Soft Scrub

Soft Scrub Market Overview

Soft Scrub, owned by Henkel AG & Co. KGaA (Frankfurt Stock Exchange: HEN3), demonstrates significant concentration in online retail channels, with Amazon commanding 63.8% of revenue share year-to-date according to data from Grips Intelligence covering January through August 2026. The brand faces notable headwinds, with overall revenue declining 17.8% and average prices dropping 21.6% during the measured period, reflecting intensifying competitive and promotional pressures in the cleaning products category. Ace Hardware emerges as a secondary but substantial channel at 24.4% revenue share, while traditional home improvement retailers like Lowe's, Menards, and Home Depot represent minimal direct e-commerce contribution at under 12% combined. The average product price point of $8.41 masks significant variation across SKUs, with multi-packs commanding premium pricing up to $30.94 while single-use toilet cleaning products anchor the lower end around $4.30. These in-store and online dynamics underscore Soft Scrub's evolving distribution strategy amid shifting consumer purchasing patterns in the household cleaning segment.