Native vs Wild:Which is more popular?
In September 2026, Wild had more branded searches than Native among deodorant brands in the United Kingdom. Wild had about 60,500 branded searches, while Native had 1,900. Wild made up 31.8% of all deodorant brand searches we track, and Native accounted for 1%. When we asked ChatGPT and Google AI Overviews about deodorant brands, Native and Wild each appeared in one of the five answers. Native and Wild were each mentioned first in one of the two answers that named either.
Who do people search for more?
Wild, about 32 searches for every 1 for Native
Who does AI mention more?
Both were mentioned in 1 of 5 answers.
Who does AI recommend more?
Each is named first in 1 of 2 answers.
Follow Native vs Wild and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top deodorant brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two 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. Wild was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Native and Wild were each listed first in one of the two answers 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 Native or Wild more popular in search?
This chart shows how often people search Google for Native and Wild 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 Wild, 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 Wild comparison changed over the last 12 months?
3 findings
- Wild was ahead of Native in every measured month of the 12 months ending September 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, Wild’s share of searches among deodorant brands in the United Kingdom moved from 42.2% to 31.8%, and its estimated monthly branded searches moved from 90.5K to 60.5K.
How did search popularity change for United Kingdom deodorant brands in September 2026?
2 changes
In September 2026, Wild lost share of searches among deodorant brands in the United Kingdom, from 37.7% to 31.8%.
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 Wild’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.
Other head-to-heads among deodorant brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.