Flushing Out the Competition: Toilet & Bidet Pricing Strategy

At popular home improvement retailers Home Depot, Lowe's, and Amazon, three brands dominate the Toilet and Bidet subcategory: Kohler, Glacier Bay, and American Standard. Combined, these brands account for over 50% of the subcategory market share and highlights the trust customers place in these reputable brands when it comes to their Toilet and Bidet purchases.

Brand Market Share within Toilet and Bidet Sub-Category
United States | Online and B&M Sales | 1Q22 - 2Q23

So, how does average sales price (ASP) compare across these three Toilet and Bidet subcategory leaders?

Subcategory leader, Kohler, which holds 22% market share, saw the steepest decline in ASP over the last quarter, dropping its ASP from $100 in 1Q23 to $65 in 2Q23. This pricing play created a substantial price difference between Kohler and American Standard, and drove Kohler's ASP lower than both Glacier Bay and Project Source for the first time.

Average Sales Price: Top Brands within Toilets and Bidets
United States | Online and B&M Sales | 1Q22 - 2Q23

American Standard and Glacier Bay also saw a decrease in ASP from 1Q23 to 2Q23, though not as prominent as Kohler. These large shifts to brands pricing strategy indicate the brands’ awareness of increasing competition and desire to cater to the more price conscious consumer.

Interested in optimizing your pricing strategy with near real-time ASP and AOV insights on your competition?

Retailers include: Home Depot, Lowe’s, Amazon (Omni-Channel)

Sources: Proprietary email + physical receipt data, Web-scraping

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