Brandwave

How popular isOld Spice?

In September 2026, people searched for Old Spice by name about 2,200 times in New Zealand, a 51.7% increase from the previous year. These searches made up 19% of all New Zealand body spray brand searches, placing Old Spice second out of six brands. When we asked both ChatGPT and Google AI Overviews about body spray brands, Old Spice appeared in one of the four answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Old Spice is the second most searched of 6 competitors and the fourth most recommended in AI answers.

  1. DoveShare of searches 75%Mentioned in 1 of 4 AI answersPlace in AI recommendations –
  2. Old SpiceShare of searches 19%Mentioned in 1 of 4 AI answersPlace in AI recommendations 4th
  3. David BeckhamShare of searches 3%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  4. ImpulseShare of searches 2.3%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  5. LynxShare of searches 0.61%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st

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Top body spray brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Old Spice was mentioned in one out of four: in one of the three ChatGPT answers, but not in the Google AI Overview. Old Spice is the fourth most recommended of the six.

Most recommended by AI

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

  1. Lynx1st
  2. David Beckham2nd
  3. Impulse3rd
  4. Old Spice4th
  5. Dove–
  6. Native–

Mentioned by AI

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

  • David Beckham4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Lynx4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Impulse3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Dove1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Old Spice1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Native0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about body spray brands

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which body spray brands compete with Old Spice?

Old Spice against body spray brands in New Zealand, by month

Share of searches by month for Dove, Old Spice, David Beckham, Impulse. The figures are in the table below the chart.

View monthly share of searches table
MonthDoveOld SpiceDavid BeckhamImpulseLynxNative
Oct 202578.7%16.8%2.4%1.6%0.47%0%
Nov 202573.8%20.2%3.8%1.3%0.83%0%
Dec 202567.6%24.2%5%2.1%1.1%0%
Jan 202674.7%18.8%3.1%2.4%0.97%0.14%
Feb 202675%18.5%3.3%2.1%1.1%0%
Mar 202675.9%17.7%3.4%1.9%0.95%0.14%
Apr 202673.5%20.5%2.7%2%1.3%0%
May 202669.8%23.1%3%2.9%1.2%0%
Jun 202672.5%22.3%2.6%2.1%0.5%0%
Jul 202675.2%19.8%2.3%1.9%0.78%0%
Aug 202671%22.7%3%2.5%0.68%0.1%
Sep 202675%19%3%2.3%0.61%0%

  1. 1.Dove

    75%

    Held 1st. 8.6K estimated branded searches, +17.9% vs prior month. Share +4 points.

  2. 2.Old Spice

    19%

    Held 2nd. 2.2K estimated branded searches, -6.4% vs prior month. Share -3.7 points.

  3. 3.David Beckham

    3%

    Held 3rd. 350 estimated branded searches, +12.9% vs prior month. Share 0 points.

  4. 4.Impulse

    2.3%

    Held 4th. 260 estimated branded searches, 0% vs prior month. Share -0.3 points.

  5. 5.Lynx

    0.61%

    Held 5th. 70 estimated branded searches, 0% vs prior month. Share -0.1 points.

  6. 6.Native

    0%

    Held 6th. 0 estimated branded searches, -100% vs prior month. Share -0.1 points.

Compare popularity between Old Spice and its closest rivals

Every comparison with Old Spice

8 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Old Spice in New Zealand rose from 1.4K to 2.2K.
  • Across the 12 months ending September 2026, Old Spice’s share of searches among body spray brands in New Zealand increased from 16.8% to 19%.
  • Across the 12 months ending September 2026, Old Spice’s share of searches among body spray brands in New Zealand peaked at 24.2% in December 2025 and was lowest at 16.8% in October 2025.

How did search popularity change for New Zealand body spray brands in September 2026?

5 changes

  1. In September 2026, Dove gained share of searches among body spray brands in New Zealand, from 71% to 75%.

  2. In September 2026, Old Spice lost share of searches among body spray brands in New Zealand, from 22.7% to 19%.

  3. Estimated monthly branded searches for Impulse in New Zealand rose 85.7% over 12 measured months, from 140 to 260 in September 2026.

  4. Estimated monthly branded searches for David Beckham in New Zealand rose 75% over 12 measured months, from 200 to 350 in September 2026.

  5. Estimated monthly branded searches for Lynx in New Zealand rose 75% over 12 measured months, from 40 to 70 in September 2026.

How are Old Spice’s branded searches counted?

11 search terms

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

  • old spice
  • old spice aftershave
  • old spice antiperspirant
  • old spice cologne
  • old spice deo
  • old spice fiji
  • old spice original
  • old spice perfume
  • old spice swagger
  • oldspice
  • oldspice antiperspirant

How the Brand Demand Index is measured

Who owns Old Spice?

Old Spice is owned by Procter & Gamble. Brandwave also tracks Native, Ambi Pur, Braun, Braun Silk-expert, Fairy, Gillette, Head & Shoulders, Oral-B, Pampers, Pantene and Tide, owned by the same company, in New Zealand.

Do you work for Old Spice? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Old Spice compete?

Old Spice is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Deodorant brands4th of 69.9%Show ranking
Deo stick brands3rd of 411.6%Show ranking
Body spray brands2nd of 619%Shown above
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Is Old Spice your brand?

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