--- title: "Mitchum vs Salt of the Earth: Which is searched more in the United Kingdom?" description: "Is Mitchum or Salt of the Earth 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/mitchum-vs-salt-of-the-earth" publisher: "Brandwave" --- # Mitchum vs Salt of the Earth: Which is searched more in the United Kingdom? Is Mitchum or Salt of the Earth 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**: Mitchum and Salt of the Earth - **Competitive set**: Deodorant brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Mitchum Share of Search**: 1.9% - **Salt of the Earth Share of Search**: 3.5% ## Is Mitchum or Salt of the Earth more popular in search? - In September 2026, Salt of the Earth had more branded searches than Mitchum among deodorant brands in the United Kingdom. Salt of the Earth had about 6,600 branded searches, while Mitchum had 3,600. Salt of the Earth made up 3.5% of all deodorant brand searches we track, and Mitchum accounted for 1.9%. - The lead changed hands once in the 12 months ending September 2026: Salt of the Earth took it in November 2025. - Across the 12 months ending September 2026, Mitchum’s share of searches among deodorant brands in the United Kingdom moved from 4.6% to 1.9%, and its estimated monthly branded searches moved from 9.9K to 3.6K. - Across the 12 months ending September 2026, Salt of the Earth’s share of searches among deodorant brands in the United Kingdom moved from 2.5% to 3.5%, and its estimated monthly branded searches moved from 5.4K to 6.6K. ## Top deodorant brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Mitchum was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Salt of the Earth did not appear in any of the five answers. 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, Salt of the Earth gained share of searches among deodorant brands in the United Kingdom, from 2.7% to 3.5%. - Estimated monthly branded searches for Mitchum in the United Kingdom fell 63.6% over 12 measured months, from 9.9K to 3.6K in September 2026. ## Month by month | Month | Mitchum estimated searches | Mitchum Share of Search | Mitchum rank | Salt of the Earth estimated searches | Salt of the Earth Share of Search | Salt of the Earth rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 9.9K | 4.6% | 4 | 5.4K | 2.5% | 8 | | Nov 2025 | 4.4K | 1.9% | 8 | 5.4K | 2.4% | 7 | | Dec 2025 | 3.6K | 2% | 8 | 4.4K | 2.4% | 7 | | Jan 2026 | 3.6K | 2% | 8 | 5.4K | 2.9% | 7 | | Feb 2026 | 2.9K | 1.6% | 8 | 5.4K | 3% | 7 | | Mar 2026 | 3.6K | 1.8% | 8 | 6.6K | 3.2% | 7 | | Apr 2026 | 3.6K | 1.7% | 8 | 6.6K | 3.2% | 7 | | May 2026 | 4.4K | 2% | 8 | 6.6K | 3% | 7 | | Jun 2026 | 4.4K | 1.7% | 8 | 6.6K | 2.5% | 7 | | Jul 2026 | 4.4K | 1.7% | 8 | 6.6K | 2.5% | 7 | | Aug 2026 | 3.6K | 1.5% | 8 | 6.6K | 2.7% | 7 | | Sep 2026 | 3.6K | 1.9% | 8 | 6.6K | 3.5% | 7 | ## How each brand is measured Brandwave collects information about searches that people make online using Mitchum’s and Salt of the Earth’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. - **Mitchum**: Measured on the search term “mitchum”. - **Salt of the Earth**: Measured on the search term “salt of the earth deodorant”. - [Mitchum profile](/demand/uk/brands/mitchum) - [Salt of the Earth profile](/demand/uk/brands/salt-of-the-earth) - [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 Mitchum or Salt of the Earth more popular in search? In September 2026, Salt of the Earth had more branded searches than Mitchum among deodorant brands in the United Kingdom. Salt of the Earth had about 6,600 branded searches, while Mitchum had 3,600. Salt of the Earth made up 3.5% of all deodorant brand searches we track, and Mitchum accounted for 1.9%. ## Cite this page Brandwave. "Mitchum vs Salt of the Earth: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/mitchum-vs-salt-of-the-earth This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/mitchum-vs-salt-of-the-earth. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.