--- title: "Fabric softener brands: Which are searched most?" description: "Compare the fabric softener brands shoppers choose between. Share of Search among Comfort, Downy, Snuggle, Lenor, Soupline and Surcare, the fabric softener brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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/global-en/categories/fabric-softener-brands" publisher: "Brandwave" --- # Fabric softener brands: Which are searched most? Compare the fabric softener brands shoppers choose between. Share of Search among Comfort, Downy, Snuggle, Lenor, Soupline and Surcare, the fabric softener brands Brandwave compares worldwide, using the same methodology, market, and reporting period. 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 - **Competitive set**: Fabric softener brands - **Market**: Global - **Brands compared**: 6 - **Month measured**: Aug 2026 - **Highest Share of Search**: Comfort, 78.8% ## 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. - 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. ## Compare search popularity between leading brands - [Comfort vs Downy: compare search popularity](/demand/global-en/compare/comfort-vs-downy): 78.8% against 10.6% Share of Search. - [Comfort vs Snuggle: compare search popularity](/demand/global-en/compare/comfort-vs-snuggle): 78.8% against 5.8% Share of Search. - [Comfort vs Lenor: compare search popularity](/demand/global-en/compare/comfort-vs-lenor): 78.8% against 3.9% Share of Search. - [Downy vs Snuggle: compare search popularity](/demand/global-en/compare/downy-vs-snuggle): 10.6% against 5.8% Share of Search. - [Downy vs Lenor: compare search popularity](/demand/global-en/compare/downy-vs-lenor): 10.6% against 3.9% Share of Search. - [Snuggle vs Lenor: compare search popularity](/demand/global-en/compare/lenor-vs-snuggle): 5.8% against 3.9% Share of Search. ## How did search popularity change for fabric softener brands worldwide in August 2026? - In August 2026, Comfort gained estimated Share of Search among fabric softener brands worldwide, from 77% to 78.8%. - In August 2026, Snuggle lost estimated Share of Search among fabric softener brands worldwide, from 6.9% to 5.8%. - In August 2026, Lenor lost estimated Share of Search among fabric softener brands worldwide, from 4.7% to 3.9%. ## Share of Search ranking | Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by | | --- | --- | --- | --- | --- | --- | | 1 | Comfort | 78.8% | 1.5M | +23.0% | Comfort | | 2 | Downy | 10.6% | 201K | +21.8% | Downy | | 3 | Snuggle | 5.8% | 110K | 0.0% | Snuggle | | 4 | Lenor | 3.9% | 74K | 0.0% | Lenor | | 5 | Soupline | 0.95% | 18.1K | +22.3% | Soupline | | 6 | Surcare | 0.05% | 1K | 0.0% | Surcare | ## Historical estimated branded-search demand | Month | Brand | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Comfort | 1.5M | 77.1% | 1 | | Oct 2025 | Downy | 201K | 10.3% | 2 | | Oct 2025 | Snuggle | 135K | 6.9% | 3 | | Oct 2025 | Lenor | 90.5K | 4.7% | 4 | | Oct 2025 | Soupline | 18.1K | 0.93% | 5 | | Oct 2025 | Surcare | 1K | 0.05% | 6 | | Nov 2025 | Comfort | 2.2M | 85.1% | 1 | | Nov 2025 | Downy | 165K | 6.3% | 2 | | Nov 2025 | Snuggle | 135K | 5.1% | 3 | | Nov 2025 | Lenor | 74K | 2.8% | 4 | | Nov 2025 | Soupline | 18.1K | 0.69% | 5 | | Nov 2025 | Surcare | 880 | 0.03% | 6 | | Dec 2025 | Comfort | 2.2M | 85.2% | 1 | | Dec 2025 | Downy | 165K | 6.3% | 2 | | Dec 2025 | Snuggle | 135K | 5.1% | 3 | | Dec 2025 | Lenor | 74K | 2.8% | 4 | | Dec 2025 | Soupline | 14.8K | 0.56% | 5 | | Dec 2025 | Surcare | 1.3K | 0.05% | 6 | | Jan 2026 | Comfort | 1.8M | 81.2% | 1 | | Jan 2026 | Downy | 165K | 7.3% | 2 | | Jan 2026 | Snuggle | 165K | 7.3% | 3 | | Jan 2026 | Lenor | 74K | 3.3% | 4 | | Jan 2026 | Soupline | 18.1K | 0.8% | 5 | | Jan 2026 | Surcare | 1.3K | 0.06% | 6 | | Feb 2026 | Comfort | 1.5M | 80.4% | 1 | | Feb 2026 | Downy | 165K | 8.8% | 2 | | Feb 2026 | Snuggle | 110K | 5.9% | 3 | | Feb 2026 | Lenor | 74K | 4% | 4 | | Feb 2026 | Soupline | 14.8K | 0.79% | 5 | | Feb 2026 | Surcare | 1K | 0.05% | 6 | | Mar 2026 | Comfort | 1.5M | 79.6% | 1 | | Mar 2026 | Downy | 165K | 8.8% | 2 | | Mar 2026 | Snuggle | 110K | 5.8% | 3 | | Mar 2026 | Lenor | 90.5K | 4.8% | 4 | | Mar 2026 | Soupline | 18.1K | 0.96% | 5 | | Mar 2026 | Surcare | 1.3K | 0.07% | 6 | | Apr 2026 | Comfort | 1.2M | 76.8% | 1 | | Apr 2026 | Downy | 165K | 10.4% | 2 | | Apr 2026 | Snuggle | 110K | 6.9% | 3 | | Apr 2026 | Lenor | 74K | 4.7% | 4 | | Apr 2026 | Soupline | 18.1K | 1.1% | 5 | | Apr 2026 | Surcare | 1.6K | 0.1% | 6 | | May 2026 | Comfort | 1.2M | 75.2% | 1 | | May 2026 | Downy | 201K | 12.4% | 2 | | May 2026 | Snuggle | 110K | 6.8% | 3 | | May 2026 | Lenor | 74K | 4.6% | 4 | | May 2026 | Soupline | 14.8K | 0.91% | 5 | | May 2026 | Surcare | 1.6K | 0.1% | 6 | | Jun 2026 | Comfort | 1M | 74.3% | 1 | | Jun 2026 | Downy | 165K | 12.3% | 2 | | Jun 2026 | Snuggle | 90.5K | 6.7% | 3 | | Jun 2026 | Lenor | 74K | 5.5% | 4 | | Jun 2026 | Soupline | 14.8K | 1.1% | 5 | | Jun 2026 | Surcare | 1.3K | 0.1% | 6 | | Jul 2026 | Comfort | 1.2M | 77% | 1 | | Jul 2026 | Downy | 165K | 10.4% | 2 | | Jul 2026 | Snuggle | 110K | 6.9% | 3 | | Jul 2026 | Lenor | 74K | 4.7% | 4 | | Jul 2026 | Soupline | 14.8K | 0.93% | 5 | | Jul 2026 | Surcare | 1K | 0.06% | 6 | | Aug 2026 | Comfort | 1.5M | 78.8% | 1 | | Aug 2026 | Downy | 201K | 10.6% | 2 | | Aug 2026 | Snuggle | 110K | 5.8% | 3 | | Aug 2026 | Lenor | 74K | 3.9% | 4 | | Aug 2026 | Soupline | 18.1K | 0.95% | 5 | | Aug 2026 | Surcare | 1K | 0.05% | 6 | | Sep 2026 | Comfort | — | — | — | | Sep 2026 | Downy | — | — | — | | Sep 2026 | Lenor | — | — | — | | Sep 2026 | Snuggle | — | — | — | | Sep 2026 | Soupline | — | — | — | | Sep 2026 | Surcare | — | — | — | ## What is being compared - **Comfort**: Measured on the search term “comfort”. - **Downy**: Measured on the search term “downy”. - **Lenor**: Measured on the search term “lenor”. - **Snuggle**: Measured on the search term “snuggle”. - **Soupline**: Measured on the search term “soupline”. - **Surcare**: Measured on the search term “surcare”. - [Comfort](/demand/global-en/brands/comfort) - [Downy](/demand/global-en/brands/downy) - [Lenor](/demand/global-en/brands/lenor) - [Snuggle](/demand/global-en/brands/snuggle) - [Soupline](/demand/global-en/brands/soupline) - [Surcare](/demand/global-en/brands/surcare) ## Methodology - [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### 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. These are worldwide searches for English-language branded terms. ## Cite this page Brandwave. "Fabric softener brands: Which are searched most?". https://gobrandwave.com/demand/global-en/categories/fabric-softener-brands This page is also available as HTML at https://gobrandwave.com/demand/global-en/categories/fabric-softener-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.