Comfort vs Downy:Which is more popular by branded search?
In August 2026, Comfort had more branded searches than Downy among fabric softener brands worldwide. Comfort was estimated to have 1.5M branded searches compared to Downy’s 201K, and held a 78.8% Share of Search versus Downy’s 10.6%. These are worldwide searches for English-language branded terms.
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Which is more popular in search, Comfort or Downy?
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 by month for Comfort, Downy. The figures are in the table below the chart.
View monthly share of search table
| Month | Comfort | Downy | Snuggle | Lenor | Soupline | Surcare |
|---|---|---|---|---|---|---|
| Oct 2025 | 77.1% | 10.3% | 6.9% | 4.7% | 0.93% | 0.05% |
| Nov 2025 | 85.1% | 6.3% | 5.1% | 2.8% | 0.69% | 0.03% |
| Dec 2025 | 85.2% | 6.3% | 5.1% | 2.8% | 0.56% | 0.05% |
| Jan 2026 | 81.2% | 7.3% | 7.3% | 3.3% | 0.8% | 0.06% |
| Feb 2026 | 80.4% | 8.8% | 5.9% | 4% | 0.79% | 0.05% |
| Mar 2026 | 79.6% | 8.8% | 5.8% | 4.8% | 0.96% | 0.07% |
| Apr 2026 | 76.8% | 10.4% | 6.9% | 4.7% | 1.1% | 0.1% |
| May 2026 | 75.2% | 12.4% | 6.8% | 4.6% | 0.91% | 0.1% |
| Jun 2026 | 74.3% | 12.3% | 6.7% | 5.5% | 1.1% | 0.1% |
| Jul 2026 | 77% | 10.4% | 6.9% | 4.7% | 0.93% | 0.06% |
| Aug 2026 | 78.8% | 10.6% | 5.8% | 3.9% | 0.95% | 0.05% |
| Sep 2026 | — | — | — | — | — | — |
How has the Comfort and Downy comparison changed over the last 12 months?
3 findings
- Comfort was ahead of Downy in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, Comfort’s estimated Share of Search among fabric softener brands worldwide moved from 77.1% to 78.8%, and its estimated monthly branded searches held steady at 1.5M.
- Across the 11 months ending August 2026, Downy’s estimated Share of Search among fabric softener brands worldwide moved from 10.3% to 10.6%, and its estimated monthly branded searches held steady at 201K.
How did search popularity change for fabric softener brands worldwide in August 2026?
1 change
In August 2026, Comfort gained estimated Share of Search among fabric softener brands worldwide, from 77% to 78.8%.
How each brand is measured
Brandwave collects information about searches that people make online using Comfort’s and Downy’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.