GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data spanning January 1 through July 31, 2026 across Ace Hardware, Amazon and Home Depot, Kilz — a brand under Behr, a subsidiary of Masco Corporation (NYSE: MAS) — shows a heavily concentrated retail footprint. Ace Hardware accounts for 80.4% of year-to-date revenue, far ahead of Amazon at 11.0% and Home Depot at 8.1%. The average product price sits at $25.95 year to date, though the most recent tracked month came in higher at $27.24, up 1.0% over the May–July window. Revenue momentum has been strong recently, growing 17.9% month over month even as the three-month trend was essentially flat at 0.3%. That combination of rising prices and a late-period revenue surge suggests demand is holding firm despite the brand's reliance on a single dominant retail partner.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 1% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 1% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for Kilz on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Kilz.
BY REVENUE
Kilz sells 20% online and 80% offline. Online runs through 3 channels; offline through 1. Online share has moved from 14% in Mar to 22% in Jul.
Online
20%
80%
Offline
Online channels
20%
Offline channels
80%
BY REVIEW COUNT
Across 627K ratings on 3 channels, Kilz averages 4.6★. Most reviews for the products are in the 4.4–4.6 range.
BRAND AVERAGE
4.6
/ 5
From 627K 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
$44.86
Price
$111K
Revenue
$59.57
Price
$57K
Revenue
$63.97
Price
$57K
Revenue
$38.74
Price
$49K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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