How popular isNative?
In September 2026, people searched for Native by name about 201,000 times in the United States, about the same as the previous year. These searches made up 13.2% of all United States body wash brand searches, placing Native third out of 11 brands. When we asked both ChatGPT and Google AI Overviews about body wash brands, Native appeared in two of the five answers and was the fourth most recommended of the 11.
Native is the third most searched of 11 competitors and the fourth most recommended in AI answers.
Dr. SquatchShare of searches 43.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
DoveShare of searches 19.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
NativeShare of searches 13.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
OlayShare of searches 7.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
Old SpiceShare of searches 4.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top body wash brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Native was mentioned in two out of five: not in any of the three ChatGPT answers, but in both Google AI Overviews. Native is the fourth most recommended of the 11.
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.
- Dove4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Native2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Aveeno2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Cetaphil2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Olay1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Every Man Jack1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Dr. Squatch0 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
Method0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Dial0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about body wash brands
5 answers
Asked ChatGPT
“What's the best body wash for men?”
Asked ChatGPT
“Which body wash is best for dry skin?”
Asked ChatGPT
“What's a good natural body wash?”
Searched Google, AI Overview
“body wash”
Searched Google, AI Overview
“best body wash”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United States on October 27, 2026.
Which body wash brands compete with Native?
Share of searches by month for Dr. Squatch, Dove, Native, Olay, Old Spice, Aveeno, Method. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dr. Squatch | Dove | Native | Olay | Old Spice | Aveeno | Method | Cetaphil | Dial | Every Man Jack | Irish Spring |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 49.4% | 18.2% | 9.9% | 6.6% | 4.5% | 3% | 3% | 1.6% | 2% | 1.1% | 0.72% |
| Nov 2025 | 54.6% | 16.4% | 9% | 6% | 4% | 2.7% | 2.7% | 1.5% | 1.5% | 0.98% | 0.65% |
| Dec 2025 | 51.7% | 15.5% | 10.4% | 7% | 4.7% | 3.1% | 3.1% | 1.4% | 1.1% | 1.4% | 0.62% |
| Jan 2026 | 44.1% | 19.8% | 10.9% | 8.9% | 4% | 4% | 3.2% | 1.8% | 1.4% | 1.2% | 0.79% |
| Feb 2026 | 48.2% | 17.7% | 9.7% | 7.9% | 4.3% | 3.5% | 2.9% | 1.9% | 1.6% | 1.1% | 1.1% |
| Mar 2026 | 46.3% | 17% | 11.4% | 7.6% | 5.1% | 4.2% | 2.8% | 1.9% | 1.5% | 1% | 1.2% |
| Apr 2026 | 47.7% | 17.6% | 9.6% | 7.9% | 5.3% | 3.5% | 2.9% | 1.9% | 1.6% | 1% | 1% |
| May 2026 | 48.1% | 17.7% | 9.7% | 7.9% | 4.3% | 3.5% | 2.9% | 1.6% | 1.6% | 1.6% | 1.1% |
| Jun 2026 | 46.3% | 17.1% | 11.4% | 7.6% | 4.2% | 4.2% | 2.3% | 1.9% | 1.5% | 2.3% | 1.2% |
| Jul 2026 | 41.6% | 18.7% | 12.5% | 8.3% | 4.6% | 4.6% | 3.1% | 1.7% | 2% | 1.7% | 1.4% |
| Aug 2026 | 42.2% | 19% | 12.7% | 8.5% | 4.7% | 3.8% | 2.5% | 1.7% | 1.7% | 2.1% | 1.1% |
| Sep 2026 | 43.7% | 19.7% | 13.2% | 7.2% | 4.8% | 3.9% | 2.2% | 1.4% | 1.4% | 1.4% | 0.96% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 43.7% | 201K | 0% | +1.6 points | |
| 2, held 2nd | 19.7% | 90.5K | 0% | +0.7 points | |
| 3, held 3rd | 13.2% | 60.5K | 0% | +0.5 points | |
| 4, held 4th | 7.2% | 33.1K | -18.3% | -1.3 points | |
| 5, held 5th | 4.8% | 22.2K | 0% | +0.2 points | |
| 6, held 6th | 3.9% | 18.1K | 0% | +0.1 points | |
| 7, held 7th | 2.2% | 9.9K | -18.2% | -0.4 points | |
| 8, moved from 9th to 8th | 1.4% | 6.6K | -18.5% | -0.3 pointsmoved from 9th to 8th | |
| 9, moved from 10th to 9th | 1.4% | 6.6K | -18.5% | -0.3 pointsmoved from 10th to 9th | |
| 10, moved from 8th to 10th | 1.4% | 6.6K | -33.3% | -0.6 pointsmoved from 8th to 10th | |
| 11, held 11th | 0.96% | 4.4K | -18.5% | -0.2 points |
43.7%
Held 1st. 201K estimated branded searches, 0% vs prior month. Share +1.6 points.
2.
Dove19.7%
Held 2nd. 90.5K estimated branded searches, 0% vs prior month. Share +0.7 points.
3.
Native13.2%
Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share +0.5 points.
4.
Olay7.2%
Held 4th. 33.1K estimated branded searches, -18.3% vs prior month. Share -1.3 points.
4.8%
Held 5th. 22.2K estimated branded searches, 0% vs prior month. Share +0.2 points.
6.
Aveeno3.9%
Held 6th. 18.1K estimated branded searches, 0% vs prior month. Share +0.1 points.
7.
Method2.2%
Held 7th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.4 points.
8.
Cetaphil1.4%
Moved from 9th to 8th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.3 points.
9.
Dial1.4%
Moved from 10th to 9th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.3 points.
1.4%
Moved from 8th to 10th. 6.6K estimated branded searches, -33.3% vs prior month. Share -0.6 points.
11.
Irish Spring0.96%
Held 11th. 4.4K estimated branded searches, -18.5% vs prior month. Share -0.2 points.
Old Spice and Cetaphil sell other things too, so only their searches that name this product count here, like “old spice body wash”.
Compare popularity between Native and its closest rivals
Every comparison with Native
32 comparisons
- Lume vs Native
- Degree vs Native
- K18 vs Native
- Kérastase vs Native
- Moroccanoil vs Native
- Native vs Olaplex
- Native vs Old Spice
- Native vs Redken
- Head & Shoulders vs Native
- Native vs Secret
- Native vs Olay
- Amika vs Native
- Dr. Squatch vs Native
- Herbal Essences vs Native
- Native vs Pureology
- Native vs TRESemmé
- Dove vs Native
- Garnier vs Native
- Native vs Pantene
- Briogeo vs Native
- Arm & Hammer vs Native
- Certain Dri vs Native
- Aveeno vs Native
- Native vs Speed Stick
- Method vs Native
- Axe vs Native
- Cetaphil vs Native
- Dial vs Native
- Every Man Jack vs Native
- Native vs Schmidt’s
- Mitchum vs Native
- Irish Spring vs Native
How has branded search demand for Native changed in the United States over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Native in the United States held steady, from 209K to 201K.
- Across the 12 months ending September 2026, Native’s share of searches among body wash brands in the United States increased from 9.9% to 13.2%.
- Across the 12 months ending September 2026, Native’s share of searches among body wash brands in the United States peaked at 13.2% in September 2026 and was lowest at 9% in November 2025.
How did search popularity change for United States body wash brands in September 2026?
6 changes
In September 2026, Dr. Squatch gained share of searches among body wash brands in the United States, from 42.2% to 43.7%.
In September 2026, Dove gained share of searches among body wash brands in the United States, from 19% to 19.7%.
In September 2026, Olay lost share of searches among body wash brands in the United States, from 8.5% to 7.2%.
In September 2026, Every Man Jack lost share of searches among body wash brands in the United States, from 2.1% to 1.4%.
Native’s share of searches among body wash brands in the United States has gained ground for 3 months in a row, from 11.4% to 13.2% in September 2026.
Old Spice’s share of searches among body wash brands in the United States has gained ground for 3 months in a row, from 4.2% to 4.8% in September 2026.
How are Native’s branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Native’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.
- native body wash
- native deodorant
- native shampoo
Who owns Native?
Native is owned by 
Procter & Gamble. Brandwave also tracks 
DayQuil, 
Gillette, 
Head & Shoulders, Luvs, NyQuil, Old Spice, 
Oral-B, 
Pampers, 
Pantene, 
Secret and 
Tide, owned by the same company, in the United States.
Do you work for Native? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Native compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Shampoo brands | 6th of 15 | 5.3% | Show ranking |
| Deodorant brands | 2nd of 13 | 17.7% | Show ranking |
| Body wash brands | 3rd of 11 | 13.2% | Shown above |
Is Native your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.