Brandwave

How popular isMitchum?

In September 2026, people searched for Mitchum by name about 1,090 times in New Zealand, a 43.4% increase from the previous year. These searches made up 5.7% of all New Zealand deo stick brand searches, placing Mitchum fourth out of four brands. When we asked both ChatGPT and Google AI Overviews about deo stick brands, Mitchum appeared in three of the five answers and was the most recommended of the four.

Search and AI answers in September 2026

Mitchum is the fourth most searched of 4 competitors and the most recommended in AI answers.

  1. DoveShare of searches 45.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  2. NiveaShare of searches 37.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  3. Old SpiceShare of searches 11.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. MitchumShare of searches 5.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
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Top deo stick brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Mitchum was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Mitchum is the most recommended of the four.

Most recommended by AI

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

  1. Mitchum1st
  2. Dove2nd
  3. Nivea3rd
  4. Old Spice4th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Dove3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mitchum3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Nivea2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Old Spice1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about deo stick brands

5 answers

  • Asked ChatGPT

    “Which deo stick brand should I buy in New Zealand?”

    1. 1Mitchum
    2. 2Dove
    3. 3Nivea

  • Asked ChatGPT

    “What are the best deo stick brands in New Zealand?”

    1. 1Mitchum
    2. 2Nivea

  • Asked ChatGPT

    “What's the best deo stick brand in New Zealand for daily use?”

    1. 1Mitchum
    2. 2Dove

  • Searched Google, AI Overview

    “deodorant stick nz”

    1. 1Dove
    2. 2Old Spice

  • Searched Google, AI Overview

    “sensitive skin deodorant stick”

    Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

    Which deo stick brands compete with Mitchum?

    Mitchum against deo stick brands in New Zealand, by month

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

    View monthly share of searches table
    MonthDoveNiveaOld SpiceMitchum
    Oct 202546.1%38.9%9.8%5.2%
    Nov 202543.7%37.9%12%6.5%
    Dec 202540.2%40%14.4%5.3%
    Jan 202642.5%39.5%10.7%7.3%
    Feb 202643.1%40%10.6%6.3%
    Mar 202644.3%40.3%10.3%5.1%
    Apr 202642%40%11.7%6.2%
    May 202638.9%41.8%12.8%6.5%
    Jun 202641.5%40.3%12.7%5.4%
    Jul 202645.1%38%11.9%5%
    Aug 202642.5%37.5%13.6%6.3%
    Sep 202645.5%37.2%11.6%5.7%

    1. 1.Dove

      45.5%

      Held 1st. 8.6K estimated branded searches, +17.9% vs prior month. Share +3 points.

    2. 2.Nivea

      37.2%

      Held 2nd. 7K estimated branded searches, +9.1% vs prior month. Share -0.4 points.

    3. 3.Old Spice

      11.6%

      Held 3rd. 2.2K estimated branded searches, -6.4% vs prior month. Share -2 points.

    4. 4.Mitchum

      5.7%

      Held 4th. 1.1K estimated branded searches, 0% vs prior month. Share -0.6 points.

    Compare popularity between Mitchum and its closest rivals

    Every comparison with Mitchum

    3 comparisons

    How has branded search demand for Mitchum changed in New Zealand over the last 12 months?

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Mitchum in New Zealand rose from 760 to 1.1K.
    • Across the 12 months ending September 2026, Mitchum’s share of searches among deo stick brands in New Zealand increased from 5.2% to 5.7%.
    • Across the 12 months ending September 2026, Mitchum’s share of searches among deo stick brands in New Zealand peaked at 7.3% in January 2026 and was lowest at 5% in July 2026.

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

    4 changes

    1. In September 2026, Dove gained share of searches among deo stick brands in New Zealand, from 42.5% to 45.5%.

    2. In September 2026, Old Spice lost share of searches among deo stick brands in New Zealand, from 13.6% to 11.6%.

    3. In September 2026, Mitchum lost share of searches among deo stick brands in New Zealand, from 6.3% to 5.7%.

    4. Nivea’s share of searches among deo stick brands in New Zealand has lost ground for 3 months in a row, from 40.3% to 37.2% in September 2026.

    How are Mitchum’s branded searches counted?

    2 search terms

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

    • mitchum
    • mitchum deodorant

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    How the Brand Demand Index is measured

    Creator with pink hair and a pink jacket

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