Brandwave

Dr. Squatch vs Old Spice:Which is more popular?

In October 2026, Dr. Squatch had more branded searches than Old Spice among deodorant and body care brands worldwide. Dr. Squatch had about 49,500 branded searches, while Old Spice had 18,100. Dr. Squatch made up 3.8% of all deodorant and body care brand searches we track, and Old Spice accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about deodorant and body care brands, neither Dr. Squatch nor Old Spice appeared in any of the five answers.

Among deodorant and body care brands worldwide in October 2026

Who do people search for more?

Dr. Squatch, about 3 searches for every 1 for Old Spice

Dr. Squatch 49.5K searchesOld Spice 18.1K searches

Who does AI mention more?

Both were mentioned in 0 of 5 answers.

Dr. Squatch in 0 of 5Old Spice in 0 of 5

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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, neither Dr. Squatch nor Old Spice showed up 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.

Is Dr. Squatch or Old Spice more popular in search?

This chart shows how often people search Google for Dr. Squatch and Old Spice by name. Each line represents a brand's share of searches for all 12 deodorant and body care brands we track, month by month, from English-language searches worldwide.

Dr. Squatch and Old Spice among deodorant and body care brands worldwide, by month

Share of searches by month for Dr. Squatch, 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%

Dr. Squatch and Old Spice sell other things too, so only their searches that name this product count here, like “dr squatch deodorant”.

How has branded search for Dr. Squatch and Old Spice changed worldwide over the last 12 months?

3 findings

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

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

How are Dr. Squatch’s and Old Spice’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Dr. Squatch’s and Old Spice’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.

Dr. Squatch

3 branded search terms

  • dr squatch deodorant
  • dr. squatch
  • drsquatch

Old Spice

1 branded search term

  • old spice deo stick

How the Brand Demand Index is measured

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

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