35 (34) Comfort

Last year’s ranking: 34

Sales: £182.3m (-2.9%)

A sales decline of nearly 3% might not look like much to write home about, but Comfort fared better than any other laundry brand in percentage terms. One key mitigating factor was the ultra-concentrated Comfort Intense, which grew 11.7% as consumers bought into the promise of needing less for the same result. Plus, it is on the right side of the war against plastic, requiring 40% less plastic per wash than its core products. The brand also launched high-end range Comfort Perfume Deluxe.