GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data covering 2026-01-01 through 2026-09-30 across Amazon and menards.com, Safer's performance is heavily concentrated in a single channel. Amazon accounts for 94.6% of year-to-date revenue, leaving menards.com with just 4.5% and limited diversification across the tracked retail footprint. Revenue momentum has weakened through the period, falling 23.3% overall and declining a further 13.0% month-over-month in the most recent reading. Pricing has softened alongside volume, with the average product price slipping to $13.11 — down 4.9% month-over-month and 9.3% cumulatively — against a year-to-date average of $13.97. The combination of declining revenue and eroding average price points to competitive pressure that the brand's narrow channel mix leaves little room to offset.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 23% from Jul to Sep.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 9% from Jul to Sep.
REVENUE SHARE
Revenue distribution across product categories for Safer on Menards.
REVENUE SHARE
Revenue distribution across tracked channels for Safer.
BY REVIEW COUNT
Across 1.54M ratings on 2 channels, Safer averages 4.3★. Most reviews for the products are in the 4.2–4.4 range.
BRAND AVERAGE
4.3
/ 5
From 1.54M 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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