Brandwave

Dove vs Wild:Which is more popular?

In September 2026, Dove had more branded searches than Wild among deodorant and body care brands worldwide. Dove had about 1 million branded searches, while Wild had 266,000. Dove made up 37.8% of all deodorant and body care brand searches we track, and Wild accounted for 10.1%. When we asked ChatGPT and Google AI Overviews about deodorant and body care brands, Dove appeared in all five answers and Wild in none.

Among deodorant and body care brands worldwide in September 2026

Who do people search for more?

Dove, about 4 searches for every 1 for Wild

Dove 1M searchesWild 266K searches

Who does AI mention more?

Dove, mentioned in every answer we collected

Dove in 5 of 5Wild in 0 of 5

Who does AI recommend more?

Dove, the only one of the two named

Dove first in 4Wild never named

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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, Dove appeared in all five answers. Wild 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. Nécessaire5th
  6. Lume6th
  7. Dr. Squatch–
  8. SALT & STONE–
  9. Wild–
  10. nuud–

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
  • Dr. Squatch0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • SALT & STONE0 of 5Named in 0 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
  • nuud0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

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.

Is Dove or Wild more popular in search?

This chart shows how often people search Google for Dove and Wild by name. Each line represents a brand's share of searches for all ten deodorant and body care brands we track, month by month, from English-language searches worldwide.

Dove and Wild among deodorant and body care brands worldwide, by month

Share of searches by month for Dove, Wild. The figures are in the table below the chart.

View monthly share of searches table
MonthDoveDr. SquatchSALT & STONEWildNativeVanicreamSecretLumeNécessairenuud
Oct 202538.4%14.7%10%12.7%9.9%6.3%3.5%3.2%0.72%0.47%
Nov 202529.2%20.6%15.4%11.6%9.2%7.1%3.2%2.4%0.88%0.44%
Dec 202530.2%18.1%16.2%9.8%11.1%7.4%3.3%2.5%0.91%0.38%
Jan 202633.1%15.4%12.3%10.7%11.6%8.1%4.4%2.8%0.92%0.51%
Feb 202634.3%16%12.3%11.1%9.9%8.4%3.8%2.9%0.69%0.53%
Mar 202636.6%14.3%11%11.9%9.7%7.4%4%3.9%0.74%0.47%
Apr 202633.4%15.9%12.2%10.8%10.3%8.2%3.7%4.4%0.73%0.51%
May 202637.2%14.9%11.5%12.1%9.6%6.1%3.4%4%0.67%0.57%
Jun 202633%13.5%12.6%13%10.8%8%3.6%4.2%0.72%0.62%
Jul 202631.1%12.4%14.2%14.9%10.1%7.6%4.2%4.2%0.83%0.58%
Aug 202635.4%13.8%13.5%11.6%9.7%7.1%3.9%3.7%0.72%0.45%
Sep 202637.8%14.4%12.1%10.1%9.4%7.6%4.2%3.3%0.71%0.48%

How has the Dove and Wild comparison changed over the last 12 months?

3 findings
  • Dove was ahead of Wild in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Dove’s share of searches among deodorant and body care brands worldwide moved from 38.4% to 37.8%, and its estimated monthly branded searches held steady at 1M.
  • Across the 12 months ending September 2026, Wild’s share of searches among deodorant and body care brands worldwide moved from 12.7% to 10.1%, and its estimated monthly branded searches moved from 331K to 266K.

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

2 changes

  1. In September 2026, Dove gained share of searches among deodorant and body care brands worldwide, from 35.4% to 37.8%.

  2. In September 2026, Wild lost share of searches among deodorant and body care brands worldwide, from 11.6% to 10.1%.

How are branded searches counted?

6 search terms

Brandwave collects information about searches that people make online using Dove’s and Wild’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Dove

1 branded search term

  • dove

Wild

5 branded search terms

  • we are wild
  • wild body wash
  • wild cosmetics
  • wild deodorant
  • wild refill

How the Brand Demand Index is measured

Other head-to-heads among deodorant and body care brands

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