--- title: "Native vs Old Spice: Which is searched more in the United States?" description: "Is Native or Old Spice 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/native-vs-old-spice" publisher: "Brandwave" --- # Native vs Old Spice: Which is searched more in the United States? Is Native or Old Spice 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**: Native and Old Spice - **Competitive set**: Deodorant brands - **Market**: United States - **Month measured**: Sep 2026 - **Native Share of Search**: 17.7% - **Old Spice Share of Search**: 9.7% ## Is Native or Old Spice more popular in search? - In September 2026, Native had more branded searches than Old Spice among deodorant brands in the United States. Native had about 90,500 branded searches, while Old Spice had 49,500. Native made up 17.7% of all deodorant brand searches we track, and Old Spice accounted for 9.7%. - Native was ahead of Old Spice in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Native’s share of searches among deodorant brands in the United States moved from 21.4% to 17.7%, and its estimated monthly branded searches moved from 110K to 90.5K. - Across the 12 months ending September 2026, Old Spice’s share of searches among deodorant brands in the United States moved from 9.6% to 9.7%, and its estimated monthly branded searches held steady at 49.5K. ## Top deodorant brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Native was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Old Spice was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Native was listed before Old Spice in every answer that named either. 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, Old Spice gained share of searches among deodorant brands in the United States, from 9% to 9.7%. - In September 2026, Native lost share of searches among deodorant brands in the United States, from 20% to 17.7%. ## Month by month | Month | Native estimated searches | Native Share of Search | Native rank | Old Spice estimated searches | Old Spice Share of Search | Old Spice rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 110K | 21.4% | 2 | 49.5K | 9.6% | 4 | | Nov 2025 | 110K | 22.8% | 1 | 49.5K | 10.3% | 4 | | Dec 2025 | 135K | 26.7% | 1 | 49.5K | 9.8% | 4 | | Jan 2026 | 135K | 25.1% | 1 | 49.5K | 9.2% | 4 | | Feb 2026 | 110K | 22.7% | 1 | 49.5K | 10.2% | 4 | | Mar 2026 | 110K | 20.6% | 2 | 49.5K | 9.3% | 4 | | Apr 2026 | 110K | 21.4% | 1 | 49.5K | 9.6% | 4 | | May 2026 | 110K | 20.6% | 1 | 49.5K | 9.3% | 5 | | Jun 2026 | 90.5K | 17.6% | 3 | 40.5K | 7.9% | 5 | | Jul 2026 | 90.5K | 17.1% | 3 | 40.5K | 7.6% | 5 | | Aug 2026 | 110K | 20% | 2 | 49.5K | 9% | 5 | | Sep 2026 | 90.5K | 17.7% | 2 | 49.5K | 9.7% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Native’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. - **Native**: Measured on the search term “native deodorant”. - **Old Spice**: Measured on the search term “old spice”. - [Native profile](/demand/us/brands/native) - [Old Spice profile](/demand/us/brands/old-spice) - [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 Native or Old Spice more popular in search? In September 2026, Native had more branded searches than Old Spice among deodorant brands in the United States. Native had about 90,500 branded searches, while Old Spice had 49,500. Native made up 17.7% of all deodorant brand searches we track, and Old Spice accounted for 9.7%. ## Cite this page Brandwave. "Native vs Old Spice: Which is searched more in the United States?". https://gobrandwave.com/demand/us/compare/native-vs-old-spice This page is also available as HTML at https://gobrandwave.com/demand/us/compare/native-vs-old-spice. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.