Dial vs Old Spice:Which is more popular?
In September 2026, Old Spice had more branded searches than Dial among body wash brands in the United States. Old Spice had about 22,200 branded searches, while Dial had 6,600. Old Spice made up 4.8% of all body wash brand searches we track, and Dial accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about body wash brands, neither Dial nor Old Spice appeared in any of the five answers.
Who do people search for more?
Old Spice, about 3 searches for every 1 for Dial
Who does AI mention more?
Both were mentioned in 0 of 5 answers.
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Top body wash brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, neither Dial nor Old Spice showed up 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
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
See every answer about body wash brands
5 answers
Asked ChatGPT
“What's the best body wash for men?”
Asked ChatGPT
“Which body wash is best for dry skin?”
Asked ChatGPT
“What's a good natural body wash?”
Searched Google, AI Overview
“body wash”
Searched Google, AI Overview
“best body wash”
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.
Is Dial or Old Spice more popular in search?
This chart shows how often people search Google for Dial and Old Spice by name. Each line represents a brand's share of searches for all 11 body wash brands we track, month by month, from searches in United States.
Share of searches by month for Old Spice, Dial. The figures are in the table below the chart.
View monthly share of searches table
| Month | Dr. Squatch | Dove | Native | Olay | Old Spice | Aveeno | Method | Cetaphil | Dial | Every Man Jack | Irish Spring |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 49.4% | 18.2% | 9.9% | 6.6% | 4.5% | 3% | 3% | 1.6% | 2% | 1.1% | 0.72% |
| Nov 2025 | 54.6% | 16.4% | 9% | 6% | 4% | 2.7% | 2.7% | 1.5% | 1.5% | 0.98% | 0.65% |
| Dec 2025 | 51.7% | 15.5% | 10.4% | 7% | 4.7% | 3.1% | 3.1% | 1.4% | 1.1% | 1.4% | 0.62% |
| Jan 2026 | 44.1% | 19.8% | 10.9% | 8.9% | 4% | 4% | 3.2% | 1.8% | 1.4% | 1.2% | 0.79% |
| Feb 2026 | 48.2% | 17.7% | 9.7% | 7.9% | 4.3% | 3.5% | 2.9% | 1.9% | 1.6% | 1.1% | 1.1% |
| Mar 2026 | 46.3% | 17% | 11.4% | 7.6% | 5.1% | 4.2% | 2.8% | 1.9% | 1.5% | 1% | 1.2% |
| Apr 2026 | 47.7% | 17.6% | 9.6% | 7.9% | 5.3% | 3.5% | 2.9% | 1.9% | 1.6% | 1% | 1% |
| May 2026 | 48.1% | 17.7% | 9.7% | 7.9% | 4.3% | 3.5% | 2.9% | 1.6% | 1.6% | 1.6% | 1.1% |
| Jun 2026 | 46.3% | 17.1% | 11.4% | 7.6% | 4.2% | 4.2% | 2.3% | 1.9% | 1.5% | 2.3% | 1.2% |
| Jul 2026 | 41.6% | 18.7% | 12.5% | 8.3% | 4.6% | 4.6% | 3.1% | 1.7% | 2% | 1.7% | 1.4% |
| Aug 2026 | 42.2% | 19% | 12.7% | 8.5% | 4.7% | 3.8% | 2.5% | 1.7% | 1.7% | 2.1% | 1.1% |
| Sep 2026 | 43.7% | 19.7% | 13.2% | 7.2% | 4.8% | 3.9% | 2.2% | 1.4% | 1.4% | 1.4% | 0.96% |
Old Spice sells other things too, so only its searches that name this product count here, like “old spice body wash”.
How has the Dial and Old Spice comparison changed over the last 12 months?
3 findings
- Old Spice was ahead of Dial in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dial’s share of searches among body wash brands in the United States moved from 2% to 1.4%, and its estimated monthly branded searches moved from 9.9K to 6.6K.
- Across the 12 months ending September 2026, Old Spice’s share of searches among body wash brands in the United States moved from 4.5% to 4.8%, and its estimated monthly branded searches held steady at 22.2K.
How did search popularity change for United States body wash brands in September 2026?
2 changes
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.
In September 2026, Dial rose from 10th to 9th among body wash brands in the United States.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Dial’s and Old Spice’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.
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