--- title: "Axe vs Secret: Which is searched more in the United States?" description: "Is Axe or Secret more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Deodorant brands set in the United States. 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/compare/axe-deodorant-vs-secret-deodorant" publisher: "Brandwave" --- # Axe vs Secret: Which is searched more in the United States? Is Axe or Secret more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Deodorant brands set in the United States. 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 - **Compared**: Axe and Secret - **Competitive set**: Deodorant brands - **Market**: United States - **Month measured**: Sep 2026 - **Axe Share of Search**: 1.6% - **Secret Share of Search**: 7.9% ## Is Axe or Secret more popular in search? - In September 2026, Secret had more branded searches than Axe among deodorant brands in the United States. Secret had about 40,500 branded searches, while Axe had 8,100. Secret made up 7.9% of all deodorant brand searches we track, and Axe accounted for 1.6%. - Secret was ahead of Axe in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Axe’s share of searches among deodorant brands in the United States moved from 1.9% to 1.6%, and its estimated monthly branded searches moved from 9.9K to 8.1K. - Across the 12 months ending September 2026, Secret’s share of searches among deodorant brands in the United States held steady at 7.9%, and its estimated monthly branded searches held steady at 40.5K. ## Top deodorant brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Secret was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Axe 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 did search popularity change for United States deodorant brands in September 2026? - In September 2026, Secret gained share of searches among deodorant brands in the United States, from 7.3% to 7.9%. - Estimated monthly branded searches for Axe in the United States fell 18.2% over 12 measured months, from 9.9K to 8.1K in September 2026. ## Month by month | Month | Axe estimated searches | Axe Share of Search | Axe rank | Secret estimated searches | Secret Share of Search | Secret rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 9.9K | 1.9% | 11 | 40.5K | 7.9% | 6 | | Nov 2025 | 8.1K | 1.7% | 11 | 40.5K | 8.4% | 6 | | Dec 2025 | 8.1K | 1.6% | 12 | 40.5K | 8% | 6 | | Jan 2026 | 6.6K | 1.2% | 12 | 49.5K | 9.2% | 5 | | Feb 2026 | 6.6K | 1.4% | 12 | 40.5K | 8.3% | 6 | | Mar 2026 | 8.1K | 1.5% | 12 | 40.5K | 7.6% | 6 | | Apr 2026 | 8.1K | 1.6% | 12 | 40.5K | 7.9% | 6 | | May 2026 | 8.1K | 1.5% | 11 | 40.5K | 7.6% | 7 | | Jun 2026 | 9.9K | 1.9% | 11 | 40.5K | 7.9% | 6 | | Jul 2026 | 6.6K | 1.2% | 12 | 40.5K | 7.6% | 6 | | Aug 2026 | 8.1K | 1.5% | 11 | 40.5K | 7.3% | 6 | | Sep 2026 | 8.1K | 1.6% | 11 | 40.5K | 7.9% | 6 | ## How each brand is measured Brandwave collects information about searches that people make online using Axe’s and Secret’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. - **Axe**: Measured on the search term “axe deodorant”. - **Secret**: Measured on the search term “secret deodorant”. - [Axe profile](/demand/us/brands/axe-deodorant) - [Secret profile](/demand/us/brands/secret-deodorant) - [All deodorant brands in the United States](/demand/us/categories/us-deodorant-brands): The set both shares are measured inside, 13 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Axe or Secret more popular in search? In September 2026, Secret had more branded searches than Axe among deodorant brands in the United States. Secret had about 40,500 branded searches, while Axe had 8,100. Secret made up 7.9% of all deodorant brand searches we track, and Axe accounted for 1.6%. ## Cite this page Brandwave. "Axe vs Secret: Which is searched more in the United States?". https://gobrandwave.com/demand/us/compare/axe-deodorant-vs-secret-deodorant This page is also available as HTML at https://gobrandwave.com/demand/us/compare/axe-deodorant-vs-secret-deodorant. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.