Brandwave

Fabric softener brands:Which brands are most popular in search?

In August 2026, Comfort was the most searched among fabric softener brands worldwide, with an estimated 1.5M branded searches and 78.8% estimated Share of Search within this set. 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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Share of SearchLeaderboard

Compare the fabric softener brands shoppers choose between. 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.

Share of Search among 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——————

This month’s ranking, August 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 leading brands

Which brand is most popular in search among fabric softener brands worldwide?

In August 2026, Comfort was the most searched among fabric softener brands worldwide, with an estimated 1.5M branded searches and 78.8% estimated Share of Search within this set. Downy is in 2nd place, 68.2 percentage points behind at 10.6% Share of Search.

Global fabric softener brands, last 12 months ending September 2026
BrandShare of SearchPeakLowRank
Comfort77.1% → 78.8%85.2%Dec 202574.3%Jun 20261st
Downy10.3% → 10.6%12.4%May 20266.3%Nov 20252nd
Snuggle6.9% → 5.8%7.3%Jan 20265.1%Nov 20253rd
Lenor4.7% → 3.9%5.5%Jun 20262.8%Nov 20254th
Soupline0.93% → 0.95%1.1%Apr 20260.56%Dec 20255th
Surcare0.05%0.1%Apr 20260.03%Nov 20256th

Each finding as a sentence

  • 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, 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, Lenor’s estimated Share of Search among fabric softener brands worldwide decreased from 4.7% to 3.9%.
  • 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.
  • Across the 11 months ending August 2026, Downy’s estimated Share of Search among fabric softener brands worldwide peaked at 12.4% in May 2026 and was lowest at 6.3% in November 2025.
  • 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.
  • Across the 11 months ending August 2026, Lenor’s estimated Share of Search among fabric softener brands worldwide peaked at 5.5% in June 2026 and was lowest at 2.8% in November 2025.
  • Across the 11 months ending August 2026, Downy, Soupline and Surcare held steady: their estimated Share of Search among fabric softener brands worldwide each moved less than 0.5 percentage points.

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%.

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