---
title: "Arm & Hammer: search popularity in the United States"
description: "Arm & Hammer makes baking soda, laundry detergent, deodorant and other household products. 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/us/brands/arm-and-hammer"
publisher: "Brandwave"
---

# Arm & Hammer: search popularity in the United States

Arm & Hammer makes baking soda, laundry detergent, deodorant and other household products. 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

- **Brand**: Arm & Hammer
- **Market**: United States
- **Measured month**: Sep 2026
- **Share of Search among deodorant brands**: 3.5%

## Where the brand sits

| Competitive set | Rank | Share of Search | Estimated monthly branded searches |
| --- | --- | --- | --- |
| Deodorant brands | 8 | 3.5% | 18.1K |
| Oral care brands | 11 | 3.8% | 18.1K |

- [Deodorant brands](/demand/us/categories/us-deodorant-brands)
- [Oral care brands](/demand/us/categories/us-oral-care-brands)

## Top deodorant brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Arm & Hammer 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 |
| --- | --- | --- | --- | --- |
| Secret | 1st | 2 of 3 | 2 of 2 | 4 of 5 |
| Dove | 2nd | 2 of 3 | 2 of 2 | 4 of 5 |
| Native | 3rd | 2 of 3 | 1 of 2 | 3 of 5 |
| Certain Dri | 4th | 1 of 3 | 1 of 2 | 2 of 5 |
| Speed Stick | 5th | 0 of 3 | 1 of 2 | 1 of 5 |
| Old Spice | 6th | 1 of 3 | 0 of 2 | 1 of 5 |
| Mitchum | 7th | 1 of 3 | 0 of 2 | 1 of 5 |
| Degree | 8th | 1 of 3 | 0 of 2 | 1 of 5 |
| Lume | 9th | 1 of 3 | 1 of 2 | 2 of 5 |
| Dr. Squatch | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Arm & Hammer | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Axe | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |
| Schmidt’s | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 |

## Every AI answer about deodorant brands

- Asked ChatGPT "Which deodorant should I buy?": 1. Secret, 2. Dove
- Asked ChatGPT "What are the best deodorant brands?": 1. Dove, 2. Secret, 3. Native, 4. Old Spice, 5. Mitchum, 6. Degree, 7. Certain Dri, 8. Lume
- Asked ChatGPT "What is the best natural deodorant?": 1. Native
- Searched Google, AI Overview "deodorant": 1. Secret, 2. Speed Stick, 3. Dove
- Searched Google, AI Overview "best deodorant": 1. Secret, 2. Dove, 3. Certain Dri, 4. Native, 5. Lume

Not named in any answer: Dr. Squatch, Arm & Hammer, Axe and Schmidt’s.

Brands are listed in the order each answer named them. The answers were collected in United States on October 26, 2026.

## How has branded search demand for Arm & Hammer changed in the United States over the last 12 months?

- Across the 12 months ending September 2026, estimated monthly branded searches for Arm & Hammer in the United States rose from 32.9K to 36.2K.
- Across the 12 months ending September 2026, Arm & Hammer’s share of searches among deodorant brands in the United States held steady at 3.5%.
- Across the 12 months ending September 2026, Arm & Hammer’s share of searches among oral care brands in the United States peaked at 4% in April 2026 and was lowest at 3% in January 2026.

## How did search popularity change for United States deodorant brands in September 2026?

- In September 2026, Speed Stick gained share of searches among deodorant brands in the United States, from 2.2% to 2.9%.
- In September 2026, Degree gained share of searches among deodorant brands in the United States, from 9% to 9.7%.
- In September 2026, Old Spice gained share of searches among deodorant brands in the United States, from 9% to 9.7%.
- In September 2026, Secret gained share of searches among deodorant brands in the United States, from 7.3% to 7.9%.
- In September 2026, Dove gained share of searches among deodorant brands in the United States, from 22.4% to 23%.
- In September 2026, Native lost share of searches among deodorant brands in the United States, from 20% to 17.7%.

## How did search popularity change for United States oral care brands in September 2026?

- In September 2026, Sensodyne overtook Colgate and Crest to rank 3rd among oral care brands in the United States, with 10.4% of the searches.
- In September 2026, Arm & Hammer overtook Tom’s of Maine to rank 11th among oral care brands in the United States, with 3.8% of the searches.
- In September 2026, Marvis gained share of searches among oral care brands in the United States, from 13.1% to 15.6%.
- In September 2026, Colgate lost share of searches among oral care brands in the United States, from 8.7% to 7%.
- In September 2026, Hello lost share of searches among oral care brands in the United States, from 7.1% to 5.7%.
- In September 2026, Burst rose from 15th to 14th among oral care brands in the United States.

## Historical estimated branded-search demand

| Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Deodorant brands | 18.1K | 3.5% | 8 |
| Nov 2025 | Deodorant brands | 14.8K | 3.1% | 8 |
| Dec 2025 | Deodorant brands | 14.8K | 2.9% | 8 |
| Jan 2026 | Deodorant brands | 14.8K | 2.7% | 8 |
| Feb 2026 | Deodorant brands | 14.8K | 3.1% | 8 |
| Mar 2026 | Deodorant brands | 14.8K | 2.8% | 9 |
| Apr 2026 | Deodorant brands | 14.8K | 2.9% | 9 |
| May 2026 | Deodorant brands | 14.8K | 2.8% | 9 |
| Jun 2026 | Deodorant brands | 14.8K | 2.9% | 9 |
| Jul 2026 | Deodorant brands | 18.1K | 3.4% | 8 |
| Aug 2026 | Deodorant brands | 18.1K | 3.3% | 8 |
| Sep 2026 | Deodorant brands | 18.1K | 3.5% | 8 |
| Oct 2025 | Oral care brands | 14.8K | 3.4% | 11 |
| Nov 2025 | Oral care brands | 14.8K | 3.3% | 11 |
| Dec 2025 | Oral care brands | 14.8K | 3.1% | 12 |
| Jan 2026 | Oral care brands | 14.8K | 3% | 12 |
| Feb 2026 | Oral care brands | 14.8K | 3.3% | 12 |
| Mar 2026 | Oral care brands | 14.8K | 3.1% | 12 |
| Apr 2026 | Oral care brands | 18.1K | 4% | 11 |
| May 2026 | Oral care brands | 14.8K | 3.4% | 12 |
| Jun 2026 | Oral care brands | 14.8K | 3.5% | 12 |
| Jul 2026 | Oral care brands | 14.8K | 3.1% | 12 |
| Aug 2026 | Oral care brands | 14.8K | 3.2% | 12 |
| Sep 2026 | Oral care brands | 18.1K | 3.8% | 11 |

## How are Arm & Hammer’s branded searches counted?

Brandwave collects information about searches that people make online using Arm & Hammer’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading.

- “arm and hammer deodorant”
- “arm and hammer toothpaste”

## Which deodorant brands compete with Arm & Hammer?

- [Dove](/demand/us/brands/dove)
- [Native](/demand/us/brands/native)
- [Lume](/demand/us/brands/lume)
- [Degree](/demand/us/brands/degree-deodorant)
- [Old Spice](/demand/us/brands/old-spice): Head-to-head: /demand/us/compare/arm-and-hammer-vs-old-spice
- [Secret](/demand/us/brands/secret-deodorant): Head-to-head: /demand/us/compare/arm-and-hammer-vs-secret-deodorant
- [Dr. Squatch](/demand/us/brands/dr-squatch): Head-to-head: /demand/us/compare/arm-and-hammer-vs-dr-squatch
- [Certain Dri](/demand/us/brands/certain-dri): Head-to-head: /demand/us/compare/arm-and-hammer-vs-certain-dri
- [Speed Stick](/demand/us/brands/speed-stick): Head-to-head: /demand/us/compare/arm-and-hammer-vs-speed-stick
- [Axe](/demand/us/brands/axe-deodorant)
- [Schmidt’s](/demand/us/brands/schmidts)
- [Mitchum](/demand/us/brands/mitchum)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Cite this page

Brandwave. "Arm & Hammer: search popularity in the United States". https://gobrandwave.com/demand/us/brands/arm-and-hammer

This page is also available as HTML at https://gobrandwave.com/demand/us/brands/arm-and-hammer. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.