Certain Dri vs Schmidt’s:Which is more popular?
In September 2026, Certain Dri had more branded searches than Schmidt’s among deodorant brands in the United States. Certain Dri had about 18,100 branded searches, while Schmidt’s had 6,600. Certain Dri made up 3.5% of all deodorant brand searches we track, and Schmidt’s accounted for 1.3%. When we asked ChatGPT and Google AI Overviews about deodorant brands, Certain Dri appeared in two of the five answers and Schmidt’s in none.
Who do people search for more?
Certain Dri, about 3 searches for every 1 for Schmidt’s
Who does AI mention more?
Certain Dri, mentioned in 2 of 5 answers, Schmidt’s in 0
Who does AI recommend more?
Certain Dri, the only one of the two named
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Top deodorant brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Certain Dri was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Schmidt’s 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.
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
Schmidt’s0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about deodorant brands
5 answers
Asked ChatGPT
“Which deodorant should I buy?”
Asked ChatGPT
“What are the best deodorant brands?”
Asked ChatGPT
“What is the best natural deodorant?”
Searched Google, AI Overview
“deodorant”
Searched Google, AI Overview
“best deodorant”
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 Certain Dri or Schmidt’s more popular in search?
This chart shows how often people search Google for Certain Dri and Schmidt’s 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.
Share of searches by month for Certain Dri, Schmidt’s. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dove | Native | Lume | Degree | Old Spice | Secret | Dr. Squatch | Arm & Hammer | Certain Dri | Speed Stick | Axe | Schmidt’s | Mitchum |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 22.9% | 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 2025 | 19.9% | 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 2025 | 20% | 26.7% | 9.8% | 8% | 9.8% | 8% | 5.4% | 2.9% | 2.4% | 2.4% | 1.6% | 2% | 1.1% |
| Jan 2026 | 20.9% | 25.1% | 11.2% | 7.5% | 9.2% | 9.2% | 5% | 2.7% | 2.7% | 2.2% | 1.2% | 1.8% | 1% |
| Feb 2026 | 19.8% | 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 2026 | 22% | 20.6% | 13.9% | 7.6% | 9.3% | 7.6% | 6.2% | 2.8% | 3.4% | 2.3% | 1.5% | 1.9% | 1% |
| Apr 2026 | 18.7% | 21.4% | 14.4% | 7.9% | 9.6% | 7.9% | 6.4% | 2.9% | 3.5% | 2.9% | 1.6% | 1.9% | 1% |
| May 2026 | 18.9% | 20.6% | 13.8% | 9.3% | 9.3% | 7.6% | 7.6% | 2.8% | 3.4% | 2.8% | 1.5% | 1.5% | 1% |
| Jun 2026 | 19.7% | 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 2026 | 22.2% | 17.1% | 17.1% | 9.3% | 7.6% | 7.6% | 6.2% | 3.4% | 3.4% | 2.3% | 1.2% | 1.5% | 1% |
| Aug 2026 | 22.4% | 20% | 13.4% | 9% | 9% | 7.3% | 6% | 3.3% | 3.3% | 2.2% | 1.5% | 1.5% | 1.2% |
| Sep 2026 | 23% | 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 Certain Dri and Schmidt’s comparison changed over the last 12 months?
3 findings
- Certain Dri was ahead of Schmidt’s in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Certain Dri’s share of searches among deodorant brands in the United States moved from 2.4% to 3.5%, and its estimated monthly branded searches moved from 12.1K to 18.1K.
- Across the 12 months ending September 2026, Schmidt’s’ share of searches among deodorant brands in the United States moved from 1.9% to 1.3%, and its estimated monthly branded searches moved from 9.9K to 6.6K.
How did search popularity change for United States deodorant brands in September 2026?
2 changes
Estimated monthly branded searches for Certain Dri in the United States rose 49.6% over 12 measured months, from 12.1K to 18.1K in September 2026.
Estimated monthly branded searches for Schmidt’s in the United States fell 33.3% over 12 measured months, from 9.9K to 6.6K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Certain Dri’s and Schmidt’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.
Certain Dri
1 branded search term
- certain dri
Schmidt’s
1 branded search term
- schmidts deodorant
Other head-to-heads among deodorant brands
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