Dove vs Fussy:Which is more popular?
In September 2026, Fussy had more branded searches than Dove among deodorant brands in the United Kingdom. Fussy had about 74,000 branded searches, while Dove had 9,900. Fussy made up 38.9% of all deodorant brand searches we track, and Dove accounted for 5.2%. When we asked ChatGPT and Google AI Overviews about deodorant brands, Dove and Fussy each appeared in two of the five answers.
Who do people search for more?
Fussy, about 7 searches for every 1 for Dove
Who does AI mention more?
Both were mentioned in 2 of 5 answers.
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Top deodorant brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Dove and Fussy were each mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews.
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
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.
Is Dove or Fussy more popular in search?
This chart shows how often people search Google for Dove and Fussy 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, Dove. 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% |
How has the Dove and Fussy comparison changed over the last 12 months?
3 findings
- Fussy was ahead of Dove in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dove’s share of searches among deodorant brands in the United Kingdom moved from 3.8% to 5.2%, and its estimated monthly branded searches moved from 8.1K to 9.9K.
- Across the 12 months ending September 2026, Fussy’s share of searches among deodorant brands in the United Kingdom moved from 28.2% to 38.9%, and its estimated monthly branded searches moved from 60.5K to 74K.
How did search popularity change for United Kingdom deodorant brands in September 2026?
2 changes
In September 2026, Fussy gained share of searches among deodorant brands in the United Kingdom, from 37.7% to 38.9%.
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Dove’s and Fussy’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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