Brandwave

How popular isComfort in search?

In August 2026, there were an estimated 1.5M branded searches for Comfort worldwide which held steady over the last 11 months. Comfort holds 78.8% estimated Share of Search among fabric softener brands worldwide and is ranked 1st of 6 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, August 2026
  1. Comfort78.8%
  2. Downy10.6%
  3. Snuggle5.8%
  4. Lenor3.9%
  5. Soupline0.95%
  6. Surcare0.05%
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Which fabric softener brands compete with Comfort?

Comfort against fabric softener brands worldwide, by month

Share of Search by month for Comfort, Downy, Snuggle, Lenor. The figures are in the table below the chart.

View monthly share of search table
MonthComfortDownySnuggleLenorSouplineSurcare
Oct 202577.1%10.3%6.9%4.7%0.93%0.05%
Nov 202585.1%6.3%5.1%2.8%0.69%0.03%
Dec 202585.2%6.3%5.1%2.8%0.56%0.05%
Jan 202681.2%7.3%7.3%3.3%0.8%0.06%
Feb 202680.4%8.8%5.9%4%0.79%0.05%
Mar 202679.6%8.8%5.8%4.8%0.96%0.07%
Apr 202676.8%10.4%6.9%4.7%1.1%0.1%
May 202675.2%12.4%6.8%4.6%0.91%0.1%
Jun 202674.3%12.3%6.7%5.5%1.1%0.1%
Jul 202677%10.4%6.9%4.7%0.93%0.06%
Aug 202678.8%10.6%5.8%3.9%0.95%0.05%
Sep 2026——————

  1. 1.Comfort

    78.8%

    Held 1st. 1.5M estimated branded searches, +23% vs prior month. Share +1.8 points.

  2. 2.Downy

    10.6%

    Held 2nd. 201K estimated branded searches, +21.8% vs prior month. Share +0.1 points.

  3. 3.Snuggle

    5.8%

    Held 3rd. 110K estimated branded searches, 0% vs prior month. Share -1.2 points.

  4. 4.Lenor

    3.9%

    Held 4th. 74K estimated branded searches, 0% vs prior month. Share -0.8 points.

  5. 5.Soupline

    0.95%

    Held 5th. 18.1K estimated branded searches, +22.3% vs prior month. Share 0 points.

  6. 6.Surcare

    0.05%

    Held 6th. 1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare search popularity between Comfort and its closest rivals

How has branded search demand for Comfort changed worldwide over the last 12 months?

  • Across the 11 months ending August 2026, estimated monthly branded searches for Comfort worldwide held steady at 1.5M.
  • Across the 11 months ending August 2026, Comfort’s estimated Share of Search among fabric softener brands worldwide increased from 77.1% to 78.8%.
  • Across the 11 months ending August 2026, Comfort’s estimated Share of Search among fabric softener brands worldwide peaked at 85.2% in December 2025 and was lowest at 74.3% in June 2026.

How did search popularity change for fabric softener brands worldwide in August 2026?

  1. In August 2026, Comfort gained estimated Share of Search among fabric softener brands worldwide, from 77% to 78.8%.

  2. In August 2026, Snuggle lost estimated Share of Search among fabric softener brands worldwide, from 6.9% to 5.8%.

  3. In August 2026, Lenor lost estimated Share of Search among fabric softener brands worldwide, from 4.7% to 3.9%.

How is Comfort measured?

Brandwave collects information about searches that people make online using Comfort’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

1 branded search term

  • comfort

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How the Brand Demand Index is measured

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