Kitchen & Bath Market Insights: Top Brands, Retailer Share & Trends

According to OpenBrand’s Q4 2025 market data, kitchen and bath retail is more concentrated than almost any other durables category. Three retailers account for essentially all tracked unit share, and the top two are home centers competing for the same project-driven shopper.

A market where one retailer holds more than half of units changes what growth looks like for a brand. Distribution at Home Depot is not an advantage in this category, it is the price of entry. Differentiation happens through assortment position, price tier coverage, and shelf visibility inside two accounts.

For brands, that concentration also raises the cost of a single line review loss. Losing a slot at either home center removes access to the majority of category volume at once.

For more kitchen and bath retailer insights, including leakage, conversion trends, and shopper behavior data, download the full infographic.

Only 34% of kitchen and bath purchases happen online, so most of this category is still decided in an aisle, in front of a display, with a shopper who needs the part to fit. Draw rate shows who gets considered. Close rate shows who finishes the job.

Home Depot draws the most shoppers and closes three out of four of them. Amazon draws far fewer shoppers but closes 83% of the ones it gets, the highest close rate in the category. If Amazon can draw in more shoppers, their conversion rate will convert to share growth.

Want deeper insight into retailer conversion and shopper leakage? Download the infographic for the full breakdown.

Draw and close tell two different stories about the same shopper:

• Home Depot wins on both, which is how it reaches 52% unit share
• Lowe’s draws well but converts 12 points below Home Depot, and that gap is where its share goes
• Amazon converts intent that arrives already decided, usually on a known replacement part

When a shopper walks out of the leading retailer without buying, someone else gets that sale. OpenBrand’s proprietary retail leakage analysis tracks exactly where those shoppers land. Home Depot’s walk rate sits at 25%, meaning a quarter of shoppers leave the store without buying anything.

Nearly half of the shoppers Home Depot fails to close go directly to Lowe’s. This is a two-store category for most consumers, and the competition between them is close to zero-sum.

Head-to-head leakage of this magnitude means share movement in the kitchen and bath market is rarely about category growth. It is transferred, one failed conversion at a time. For category managers, the practical implication is that in-stock position, comparable price tiers, and installation support at the shelf matter more than broad awareness spend.

According to OpenBrand’s market data, kitchen and bath demand sits heavily at the bottom of the price ladder. More than six in ten units sell below $500.

The tier distribution reflects what the category actually is: mostly small, functional replacements punctuated by occasional large remodel purchases. Faucets, shower heads, and sinks fill the entry tiers. Vanities, tubs, and enclosures carry the $1,000-plus band, which still accounts for 19% of units combined.

Brands playing only at the top of the range are competing for a fifth of the volume. Brands playing only at the bottom are competing on price against private label.

Kitchen and bath demand is triggered by necessity far more often than by design ambition, and that shows up clearly in why shoppers enter the category.

Routine maintenance and repair drives 43% of purchases, more than twice the rate of remodeling projects at 19%.

Price and selection are nearly tied at 55% and 52%, which is unusual. In most durables categories price runs well ahead. Here, shoppers need the specific finish, size, or valve type, so breadth of assortment functions as a competitive weapon on par with price.

That combination rewards retailers who can carry depth in the entry tiers:

• price competitiveness on high-frequency replacement items
• assortment breadth across finishes and configurations
• in-stock reliability, since repair demand cannot wait

Which brands lead kitchen and bath market share in Q4 2025?

Leading brands in the kitchen and bath market include:

• Delta
• Glacier Bay
• Kohler
• Allen + Roth
• Project Source

Two of the top five are retailer private label programs. Glacier Bay and Project Source belong to Home Depot, and Allen + Roth belongs to Lowe’s, which means private label controls 24 points of unit share in the top five alone.

At the SKU level, the leaders are inexpensive and specific.

For deeper brand share trends, product launches, and competitive positioning, download the full infographic.

The unit-to-dollar gap is the story in this table. Kohler converts 8% of units into 10% of dollars, the only top-five brand with a positive spread. Project Source runs the opposite direction, turning 6% of units into 2% of dollars, which is exactly what an opening-price-point private label program is built to do.

Delta holds volume leadership while giving up three points between unit and dollar share, a sign of how much of its business sits in the sub-$300 replacement bands.

The competitive intelligence data shows brands pulling in different directions on price, promotion, and newness:

• Discount depth held between 19% and 24% across the second half of the year, peaking in September and October
• Average net price declined steadily from July through December, with the sharpest drop in December
• Product debuts clustered tightly, with Wyndham, Kingston Brass, Streamline, and Kohler each at 4% of new introductions and Glass Warehouse at 3%
• Share of shelf is extremely fragmented, with Wyndham Collection leading at just 3.6% of 116,397 tracked placements and 42.7% of shelf held by brands outside the top 16

Brands are splitting between two strategies:

• protecting price realization through premium positioning and slower, higher-value introductions
• buying visibility through discount depth and rapid SKU proliferation across a crowded shelf

With no brand holding even 4% of placements, shelf presence alone no longer differentiates. The brands gaining ground are the ones pairing placement with a clear price tier and a reason to be chosen at the moment of repair.

Kitchen and bath skews older than most durables categories, and it is not close. OpenBrand’s census-balanced consumer data shows Baby Boomers and Gen X combining for two thirds of purchases.

Homeownership drives this skew. Boomers and Gen X own the aging housing stock that generates repair demand, and they buy accordingly: in store, at the home center, in the lower price tiers.

Millennials and Gen Z together account for 28% of purchases, and their share will move as they take on ownership. Brands positioning for that shift should watch online conversion closely, since the 34% online rate is likely to rise as the buyer base turns over.

The Q4 2025 data describes a category that is stable in demand and unusually concentrated in execution:

• Retail share sits with two home centers, and 48% of the leader’s lost shoppers go straight to the other one
• Private label holds 24 points of the top five brand unit share, compressing pricing for national brands in the entry tiers
• Demand concentrates below $500, while the $1,000-plus remodel bands hold 19% of units and a disproportionate share of dollars
• An older, repair-driven buyer base keeps purchases in store, but a 28% Millennial and Gen Z share signals where the next channel shift comes from

The clearest opportunity sits in the gap between unit share and dollar share. Brands that can move a repair shopper one tier up, or convert a maintenance purchase into a partial remodel, capture value the volume leaders are currently leaving on the table.

Which retailer has the largest kitchen and bath market share?

According to OpenBrand’s modeled MarketShare data, Home Depot leads kitchen and bath retailer unit share at 51.5% in Q4 2025, followed by Lowe’s at 36.6% and Amazon at 11.9%.

What are the top kitchen and bath brands right now?

According to OpenBrand’s Q4 2025 MarketShare data, Delta leads by unit share at 12.0%, followed by Glacier Bay at 11.0%, Kohler at 8.0%, Allen + Roth at 7.0%, and Project Source at 6.0%. Kohler leads the group in dollar share at 10.0%.

What price range dominates the kitchen and bath market?

According to OpenBrand’s Q4 2025 data, products priced $250 or less account for 38% of unit sales, and 62% of all units sell below $500.

What is driving kitchen and bath purchases?

According to OpenBrand’s MindShare consumer survey data, routine maintenance and repair triggers 43% of kitchen and bath purchases compared with 19% from remodeling projects, while price at 55% and selection at 52% are the leading drivers of where consumers buy.