Kohler controls 36% of the toilet category at Home Depot, Lowe's, and Menards as of July 2024, holding three of the top five best-selling SKUs — all priced between $199 and $249. The single best-selling toilet in the category is not a Kohler. It is a Glacier Bay dual-flush at $99, outselling every individual Kohler SKU. Yet Kohler's combined portfolio generates more than triple Glacier Bay's total share.
Kohler Wins on Premium Volume
Kohler's three top-five SKUs — the Highline Arc at $199 (4.4%), the Elliston at $200 (4.3%), and the Highline Arc Extra Tall at $249 (4.3%) — collectively account for nearly 13% of category dollars. At roughly double the price of the value entries, each unit sold contributes twice the revenue.
Kohler gained 2 points over the quarter, rising from 34% in May to 36% by July. In a category this large and fragmented, a 2-point gain represents significant dollar movement.
The Value Tier Holds Its Ground
Glacier Bay's $99 dual-flush leads all individual SKUs at 5.8% dollar share. Project Source's $98 toilet sits at 4.3%. Both are value brands positioned for budget-conscious buyers and rental properties.
American Standard held steady at 23% across the quarter. Together Kohler and American Standard control nearly 59% of the category, anchoring a premium-plus-mid tier that leaves value brands fighting for the remainder.
The Long Tail Is Unusually Deep
Below the top three, the category spreads thin. Glacier Bay holds roughly 21%, then Delta, Tuscany, Eljer, Briggs, and a handful of others each take small slices. Kohler's 2-point gain and American Standard's 1-point dip were the only movements worth noting.
The stability reflects how toilets are purchased. Homeowners buy a name they trust at a price point that fits the project, and the installed base drives replacement purchases back to the same brand.
Datavations tracks every SKU, every store, every sale across 11,936+ locations daily — the depth needed to separate a $99 unit-volume leader from a $249 dollar-share winner in the same category.
Who leads the toilet category at Home Depot, Lowe's, and Menards?
Kohler leads with 36% dollar share as of July 2024, holding three of the top five SKUs priced from $199 to $249. American Standard is second at 23%.
What is the best-selling toilet at Home Depot and Lowe's?
Glacier Bay's 12 in. Rough-In Dual Flush Elongated Toilet at $99 leads all individual SKUs at 5.8% dollar share, outselling every Kohler model individually despite Kohler's overall category lead.
How stable is the toilet category?
Very stable. Kohler gained 2 points and American Standard dipped 1 point over Q2 2024. The top two brands collectively hold roughly 59% of dollar share, and no other movement exceeded a point.
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