--- title: "Fussy vs Sure: Which is searched more in the United Kingdom?" description: "Is Fussy or Sure more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Deodorant brands set in the United Kingdom. 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/compare/fussy-vs-sure-deodorant" publisher: "Brandwave" --- # Fussy vs Sure: Which is searched more in the United Kingdom? Is Fussy or Sure more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Deodorant brands set in the United Kingdom. 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 - **Compared**: Fussy and Sure - **Competitive set**: Deodorant brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Fussy Share of Search**: 38.9% - **Sure Share of Search**: 5.2% ## Is Fussy or Sure more popular in search? - In September 2026, Fussy had more branded searches than Sure among deodorant brands in the United Kingdom. Fussy had about 74,000 branded searches, while Sure had 9,900. Fussy made up 38.9% of all deodorant brand searches we track, and Sure accounted for 5.2%. - Fussy was ahead of Sure in every measured month of the 12 months ending September 2026. - 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. - Across the 12 months ending September 2026, Sure’s share of searches among deodorant brands in the United Kingdom moved from 4.6% to 5.2%, and its estimated monthly branded searches held steady at 9.9K. ## Top deodorant brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Fussy and Sure 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. 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 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, Sure gained share of searches among deodorant brands in the United Kingdom, from 4.1% to 5.2%. ## Month by month | Month | Fussy estimated searches | Fussy Share of Search | Fussy rank | Sure estimated searches | Sure Share of Search | Sure rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 60.5K | 28.2% | 2 | 9.9K | 4.6% | 6 | | Nov 2025 | 74K | 32.7% | 2 | 9.9K | 4.4% | 6 | | Dec 2025 | 49.5K | 27.2% | 2 | 8.1K | 4.4% | 6 | | Jan 2026 | 60.5K | 33% | 2 | 8.1K | 4.4% | 6 | | Feb 2026 | 74K | 41.4% | 1 | 8.1K | 4.5% | 4 | | Mar 2026 | 74K | 36.2% | 1 | 8.1K | 4% | 6 | | Apr 2026 | 90.5K | 43.6% | 1 | 9.9K | 4.8% | 4 | | May 2026 | 90.5K | 40.5% | 1 | 9.9K | 4.4% | 5 | | Jun 2026 | 90.5K | 34.3% | 2 | 12.1K | 4.6% | 5 | | Jul 2026 | 90.5K | 34.5% | 2 | 12.1K | 4.6% | 4 | | Aug 2026 | 90.5K | 37.7% | 1 | 9.9K | 4.1% | 5 | | Sep 2026 | 74K | 38.9% | 1 | 9.9K | 5.2% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Fussy’s and Sure’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. - **Fussy**: Measured on the search term “fussy deodorant”. - **Sure**: Measured on the search term “sure deodorant”. - [Fussy profile](/demand/uk/brands/fussy) - [Sure profile](/demand/uk/brands/sure-deodorant) - [All deodorant brands in the United Kingdom](/demand/uk/categories/uk-deodorant-brands): The set both shares are measured inside, 11 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 ### Is Fussy or Sure more popular in search? In September 2026, Fussy had more branded searches than Sure among deodorant brands in the United Kingdom. Fussy had about 74,000 branded searches, while Sure had 9,900. Fussy made up 38.9% of all deodorant brand searches we track, and Sure accounted for 5.2%. ## Cite this page Brandwave. "Fussy vs Sure: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/fussy-vs-sure-deodorant This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/fussy-vs-sure-deodorant. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.