That's what it sez right here in this 2014 Proctor & Gamble news release. (Where have I been for the past 2 years? Spending too much time the cereal aisle, I suppose.)
Photo by Retiring Guy
Looks like we can blame this trend on Millennials.
Millennials Are Fine Without Fabric Softener; P&G Looks to Fix That. (The Wall Street Journal, 12/16/2016)
The article reviews the current state of liquid fabric softeners. Fabric softener was popularized in the U.S. in the 1960s to solve a common complaint that laundry emerged from washing machines feeling rough and scratchy. But those complaints have been less common following changes in detergents and washing machines that have reduced the harshness of washing.