Hermès30.6%
  2. Calvin Klein24.7%
  3. Dove12.2%
  4. Boss9.1%
  5. Nivea8.2%
  6. Hugo Boss7.4%
  7. Clinique5%
  8. Old Spice2.7%
Old Spice website (opens in a new tab)

Follow Old Spice 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

Where does Old Spice compete?

Old Spice is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Deo Stick brands8th of 82.7%Shown below
Body Spray brands7th of 82.7%Show ranking

Which deo Stick brands compete with Old Spice?

Old Spice against deo Stick brands worldwide, by month

Share of Search by month for Hermès, Calvin Klein, Dove, Boss, Nivea, Hugo Boss, Clinique, Old Spice. The figures are in the table below the chart.

View monthly share of search table
MonthHermèsCalvin KleinDoveBossNiveaHugo BossCliniqueOld Spice
Oct 202534%22.6%10.5%8.4%6.9%10.1%5.5%2%
Nov 202528.4%28.2%7.9%8.6%8%10.3%6.9%1.7%
Dec 202535.3%23.4%7.6%8.7%6.8%10.5%5.7%2.1%
Jan 202633.5%22.2%9%10.1%8%10%5.5%1.6%
Feb 202630.7%30.3%9.7%7.6%7.5%7.4%5%1.8%
Mar 202631.2%30.8%9.6%7.7%6.3%7.5%5.1%1.9%
Apr 202635.8%23.7%9.5%8.8%7.2%7.1%5.8%2.1%
May 202633%26.7%10.2%8.1%6.4%8%5.4%2.4%
Jun 202635.4%23.4%10%8.6%6.7%8.5%4.7%2.6%
Jul 202635.3%23.4%9.9%8.6%8.6%7%4.7%2.6%
Aug 202634.9%23.1%11.6%8.5%7.8%6.9%4.6%2.5%
Sep 202630.6%24.7%12.2%9.1%8.2%7.4%5%2.7%

  1. 1.Hermès

    30.6%

    Held 1st. 4.1M estimated branded searches, -18.2% vs prior month. Share -4.3 points.

  2. 2.Calvin Klein

    24.7%

    Held 2nd. 3.4M estimated branded searches, 0% vs prior month. Share +1.7 points.

  3. 3.Dove

    12.2%

    Held 3rd. 1.7M estimated branded searches, -1.5% vs prior month. Share +0.6 points.

  4. 4.Boss

    9.1%

    Held 4th. 1.2M estimated branded searches, +0.27% vs prior month. Share +0.6 points.

  5. 5.Nivea

    8.2%

    Held 5th. 1.1M estimated branded searches, -2.2% vs prior month. Share +0.4 points.

  6. 6.Hugo Boss

    7.4%

    Held 6th. 1M estimated branded searches, 0% vs prior month. Share +0.5 points.

  7. 7.Clinique

    5%

    Held 7th. 673K estimated branded searches, 0% vs prior month. Share +0.3 points.

  8. 8.Old Spice

    2.7%

    Held 8th. 368K estimated branded searches, 0% vs prior month. Share +0.2 points.

Compare search popularity between Old Spice and its closest rivals

Every comparison with Old Spice

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

  • Across the 12 months ending September 2026, estimated monthly branded searches for Old Spice worldwide rose from 301K to 368K.
  • Across the 12 months ending September 2026, Old Spice’s estimated Share of Search among deo Stick brands worldwide increased from 2% to 2.7%.
  • Across the 12 months ending September 2026, Old Spice’s estimated Share of Search among deo Stick brands worldwide peaked at 2.7% in September 2026 and was lowest at 1.6% in January 2026.

How did search popularity change for deo Stick brands worldwide in September 2026?

  1. In September 2026, Calvin Klein gained estimated Share of Search among deo Stick brands worldwide, from 23.1% to 24.7%.

  2. In September 2026, Dove gained estimated Share of Search among deo Stick brands worldwide, from 11.6% to 12.2%.

  3. In September 2026, Boss gained estimated Share of Search among deo Stick brands worldwide, from 8.5% to 9.1%.

  4. In September 2026, Hermès lost estimated Share of Search among deo Stick brands worldwide, from 34.9% to 30.6%.

  5. Estimated monthly branded searches for Old Spice worldwide rose 22.3% over 12 measured months, from 301K to 368K in September 2026.

  6. Estimated monthly branded searches for Hugo Boss worldwide fell 33.3% over 12 measured months, from 1.5M to 1M in September 2026.

How is Old Spice measured?

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.

1 branded search term

  • old spice

How the Brand Demand Index is measured

Who owns Old Spice?

Old Spice is owned by Procter & Gamble. Brandwave also tracks Native, Braun, Fairy, Gillette, Head & Shoulders, Oral-B, Pampers, Pantene and Tide, owned by the same company, worldwide.

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.

Creator with pink hair and a pink jacket

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.

Start free