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 11.7% estimated Share of Search among deo stick brands worldwide and is ranked 3rd of 3 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Dove52.8%
  2. Nivea35.5%
  3. Old Spice11.7%
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

Which deo stick brands compete with Old Spice?

Old Spice against deo stick brands worldwide, by month

Share of Search by month for Dove, Nivea, Old Spice. The figures are in the table below the chart.

View monthly share of search table
MonthDoveNiveaOld Spice
Oct 202554%35.6%10.4%
Nov 202544.9%45.5%9.6%
Dec 202546.2%41.1%12.7%
Jan 202648.3%43%8.7%
Feb 202651.1%39.4%9.5%
Mar 202654.2%35.3%10.5%
Apr 202650.4%38.3%11.4%
May 202653.5%33.8%12.6%
Jun 202651.8%34.9%13.4%
Jul 202647.1%40.7%12.2%
Aug 202652.8%35.7%11.5%
Sep 202652.8%35.5%11.7%

  1. 1.Dove

    52.8%

    Held 1st. 1.7M estimated branded searches, -1.5% vs prior month. Share 0 points.

  2. 2.Nivea

    35.5%

    Held 2nd. 1.1M estimated branded searches, -2.2% vs prior month. Share -0.2 points.

  3. 3.Old Spice

    11.7%

    Held 3rd. 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 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.

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

  1. Estimated monthly branded searches for Old Spice worldwide rose 22.3% over 12 measured months, from 301K to 368K 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 setRankShare of SearchRanking
Deo stick brands3rd of 311.7%Shown above
Body spray brands3rd of 412.5%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

  • 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