Overview Leaderboard Methodology
Industry Report

Fabric Softeners

Additives or treatments (liquid, sheets, or infusions) that soften fabrics, reduce static cling, and add fragrance after washing.

Brands tracked: 34
Brands analyzed: 34
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 269
Total responses: 1,365
Top Brand Overall?
Downy
91/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Downy
77

Highest score on the LBA metric in this industry.

Authority Leader?
Downy
99

Highest score on the Authority metric in this industry.

TOM Leader?
Downy
100

Highest score on the TOM metric in this industry.

Downy is the default answer in AI responses for Fabric Softeners

When users ask ChatGPT, Claude, or Gemini about Fabric Softeners, Downy is the brand that surfaces first - unprompted, consistently, and usually at the top of any list the model generates. Snuggle is a close second, but the gap between them is meaningful. If you're competing in this space and you're not in the top handful, you're effectively invisible to AI-driven discovery.

Brand Leaderboard All 34 Fabric Softeners brands ranked

Ranked by overall AI Visibility Score (smoothed geometric mean of LBA, Authority, and TOM with an LBA-based floor on Authority and TOM, see methodology). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
Downy
downy.com
 77
99
100
91
2
Snuggle
snuggle.com
 67
23
78
50
3
Bounce
bouncefoods.com
 74
14
44
37
4
Seventh Generation
seventhgeneration.com
 70
29
23
36
5
Gain
ilovegain.com
 70
7
62
34
6
Method
methodproducts.com
 64
8
37
28
7
Bounce Dryer Sheets
bouncefresh.com
 76
8
9
19
8
All Free Clear
allfreeclear.com
 50
13
8
18
9
Arm & Hammer
armandhammer.com
 64
6
11
18
10
Comfort
comfortworld.co.uk
 75
7
7
18
11
Lenor
lenor.co.uk
 72
7
7
18
12
The Laundress
thelaundress.com
 73
7
7
18
13
Mrs. Meyer's
mrsmeyers.com
 68
7
7
17
14
Suavitel
suavitel.com
 69
7
7
17
15
ECOS
ecos.com
 60
6
6
15
16
Ecover
ecover.com
 63
6
6
15
17
Felce Azzurra
felceazzurra.com
 62
6
6
15
18
Silan
silan.at
 60
6
6
15
19
S
Smart Sheep
smartsheepwool.com
 43
13
4
15
20
Vernel
vernel.de
 61
6
6
15
21
C
Coccolino
coccolino.it
 58
6
6
14
22
Tru Earth
tru.earth
 58
6
6
14
23
Y
Yumoş
yumos.com.tr
 57
6
6
14
24
S
Softlan
softlan.co.nz
 52
5
5
13
25
Kuschelweich
kuschelweich.de
 48
5
5
12
26
Soupline
soupline.fr
 49
5
5
12
27
Tesori d'Oriente
tesoridoriente.net
 47
5
5
12
28
Attitude
livingattitude.com
 43
4
4
11
29
Grab Green
grabgreenhome.com
 41
4
4
11
30
Mimosin
mimosin.es
 44
4
4
11
31
Molly's Suds
mollyssuds.com
 42
4
4
11
32
Zum
indigowild.com
 33
3
3
9
33
Asevi
asevi.com
 28
3
3
8
34
Ensueño
ensueno.com
 29
3
3
8

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 269 shared Fabric Softeners prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Smoothed geometric mean of LBA, Authority and TOM. Authority and TOM are floored at LBA × 0.1 before the geometric mean (the same floor used in the per-metric cards above, so brand cards and the composite tell the same story). Formula: composite = ((LBA + 5)(Authority + 5)(TOM + 5))^(1/3) - 5. The floor keeps brands the model clearly recognises but doesn't yet recommend from collapsing to zero, while a single genuinely weak metric still pulls the composite down. Full methodology.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 269 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →