--- title: "Nivea vs Wild: Which is searched more in the United Kingdom?" description: "Is Nivea or Wild 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/nivea-vs-wild" publisher: "Brandwave" --- # Nivea vs Wild: Which is searched more in the United Kingdom? Is Nivea or Wild 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**: Nivea and Wild - **Competitive set**: Deodorant brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Nivea Share of Search**: 1.5% - **Wild Share of Search**: 31.8% ## Is Nivea or Wild more popular in search? - In September 2026, Wild had more branded searches than Nivea among deodorant brands in the United Kingdom. Wild had about 60,500 branded searches, while Nivea had 2,900. Wild made up 31.8% of all deodorant brand searches we track, and Nivea accounted for 1.5%. - Wild was ahead of Nivea in every measured month of the 12 months ending September 2026. - 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. - 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. ## 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. 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. Nivea was listed before Wild in every answer. 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, Wild lost share of searches among deodorant brands in the United Kingdom, from 37.7% to 31.8%. - In September 2026, Nivea rose from 10th to 9th among deodorant brands in the United Kingdom. ## Month by month | Month | Nivea estimated searches | Nivea Share of Search | Nivea rank | Wild estimated searches | Wild Share of Search | Wild rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.9K | 1.4% | 9 | 90.5K | 42.2% | 1 | | Nov 2025 | 2.4K | 1.1% | 11 | 90.5K | 40% | 1 | | Dec 2025 | 2.4K | 1.3% | 10 | 74K | 40.6% | 1 | | Jan 2026 | 2.4K | 1.3% | 11 | 74K | 40.3% | 1 | | Feb 2026 | 1.9K | 1.1% | 11 | 60.5K | 33.8% | 2 | | Mar 2026 | 2.4K | 1.2% | 10 | 74K | 36.2% | 2 | | Apr 2026 | 2.4K | 1.2% | 11 | 60.5K | 29.1% | 2 | | May 2026 | 2.9K | 1.3% | 9 | 74K | 33.1% | 2 | | Jun 2026 | 2.9K | 1.1% | 9 | 110K | 41.7% | 1 | | Jul 2026 | 2.9K | 1.1% | 10 | 110K | 41.9% | 1 | | Aug 2026 | 2.9K | 1.2% | 10 | 90.5K | 37.7% | 2 | | Sep 2026 | 2.9K | 1.5% | 9 | 60.5K | 31.8% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Nivea’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. - **Nivea**: Measured on the search term “nivea deodorant”. - **Wild**: Measured on the search term “wild deodorant”. - [Nivea profile](/demand/uk/brands/nivea) - [Wild profile](/demand/uk/brands/wild) - [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 Nivea or Wild more popular in search? In September 2026, Wild had more branded searches than Nivea among deodorant brands in the United Kingdom. Wild had about 60,500 branded searches, while Nivea had 2,900. Wild made up 31.8% of all deodorant brand searches we track, and Nivea accounted for 1.5%. ## Cite this page Brandwave. "Nivea vs Wild: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/nivea-vs-wild This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/nivea-vs-wild. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.