DeWalt Is Pulling Away
DeWalt entered the fall season as the drill category leader and extended its position aggressively. Its top SKU — an Atomic 20V Lithium-Ion Cordless Compact Drill/Driver Kit at $178.95 — commands 11.1% dollar share on its own, the highest of any single item in the category. By November, DeWalt held 35.3% of total category dollars, up from 30.3% just two months earlier.
A 5-point gain in three months at the category’s largest brand is not a promotional blip. It reflects stronger velocity, expanded distribution, or both.
Ryobi’s Decline Is Equally Sharp
Ryobi dropped from 22.0% to 17.2% over the same period — a 4.8-point loss. Ryobi’s top SKU, a ONE+ 18V Cordless Drill/Driver Kit at $59.00, holds 9.7% dollar share — anchoring the value end of the shelf. But the price gap tells part of the story. Ryobi’s best seller sits at $59 while DeWalt’s leads at $179 — a 3x spread. In a category where dollar share is the metric, higher ASPs amplify every unit sold. Ryobi may be moving volume, but DeWalt is capturing dollars.
The Middle of the Shelf Is Volatile
Milwaukee surged from 11.0% to 14.1% in November, a 3.1-point jump making it the second-biggest mover behind DeWalt. Ridgid fell from 12.4% to 9.8%. Kobalt fluctuated between 11.6% and 13.0% before settling at 11.8%. Craftsman slipped from 10.4% to 9.9%.
The top five SKUs span five different brands with ASPs from $59 to $179 — a multi-tier shelf where share can move fast based on which price points consumers favor. Datavations tracks every SKU, every store, every sale across 11,936+ locations daily, giving manufacturers the precision to see these swings while there is still time to act.
Which brand leads the drill category at Home Depot and Lowe’s?
DeWalt leads with 35.3% dollar share as of November 2025, up 5 points from September. Its top SKU, the Atomic 20V Compact Drill/Driver Kit at $178.95, holds 11.1% dollar share alone.
Why is Ryobi losing share in drills?
Ryobi dropped from 22.0% to 17.2% dollar share between September and November 2025. With its best seller at $59 versus DeWalt’s $179, the dollar-share math favors higher-ASP brands even when unit volumes are competitive.
Which drill brands are gaining share?
DeWalt gained 5 points to 35.3% and Milwaukee jumped 3.1 points to 14.1% in November 2025. Every other major brand — Ryobi, Ridgid, and Craftsman — lost share over the same period.
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