Brandwave

How popular isSure?

In September 2026, people searched for Sure by name about 9,900 times in the United Kingdom, about the same as the previous year. These searches made up 5.2% of all United Kingdom deodorant brand searches, placing Sure fifth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about deodorant brands, Sure appeared in two of the five answers and was the fourth most recommended of the 11.

Search and AI answers in September 2026

Sure is the fifth most searched of 11 competitors and the fourth most recommended in AI answers.

  1. FussyShare of searches 38.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  2. WildShare of searches 31.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
  3. DoveShare of searches 5.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. LynxShare of searches 5.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. SureShare of searches 5.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th

+6 more

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Top deodorant brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Sure was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Sure is the fourth most recommended of the 11.

Most recommended by AI

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

  1. Nivea1st
  2. Mitchum2nd
  3. Dove3rd
  4. Sure4th
  5. Native5th
  6. Wild6th
  7. Fussy7th
  8. Lynx–
  9. Old Spice–
  10. Salt of the Earth–
  11. +1 more

Mentioned by AI

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

  • Mitchum4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nivea3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fussy2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Dove2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sure2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Wild1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Native1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lynx0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Old Spice0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Salt of the Earth0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about deodorant brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.

Which deodorant brands compete with Sure?

Sure against deodorant brands in the United Kingdom, by month

Share of searches by month for Fussy, Wild, Dove, Lynx, Sure, Old Spice, Salt of the Earth. The figures are in the table below the chart.

View monthly share of searches table
MonthFussyWildDoveLynxSureOld SpiceSalt of the EarthMitchumNiveaSanexNative
Oct 202528.2%42.2%3.8%5.6%4.6%4.6%2.5%4.6%1.4%1.4%1.1%
Nov 202532.7%40%4.4%5.3%4.4%5.3%2.4%1.9%1.1%1.3%1.3%
Dec 202527.2%40.6%4.4%6.6%4.4%8.1%2.4%2%1.3%1.3%1.6%
Jan 202633%40.3%4.4%4.4%4.4%4.4%2.9%2%1.3%1.6%1.3%
Feb 202641.4%33.8%4.5%3.7%4.5%3.7%3%1.6%1.1%1.3%1.3%
Mar 202636.2%36.2%7.2%4%4%4%3.2%1.8%1.2%1.2%1.2%
Apr 202643.6%29.1%5.8%3.9%4.8%3.9%3.2%1.7%1.2%1.4%1.4%
May 202640.5%33.1%5.4%4.4%4.4%3.6%3%2%1.3%1.3%1.1%
Jun 202634.3%41.7%4.6%4.6%4.6%3.1%2.5%1.7%1.1%1.1%0.91%
Jul 202634.5%41.9%4.6%3.8%4.6%3.1%2.5%1.7%1.1%1.4%0.91%
Aug 202637.7%37.7%5%4.1%4.1%3.4%2.7%1.5%1.2%1.5%1%
Sep 202638.9%31.8%5.2%5.2%5.2%4.3%3.5%1.9%1.5%1.5%1%

  1. 1.Fussy

    38.9%

    Held 1st. 74K estimated branded searches, -18.2% vs prior month. Share +1.2 points.

  2. 2.Wild

    31.8%

    Held 2nd. 60.5K estimated branded searches, -33.1% vs prior month. Share -5.9 points.

  3. 3.Dove

    5.2%

    Held 3rd. 9.9K estimated branded searches, -18.2% vs prior month. Share +0.2 points.

  4. 4.Lynx

    5.2%

    Held 4th. 9.9K estimated branded searches, 0% vs prior month. Share +1.1 points.

  5. 5.Sure

    5.2%

    Held 5th. 9.9K estimated branded searches, 0% vs prior month. Share +1.1 points.

  6. 6.Old Spice

    4.3%

    Held 6th. 8.1K estimated branded searches, 0% vs prior month. Share +0.9 points.

  7. 7.Salt of the Earth

    3.5%

    Held 7th. 6.6K estimated branded searches, 0% vs prior month. Share +0.7 points.

  8. 8.Mitchum

    1.9%

    Held 8th. 3.6K estimated branded searches, 0% vs prior month. Share +0.4 points.

  9. 9.Nivea

    1.5%

    Moved from 10th to 9th. 2.9K estimated branded searches, 0% vs prior month. Share +0.3 points.

  10. 10.Sanex

    1.5%

    Moved from 9th to 10th. 2.9K estimated branded searches, -19.4% vs prior month. Share 0 points.

  11. 11.Native

    1%

    Held 11th. 1.9K estimated branded searches, -20.8% vs prior month. Share 0 points.

Compare popularity between Sure and its closest rivals

Every comparison with Sure

10 comparisons

How has branded search demand for Sure changed in the United Kingdom over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Sure in the United Kingdom held steady at 9.9K.
  • Across the 12 months ending September 2026, Sure’s share of searches among deodorant brands in the United Kingdom increased from 4.6% to 5.2%.
  • Across the 12 months ending September 2026, Sure’s share of searches among deodorant brands in the United Kingdom peaked at 5.2% in September 2026 and was lowest at 4% in March 2026.
  • Across the 12 months ending September 2026, Sure rose from 6th to 5th among deodorant brands in the United Kingdom.

How did search popularity change for United Kingdom deodorant brands in September 2026?

6 changes

  1. In September 2026, Fussy gained share of searches among deodorant brands in the United Kingdom, from 37.7% to 38.9%.

  2. In September 2026, Lynx gained share of searches among deodorant brands in the United Kingdom, from 4.1% to 5.2%.

  3. In September 2026, Sure gained share of searches among deodorant brands in the United Kingdom, from 4.1% to 5.2%.

  4. In September 2026, Old Spice gained share of searches among deodorant brands in the United Kingdom, from 3.4% to 4.3%.

  5. In September 2026, Salt of the Earth gained share of searches among deodorant brands in the United Kingdom, from 2.7% to 3.5%.

  6. In September 2026, Wild lost share of searches among deodorant brands in the United Kingdom, from 37.7% to 31.8%.

How are Sure’s branded searches counted?

1 search term

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

  • sure deodorant

How the Brand Demand Index is measured

Who owns Sure?

Sure is owned by Unilever. Brandwave also tracks Ben & Jerry's, Carte D'Or, Dove, Lynx, Magnum, TRESemmé and Wild, owned by the same company, in the United Kingdom.

Do you work for Sure? To request corrections or removal please contact us via our support page and we will be happy to assist.

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