Brandwave

How popular isOld Spice?

In October 2026, people searched for Old Spice by name about 326,000 times worldwide, about the same as the previous year. These searches made up 1.4% of all global deodorant and body care brand searches, placing Old Spice tenth out of 12 brands. When we asked both ChatGPT and Google AI Overviews about deodorant and body care brands, Old Spice did not appear in any of the answers.

Search and AI answers in October 2026

Old Spice is the tenth most searched of 12 competitors and not named in the AI answers we collected.

  1. SALT & STONEShare of searches 24.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  2. DoveShare of searches 21.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. WildShare of searches 20.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. NativeShare of searches 8.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  5. Old SpiceShare of searches 1.4%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+7 more

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Top deodorant and body care brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Old Spice did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Dove1st
  2. Native2nd
  3. Secret3rd
  4. Vanicream4th
  5. SALT & STONE5th
  6. Nécessaire6th
  7. Lume7th
  8. Wild–
  9. Dr. Squatch–
  10. Old Spice–
  11. +2 more

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
  • Native4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Vanicream3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Secret2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lume2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nécessaire2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SALT & STONE1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wild0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dr. Squatch0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Old Spice0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about deodorant and body care brands

5 answers

Not named in any answer:

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 Old Spice compared with other deodorant and body care brands worldwide?

Old Spice against deodorant and body care brands worldwide, by month

Share of searches by month for SALT & STONE, Dove, Wild, Native, Secret, Lume, Dr. Squatch, Vanicream, Old Spice. The figures are in the table below the chart.

View monthly share of searches table
MonthSALT & STONEDoveWildNativeSecretLumeDr. SquatchVanicreamNécessaireOld SpicenuudNivea
Nov 202530.7%16.1%23.2%11.7%6.4%4.3%2.9%0.85%1.7%1%0.88%0.31%
Dec 202533.1%16.1%20%12.3%6.8%4.5%2.5%0.91%1.8%0.91%0.77%0.33%
Jan 202624.8%18.5%21.6%13.4%8.9%4.9%2.7%1.2%1.9%0.8%1%0.36%
Feb 202625.8%18%23.3%11.8%7.9%5.3%2.9%1.3%1.4%0.86%1.1%0.38%
Mar 202622.6%17.6%24.5%12.4%8.3%6.8%3%1.1%1.5%0.91%0.95%0.41%
Apr 202624%18.7%21.3%10.8%8.8%7.2%3.9%1.4%1.4%0.96%1%0.53%
May 202623.5%17.1%24.5%10.1%8.2%6.8%3.7%2%1.3%1.1%1.1%0.49%
Jun 202621.9%19.1%27.4%9.4%7.7%6.3%2.8%1.5%1.3%1%1.1%0.46%
Jul 202624.9%18.5%26.2%9%7.3%6%2.7%1.5%1.5%0.98%1%0.44%
Aug 202625%18.3%25.9%8.9%7.2%5.9%3.2%1.8%1.3%1.2%0.83%0.43%
Sep 202624.6%21%20.5%8.5%8.5%5.7%3.1%3.8%1.4%1.4%0.97%0.42%
Oct 202624.2%21.1%20.7%8.5%8.5%5.7%3.8%3.1%1.7%1.4%0.8%0.42%

  1. 1.SALT & STONE

    24.2%

    Held 1st. 312K estimated branded searches, -2.3% vs prior month. Share -0.5 points.

  2. 2.Dove

    21.1%

    Held 2nd. 273K estimated branded searches, 0% vs prior month. Share +0.1 points.

  3. 3.Wild

    20.7%

    Held 3rd. 267K estimated branded searches, +0.49% vs prior month. Share +0.2 points.

  4. 4.Native

    8.5%

    Held 4th. 110K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Secret

    8.5%

    Held 5th. 110K estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Lume

    5.7%

    Held 6th. 74K estimated branded searches, 0% vs prior month. Share 0 points.

  7. 7.Dr. Squatch

    3.8%

    Moved from 8th to 7th. 49.5K estimated branded searches, +22.2% vs prior month. Share +0.7 points.

  8. 8.Vanicream

    3.1%

    Moved from 7th to 8th. 40.5K estimated branded searches, -18.2% vs prior month. Share -0.7 points.

  9. 9.Nécessaire

    1.7%

    Held 9th. 22K estimated branded searches, +17.6% vs prior month. Share +0.3 points.

  10. 10.Old Spice

    1.4%

    Held 10th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

  11. 11.nuud

    0.8%

    Held 11th. 10.4K estimated branded searches, -17.7% vs prior month. Share -0.2 points.

  12. 12.Nivea

    0.42%

    Held 12th. 5.4K estimated branded searches, 0% vs prior month. Share 0 points.

Old Spice, Dove and 3 other brands sell other things too, so only their searches that name this product count here, like “old spice deo stick”.

Compare popularity between Old Spice and its closest rivals

Every comparison with Old Spice

14 comparisons

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

2 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Old Spice worldwide held steady, from 322K to 326K.
  • Across the 12 months ending October 2026, Old Spice fell from 9th to 10th among deodorant and body care brands worldwide.

How did search popularity change for deodorant and body care brands worldwide in October 2026?

6 changes

  1. In October 2026, Dr. Squatch overtook Vanicream to rank 7th among deodorant and body care brands worldwide, with 3.8% of the searches.

  2. In October 2026, Vanicream lost share of searches among deodorant and body care brands worldwide, from 3.8% to 3.1%.

  3. Estimated monthly branded searches for Nivea worldwide rose 22.7% over 12 measured months, from 4.4K to 5.4K in October 2026.

  4. Estimated monthly branded searches for Lume worldwide rose 22.3% over 12 measured months, from 60.5K to 74K in October 2026.

  5. Estimated monthly branded searches for Old Spice worldwide rose 22.3% over 12 measured months, from 14.8K to 18.1K in October 2026.

  6. Estimated monthly branded searches for Secret worldwide rose 21.5% over 12 measured months, from 90.5K to 110K in October 2026.

How are Old Spice’s branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Old Spice’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.

  • old spice
  • old spice body spray
  • old spice deo stick

How the Brand Demand Index is measured

Who owns Old Spice?

Old Spice is owned by Procter & Gamble. Brandwave also tracks Native, Braun, DayQuil, Fairy, Gillette, Gillette Venus, Head & Shoulders, Metamucil, NyQuil, Oral-B, Pampers, Pantene, Secret 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.

Where does Old Spice compete?

Old Spice is ranked by how often people search for it in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Deodorant and body care brands10th of 121.4%Shown above
Body spray brands4th of 612%Show ranking
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