Dove is the most well-known deodorant brand in the U.S. Owned by Unilever, the American personal care brand is recognized by 91 percent of online consumers in the U.S. Another Unilever owned brand Suave claims the second spot on this list with a brand awareness of 84 percent. Secret, which is a product of Procter & Gamble, comes in third on this list, followed by Degree and Gilette.
For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.
Interested in more detailed results covering all brands of this ranking and many more? Explore GCS Brand Profiles. These statistics show results of the Brand KPI survey.
Leading deodorant brands ranked by brand awareness in the United States in 2023
During the survey, the question was phrased as follows: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
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Statista. (September 29, 2023). Leading deodorant brands ranked by brand awareness in the United States in 2023 [Graph]. In Statista. Retrieved October 02, 2024, from https://www.statista.com/statistics/1343640/most-well-known-deodorant-brands-in-the-united-states/
Statista. "Leading deodorant brands ranked by brand awareness in the United States in 2023." Chart. September 29, 2023. Statista. Accessed October 02, 2024. https://www.statista.com/statistics/1343640/most-well-known-deodorant-brands-in-the-united-states/
Statista. (2023). Leading deodorant brands ranked by brand awareness in the United States in 2023. Statista. Statista Inc.. Accessed: October 02, 2024. https://www.statista.com/statistics/1343640/most-well-known-deodorant-brands-in-the-united-states/
Statista. "Leading Deodorant Brands Ranked by Brand Awareness in The United States in 2023." Statista, Statista Inc., 29 Sep 2023, https://www.statista.com/statistics/1343640/most-well-known-deodorant-brands-in-the-united-states/
Statista, Leading deodorant brands ranked by brand awareness in the United States in 2023 Statista, https://www.statista.com/statistics/1343640/most-well-known-deodorant-brands-in-the-united-states/ (last visited October 02, 2024)
Leading deodorant brands ranked by brand awareness in the United States in 2023 [Graph], Statista, September 29, 2023. [Online]. Available: https://www.statista.com/statistics/1343640/most-well-known-deodorant-brands-in-the-united-states/