Deodorant brands in the United Kingdom:Which are most popular?
In September 2026, Fussy was the most searched deodorant brand in the United Kingdom, accounting for 38.9% of all searches among the 11 brands we track. When we checked with ChatGPT and Google AI Overviews, Mitchum was mentioned most often, in four of the five answers. Nivea was recommended most often, coming first in one out of three responses that gave a list.
FussyShare of searches 38.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
WildShare of searches 31.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th
DoveShare of searches 5.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
LynxShare of searches 5.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
SureShare of searches 5.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
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Top deodorant brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Mitchum was mentioned most often, in four of the five answers. Nivea was recommended most often, coming first in one out of three answers that gave a list. Mitchum was second, and Dove was third. Lynx, which ranked fourth in searches, was not mentioned at all.
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.
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
Sanex0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about deodorant brands
5 answers
Asked ChatGPT
“Which deodorant should I buy in the UK?”
Asked ChatGPT
“What are the best deodorant brands?”
Asked ChatGPT
“What is the best antiperspirant?”
Searched Google, AI Overview
“deodorant”
Searched Google, AI Overview
“antiperspirant”
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 do people search for most?
This chart shows how often people search Google for each deodorant brand by name. Each line represents a brand's share of searches for all 11 deodorant brands we track, month by month, from searches in United Kingdom.
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
| Month | Fussy | Wild | Dove | Lynx | Sure | Old Spice | Salt of the Earth | Mitchum | Nivea | Sanex | Native |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 28.2% | 42.2% | 3.8% | 5.6% | 4.6% | 4.6% | 2.5% | 4.6% | 1.4% | 1.4% | 1.1% |
| Nov 2025 | 32.7% | 40% | 4.4% | 5.3% | 4.4% | 5.3% | 2.4% | 1.9% | 1.1% | 1.3% | 1.3% |
| Dec 2025 | 27.2% | 40.6% | 4.4% | 6.6% | 4.4% | 8.1% | 2.4% | 2% | 1.3% | 1.3% | 1.6% |
| Jan 2026 | 33% | 40.3% | 4.4% | 4.4% | 4.4% | 4.4% | 2.9% | 2% | 1.3% | 1.6% | 1.3% |
| Feb 2026 | 41.4% | 33.8% | 4.5% | 3.7% | 4.5% | 3.7% | 3% | 1.6% | 1.1% | 1.3% | 1.3% |
| Mar 2026 | 36.2% | 36.2% | 7.2% | 4% | 4% | 4% | 3.2% | 1.8% | 1.2% | 1.2% | 1.2% |
| Apr 2026 | 43.6% | 29.1% | 5.8% | 3.9% | 4.8% | 3.9% | 3.2% | 1.7% | 1.2% | 1.4% | 1.4% |
| May 2026 | 40.5% | 33.1% | 5.4% | 4.4% | 4.4% | 3.6% | 3% | 2% | 1.3% | 1.3% | 1.1% |
| Jun 2026 | 34.3% | 41.7% | 4.6% | 4.6% | 4.6% | 3.1% | 2.5% | 1.7% | 1.1% | 1.1% | 0.91% |
| Jul 2026 | 34.5% | 41.9% | 4.6% | 3.8% | 4.6% | 3.1% | 2.5% | 1.7% | 1.1% | 1.4% | 0.91% |
| Aug 2026 | 37.7% | 37.7% | 5% | 4.1% | 4.1% | 3.4% | 2.7% | 1.5% | 1.2% | 1.5% | 1% |
| Sep 2026 | 38.9% | 31.8% | 5.2% | 5.2% | 5.2% | 4.3% | 3.5% | 1.9% | 1.5% | 1.5% | 1% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 38.9% | 74K | -18.2% | +1.2 points | |
| 2, held 2nd | 31.8% | 60.5K | -33.1% | -5.9 points | |
| 3, held 3rd | 5.2% | 9.9K | -18.2% | +0.2 points | |
| 4, held 4th | 5.2% | 9.9K | 0% | +1.1 points | |
| 5, held 5th | 5.2% | 9.9K | 0% | +1.1 points | |
| 6, held 6th | 4.3% | 8.1K | 0% | +0.9 points | |
| 7, held 7th | 3.5% | 6.6K | 0% | +0.7 points | |
| 8, held 8th | 1.9% | 3.6K | 0% | +0.4 points | |
| 9, moved from 10th to 9th | 1.5% | 2.9K | 0% | +0.3 pointsmoved from 10th to 9th | |
| 10, moved from 9th to 10th | 1.5% | 2.9K | -19.4% | 0 pointsmoved from 9th to 10th | |
| 11, held 11th | 1% | 1.9K | -20.8% | 0 points |
1.
Fussy38.9%
Held 1st. 74K estimated branded searches, -18.2% vs prior month. Share +1.2 points.
2.
Wild31.8%
Held 2nd. 60.5K estimated branded searches, -33.1% vs prior month. Share -5.9 points.
3.
Dove5.2%
Held 3rd. 9.9K estimated branded searches, -18.2% vs prior month. Share +0.2 points.
4.
Lynx5.2%
Held 4th. 9.9K estimated branded searches, 0% vs prior month. Share +1.1 points.
5.
Sure5.2%
Held 5th. 9.9K estimated branded searches, 0% vs prior month. Share +1.1 points.
4.3%
Held 6th. 8.1K estimated branded searches, 0% vs prior month. Share +0.9 points.
3.5%
Held 7th. 6.6K estimated branded searches, 0% vs prior month. Share +0.7 points.
8.
Mitchum1.9%
Held 8th. 3.6K estimated branded searches, 0% vs prior month. Share +0.4 points.
9.
Nivea1.5%
Moved from 10th to 9th. 2.9K estimated branded searches, 0% vs prior month. Share +0.3 points.
10.
Sanex1.5%
Moved from 9th to 10th. 2.9K estimated branded searches, -19.4% vs prior month. Share 0 points.
11.
Native1%
Held 11th. 1.9K estimated branded searches, -20.8% vs prior month. Share 0 points.
Which brand is most popular in search among deodorant brands in the United Kingdom?
11 brands
In September 2026, Fussy was the most searched among deodorant brands in the United Kingdom, with an estimated 74K branded searches, 38.9% of all searches for the 11 we track. Wild is in 2nd place, 7.1 percentage points behind at 31.8%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Fussy | 28.2% → 38.9% | 43.6%Apr 2026 | 27.2%Dec 2025 | 2nd → 1st |
| Wild | 42.2% → 31.8% | 42.2%Oct 2025 | 29.1%Apr 2026 | 1st → 2nd |
| Dove | 3.8% → 5.2% | 7.2%Mar 2026 | 3.8%Oct 2025 | 7th → 3rd |
| Lynx | 5.6% → 5.2% | 6.6%Dec 2025 | 3.7%Feb 2026 | 3rd → 4th |
| Sure | 4.6% → 5.2% | 5.2%Sep 2026 | 4%Mar 2026 | 6th → 5th |
| Old Spice | 4.6% → 4.3% | 8.1%Dec 2025 | 3.1%Jun 2026 | 5th → 6th |
| Salt of the Earth | 2.5% → 3.5% | 3.5%Sep 2026 | 2.4%Nov 2025 | 8th → 7th |
| Mitchum | 4.6% → 1.9% | 4.6%Oct 2025 | 1.5%Aug 2026 | 4th → 8th |
| Nivea | 1.4% → 1.5% | 1.5%Sep 2026 | 1.1%Nov 2025 | 9th |
| Sanex | 1.4% → 1.5% | 1.6%Jan 2026 | 1.1%Jun 2026 | 10th |
| Native | 1.1% → 1% | 1.6%Dec 2025 | 0.91%Jun 2026 | 11th |
Each finding as a sentence
- Across the 12 months ending September 2026, Fussy’s share of searches among deodorant brands in the United Kingdom increased from 28.2% to 38.9%.
- Across the 12 months ending September 2026, Wild’s share of searches among deodorant brands in the United Kingdom decreased from 42.2% to 31.8%.
- Across the 12 months ending September 2026, Dove’s share of searches among deodorant brands in the United Kingdom increased from 3.8% to 5.2%.
- 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, Salt of the Earth’s share of searches among deodorant brands in the United Kingdom increased from 2.5% to 3.5%.
- Across the 12 months ending September 2026, Mitchum’s share of searches among deodorant brands in the United Kingdom decreased from 4.6% to 1.9%.
- Across the 12 months ending September 2026, Fussy’s share of searches among deodorant brands in the United Kingdom peaked at 43.6% in April 2026 and was lowest at 27.2% in December 2025.
- Across the 12 months ending September 2026, Wild’s share of searches among deodorant brands in the United Kingdom peaked at 42.2% in October 2025 and was lowest at 29.1% in April 2026.
- Across the 12 months ending September 2026, Dove’s share of searches among deodorant brands in the United Kingdom peaked at 7.2% in March 2026 and was lowest at 3.8% in October 2025.
- Across the 12 months ending September 2026, Lynx’s share of searches among deodorant brands in the United Kingdom peaked at 6.6% in December 2025 and was lowest at 3.7% in February 2026.
- 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, 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, Salt of the Earth’s share of searches among deodorant brands in the United Kingdom peaked at 3.5% in September 2026 and was lowest at 2.4% in November 2025.
- Across the 12 months ending September 2026, Mitchum’s share of searches among deodorant brands in the United Kingdom peaked at 4.6% in October 2025 and was lowest at 1.5% in August 2026.
- Across the 12 months ending September 2026, Fussy rose from 2nd to 1st among deodorant brands in the United Kingdom.
- Across the 12 months ending September 2026, Wild fell from 1st to 2nd among deodorant brands in the United Kingdom.
- Across the 12 months ending September 2026, Dove rose from 7th to 3rd among deodorant brands in the United Kingdom.
- Across the 12 months ending September 2026, Lynx fell from 3rd to 4th among deodorant brands in the United Kingdom.
- Across the 12 months ending September 2026, Sure rose from 6th to 5th among deodorant brands in the United Kingdom.
- Across the 12 months ending September 2026, Old Spice fell from 5th to 6th among deodorant brands in the United Kingdom.
- Across the 12 months ending September 2026, Salt of the Earth rose from 8th to 7th among deodorant brands in the United Kingdom.
- Across the 12 months ending September 2026, Mitchum fell from 4th to 8th among deodorant brands in the United Kingdom.
- Across the 12 months ending September 2026, Nivea, Sanex and Native held steady: their share of searches among deodorant brands in the United Kingdom each moved less than 0.5 percentage points.
How did search popularity change for United Kingdom deodorant brands in September 2026?
8 changes
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%.
Dove’s share of searches among deodorant brands in the United Kingdom has gained ground for 3 months in a row, from 4.6% to 5.2% in September 2026.
In September 2026, Nivea rose from 10th to 9th among deodorant brands in the United Kingdom.
How are branded searches counted for deodorant brands?
11 search terms
Each brand's share of searches among deodorant brands comes from the terms listed under its name. When people mostly search for a brand because of something else it sells, only the searches that name this product count here.
Fussy
1 branded search term
- fussy deodorant
Wild
1 branded search term
- wild deodorant
Dove
1 branded search term
- dove deodorant
Lynx
1 branded search term
- lynx deodorant
Sure
1 branded search term
- sure deodorant
Old Spice
1 branded search term
- old spice
Salt of the Earth
1 branded search term
- salt of the earth deodorant
Mitchum
1 branded search term
- mitchum
Nivea
1 branded search term
- nivea deodorant
Sanex
1 branded search term
- sanex deodorant
Native
1 branded search term
- native deodorant
Compare popularity between leading brands
- Fussy vs Wild: compare popularity
- Fussy vs Dove: compare popularity
- Fussy vs Lynx: compare popularity
- Fussy vs Sure: compare popularity
- Wild vs Dove: compare popularity
- Wild vs Lynx: compare popularity
- Wild vs Sure: compare popularity
- Dove vs Lynx: compare popularity
- Dove vs Sure: compare popularity
- Lynx vs Sure: compare popularity
- Compare any of these brands
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