Brandwave

Native vs Speed Stick:Which is more popular?

In September 2026, Native had more branded searches than Speed Stick among deodorant brands in the United States. Native had about 90,500 branded searches, while Speed Stick had 14,800. Native made up 17.7% of all deodorant brand searches we track, and Speed Stick accounted for 2.9%. When we asked ChatGPT and Google AI Overviews about deodorant brands, Native appeared in three of the five answers and Speed Stick in one. Native was mentioned before Speed Stick in two out of three answers that named either.

Among deodorant brands in the United States in September 2026

Who do people search for more?

Native, about 6 searches for every 1 for Speed Stick

Native 90.5K searchesSpeed Stick 14.8K searches

Who does AI mention more?

Native, mentioned in 3 of 5 answers, Speed Stick in 1

Native in 3 of 5Speed Stick in 1 of 5

Who does AI recommend more?

Native, named ahead of Speed Stick in 2 of 3 answers

Native first in 2Speed Stick first in 1

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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. Speed Stick was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Native was listed before Speed Stick in two out of three answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Secret1st
  2. Dove2nd
  3. Native3rd
  4. Certain Dri4th
  5. Speed Stick5th
  6. Old Spice6th
  7. Mitchum7th
  8. Degree8th
  9. Lume9th
  10. Dr. Squatch–
  11. +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

+3 more

See every answer about deodorant brands

5 answers

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 Native or Speed Stick more popular in search?

This chart shows how often people search Google for Native and Speed Stick 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.

Native and Speed Stick among deodorant brands in the United States, by month

Share of searches by month for Native, Speed Stick. The figures are in the table below the chart.

View monthly share of searches table
MonthDoveNativeLumeDegreeOld SpiceSecretDr. SquatchArm & HammerCertain DriSpeed StickAxeSchmidt’sMitchum
Oct 202522.9%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 202519.9%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 202520%26.7%9.8%8%9.8%8%5.4%2.9%2.4%2.4%1.6%2%1.1%
Jan 202620.9%25.1%11.2%7.5%9.2%9.2%5%2.7%2.7%2.2%1.2%1.8%1%
Feb 202619.8%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 202622%20.6%13.9%7.6%9.3%7.6%6.2%2.8%3.4%2.3%1.5%1.9%1%
Apr 202618.7%21.4%14.4%7.9%9.6%7.9%6.4%2.9%3.5%2.9%1.6%1.9%1%
May 202618.9%20.6%13.8%9.3%9.3%7.6%7.6%2.8%3.4%2.8%1.5%1.5%1%
Jun 202619.7%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 202622.2%17.1%17.1%9.3%7.6%7.6%6.2%3.4%3.4%2.3%1.2%1.5%1%
Aug 202622.4%20%13.4%9%9%7.3%6%3.3%3.3%2.2%1.5%1.5%1.2%
Sep 202623%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 Native and Speed Stick comparison changed over the last 12 months?

3 findings

How did search popularity change for United States deodorant brands in September 2026?

2 changes

  1. In September 2026, Speed Stick gained share of searches among deodorant brands in the United States, from 2.2% to 2.9%.

  2. In September 2026, Native lost share of searches among deodorant brands in the United States, from 20% to 17.7%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Native’s and Speed Stick’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

1 branded search term

  • native deodorant

Speed Stick

1 branded search term

  • speed stick

How the Brand Demand Index is measured

Other head-to-heads among deodorant brands

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