Native vs Nivea:Which is more popular?
In September 2026, Nivea had more branded searches than Native among deodorant brands in the United Kingdom. Nivea had about 2,900 branded searches, while Native had 1,900. Nivea made up 1.5% of all deodorant brand searches we track, and Native accounted for 1%. When we asked ChatGPT and Google AI Overviews about deodorant brands, Nivea appeared in three of the five answers and Native in one. Nivea was mentioned before Native in every answer.
Who do people search for more?
Nivea, about 53% more searches than Native
Who does AI mention more?
Nivea, mentioned in 3 of 5 answers, Native in 1
Who does AI recommend more?
Nivea, named ahead of Native in every answer
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Top deodorant brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Nivea was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Native was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Nivea was listed before Native in every answer.
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 Native or Nivea more popular in search?
This chart shows how often people search Google for Native and Nivea 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 Nivea, Native. 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 Native and Nivea comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: Native took it in November 2025, Nivea took it in May 2026.
- Across the 12 months ending September 2026, Native’s share of searches among deodorant brands in the United Kingdom moved from 1.1% to 1%, and its estimated monthly branded searches moved from 2.4K to 1.9K.
- Across the 12 months ending September 2026, Nivea’s share of searches among deodorant brands in the United Kingdom moved from 1.4% to 1.5%, and its estimated monthly branded searches held steady at 2.9K.
How did search popularity change for United Kingdom deodorant brands in September 2026?
2 changes
In September 2026, Nivea rose from 10th to 9th among deodorant brands in the United Kingdom.
Estimated monthly branded searches for Native in the United Kingdom fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Native’s and Nivea’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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