GRIPS CUSTOMERS & RESEARCH PARTNERS
Grips Intelligence in-store data tracked for Backer-On Rock-On from January 1 to August 31, 2026 across lowes.com and menards.com shows a brand, held by Illinois Tool Works (NYSE: ITW), that remains heavily concentrated in a single retail partner. Lowe's accounts for 81% of year-to-date revenue, leaving Menards with the remaining 19% and limited diversification against shifts at the lead account. The average product price sits at $23.60, though pricing has softened to $23.38 in the most recent month, a 2.0% month-over-month decline and a 2.8% drop across the June–August window. Revenue has followed a similar path, slipping 1.6% month-over-month and 7.1% over the same three-month stretch. Taken together, the Grips Intelligence figures point to a brand facing both mild price erosion and volume pressure at its primary channel.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 7% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 3% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Backer-On Rock-On on Lowe's.
REVENUE SHARE
Revenue distribution across tracked channels for Backer-On Rock-On.
BY REVIEW COUNT
Across 3.74K ratings on 2 channels, Backer-On Rock-On averages 4.8★. Most reviews for the products are in the 4.8–5.0 range.
BRAND AVERAGE
4.8
/ 5
From 3.74K ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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