GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data tracked from January 1 to September 30, 2026 across Amazon, acehardware.com, lowes.com, menards.com and homedepot.com, Soft Scrub — a brand under Henkel AG & Co. KGaA (FWB: HEN3) — shows a heavily concentrated channel mix. Amazon alone accounts for 58.5% of year-to-date revenue, with acehardware.com adding a sizable 27.6%, meaning just two retailers drive more than 86% of tracked sales. The remaining demand is thinly spread across lowes.com (7.2%), menards.com (4.9%) and homedepot.com (1.5%). Pricing has softened materially, with the average price falling 17.8% over the tracked period to $6.25 in the most recent month, below the $7.22 year-to-date average. That discounting has not offset volume pressure, as overall revenue declined 8.6% despite a modest 2.8% month-over-month uptick in the latest period.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 9% from Jul to Sep.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 18% from Jul to Sep.
REVENUE SHARE
Revenue distribution across product categories for Soft Scrub on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Soft Scrub.
BY REVENUE
Soft Scrub sells 66% online and 34% offline. Online runs through 3 channels; offline through 3.
Online
66%
34%
Offline
Online channels
66%
Offline channels
34%
BY REVIEW COUNT
Across 260K ratings on 5 channels, Soft Scrub averages 4.5★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.5
/ 5
From 260K ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$20.97
Price
$162K
Revenue
$30.14
Price
$111K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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