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 12.5% estimated Share of Search among body spray brands worldwide and is ranked 3rd of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.

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Which body spray brands compete with Old Spice?

Old Spice against body spray brands worldwide, by month

Month	Dove	Lynx	Old Spice	Native
Oct 2025	53%	28%	10.2%	8.8%
Nov 2025	50.4%	29.5%	10.8%	9.3%
Dec 2025	44.4%	33.3%	12.2%	10%
Jan 2026	50.1%	30.3%	9%	10.6%
Feb 2026	53.2%	27.2%	9.9%	9.6%
Mar 2026	52.9%	27.9%	10.2%	9%
Apr 2026	52.1%	26.3%	11.7%	9.9%
May 2026	54.5%	23.6%	12.9%	9%
Jun 2026	52.1%	24.6%	13.5%	9.8%
Jul 2026	52.2%	24.6%	13.5%	9.8%
Aug 2026	56.1%	22.4%	12.3%	9.2%
Sep 2026	56.3%	22.8%	12.5%	8.4%

Rank	Brand	Share of Search	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Dove Unilever	56.3%	1.7M	-1.5%	+0.1 points
2, held 2nd	Lynx Unilever	22.8%	673K	0%	+0.4 points
3, held 3rd	Old Spice Procter & Gamble	12.5%	368K	0%	+0.2 points
4, held 4th	Native Procter & Gamble	8.4%	248K	-9.9%	-0.8 points

1.Dove
56.3%
Held 1st. 1.7M estimated branded searches, -1.5% vs prior month. Share +0.1 points.
2.Lynx
22.8%
Held 2nd. 673K estimated branded searches, 0% vs prior month. Share +0.4 points.
3.Old Spice
12.5%
Held 3rd. 368K estimated branded searches, 0% vs prior month. Share +0.2 points.
4.Native
8.4%
Held 4th. 248K estimated branded searches, -9.9% vs prior month. Share -0.8 points.

Compare search popularity between Old Spice and its closest rivals

Every comparison with Old Spice

4 comparisons

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

3 findings

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 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 body spray brands worldwide in September 2026?

4 changes

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.

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 set	Rank	Share of Search	Ranking
Body spray brands	3rd of 4	12.5%	Shown above
Deo stick brands	3rd of 3	13.5%	Show ranking

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