--- title: "Olay vs Old Spice: Which is searched more in the United States?" description: "Is Olay or Old Spice more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Body wash 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/olay-vs-old-spice" publisher: "Brandwave" --- # Olay vs Old Spice: Which is searched more in the United States? Is Olay or Old Spice more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Body wash 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**: Olay and Old Spice - **Competitive set**: Body wash brands - **Market**: United States - **Month measured**: Sep 2026 - **Olay Share of Search**: 7.2% - **Old Spice Share of Search**: 4.8% ## Is Olay or Old Spice more popular in search? - In September 2026, Olay had more branded searches than Old Spice among body wash brands in the United States. Olay had about 33,100 branded searches, while Old Spice had 22,200. Olay made up 7.2% of all body wash brand searches we track, and Old Spice accounted for 4.8%. - Olay was ahead of Old Spice in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Olay’s share of searches among body wash brands in the United States moved from 6.6% to 7.2%, and its estimated monthly branded searches held steady at 33.1K. - 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. ## Top body wash brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Olay was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Old Spice did not appear in any of the five answers. 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 | | --- | --- | --- | --- | --- | | Dove | 1st | 2 of 3 | 2 of 2 | 4 of 5 | | Aveeno | 2nd | 1 of 3 | 1 of 2 | 2 of 5 | | Cetaphil | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | Native | 4th | 0 of 3 | 2 of 2 | 2 of 5 | | Olay | 5th | 0 of 3 | 1 of 2 | 1 of 5 | | Every Man Jack | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Dr. Squatch | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Old Spice | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Method | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Dial | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Irish Spring | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about body wash brands - Asked ChatGPT "What's the best body wash for men?": 1. Dove, 2. Cetaphil, 3. Every Man Jack - Asked ChatGPT "Which body wash is best for dry skin?": 1. Aveeno, 2. Dove - Asked ChatGPT "What's a good natural body wash?": named none of the brands we track - Searched Google, AI Overview "body wash": 1. Cetaphil, 2. Native, 3. Dove - Searched Google, AI Overview "best body wash": 1. Dove, 2. Aveeno, 3. Olay, 4. Native Not named in any answer: Dr. Squatch, Old Spice, Method, Dial and Irish Spring. Brands are listed in the order each answer named them. The answers were collected in United States on October 27, 2026. ## How did search popularity change for United States body wash brands in September 2026? - In September 2026, Olay lost share of searches among body wash brands in the United States, from 8.5% to 7.2%. - 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. ## Month by month | Month | Olay estimated searches | Olay Share of Search | Olay rank | Old Spice estimated searches | Old Spice Share of Search | Old Spice rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 33.1K | 6.6% | 4 | 22.2K | 4.5% | 5 | | Nov 2025 | 33.1K | 6% | 4 | 22.2K | 4% | 5 | | Dec 2025 | 40.5K | 7% | 4 | 27.1K | 4.7% | 5 | | Jan 2026 | 40.5K | 8.9% | 4 | 18.1K | 4% | 6 | | Feb 2026 | 33.1K | 7.9% | 4 | 18.1K | 4.3% | 5 | | Mar 2026 | 33.1K | 7.6% | 4 | 22.2K | 5.1% | 5 | | Apr 2026 | 33.1K | 7.9% | 4 | 22.2K | 5.3% | 5 | | May 2026 | 33.1K | 7.9% | 4 | 18.1K | 4.3% | 5 | | Jun 2026 | 33.1K | 7.6% | 4 | 18.1K | 4.2% | 6 | | Jul 2026 | 33.1K | 8.3% | 4 | 18.1K | 4.6% | 6 | | Aug 2026 | 40.5K | 8.5% | 4 | 22.2K | 4.7% | 5 | | Sep 2026 | 33.1K | 7.2% | 4 | 22.2K | 4.8% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using Olay’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. - **Olay**: Measured on the search term “olay body wash”. - **Old Spice**: Measured on the search term “old spice body wash”. - [Olay profile](/demand/us/brands/olay) - [Old Spice profile](/demand/us/brands/old-spice) - [All body wash brands in the United States](/demand/us/categories/us-body-wash-brands): The set both shares are measured inside, 11 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 Olay or Old Spice more popular in search? In September 2026, Olay had more branded searches than Old Spice among body wash brands in the United States. Olay had about 33,100 branded searches, while Old Spice had 22,200. Olay made up 7.2% of all body wash brand searches we track, and Old Spice accounted for 4.8%. ## Cite this page Brandwave. "Olay vs Old Spice: Which is searched more in the United States?". https://gobrandwave.com/demand/us/compare/olay-vs-old-spice This page is also available as HTML at https://gobrandwave.com/demand/us/compare/olay-vs-old-spice. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.