--- title: "Old Spice vs Wild: Which is more popular?" description: "Is Old Spice or Wild more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Deodorant and body care brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/global-en/compare/old-spice-vs-wild" publisher: "Brandwave" --- # Old Spice vs Wild: Which is more popular? Is Old Spice or Wild more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Deodorant and body care brands set worldwide. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: Old Spice and Wild - **Competitive set**: Deodorant and body care brands - **Market**: Global - **Month measured**: Oct 2026 - **Old Spice Share of Search**: 1.4% - **Wild Share of Search**: 20.7% ## Is Old Spice or Wild more popular in search? - In October 2026, Wild had more branded searches than Old Spice among deodorant and body care brands worldwide. Wild had about 267,000 branded searches, while Old Spice had 18,100. Wild made up 20.7% of all deodorant and body care brand searches we track, and Old Spice accounted for 1.4%. - Wild was ahead of Old Spice in every measured month of the 12 months ending October 2026. - Across the 12 months ending October 2026, Old Spice’s share of searches among deodorant and body care brands worldwide moved from 1% to 1.4%, and its estimated monthly branded searches moved from 14.8K to 18.1K. - Across the 12 months ending October 2026, Wild’s share of searches among deodorant and body care brands worldwide moved from 23.2% to 20.7%, and its estimated monthly branded searches moved from 328K to 267K. ## Top deodorant and body care brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, neither Old Spice nor Wild showed up in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Dove | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Native | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Secret | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | Vanicream | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | SALT & STONE | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Nécessaire | 6th | 2 of 3 | 0 of 2 | 2 of 5 | | Lume | 7th | 1 of 3 | 1 of 2 | 2 of 5 | | Wild | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Dr. Squatch | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Old Spice | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | nuud | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Nivea | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about deodorant and body care brands - Asked ChatGPT "Which deodorant and body care brand should I buy?": 1. Dove, 2. Native, 3. Nécessaire - Asked ChatGPT "What are the best deodorant and body care brands?": 1. SALT & STONE, 2. Dove, 3. Native, 4. Nécessaire, 5. Secret, 6. Lume, 7. Vanicream - Asked ChatGPT "What's the best deodorant and body care brand for sensitive skin?": 1. Vanicream, 2. Dove, 3. Native - Searched Google, AI Overview "deodorant for sensitive skin": 1. Vanicream, 2. Dove - Searched Google, AI Overview "women's deodorant brand": 1. Secret, 2. Dove, 3. Native, 4. Lume Not named in any answer: Wild, Dr. Squatch, Old Spice, nuud and Nivea. Brands are listed in the order each answer named them. The answers were collected in the United States on October 20, 2026. ## How did search popularity change for deodorant and body care brands worldwide in October 2026? - Estimated monthly branded searches for Old Spice worldwide rose 22.3% over 12 measured months, from 14.8K to 18.1K in October 2026. - Estimated monthly branded searches for Wild worldwide fell 18.5% over 12 measured months, from 328K to 267K in October 2026. ## How has branded search for Old Spice and Wild changed worldwide over the last 12 months? | Month | Old Spice estimated searches | Old Spice Share of Search | Old Spice rank | Wild estimated searches | Wild Share of Search | Wild rank | | --- | --- | --- | --- | --- | --- | --- | | Nov 2025 | 14.8K | 1% | 9 | 328K | 23.2% | 2 | | Dec 2025 | 12.1K | 0.91% | 9 | 267K | 20% | 2 | | Jan 2026 | 9.9K | 0.8% | 11 | 267K | 21.6% | 2 | | Feb 2026 | 9.9K | 0.86% | 11 | 267K | 23.3% | 2 | | Mar 2026 | 12.1K | 0.91% | 11 | 326K | 24.5% | 1 | | Apr 2026 | 12.1K | 0.96% | 11 | 267K | 21.3% | 2 | | May 2026 | 14.8K | 1.1% | 11 | 327K | 24.5% | 1 | | Jun 2026 | 14.8K | 1% | 11 | 393K | 27.4% | 1 | | Jul 2026 | 14.8K | 0.98% | 11 | 395K | 26.2% | 1 | | Aug 2026 | 18.1K | 1.2% | 10 | 394K | 25.9% | 1 | | Sep 2026 | 18.1K | 1.4% | 10 | 266K | 20.5% | 3 | | Oct 2026 | 18.1K | 1.4% | 10 | 267K | 20.7% | 3 | ## How are Old Spice’s and Wild’s branded searches counted? Brandwave collects information about searches that people make online using Old Spice’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. - **Old Spice**: Measured on the search term “old spice deo stick”. - **Wild**: Measured on the search terms “we are wild”, “wild body wash”, “wild cosmetics”, “wild deodorant” and “wild refill”, summed into one figure. - [Old Spice profile](/demand/global-en/brands/old-spice) - [Wild profile](/demand/global-en/brands/wild) - [All deodorant and body care brands worldwide](/demand/global-en/categories/deodorant-brands): The set both shares are measured inside, 12 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Old Spice or Wild more popular in search? In October 2026, Wild had more branded searches than Old Spice among deodorant and body care brands worldwide. Wild had about 267,000 branded searches, while Old Spice had 18,100. Wild made up 20.7% of all deodorant and body care brand searches we track, and Old Spice accounted for 1.4%. ## Cite this page Brandwave. "Old Spice vs Wild: Which is more popular?". https://gobrandwave.com/demand/global-en/compare/old-spice-vs-wild This page is also available as HTML at https://gobrandwave.com/demand/global-en/compare/old-spice-vs-wild. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.