Brandwave

How popular isOld Spice?

In September 2026, people searched for Old Spice by name about 71,700 times in the United States, about the same as the previous year. These searches made up 4.8% of all United States body wash brand searches, placing Old Spice fifth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about body wash brands, Old Spice did not appear in any of the answers.

Search and AI answers in September 2026

Old Spice is the fifth most searched of 11 competitors and not listed in any AI answer.

  1. Dr. SquatchShare of searches 43.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  2. DoveShare of searches 19.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
  3. NativeShare of searches 13.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  4. OlayShare of searches 7.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. Old SpiceShare of searches 4.8%Mentioned in 0 of 5 AI answersPlace in AI recommendations –

+6 more

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Top body wash brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Old Spice did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Dove1st
  2. Aveeno2nd
  3. Cetaphil3rd
  4. Native4th
  5. Olay5th
  6. Every Man Jack6th
  7. Dr. Squatch–
  8. Old Spice–
  9. Method–
  10. Dial–
  11. +1 more

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

+1 more

See every answer about body wash brands

5 answers

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 Old Spice?

Old Spice against body wash brands in the United States, by month

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
MonthDr. SquatchDoveNativeOlayOld SpiceAveenoMethodCetaphilDialEvery Man JackIrish Spring
Oct 202549.4%18.2%9.9%6.6%4.5%3%3%1.6%2%1.1%0.72%
Nov 202554.6%16.4%9%6%4%2.7%2.7%1.5%1.5%0.98%0.65%
Dec 202551.7%15.5%10.4%7%4.7%3.1%3.1%1.4%1.1%1.4%0.62%
Jan 202644.1%19.8%10.9%8.9%4%4%3.2%1.8%1.4%1.2%0.79%
Feb 202648.2%17.7%9.7%7.9%4.3%3.5%2.9%1.9%1.6%1.1%1.1%
Mar 202646.3%17%11.4%7.6%5.1%4.2%2.8%1.9%1.5%1%1.2%
Apr 202647.7%17.6%9.6%7.9%5.3%3.5%2.9%1.9%1.6%1%1%
May 202648.1%17.7%9.7%7.9%4.3%3.5%2.9%1.6%1.6%1.6%1.1%
Jun 202646.3%17.1%11.4%7.6%4.2%4.2%2.3%1.9%1.5%2.3%1.2%
Jul 202641.6%18.7%12.5%8.3%4.6%4.6%3.1%1.7%2%1.7%1.4%
Aug 202642.2%19%12.7%8.5%4.7%3.8%2.5%1.7%1.7%2.1%1.1%
Sep 202643.7%19.7%13.2%7.2%4.8%3.9%2.2%1.4%1.4%1.4%0.96%

  1. 1.Dr. Squatch

    43.7%

    Held 1st. 201K estimated branded searches, 0% vs prior month. Share +1.6 points.

  2. 2.Dove

    19.7%

    Held 2nd. 90.5K estimated branded searches, 0% vs prior month. Share +0.7 points.

  3. 3.Native

    13.2%

    Held 3rd. 60.5K estimated branded searches, 0% vs prior month. Share +0.5 points.

  4. 4.Olay

    7.2%

    Held 4th. 33.1K estimated branded searches, -18.3% vs prior month. Share -1.3 points.

  5. 5.Old Spice

    4.8%

    Held 5th. 22.2K estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.Aveeno

    3.9%

    Held 6th. 18.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  7. 7.Method

    2.2%

    Held 7th. 9.9K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  8. 8.Cetaphil

    1.4%

    Moved from 9th to 8th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.3 points.

  9. 9.Dial

    1.4%

    Moved from 10th to 9th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.3 points.

  10. 10.Every Man Jack

    1.4%

    Moved from 8th to 10th. 6.6K estimated branded searches, -33.3% vs prior month. Share -0.6 points.

  11. 11.Irish Spring

    0.96%

    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 Old Spice and its closest rivals

Every comparison with Old Spice

19 comparisons

How has branded search demand for Old Spice changed in the United States over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Old Spice in the United States held steady at 71.7K.
  • Across the 12 months ending September 2026, Old Spice’s share of searches among body wash brands in the United States peaked at 5.3% in April 2026 and was lowest at 4% in January 2026.

How did search popularity change for United States body wash brands in September 2026?

6 changes

  1. In September 2026, Dr. Squatch gained share of searches among body wash brands in the United States, from 42.2% to 43.7%.

  2. In September 2026, Dove gained share of searches among body wash brands in the United States, from 19% to 19.7%.

  3. In September 2026, Olay lost share of searches among body wash brands in the United States, from 8.5% to 7.2%.

  4. In September 2026, Every Man Jack lost share of searches among body wash brands in the United States, from 2.1% to 1.4%.

  5. 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.

  6. 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 Old Spice’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Old Spice’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.

  • old spice
  • old spice body wash

How the Brand Demand Index is measured

Who owns Old Spice?

Old Spice is owned by Procter & Gamble. Brandwave also tracks Native, DayQuil, Gillette, Head & Shoulders, Luvs, NyQuil, Oral-B, Pampers, Pantene, Secret and Tide, owned by the same company, in the United States.

Do you work for Old Spice? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Old Spice compete?

Old Spice is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Deodorant brands5th of 139.7%Show ranking
Body wash brands5th of 114.8%Shown above
Creator with pink hair and a pink jacket

Is Old Spice 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.

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