Brandwave

How popular isOld Spice?

In September 2026, people searched for Old Spice by name about 49,500 times in the United States, about the same as the previous year. These searches made up 9.7% of all United States deodorant brand searches, placing Old Spice fifth out of 13 brands. When we asked both ChatGPT and Google AI Overviews about deodorant brands, Old Spice appeared in one of the five answers and was the sixth most recommended of the 13.

Search and AI answers in September 2026

Old Spice is the fifth most searched of 13 competitors and the sixth most recommended in AI answers.

  1. DoveShare of searches 23%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. NativeShare of searches 17.7%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. LumeShare of searches 11.8%Mentioned in 2 of 5 AI answersPlace in AI recommendations 9th
  4. DegreeShare of searches 9.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 8th
  5. Old SpiceShare of searches 9.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

+8 more

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Top deodorant brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Old Spice was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Old Spice is the sixth most recommended of the 13.

Most recommended by AI

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

  1. Secret1st
  2. Dove2nd
  3. Native3rd
  4. Certain Dri4th
  5. Speed Stick5th
  6. Old Spice6th
  7. Mitchum7th
  8. Degree8th
  9. Lume9th
  10. Dr. Squatch–
  11. +3 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
  • Secret4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Native3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lume2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Certain Dri2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Degree1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Old Spice1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Speed Stick1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mitchum1 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

+3 more

See every answer about deodorant 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 26, 2026.

Which deodorant brands compete with Old Spice?

Old Spice against deodorant brands in the United States, by month

Share of searches by month for Dove, Native, Lume, Degree, Old Spice, Secret, Dr. Squatch, Arm & Hammer, Certain Dri, Speed Stick. The figures are in the table below the chart.

View monthly share of searches table
MonthDoveNativeLumeDegreeOld SpiceSecretDr. SquatchArm & HammerCertain DriSpeed StickAxeSchmidt’sMitchum
Oct 202522.9%21.4%11.8%7.9%9.6%7.9%5.3%3.5%2.4%2.4%1.9%1.9%1.1%
Nov 202519.9%22.8%12.5%8.4%10.3%8.4%5.6%3.1%2.5%2.1%1.7%1.7%1.1%
Dec 202520%26.7%9.8%8%9.8%8%5.4%2.9%2.4%2.4%1.6%2%1.1%
Jan 202620.9%25.1%11.2%7.5%9.2%9.2%5%2.7%2.7%2.2%1.2%1.8%1%
Feb 202619.8%22.7%12.5%8.3%10.2%8.3%5.6%3.1%3.1%2.5%1.4%1.7%0.91%
Mar 202622%20.6%13.9%7.6%9.3%7.6%6.2%2.8%3.4%2.3%1.5%1.9%1%
Apr 202618.7%21.4%14.4%7.9%9.6%7.9%6.4%2.9%3.5%2.9%1.6%1.9%1%
May 202618.9%20.6%13.8%9.3%9.3%7.6%7.6%2.8%3.4%2.8%1.5%1.5%1%
Jun 202619.7%17.6%17.6%9.6%7.9%7.9%6.4%2.9%3.5%2.4%1.9%1.6%1.1%
Jul 202622.2%17.1%17.1%9.3%7.6%7.6%6.2%3.4%3.4%2.3%1.2%1.5%1%
Aug 202622.4%20%13.4%9%9%7.3%6%3.3%3.3%2.2%1.5%1.5%1.2%
Sep 202623%17.7%11.8%9.7%9.7%7.9%6.5%3.5%3.5%2.9%1.6%1.3%1.1%

  1. 1.Dove

    23%

    Held 1st. 118K estimated branded searches, -4.9% vs prior month. Share +0.5 points.

  2. 2.Native

    17.7%

    Held 2nd. 90.5K estimated branded searches, -17.7% vs prior month. Share -2.3 points.

  3. 3.Lume

    11.8%

    Held 3rd. 60.5K estimated branded searches, -18.2% vs prior month. Share -1.6 points.

  4. 4.Degree

    9.7%

    Held 4th. 49.5K estimated branded searches, 0% vs prior month. Share +0.7 points.

  5. 5.Old Spice

    9.7%

    Held 5th. 49.5K estimated branded searches, 0% vs prior month. Share +0.7 points.

  6. 6.Secret

    7.9%

    Held 6th. 40.5K estimated branded searches, 0% vs prior month. Share +0.6 points.

  7. 7.Dr. Squatch

    6.5%

    Held 7th. 33.1K estimated branded searches, 0% vs prior month. Share +0.5 points.

  8. 8.Arm & Hammer

    3.5%

    Held 8th. 18.1K estimated branded searches, 0% vs prior month. Share +0.2 points.

  9. 9.Certain Dri

    3.5%

    Held 9th. 18.1K estimated branded searches, 0% vs prior month. Share +0.2 points.

  10. 10.Speed Stick

    2.9%

    Held 10th. 14.8K estimated branded searches, +22.3% vs prior month. Share +0.7 points.

  11. 11.Axe

    1.6%

    Held 11th. 8.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

  12. 12.Schmidt’s

    1.3%

    Held 12th. 6.6K estimated branded searches, -18.5% vs prior month. Share -0.2 points.

  13. 13.Mitchum

    1.1%

    Held 13th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.1 points.

Compare popularity between Old Spice and its closest rivals

Every comparison with Old Spice

12 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Old Spice in the United States held steady at 49.5K.
  • Across the 12 months ending September 2026, Old Spice’s share of searches among deodorant brands in the United States peaked at 10.3% in November 2025 and was lowest at 7.6% in July 2026.
  • Across the 12 months ending September 2026, Old Spice fell from 4th to 5th among deodorant brands in the United States.

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

6 changes

  1. In September 2026, Speed Stick gained share of searches among deodorant brands in the United States, from 2.2% to 2.9%.

  2. In September 2026, Degree gained share of searches among deodorant brands in the United States, from 9% to 9.7%.

  3. In September 2026, Old Spice gained share of searches among deodorant brands in the United States, from 9% to 9.7%.

  4. In September 2026, Secret gained share of searches among deodorant brands in the United States, from 7.3% to 7.9%.

  5. In September 2026, Dove gained share of searches among deodorant brands in the United States, from 22.4% to 23%.

  6. In September 2026, Native lost share of searches among deodorant brands in the United States, from 20% to 17.7%.

How are Old Spice’s branded searches counted?

1 search term

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

  • old spice

How the Brand Demand Index is measured

Who owns Old Spice?

Old Spice is owned by Procter & Gamble. Brandwave also tracks Native, Head & Shoulders, Oral-B, Pantene and Secret, 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.

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