--- title: "Old Spice: search popularity in the United Kingdom" description: "Old Spice makes deodorant. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/brands/old-spice" publisher: "Brandwave" --- # Old Spice: search popularity in the United Kingdom Old Spice makes deodorant. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Old Spice - **Owned by**: Procter & Gamble - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among deodorant brands**: 4.3% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Deodorant brands | 6 | 4.3% | 8.1K | - [Deodorant brands](/demand/uk/categories/uk-deodorant-brands) ## Top deodorant brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Old Spice did not appear in any of the five answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Nivea | 1st | 1 of 3 | 2 of 2 | 3 of 5 | | Mitchum | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | Dove | 3rd | 2 of 3 | 0 of 2 | 2 of 5 | | Sure | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Native | 5th | 0 of 3 | 1 of 2 | 1 of 5 | | Wild | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Fussy | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | Lynx | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Old Spice | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Salt of the Earth | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Sanex | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about deodorant brands - Asked ChatGPT "Which deodorant should I buy in the UK?": 1. Mitchum, 2. Dove, 3. Fussy, 4. Sure - Asked ChatGPT "What are the best deodorant brands?": 1. Dove, 2. Mitchum, 3. Sure, 4. Nivea, 5. Wild, 6. Fussy - Asked ChatGPT "What is the best antiperspirant?": 1. Mitchum - Searched Google, AI Overview "deodorant": 1. Nivea, 2. Native - Searched Google, AI Overview "antiperspirant": 1. Mitchum, 2. Nivea Not named in any answer: Lynx, Old Spice, Salt of the Earth and Sanex. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 26, 2026. ## How has branded search demand for Old Spice changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Old Spice in the United Kingdom fell from 9.9K to 8.1K. - Across the 12 months ending September 2026, Old Spice’s share of searches among deodorant brands in the United Kingdom peaked at 8.1% in December 2025 and was lowest at 3.1% in June 2026. - Across the 12 months ending September 2026, Old Spice fell from 5th to 6th among deodorant brands in the United Kingdom. ## How did search popularity change for United Kingdom deodorant brands in September 2026? - In September 2026, Fussy gained share of searches among deodorant brands in the United Kingdom, from 37.7% to 38.9%. - In September 2026, Lynx gained share of searches among deodorant brands in the United Kingdom, from 4.1% to 5.2%. - In September 2026, Sure gained share of searches among deodorant brands in the United Kingdom, from 4.1% to 5.2%. - In September 2026, Old Spice gained share of searches among deodorant brands in the United Kingdom, from 3.4% to 4.3%. - In September 2026, Salt of the Earth gained share of searches among deodorant brands in the United Kingdom, from 2.7% to 3.5%. - In September 2026, Wild lost share of searches among deodorant brands in the United Kingdom, from 37.7% to 31.8%. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Deodorant brands | 9.9K | 4.6% | 5 | | Nov 2025 | Deodorant brands | 12.1K | 5.3% | 4 | | Dec 2025 | Deodorant brands | 14.8K | 8.1% | 3 | | Jan 2026 | Deodorant brands | 8.1K | 4.4% | 5 | | Feb 2026 | Deodorant brands | 6.6K | 3.7% | 6 | | Mar 2026 | Deodorant brands | 8.1K | 4% | 5 | | Apr 2026 | Deodorant brands | 8.1K | 3.9% | 6 | | May 2026 | Deodorant brands | 8.1K | 3.6% | 6 | | Jun 2026 | Deodorant brands | 8.1K | 3.1% | 6 | | Jul 2026 | Deodorant brands | 8.1K | 3.1% | 6 | | Aug 2026 | Deodorant brands | 8.1K | 3.4% | 6 | | Sep 2026 | Deodorant brands | 8.1K | 4.3% | 6 | ## How are Old Spice’s branded searches counted? Brandwave collects information about searches that people make online using Old Spice’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “old spice” ## Which deodorant brands compete with Old Spice? - [Fussy](/demand/uk/brands/fussy) - [Wild](/demand/uk/brands/wild) - [Dove](/demand/uk/brands/dove): Head-to-head: /demand/uk/compare/dove-vs-old-spice - [Lynx](/demand/uk/brands/lynx): Head-to-head: /demand/uk/compare/lynx-vs-old-spice - [Sure](/demand/uk/brands/sure-deodorant): Head-to-head: /demand/uk/compare/old-spice-vs-sure-deodorant - [Salt of the Earth](/demand/uk/brands/salt-of-the-earth): Head-to-head: /demand/uk/compare/old-spice-vs-salt-of-the-earth - [Mitchum](/demand/uk/brands/mitchum): Head-to-head: /demand/uk/compare/mitchum-vs-old-spice - [Nivea](/demand/uk/brands/nivea) - [Sanex](/demand/uk/brands/sanex) - [Native](/demand/uk/brands/native) ## Who owns Old Spice? Old Spice is owned by Procter & Gamble. Brandwave also tracks Native, Head & Shoulders, Pampers and Pantene, owned by the same company, in the United Kingdom. - [Procter & Gamble](/demand/uk/companies/procter-and-gamble): Owns 17 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Old Spice? Old Spice is owned by Procter & Gamble. Brandwave also tracks Native, Head & Shoulders, Pampers and Pantene, owned by the same company, in the United Kingdom. ## Cite this page Brandwave. "Old Spice: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/old-spice This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/old-spice. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.