Brandwave

How popular isSnuggle in search?

In August 2026, there were an estimated 110K branded searches for Snuggle worldwide which is down 18.5% over the last 11 months. Snuggle holds 5.8% estimated Share of Search among fabric softener brands worldwide and is ranked 3rd 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%
Snuggle website (opens in a new tab)

Follow Snuggle and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Which fabric softener brands compete with Snuggle?

Snuggle 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 Snuggle and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for Snuggle worldwide fell from 135K to 110K.
  • Across the 11 months ending August 2026, Snuggle’s estimated Share of Search among fabric softener brands worldwide decreased from 6.9% to 5.8%.
  • Across the 11 months ending August 2026, Snuggle’s estimated Share of Search among fabric softener brands worldwide peaked at 7.3% in January 2026 and was lowest at 5.1% in November 2025.

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 Snuggle measured?

Brandwave collects information about searches that people make online using Snuggle’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

  • snuggle

Do you work for Snuggle? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Creator with pink hair and a pink jacket

Is Snuggle your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

Start free