Dove vs Secret:Which is more popular?
In September 2026, Dove had more branded searches than Secret among deodorant brands in the United States. Dove had about 118,000 branded searches, while Secret had 40,500. Dove made up 23% of all deodorant brand searches we track, and Secret accounted for 7.9%. When we asked ChatGPT and Google AI Overviews about deodorant brands, Dove and Secret each appeared in four of the five answers. Secret was mentioned before Dove in three out of four answers.
Who do people search for more?
Dove, about 3 searches for every 1 for Secret
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
Secret, named ahead of Dove in 3 of 4 answers
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Top deodorant brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Dove and Secret were each mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Secret was listed before Dove in three out of four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
- Secret1st
- Dove2nd
Native3rd
Certain Dri4th
Speed Stick5th
Old Spice6th
Mitchum7th
Degree8th
Lume9th
Dr. Squatch–- +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
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 Dove or Secret more popular in search?
This chart shows how often people search Google for Dove and Secret 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 Dove, Secret. 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 Dove and Secret comparison changed over the last 12 months?
3 findings
- Dove was ahead of Secret in every measured month of the 12 months ending September 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, 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.
How did search popularity change for United States deodorant brands in September 2026?
2 changes
In September 2026, Secret gained share of searches among deodorant brands in the United States, from 7.3% to 7.9%.
In September 2026, Dove gained share of searches among deodorant brands in the United States, from 22.4% to 23%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Dove’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.
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