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 11.6% of all New Zealand deo stick brand searches, placing Old Spice third out of four brands. When we asked both ChatGPT and Google AI Overviews about deo stick brands, Old Spice appeared in one of the five answers and was the fourth most recommended of the four.
Old Spice is the third most searched of 4 competitors and the fourth most recommended in AI answers.
DoveShare of searches 45.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
NiveaShare of searches 37.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
Old SpiceShare of searches 11.6%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th- 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, Old Spice was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Old Spice is the fourth most recommended of the four.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
See every answer about deo stick brands
5 answers
Asked ChatGPT
“Which deo stick brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best deo stick brands in New Zealand?”
Asked ChatGPT
“What's the best deo stick brand in New Zealand for daily use?”
Searched Google, AI Overview
“deodorant stick nz”
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 Old Spice?
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
| Month | Dove | Nivea | Old Spice | Mitchum |
|---|---|---|---|---|
| Oct 2025 | 46.1% | 38.9% | 9.8% | 5.2% |
| Nov 2025 | 43.7% | 37.9% | 12% | 6.5% |
| Dec 2025 | 40.2% | 40% | 14.4% | 5.3% |
| Jan 2026 | 42.5% | 39.5% | 10.7% | 7.3% |
| Feb 2026 | 43.1% | 40% | 10.6% | 6.3% |
| Mar 2026 | 44.3% | 40.3% | 10.3% | 5.1% |
| Apr 2026 | 42% | 40% | 11.7% | 6.2% |
| May 2026 | 38.9% | 41.8% | 12.8% | 6.5% |
| Jun 2026 | 41.5% | 40.3% | 12.7% | 5.4% |
| Jul 2026 | 45.1% | 38% | 11.9% | 5% |
| Aug 2026 | 42.5% | 37.5% | 13.6% | 6.3% |
| Sep 2026 | 45.5% | 37.2% | 11.6% | 5.7% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 45.5% | 8.6K | +17.9% | +3 points | |
| 2, held 2nd | 37.2% | 7K | +9.1% | -0.4 points | |
| 3, held 3rd | 11.6% | 2.2K | -6.4% | -2 points | |
| 4, held 4th | 5.7% | 1.1K | 0% | -0.6 points |
1.
Dove45.5%
Held 1st. 8.6K estimated branded searches, +17.9% vs prior month. Share +3 points.
2.
Nivea37.2%
Held 2nd. 7K estimated branded searches, +9.1% vs prior month. Share -0.4 points.
11.6%
Held 3rd. 2.2K estimated branded searches, -6.4% vs prior month. Share -2 points.
4.Mitchum
5.7%
Held 4th. 1.1K estimated branded searches, 0% vs prior month. Share -0.6 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 deo stick brands in New Zealand increased from 9.8% to 11.6%.
- Across the 12 months ending September 2026, Old Spice’s share of searches among deo stick brands in New Zealand peaked at 14.4% in December 2025 and was lowest at 9.8% in October 2025.
How did search popularity change for New Zealand deo stick brands in September 2026?
4 changes
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.
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
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?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Deodorant brands | 4th of 6 | 9.9% | Show ranking |
| Deo stick brands | 3rd of 4 | 11.6% | Shown above |
| Body spray brands | 2nd of 6 | 19% | Show ranking |
Is Old Spice your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.