GRIPS CUSTOMERS & RESEARCH PARTNERS
According to in-store data from Grips Intelligence covering January 1 to August 31, 2026 across Amazon, acehardware.com, lowes.com, menards.com and homedepot.com, Soft Scrub — a brand of Henkel AG & Co. KGaA (FWB: HEN3) — shows a heavily concentrated channel mix. Amazon alone accounts for 63.8% of year-to-date revenue, with acehardware.com contributing a substantial 24.4% and the remaining three retailers together holding just 11.3%. Momentum has softened over the summer window, with revenue falling 17.8% overall and dropping 15.6% in the most recent month versus the prior month. Pricing has moved in the same direction, as the average price slipped 21.6% to $7.03, well below the $8.41 year-to-date average. The combination of steep price erosion and declining revenue suggests promotional pressure rather than volume-driven growth is shaping the brand's current trajectory.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 18% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 22% from Jun to Aug.
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 share has moved from 10% in Apr to 63% in Aug.
Online
66%
34%
Offline
Online channels
66%
Offline channels
34%
BY REVIEW COUNT
Across 215K 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 215K 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
$25.44
Price
$255K
Revenue
$30.94
Price
$114K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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