How popular isRexona?

In September 2026, people searched for Rexona by name about 2,800 times in New Zealand, a 34% increase from the previous year. These searches made up 12.5% of all New Zealand deodorant brand searches, placing Rexona third out of six brands. When we asked both ChatGPT and Google AI Overviews about deodorant brands, Rexona appeared in all answers and was the most recommended of the six.

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Top deodorant brands in ChatGPT and Google AI Overviews

In three ChatGPT questions, Rexona appeared in all three answers. Rexona is the most recommended of the six.

Most recommended by AI

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

Rexona1st
Dove2nd
Nivea3rd
Old Spice–
Lynx–
Native–

Mentioned by AI

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

How many AI answers named each brand
Brand	ChatGPT	Answers that named it
Dove	Named in 3 of 3 ChatGPT answers	3 of 3
Nivea	Named in 3 of 3 ChatGPT answers	3 of 3
Rexona	Named in 3 of 3 ChatGPT answers	3 of 3
Old Spice	Named in 0 of 3 ChatGPT answers	0 of 3
Lynx	Named in 0 of 3 ChatGPT answers	0 of 3
Native	Named in 0 of 3 ChatGPT answers	0 of 3

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 Rexona?

Rexona against deodorant brands in New Zealand, by month

Month	Dove	Nivea	Rexona	Old Spice	Lynx	Native
Oct 2025	39.3%	32.8%	12.1%	8.4%	6.3%	1.2%
Nov 2025	36.8%	31.4%	13.5%	9.9%	7.4%	0.98%
Dec 2025	33.4%	32.6%	11.8%	11.8%	9.6%	0.83%
Jan 2026	36.2%	32.9%	14.2%	8.9%	6.3%	1.4%
Feb 2026	35.8%	32.7%	14.4%	8.7%	6.5%	1.8%
Mar 2026	36.3%	32.5%	14.1%	8.4%	7.1%	1.7%
Apr 2026	35.8%	33.7%	12.4%	9.9%	6.4%	1.8%
May 2026	33.2%	34.9%	12.9%	10.8%	6.1%	2%
Jun 2026	34.5%	33.1%	14.5%	10.5%	6.2%	1.2%
Jul 2026	38.1%	31.6%	13.4%	9.9%	5.2%	1.8%
Aug 2026	36.7%	31.7%	12.8%	11.5%	5.9%	1.3%
Sep 2026	39.3%	31.7%	12.5%	9.9%	5.8%	0.76%

Rank	Brand	Share of searches	Estimated monthly branded searches	vs prior month	Share change
1, held 1st	Dove Unilever	39.3%	8.8K	+17.1%	+2.6 points
2, held 2nd	Nivea	31.7%	7.1K	+9.1%	-0.1 points
3, held 3rd	Rexona Unilever	12.5%	2.8K	+6.9%	-0.3 points
4, held 4th	Old Spice Procter & Gamble	9.9%	2.2K	-6.4%	-1.7 points
5, held 5th	Lynx Unilever	5.8%	1.3K	+8.3%	-0.1 points
6, held 6th	Native Procter & Gamble	0.76%	170	-37%	-0.6 points

1.Dove
39.3%
Held 1st. 8.8K estimated branded searches, +17.1% vs prior month. Share +2.6 points.
2.Nivea
31.7%
Held 2nd. 7.1K estimated branded searches, +9.1% vs prior month. Share -0.1 points.
3.Rexona
12.5%
Held 3rd. 2.8K estimated branded searches, +6.9% vs prior month. Share -0.3 points.
4.Old Spice
9.9%
Held 4th. 2.2K estimated branded searches, -6.4% vs prior month. Share -1.7 points.
5.Lynx
5.8%
Held 5th. 1.3K estimated branded searches, +8.3% vs prior month. Share -0.1 points.
6.Native
0.76%
Held 6th. 170 estimated branded searches, -37% vs prior month. Share -0.6 points.

Compare popularity between Rexona and its closest rivals

Every comparison with Rexona

5 comparisons

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

2 findings

Across the 12 months ending September 2026, estimated monthly branded searches for Rexona in New Zealand rose from 2.1K to 2.8K.
Across the 12 months ending September 2026, Rexona’s share of searches among deodorant brands in New Zealand peaked at 14.5% in June 2026 and was lowest at 11.8% in December 2025.

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

6 changes

In September 2026, Dove gained share of searches among deodorant brands in New Zealand, from 36.7% to 39.3%.
In September 2026, Old Spice lost share of searches among deodorant brands in New Zealand, from 11.5% to 9.9%.
In September 2026, Native lost share of searches among deodorant brands in New Zealand, from 1.3% to 0.76%.
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.
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.
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 Rexona’s branded searches counted?

7 search terms

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