---
title: "Mitchum: search popularity in New Zealand"
description: "Mitchum makes deodorant. 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/nz/brands/mitchum"
publisher: "Brandwave"
---

# Mitchum: search popularity in New Zealand

Mitchum makes deodorant. 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

- **Brand**: Mitchum
- **Market**: New Zealand
- **Measured month**: Sep 2026
- **Share of Search among deo stick brands**: 5.7%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Deo stick brands | 4 | 5.7% | 1.1K |

- [Deo stick brands](/demand/nz/categories/nz-deo-stick-brands)

## 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.

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 |
| --- | --- | --- | --- | --- |
| Mitchum | 1st | 3 of 3 | 0 of 2 | 3 of 5 |
| Dove | 2nd | 2 of 3 | 1 of 2 | 3 of 5 |
| Nivea | 3rd | 2 of 3 | 0 of 2 | 2 of 5 |
| Old Spice | 4th | 0 of 3 | 1 of 2 | 1 of 5 |

## Every AI answer about deo stick brands

- Asked ChatGPT "Which deo stick brand should I buy in New Zealand?": 1. Mitchum, 2. Dove, 3. Nivea
- Asked ChatGPT "What are the best deo stick brands in New Zealand?": 1. Mitchum, 2. Nivea
- Asked ChatGPT "What's the best deo stick brand in New Zealand for daily use?": 1. Mitchum, 2. Dove
- Searched Google, AI Overview "deodorant stick nz": 1. Dove, 2. Old Spice
- Searched Google, AI Overview "sensitive skin deodorant stick": named none of the brands we track

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

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

- 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?

- In September 2026, Dove gained share of searches among deo stick brands in New Zealand, from 42.5% to 45.5%.
- In September 2026, Old Spice lost share of searches among deo stick brands in New Zealand, from 13.6% to 11.6%.
- In September 2026, Mitchum lost share of searches among deo stick brands in New Zealand, from 6.3% to 5.7%.
- 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.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Deo stick brands | 760 | 5.2% | 4 |
| Nov 2025 | Deo stick brands | 930 | 6.5% | 4 |
| Dec 2025 | Deo stick brands | 730 | 5.3% | 4 |
| Jan 2026 | Deo stick brands | 930 | 7.3% | 4 |
| Feb 2026 | Deo stick brands | 730 | 6.3% | 4 |
| Mar 2026 | Deo stick brands | 650 | 5.1% | 4 |
| Apr 2026 | Deo stick brands | 760 | 6.2% | 4 |
| May 2026 | Deo stick brands | 850 | 6.5% | 4 |
| Jun 2026 | Deo stick brands | 760 | 5.4% | 4 |
| Jul 2026 | Deo stick brands | 760 | 5% | 4 |
| Aug 2026 | Deo stick brands | 1.1K | 6.3% | 4 |
| Sep 2026 | Deo stick brands | 1.1K | 5.7% | 4 |

## How are Mitchum’s branded searches counted?

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”

## Which deo stick brands compete with Mitchum?

- [Dove](/demand/nz/brands/dove): Head-to-head: /demand/nz/compare/dove-vs-mitchum
- [Nivea](/demand/nz/brands/nivea): Head-to-head: /demand/nz/compare/mitchum-vs-nivea
- [Old Spice](/demand/nz/brands/old-spice): Head-to-head: /demand/nz/compare/mitchum-vs-old-spice

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Mitchum: search popularity in New Zealand". https://gobrandwave.com/demand/nz/brands/mitchum

This page is also available as HTML at https://gobrandwave.com/demand/nz/brands/mitchum. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.