--- title: "Old Spice: search popularity worldwide" description: "Old Spice makes deodorant sold in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/brands/old-spice" publisher: "Brandwave" --- # Old Spice: search popularity worldwide Old Spice makes deodorant sold in New Zealand. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Old Spice - **Owned by**: Procter & Gamble - **Market**: Global - **Measured month**: Sep 2026 - **Share of Search among deo stick brands**: 11.7% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Deo stick brands | 3 | 11.7% | 368K | | Body spray brands | 3 | 12.5% | 368K | - [Deo stick brands](/demand/global-en/categories/deo-stick-brands) - [Body spray brands](/demand/global-en/categories/body-spray-brands) ## 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 10.4% to 11.7%. - Across the 12 months ending September 2026, Old Spice’s estimated Share of Search among deo stick brands worldwide peaked at 13.4% in June 2026 and was lowest at 8.7% in January 2026. - Across the 12 months ending September 2026, Old Spice’s estimated Share of Search among body spray brands worldwide increased from 10.2% to 12.5%. - Across the 12 months ending September 2026, Old Spice’s estimated Share of Search among body spray brands worldwide peaked at 13.5% in July 2026 and was lowest at 9% in January 2026. ## How did search popularity change for deo stick brands worldwide in September 2026? - Estimated monthly branded searches for Old Spice worldwide rose 22.3% over 12 measured months, from 301K to 368K in September 2026. ## How did search popularity change for body spray brands worldwide in September 2026? - In September 2026, Native lost estimated Share of Search among body spray brands worldwide, from 9.2% to 8.4%. - Dove’s estimated Share of Search among body spray brands worldwide has gained ground for 3 months in a row, from 52.1% to 56.3% in September 2026. - Estimated monthly branded searches for Old Spice worldwide rose 22.3% over 12 measured months, from 301K to 368K in September 2026. - Estimated monthly branded searches for Lynx worldwide fell 18.2% over 12 measured months, from 823K to 673K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Deo stick brands | 301K | 10.4% | 3 | | Nov 2025 | Deo stick brands | 301K | 9.6% | 3 | | Dec 2025 | Deo stick brands | 368K | 12.7% | 3 | | Jan 2026 | Deo stick brands | 246K | 8.7% | 3 | | Feb 2026 | Deo stick brands | 246K | 9.5% | 3 | | Mar 2026 | Deo stick brands | 301K | 10.5% | 3 | | Apr 2026 | Deo stick brands | 301K | 11.4% | 3 | | May 2026 | Deo stick brands | 368K | 12.6% | 3 | | Jun 2026 | Deo stick brands | 368K | 13.4% | 3 | | Jul 2026 | Deo stick brands | 368K | 12.2% | 3 | | Aug 2026 | Deo stick brands | 368K | 11.5% | 3 | | Sep 2026 | Deo stick brands | 368K | 11.7% | 3 | | Oct 2025 | Body spray brands | 301K | 10.2% | 3 | | Nov 2025 | Body spray brands | 301K | 10.8% | 3 | | Dec 2025 | Body spray brands | 368K | 12.2% | 3 | | Jan 2026 | Body spray brands | 246K | 9% | 4 | | Feb 2026 | Body spray brands | 246K | 9.9% | 3 | | Mar 2026 | Body spray brands | 301K | 10.2% | 3 | | Apr 2026 | Body spray brands | 301K | 11.7% | 3 | | May 2026 | Body spray brands | 368K | 12.9% | 3 | | Jun 2026 | Body spray brands | 368K | 13.5% | 3 | | Jul 2026 | Body spray brands | 368K | 13.5% | 3 | | Aug 2026 | Body spray brands | 368K | 12.3% | 3 | | Sep 2026 | Body spray brands | 368K | 12.5% | 3 | ## 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. - “old spice” ## Which deo stick brands compete with Old Spice? - [Dove](/demand/global-en/brands/dove): Head-to-head: /demand/global-en/compare/dove-vs-old-spice - [Nivea](/demand/global-en/brands/nivea): Head-to-head: /demand/global-en/compare/nivea-vs-old-spice ## 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. - [Procter & Gamble](/demand/global-en/companies/procter-and-gamble): Owns 12 tracked brands. ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. ## Cite this page Brandwave. "Old Spice: search popularity worldwide". https://gobrandwave.com/demand/global-en/brands/old-spice This page is also available as HTML at https://gobrandwave.com/demand/global-en/brands/old-spice. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.