Mitchum vs Old Spice:Which is more popular?
In September 2026, Old Spice had more branded searches than Mitchum among deo stick brands in New Zealand. Old Spice had about 2,190 branded searches, while Mitchum had 1,090. Old Spice made up 11.6% of all deo stick brand searches we track, and Mitchum accounted for 5.7%. When we asked ChatGPT and Google AI Overviews about deo stick brands, Mitchum appeared in three of the five answers and Old Spice in one. Mitchum was mentioned before Old Spice in three out of four answers.
Who do people search for more?
Old Spice, about 2 searches for every 1 for Mitchum
Who does AI mention more?
Mitchum, mentioned in 3 of 5 answers, Old Spice in 1
Who does AI recommend more?
Mitchum, named ahead of Old Spice in 3 of 4 answers
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Top deo stick brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Mitchum was mentioned in three out of five: in all three ChatGPT answers, but not in either of the 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. Mitchum was listed before Old Spice in three out of four answers.
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.
Is Mitchum or Old Spice more popular in search?
This chart shows how often people search Google for Mitchum and Old Spice by name. Each line represents a brand's share of searches for all four deo stick brands we track, month by month, from searches in New Zealand.
Share of searches by month for 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% |
How has the Mitchum and Old Spice comparison changed over the last 12 months?
3 findings
- Old Spice was ahead of Mitchum in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Mitchum’s share of searches among deo stick brands in New Zealand moved from 5.2% to 5.7%, and its estimated monthly branded searches moved from 760 to 1.1K.
- Across the 12 months ending September 2026, Old Spice’s share of searches among deo stick brands in New Zealand moved from 9.8% to 11.6%, and its estimated monthly branded searches moved from 1.4K to 2.2K.
How did search popularity change for New Zealand deo stick brands in September 2026?
2 changes
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%.
How are branded searches counted?
11 search terms
Brandwave collects information about searches that people make online using Mitchum’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.
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