Kilz

Kilz Market Overview

According to Grips Intelligence in-store data covering January 1–June 30, 2026 across Ace Hardware, Amazon, and Home Depot, Kilz—a brand owned by Masco Corporation (NYSE: MAS)—drew the overwhelming majority of its revenue from a single retailer, with acehardware.com commanding an 82.3% share versus 9.5% on Amazon and 7.6% on homedepot.com. Over this period, revenue slipped 5.1%, including a sharp 14.9% month-over-month drop in the most recent tracked month. Despite softening sales, pricing strengthened, with the average product price climbing 4.7% overall to roughly $25.30. Notably, the brand's highest ticket items surfaced at Home Depot, where select 5-gallon primers carried average prices above $200, far exceeding the ~$24 entry-level gallons sold through Ace Hardware. Together, these figures point to heavy channel concentration paired with premium price momentum even as overall demand cooled.