---
title: "Deodorant brands in the United Kingdom: Which are searched most?"
description: "Compare the deodorant brands people in the UK buy. Share of Search among Fussy, Wild, Dove, Lynx, Sure, Old Spice, Salt of the Earth, Mitchum, Nivea, Sanex and Native, the deodorant brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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/categories/uk-deodorant-brands"
publisher: "Brandwave"
---

# Deodorant brands in the United Kingdom: Which are searched most?

Compare the deodorant brands people in the UK buy. Share of Search among Fussy, Wild, Dove, Lynx, Sure, Old Spice, Salt of the Earth, Mitchum, Nivea, Sanex and Native, the deodorant brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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

- **Competitive set**: Deodorant brands
- **Market**: United Kingdom
- **Brands compared**: 11
- **Month measured**: Sep 2026
- **Highest Share of Search**: Fussy, 38.9%

## Which brand is most popular in search among deodorant brands in the United Kingdom?

- 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%.
- 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.

## 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.

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.

## Compare search popularity between leading brands

- [Fussy vs Wild: compare search popularity](/demand/uk/compare/fussy-vs-wild): 38.9% against 31.8% Share of Search.
- [Fussy vs Dove: compare search popularity](/demand/uk/compare/dove-vs-fussy): 38.9% against 5.2% Share of Search.
- [Fussy vs Lynx: compare search popularity](/demand/uk/compare/fussy-vs-lynx): 38.9% against 5.2% Share of Search.
- [Fussy vs Sure: compare search popularity](/demand/uk/compare/fussy-vs-sure-deodorant): 38.9% against 5.2% Share of Search.
- [Wild vs Dove: compare search popularity](/demand/uk/compare/dove-vs-wild): 31.8% against 5.2% Share of Search.
- [Wild vs Lynx: compare search popularity](/demand/uk/compare/lynx-vs-wild): 31.8% against 5.2% Share of Search.
- [Wild vs Sure: compare search popularity](/demand/uk/compare/sure-deodorant-vs-wild): 31.8% against 5.2% Share of Search.
- [Dove vs Lynx: compare search popularity](/demand/uk/compare/dove-vs-lynx): 5.2% Share of Search each.
- [Dove vs Sure: compare search popularity](/demand/uk/compare/dove-vs-sure-deodorant): 5.2% Share of Search each.
- [Lynx vs Sure: compare search popularity](/demand/uk/compare/lynx-vs-sure-deodorant): 5.2% Share of Search each.

## 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%.
- 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Fussy | 38.9% | 74K | -18.2% | Fussy |
| 2 | Wild | 31.8% | 60.5K | -33.1% | Unilever |
| 3 | Dove | 5.2% | 9.9K | -18.2% | Unilever |
| 4 | Lynx | 5.2% | 9.9K | 0.0% | Unilever |
| 5 | Sure | 5.2% | 9.9K | 0.0% | Unilever |
| 6 | Old Spice | 4.3% | 8.1K | 0.0% | Procter & Gamble |
| 7 | Salt of the Earth | 3.5% | 6.6K | 0.0% | Salt of the Earth |
| 8 | Mitchum | 1.9% | 3.6K | 0.0% | Mitchum |
| 9 | Nivea | 1.5% | 2.9K | 0.0% | Nivea |
| 10 | Sanex | 1.5% | 2.9K | -19.4% | Sanex |
| 11 | Native | 1% | 1.9K | -20.8% | Procter & Gamble |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Wild | 90.5K | 42.2% | 1 |
| Oct 2025 | Fussy | 60.5K | 28.2% | 2 |
| Oct 2025 | Lynx | 12.1K | 5.6% | 3 |
| Oct 2025 | Mitchum | 9.9K | 4.6% | 4 |
| Oct 2025 | Old Spice | 9.9K | 4.6% | 5 |
| Oct 2025 | Sure | 9.9K | 4.6% | 6 |
| Oct 2025 | Dove | 8.1K | 3.8% | 7 |
| Oct 2025 | Salt of the Earth | 5.4K | 2.5% | 8 |
| Oct 2025 | Nivea | 2.9K | 1.4% | 9 |
| Oct 2025 | Sanex | 2.9K | 1.4% | 10 |
| Oct 2025 | Native | 2.4K | 1.1% | 11 |
| Nov 2025 | Wild | 90.5K | 40% | 1 |
| Nov 2025 | Fussy | 74K | 32.7% | 2 |
| Nov 2025 | Lynx | 12.1K | 5.3% | 3 |
| Nov 2025 | Old Spice | 12.1K | 5.3% | 4 |
| Nov 2025 | Dove | 9.9K | 4.4% | 5 |
| Nov 2025 | Sure | 9.9K | 4.4% | 6 |
| Nov 2025 | Salt of the Earth | 5.4K | 2.4% | 7 |
| Nov 2025 | Mitchum | 4.4K | 1.9% | 8 |
| Nov 2025 | Native | 2.9K | 1.3% | 9 |
| Nov 2025 | Sanex | 2.9K | 1.3% | 10 |
| Nov 2025 | Nivea | 2.4K | 1.1% | 11 |
| Dec 2025 | Wild | 74K | 40.6% | 1 |
| Dec 2025 | Fussy | 49.5K | 27.2% | 2 |
| Dec 2025 | Old Spice | 14.8K | 8.1% | 3 |
| Dec 2025 | Lynx | 12.1K | 6.6% | 4 |
| Dec 2025 | Dove | 8.1K | 4.4% | 5 |
| Dec 2025 | Sure | 8.1K | 4.4% | 6 |
| Dec 2025 | Salt of the Earth | 4.4K | 2.4% | 7 |
| Dec 2025 | Mitchum | 3.6K | 2% | 8 |
| Dec 2025 | Native | 2.9K | 1.6% | 9 |
| Dec 2025 | Nivea | 2.4K | 1.3% | 10 |
| Dec 2025 | Sanex | 2.4K | 1.3% | 11 |
| Jan 2026 | Wild | 74K | 40.3% | 1 |
| Jan 2026 | Fussy | 60.5K | 33% | 2 |
| Jan 2026 | Dove | 8.1K | 4.4% | 3 |
| Jan 2026 | Lynx | 8.1K | 4.4% | 4 |
| Jan 2026 | Old Spice | 8.1K | 4.4% | 5 |
| Jan 2026 | Sure | 8.1K | 4.4% | 6 |
| Jan 2026 | Salt of the Earth | 5.4K | 2.9% | 7 |
| Jan 2026 | Mitchum | 3.6K | 2% | 8 |
| Jan 2026 | Sanex | 2.9K | 1.6% | 9 |
| Jan 2026 | Native | 2.4K | 1.3% | 10 |
| Jan 2026 | Nivea | 2.4K | 1.3% | 11 |
| Feb 2026 | Fussy | 74K | 41.4% | 1 |
| Feb 2026 | Wild | 60.5K | 33.8% | 2 |
| Feb 2026 | Dove | 8.1K | 4.5% | 3 |
| Feb 2026 | Sure | 8.1K | 4.5% | 4 |
| Feb 2026 | Lynx | 6.6K | 3.7% | 5 |
| Feb 2026 | Old Spice | 6.6K | 3.7% | 6 |
| Feb 2026 | Salt of the Earth | 5.4K | 3% | 7 |
| Feb 2026 | Mitchum | 2.9K | 1.6% | 8 |
| Feb 2026 | Native | 2.4K | 1.3% | 9 |
| Feb 2026 | Sanex | 2.4K | 1.3% | 10 |
| Feb 2026 | Nivea | 1.9K | 1.1% | 11 |
| Mar 2026 | Fussy | 74K | 36.2% | 1 |
| Mar 2026 | Wild | 74K | 36.2% | 2 |
| Mar 2026 | Dove | 14.8K | 7.2% | 3 |
| Mar 2026 | Lynx | 8.1K | 4% | 4 |
| Mar 2026 | Old Spice | 8.1K | 4% | 5 |
| Mar 2026 | Sure | 8.1K | 4% | 6 |
| Mar 2026 | Salt of the Earth | 6.6K | 3.2% | 7 |
| Mar 2026 | Mitchum | 3.6K | 1.8% | 8 |
| Mar 2026 | Native | 2.4K | 1.2% | 9 |
| Mar 2026 | Nivea | 2.4K | 1.2% | 10 |
| Mar 2026 | Sanex | 2.4K | 1.2% | 11 |
| Apr 2026 | Fussy | 90.5K | 43.6% | 1 |
| Apr 2026 | Wild | 60.5K | 29.1% | 2 |
| Apr 2026 | Dove | 12.1K | 5.8% | 3 |
| Apr 2026 | Sure | 9.9K | 4.8% | 4 |
| Apr 2026 | Lynx | 8.1K | 3.9% | 5 |
| Apr 2026 | Old Spice | 8.1K | 3.9% | 6 |
| Apr 2026 | Salt of the Earth | 6.6K | 3.2% | 7 |
| Apr 2026 | Mitchum | 3.6K | 1.7% | 8 |
| Apr 2026 | Native | 2.9K | 1.4% | 9 |
| Apr 2026 | Sanex | 2.9K | 1.4% | 10 |
| Apr 2026 | Nivea | 2.4K | 1.2% | 11 |
| May 2026 | Fussy | 90.5K | 40.5% | 1 |
| May 2026 | Wild | 74K | 33.1% | 2 |
| May 2026 | Dove | 12.1K | 5.4% | 3 |
| May 2026 | Lynx | 9.9K | 4.4% | 4 |
| May 2026 | Sure | 9.9K | 4.4% | 5 |
| May 2026 | Old Spice | 8.1K | 3.6% | 6 |
| May 2026 | Salt of the Earth | 6.6K | 3% | 7 |
| May 2026 | Mitchum | 4.4K | 2% | 8 |
| May 2026 | Nivea | 2.9K | 1.3% | 9 |
| May 2026 | Sanex | 2.9K | 1.3% | 10 |
| May 2026 | Native | 2.4K | 1.1% | 11 |
| Jun 2026 | Wild | 110K | 41.7% | 1 |
| Jun 2026 | Fussy | 90.5K | 34.3% | 2 |
| Jun 2026 | Dove | 12.1K | 4.6% | 3 |
| Jun 2026 | Lynx | 12.1K | 4.6% | 4 |
| Jun 2026 | Sure | 12.1K | 4.6% | 5 |
| Jun 2026 | Old Spice | 8.1K | 3.1% | 6 |
| Jun 2026 | Salt of the Earth | 6.6K | 2.5% | 7 |
| Jun 2026 | Mitchum | 4.4K | 1.7% | 8 |
| Jun 2026 | Nivea | 2.9K | 1.1% | 9 |
| Jun 2026 | Sanex | 2.9K | 1.1% | 10 |
| Jun 2026 | Native | 2.4K | 0.91% | 11 |
| Jul 2026 | Wild | 110K | 41.9% | 1 |
| Jul 2026 | Fussy | 90.5K | 34.5% | 2 |
| Jul 2026 | Dove | 12.1K | 4.6% | 3 |
| Jul 2026 | Sure | 12.1K | 4.6% | 4 |
| Jul 2026 | Lynx | 9.9K | 3.8% | 5 |
| Jul 2026 | Old Spice | 8.1K | 3.1% | 6 |
| Jul 2026 | Salt of the Earth | 6.6K | 2.5% | 7 |
| Jul 2026 | Mitchum | 4.4K | 1.7% | 8 |
| Jul 2026 | Sanex | 3.6K | 1.4% | 9 |
| Jul 2026 | Nivea | 2.9K | 1.1% | 10 |
| Jul 2026 | Native | 2.4K | 0.91% | 11 |
| Aug 2026 | Fussy | 90.5K | 37.7% | 1 |
| Aug 2026 | Wild | 90.5K | 37.7% | 2 |
| Aug 2026 | Dove | 12.1K | 5% | 3 |
| Aug 2026 | Lynx | 9.9K | 4.1% | 4 |
| Aug 2026 | Sure | 9.9K | 4.1% | 5 |
| Aug 2026 | Old Spice | 8.1K | 3.4% | 6 |
| Aug 2026 | Salt of the Earth | 6.6K | 2.7% | 7 |
| Aug 2026 | Mitchum | 3.6K | 1.5% | 8 |
| Aug 2026 | Sanex | 3.6K | 1.5% | 9 |
| Aug 2026 | Nivea | 2.9K | 1.2% | 10 |
| Aug 2026 | Native | 2.4K | 1% | 11 |
| Sep 2026 | Fussy | 74K | 38.9% | 1 |
| Sep 2026 | Wild | 60.5K | 31.8% | 2 |
| Sep 2026 | Dove | 9.9K | 5.2% | 3 |
| Sep 2026 | Lynx | 9.9K | 5.2% | 4 |
| Sep 2026 | Sure | 9.9K | 5.2% | 5 |
| Sep 2026 | Old Spice | 8.1K | 4.3% | 6 |
| Sep 2026 | Salt of the Earth | 6.6K | 3.5% | 7 |
| Sep 2026 | Mitchum | 3.6K | 1.9% | 8 |
| Sep 2026 | Nivea | 2.9K | 1.5% | 9 |
| Sep 2026 | Sanex | 2.9K | 1.5% | 10 |
| Sep 2026 | Native | 1.9K | 1% | 11 |

## What is being compared

- **Dove**: Measured on the search term “dove deodorant”.
- **Fussy**: Measured on the search term “fussy deodorant”.
- **Lynx**: Measured on the search term “lynx deodorant”.
- **Mitchum**: Measured on the search term “mitchum”.
- **Native**: Measured on the search term “native deodorant”.
- **Nivea**: Measured on the search term “nivea deodorant”.
- **Old Spice**: Measured on the search term “old spice”.
- **Salt of the Earth**: Measured on the search term “salt of the earth deodorant”.
- **Sanex**: Measured on the search term “sanex deodorant”.
- **Sure**: Measured on the search term “sure deodorant”.
- **Wild**: Measured on the search term “wild deodorant”.

- [Dove](/demand/uk/brands/dove)
- [Fussy](/demand/uk/brands/fussy)
- [Lynx](/demand/uk/brands/lynx)
- [Mitchum](/demand/uk/brands/mitchum)
- [Native](/demand/uk/brands/native)
- [Nivea](/demand/uk/brands/nivea)
- [Old Spice](/demand/uk/brands/old-spice)
- [Salt of the Earth](/demand/uk/brands/salt-of-the-earth)
- [Sanex](/demand/uk/brands/sanex)
- [Sure](/demand/uk/brands/sure-deodorant)
- [Wild](/demand/uk/brands/wild)

## 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

### Which brand is most popular in search among deodorant brands in the United Kingdom?

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.

## Cite this page

Brandwave. "Deodorant brands in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-deodorant-brands

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-deodorant-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.