Brandwave

Dove vs Native:Which is more popular?

In September 2026, Dove had more branded searches than Native among deodorant brands in the United States. Dove had about 118,000 branded searches, while Native had 90,500. Dove made up 23% of all deodorant brand searches we track, and Native accounted for 17.7%. When we asked ChatGPT and Google AI Overviews about deodorant brands, Dove appeared in four of the five answers and Native in three. Dove was mentioned before Native in every answer.

Among deodorant brands in the United States in September 2026

Who do people search for more?

Dove, about 30% more searches than Native

Dove 118K searchesNative 90.5K searches

Who does AI mention more?

Dove, mentioned in 4 of 5 answers, Native in 3

Dove in 4 of 5Native in 3 of 5

Who does AI recommend more?

Dove, named ahead of Native in every answer

Dove first in 4Native never first

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Top deodorant brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Dove was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Native was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Dove was listed before Native in every answer.

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.

Is Dove or Native more popular in search?

This chart shows how often people search Google for Dove and Native by name. Each line represents a brand's share of searches for all 13 deodorant brands we track, month by month, from searches in United States.

Dove and Native among deodorant brands in the United States, by month

Share of searches by month for Dove, Native. 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%

How has the Dove and Native comparison changed over the last 12 months?

3 findings
  • The lead changed hands 4 times in the 12 months ending September 2026: Native took it in November 2025, Dove took it in March 2026, Native took it in April 2026, Dove took it in June 2026.
  • Across the 12 months ending September 2026, Dove’s share of searches among deodorant brands in the United States moved from 22.9% to 23%, and its estimated monthly branded searches held steady at 118K.
  • Across the 12 months ending September 2026, Native’s share of searches among deodorant brands in the United States moved from 21.4% to 17.7%, and its estimated monthly branded searches moved from 110K to 90.5K.

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

2 changes

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

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

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Dove’s and Native’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.

Dove

2 branded search terms

  • dove deodorant
  • dove men deodorant

Native

1 branded search term

  • native deodorant

How the Brand Demand Index is measured

Other head-to-heads among deodorant brands

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