Top 2025 Consumer Durables Brands and Retailers: Market Share Rankings

The consumer durables market in 2025 saw continued shifts in retailer competition, brand performance, pricing strategies, and consumer purchase behavior. To help brands and retailers understand the competitive landscape, OpenBrand analyzed performance across 6 key consumer durables categories and released our 2025 Consumer Durables Market Rankings. 

The OpenBrand 2025 Consumer Durables Market Rankings identify the brands and retailers that captured the most demand in 2025 across 6 consumer durables categories using market share data, pricing intelligence, and consumer purchase surveys.

The rankings reveal:

• Top consumer durables brands in 2025
• Top consumer durables retailers in 2025
• Shopper draw and close rates
• Online versus in store performance
• Promotional activity and pricing
• Product level performance

Read on for 10 quick takeaways or view the 2025 Consumer Durables Market Rankings dashboard to see which brands and retailers led the market this year for categories including: Computing, Floor Care, Grills, Mowers, Refrigerators & Saws.

OpenBrand covers additional product categories not featured in the rankings. To see the data for other categories or dig into the data by retailer, product type, spec, etc., contact our team.

The table below highlights several of the top consumer durables brands and retailers in 2025 identified in the 2025 Consumer Durables Market Rankings across major consumer durables industries.

These rankings highlight the retailers capturing the most consumer spending, the brands generating the most demand, and the individual products driving category performance across the consumer durables industry.

Explore the full 2025 Consumer Durables Market Rankings to see detailed performance metrics, shopper conversion insights, and pricing and promotion analysis.

Here are 10 data-backed takeaways from the 2025 rankings.

1. Major appliances still rely on big-box retailers over online channels

Across most consumer durables categories, Amazon leads as the top online retailer. However, in major appliances such as Refrigerators, traditional big-box retailers like Lowe’s and Home Depot continue to dominate online sales, reflecting consumer preference for established retailers in high-consideration purchases.

2. Amazon is the top retailer for floor care products in 2025

While Lowe’s and Home Depot dominate most durables categories, Amazon comes in as the leading retailer for Floor Care products, signaling the category’s shift to online purchase channel preference. 

3. Apple leads the computing category in market share and conversion

Apple captured the highest market share in Computing across both online and in-store channels. With a 71% close rate, Apple significantly outperforms competitors like HP, which captures a portion of Apple’s lost shoppers but trails by more than 10 percentage points in total market share.

4. Walmart shows strong shopper conversion in grills despite lower share

In the Grills category, Walmart demonstrates higher shopper draw and close rates than leading retailers like Home Depot and Lowe’s. However, lower average price points limit its total market share compared to premium-positioned competitors.

5. Heavy discounting doesn’t guarantee market share in Grills

Nexgrill leads in promotional activity, discounting products at rates nearly 10 percentage points higher than competitors and 20 points higher than Weber. Despite this, Weber maintains stronger overall positioning, showing that aggressive discounting alone does not drive market leadership.

6. Ryobi leads in top-selling SKUs across multiple categories

Ryobi does not lead overall brand market share in categories like saws and walk-behind mowers, where DEWALT and EGO rank higher, respectively. However, Ryobi holds the top-selling individual SKUs in 2025 in both categories, demonstrating strong product-level performance.

7. Purchase channel shifts brand winners in Walk-Behind Mowers

EGO leads in total dollar share for Walk-Behind Mowers, but brand leadership changes by channel. Greenworks leads in online sales, while Toro leads in in-store purchases, highlighting the importance of channel-specific strategy in consumer durables.

8. Whirlpool leads promotional activity but trails in refrigerator market share

Whirlpool has the highest share of promotions in the refrigerator category. However, it trails LG by more than 10 percentage points in market share, indicating that promotional frequency alone does not determine category leadership.

9. Highly promoted brands capture leakage in Mowers.

Greenworks ran the most promotions for Walk-Behind Mowers in 2025, which led to the successful capture of EGO’s lost shoppers. Greenworks took nearly a third of EGO’s lost shoppers.

10. Winning in appliances requires more than promotions or pricing alone

GE had the second highest number of promotions in 2025 and the largest increase in average net price from January to December (+5% / ~$73 ). GE also ranked in the top 5 for market share. Alongside other category trends, this reinforces that neither heavy discounting nor pricing strength alone drives leadership but instead success depends on a balanced execution across price, promotion and assortment.

Want to see how all the data for your brand or competitor comes together? Contact our team to start the conversation. 

Key Metrics in the 2025 Durables Market Rankings

The 2025 Durables Market Rankings use several key metrics to measure competitive performance across consumer durables categories. These metrics help brands and retailers understand how consumers move through the purchase journey and where demand ultimately converts into sales.

Market Share

Market share measures the percentage of total category sales captured by a brand or retailer.

In the rankings, market share is derived from OpenBrand’s proprietary and multi-sourced durables market share model, which uses six inputs (four of which are exclusive to OpenBrand) to create a nuanced and durables-grade model for determining true market share. 

Consumer-Reported Share 

Our rankings also take a look at how brands and retailers are performing online and in-store. To do this, we look at our proprietary survey data to see how consumers report shopping. Consumer-reported market share reveals which companies capture the largest portion of consumer demand.

Retailer Draw Rate

Retailer draw rate measures which retailers attract the most shoppers during the purchase process.

A retailer with a high draw rate is successful at bringing consumers into the shopping journey through factors such as product assortment, brand availability, pricing, or marketing visibility. Draw rate reflects consumer consideration, not necessarily final purchase.

Retailer Close Rate

Retailer close rate measures how effectively a retailer converts shoppers into buyers.

A retailer may attract a large number of shoppers but fail to convert them into purchases. Close rate reveals which retailers successfully turn shopper interest into completed transactions. Understanding close rates helps brands evaluate which retail partners convert demand most efficiently.

Brand Consideration Rate

Brand draw rate measures which brands consumers most frequently consider during the shopping process. High brand draw typically reflects strong brand awareness, product availability, or retailer presence.

Draw rate provides insight into brand visibility and consumer interest.

Brand Close Rate

Brand close rate measures how often a brand converts shopper consideration into purchases.

A brand may attract interest but lose shoppers to competitors if pricing, features, or promotions are not competitive. Close rate highlights brands that effectively turn interest into sales.

Shopper Leakage

Shopper leakage occurs when consumers consider a brand or retailer but ultimately purchase from a competitor.

Leakage analysis reveals direct competitive relationships between brands and retailers. Understanding leakage helps brands identify which competitors are capturing their lost demand.

Promotional Activity / Discount Depth

Promotional activity measures how frequently brands or product types are discounted or promoted across retailers.

Promotions can influence consumer demand and affect competitive positioning within a category. These insights help brands evaluate how pricing strategies affect performance.

Net Price

Net price refers to the final price paid by consumers after promotions or discounts.

Tracking net price helps identify pricing trends across product categories and promotional events, and understand how pricing strategies influence demand over time.