Mitchum vs Sure:Which is more popular?
In September 2026, Sure had more branded searches than Mitchum among deodorant brands in the United Kingdom. Sure had about 9,900 branded searches, while Mitchum had 3,600. Sure made up 5.2% of all deodorant brand searches we track, and Mitchum accounted for 1.9%. When we asked ChatGPT and Google AI Overviews about deodorant brands, Mitchum appeared in four of the five answers and Sure in two. Mitchum was mentioned before Sure in every answer that named either.
Who do people search for more?
Sure, about 3 searches for every 1 for Mitchum
Who does AI mention more?
Mitchum, mentioned in 4 of 5 answers, Sure in 2
Who does AI recommend more?
Mitchum, named ahead of Sure in 2 of 2 answers
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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. Sure was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Mitchum was listed before Sure in every answer that named either.
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 Mitchum or Sure more popular in search?
This chart shows how often people search Google for Mitchum and Sure 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 Sure, Mitchum. 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 Mitchum and Sure comparison changed over the last 12 months?
3 findings
- Sure was ahead of Mitchum in every measured month of the 12 months ending September 2026.
- 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, 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.
How did search popularity change for United Kingdom deodorant brands in September 2026?
2 changes
In September 2026, Sure gained share of searches among deodorant brands in the United Kingdom, from 4.1% to 5.2%.
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.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Mitchum’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.
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