--- title: "Salt of the Earth vs Sure: Which is searched more in the United Kingdom?" description: "Is Salt of the Earth or Sure 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/salt-of-the-earth-vs-sure-deodorant" publisher: "Brandwave" --- # Salt of the Earth vs Sure: Which is searched more in the United Kingdom? Is Salt of the Earth or Sure 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**: Salt of the Earth and Sure - **Competitive set**: Deodorant brands - **Market**: United Kingdom - **Month measured**: Sep 2026 - **Salt of the Earth Share of Search**: 3.5% - **Sure Share of Search**: 5.2% ## Is Salt of the Earth or Sure more popular in search? - In September 2026, Sure had more branded searches than Salt of the Earth among deodorant brands in the United Kingdom. Sure had about 9,900 branded searches, while Salt of the Earth had 6,600. Sure made up 5.2% of all deodorant brand searches we track, and Salt of the Earth accounted for 3.5%. - Sure was ahead of Salt of the Earth in every measured month of the 12 months ending September 2026. - 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. - 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. ## Top deodorant brands in ChatGPT and Google AI Overviews In three ChatGPT questions and 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. 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, Sure gained share of searches among deodorant brands in the United Kingdom, from 4.1% to 5.2%. - In September 2026, Salt of the Earth gained share of searches among deodorant brands in the United Kingdom, from 2.7% to 3.5%. ## Month by month | Month | Salt of the Earth estimated searches | Salt of the Earth Share of Search | Salt of the Earth rank | Sure estimated searches | Sure Share of Search | Sure rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 5.4K | 2.5% | 8 | 9.9K | 4.6% | 6 | | Nov 2025 | 5.4K | 2.4% | 7 | 9.9K | 4.4% | 6 | | Dec 2025 | 4.4K | 2.4% | 7 | 8.1K | 4.4% | 6 | | Jan 2026 | 5.4K | 2.9% | 7 | 8.1K | 4.4% | 6 | | Feb 2026 | 5.4K | 3% | 7 | 8.1K | 4.5% | 4 | | Mar 2026 | 6.6K | 3.2% | 7 | 8.1K | 4% | 6 | | Apr 2026 | 6.6K | 3.2% | 7 | 9.9K | 4.8% | 4 | | May 2026 | 6.6K | 3% | 7 | 9.9K | 4.4% | 5 | | Jun 2026 | 6.6K | 2.5% | 7 | 12.1K | 4.6% | 5 | | Jul 2026 | 6.6K | 2.5% | 7 | 12.1K | 4.6% | 4 | | Aug 2026 | 6.6K | 2.7% | 7 | 9.9K | 4.1% | 5 | | Sep 2026 | 6.6K | 3.5% | 7 | 9.9K | 5.2% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Salt of the Earth’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. - **Salt of the Earth**: Measured on the search term “salt of the earth deodorant”. - **Sure**: Measured on the search term “sure deodorant”. - [Salt of the Earth profile](/demand/uk/brands/salt-of-the-earth) - [Sure profile](/demand/uk/brands/sure-deodorant) - [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 Salt of the Earth or Sure more popular in search? In September 2026, Sure had more branded searches than Salt of the Earth among deodorant brands in the United Kingdom. Sure had about 9,900 branded searches, while Salt of the Earth had 6,600. Sure made up 5.2% of all deodorant brand searches we track, and Salt of the Earth accounted for 3.5%. ## Cite this page Brandwave. "Salt of the Earth vs Sure: Which is searched more in the United Kingdom?". https://gobrandwave.com/demand/uk/compare/salt-of-the-earth-vs-sure-deodorant This page is also available as HTML at https://gobrandwave.com/demand/uk/compare/salt-of-the-earth-vs-sure-deodorant. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.