Dr. Squatch vs Mitchum:Which is more popular?
In September 2026, Dr. Squatch had more branded searches than Mitchum among deodorant brands in the United States. Dr. Squatch had about 33,100 branded searches, while Mitchum had 5,400. Dr. Squatch made up 6.5% of all deodorant brand searches we track, and Mitchum accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about deodorant brands, Mitchum appeared in one of the five answers and Dr. Squatch in none.
Who do people search for more?
Dr. Squatch, about 6 searches for every 1 for Mitchum
Who does AI mention more?
Mitchum, mentioned in 1 of 5 answers, Dr. Squatch in 0
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Top deodorant brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Mitchum was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Dr. Squatch 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.
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 Dr. Squatch or Mitchum more popular in search?
This chart shows how often people search Google for Dr. Squatch and Mitchum 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 Dr. Squatch, Mitchum. 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 Dr. Squatch and Mitchum comparison changed over the last 12 months?
3 findings
- Dr. Squatch was ahead of Mitchum in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Dr. Squatch’s share of searches among deodorant brands in the United States moved from 5.3% to 6.5%, and its estimated monthly branded searches moved from 27.1K to 33.1K.
- Across the 12 months ending September 2026, Mitchum’s share of searches among deodorant brands in the United States held steady at 1.1%, and its estimated monthly branded searches held steady at 5.4K.
How did search popularity change for United States deodorant brands in September 2026?
1 change
Estimated monthly branded searches for Dr. Squatch in the United States rose 22.1% over 12 measured months, from 27.1K to 33.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Dr. Squatch’s and Mitchum’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.
Dr. Squatch
1 branded search term
- dr squatch deodorant
Mitchum
1 branded search term
- mitchum
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