Brandwave

Dove vs Old Spice:Which is more popular?

In September 2026, Dove had more branded searches than Old Spice among body spray brands in New Zealand. Dove had about 8,630 branded searches, while Old Spice had 2,190. Dove made up 75% of all body spray brand searches we track, and Old Spice accounted for 19%. When we asked ChatGPT and Google AI Overviews about body spray brands, Dove and Old Spice each appeared in one of the four answers.

Among body spray brands in New Zealand in September 2026

Who do people search for more?

Dove, about 4 searches for every 1 for Old Spice

Dove 8.6K searchesOld Spice 2.2K searches

Who does AI mention more?

Both were mentioned in 1 of 4 answers.

Dove in 1 of 4Old Spice in 1 of 4

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Top body spray brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Dove was mentioned in one out of four: not in any of the three ChatGPT answers, but in the 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.

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.

Is Dove or Old Spice more popular in search?

This chart shows how often people search Google for Dove and Old Spice by name. Each line represents a brand's share of searches for all six body spray brands we track, month by month, from searches in New Zealand.

Dove and Old Spice among body spray brands in New Zealand, by month

Share of searches by month for Dove, Old Spice. 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%

How has the Dove and Old Spice comparison changed over the last 12 months?

3 findings
  • Dove was ahead of Old Spice in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Dove’s share of searches among body spray brands in New Zealand moved from 78.7% to 75%, and its estimated monthly branded searches moved from 6.7K to 8.6K.
  • Across the 12 months ending September 2026, Old Spice’s share of searches among body spray brands in New Zealand moved from 16.8% to 19%, and its estimated monthly branded searches moved from 1.4K to 2.2K.

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

2 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%.

How are branded searches counted?

21 search terms

Brandwave collects information about searches that people make online using Dove’s and Old Spice’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Dove

12 branded search terms

  • deo stick dove
  • dove body lotion
  • dove body scrub
  • dove body wash
  • dove clinical protection
  • dove deo
  • dove deo spray
  • dove intensive repair
  • dove rollon
  • dove scrub
  • dove tanning lotion
  • dove vanilla

Old Spice

9 branded search terms

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

How the Brand Demand Index is measured

Other head-to-heads among body spray brands

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