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 9.9% of all New Zealand deodorant brand searches, placing Old Spice fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about deodorant brands, Old Spice did not appear in any of the answers.

Search and AI answers in September 2026

Old Spice is the fourth most searched of 6 competitors and not listed in any AI answer.

  1. DoveShare of searches 39.3%Mentioned in 3 of 3 AI answersPlace in AI recommendations 2nd
  2. NiveaShare of searches 31.7%Mentioned in 3 of 3 AI answersPlace in AI recommendations 3rd
  3. RexonaShare of searches 12.5%Mentioned in 3 of 3 AI answersPlace in AI recommendations 1st
  4. Old SpiceShare of searches 9.9%Mentioned in 0 of 3 AI answersPlace in AI recommendations –
  5. LynxShare of searches 5.8%Mentioned in 0 of 3 AI answersPlace in AI recommendations –

+1 more

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Top deodorant brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Old Spice did not appear in any of the three answers.

Most recommended by AI

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

  1. Rexona1st
  2. Dove2nd
  3. Nivea3rd
  4. Old Spice–
  5. Lynx–
  6. Native–

Mentioned by AI

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

  • Dove3 of 3Named in 3 of 3 ChatGPT answers
  • Nivea3 of 3Named in 3 of 3 ChatGPT answers
  • Rexona3 of 3Named in 3 of 3 ChatGPT answers
  • Old Spice0 of 3Named in 0 of 3 ChatGPT answers
  • Lynx0 of 3Named in 0 of 3 ChatGPT answers
  • Native0 of 3Named in 0 of 3 ChatGPT answers

See every answer about deodorant brands

3 answers

  • Asked ChatGPT

    “Which deodorant brand should I buy in New Zealand?”

    1. 1Rexona
    2. 2Dove
    3. 3Nivea

  • Asked ChatGPT

    “What are the best deodorant brands in New Zealand?”

    1. 1Rexona
    2. 2Nivea
    3. 3Dove

  • Asked ChatGPT

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

    1. 1Dove
    2. 2Nivea
    3. 3Rexona

  • Searched Google, AI Overview

    “sensitive skin deodorant”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “deodorant brands nz”

    Google showed no AI Overview for this search.

Not named in any answer:

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

Which deodorant brands compete with Old Spice?

Old Spice against deodorant brands in New Zealand, by month

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

View monthly share of searches table
MonthDoveNiveaRexonaOld SpiceLynxNative
Oct 202539.3%32.8%12.1%8.4%6.3%1.2%
Nov 202536.8%31.4%13.5%9.9%7.4%0.98%
Dec 202533.4%32.6%11.8%11.8%9.6%0.83%
Jan 202636.2%32.9%14.2%8.9%6.3%1.4%
Feb 202635.8%32.7%14.4%8.7%6.5%1.8%
Mar 202636.3%32.5%14.1%8.4%7.1%1.7%
Apr 202635.8%33.7%12.4%9.9%6.4%1.8%
May 202633.2%34.9%12.9%10.8%6.1%2%
Jun 202634.5%33.1%14.5%10.5%6.2%1.2%
Jul 202638.1%31.6%13.4%9.9%5.2%1.8%
Aug 202636.7%31.7%12.8%11.5%5.9%1.3%
Sep 202639.3%31.7%12.5%9.9%5.8%0.76%

  1. 1.Dove

    39.3%

    Held 1st. 8.8K estimated branded searches, +17.1% vs prior month. Share +2.6 points.

  2. 2.Nivea

    31.7%

    Held 2nd. 7.1K estimated branded searches, +9.1% vs prior month. Share -0.1 points.

  3. 3.Rexona

    12.5%

    Held 3rd. 2.8K estimated branded searches, +6.9% vs prior month. Share -0.3 points.

  4. 4.Old Spice

    9.9%

    Held 4th. 2.2K estimated branded searches, -6.4% vs prior month. Share -1.7 points.

  5. 5.Lynx

    5.8%

    Held 5th. 1.3K estimated branded searches, +8.3% vs prior month. Share -0.1 points.

  6. 6.Native

    0.76%

    Held 6th. 170 estimated branded searches, -37% 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 deodorant brands in New Zealand increased from 8.4% to 9.9%.
  • Across the 12 months ending September 2026, Old Spice’s share of searches among deodorant brands in New Zealand peaked at 11.8% in December 2025 and was lowest at 8.4% in March 2026.

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

6 changes

  1. In September 2026, Dove gained share of searches among deodorant brands in New Zealand, from 36.7% to 39.3%.

  2. In September 2026, Old Spice lost share of searches among deodorant brands in New Zealand, from 11.5% to 9.9%.

  3. In September 2026, Native lost share of searches among deodorant brands in New Zealand, from 1.3% to 0.76%.

  4. Rexona’s share of searches among deodorant brands in New Zealand has lost ground for 3 months in a row, from 14.5% to 12.5% in September 2026.

  5. Estimated monthly branded searches for Nivea in New Zealand rose 24.5% over 12 measured months, from 5.7K to 7.1K in September 2026.

  6. Estimated monthly branded searches for Lynx in New Zealand rose 19.3% over 12 measured months, from 1.1K to 1.3K 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%Shown above
Deo stick brands3rd of 411.6%Show ranking
Body spray brands2nd of 619%Show ranking
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Is Old Spice your brand?

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