GRIPS CUSTOMERS & RESEARCH PARTNERS
Grips Intelligence in-store data tracked TRUE across four retail channels — Amazon, lowes.com, acehardware.com and menards.com — from January 1 to August 31, 2026. Amazon accounted for 62.1% of year-to-date revenue, with lowes.com contributing a substantial 34.4% and acehardware.com (1.7%) and menards.com (1.4%) making up the remainder. The brand, which sits under Reynolds American, a wholly owned subsidiary of British American Tobacco (NYSE: BTI), posted an average product price of $29.44 across the period. Momentum softened over the June–August window, with revenue falling 29.0% overall and declining 19.3% in the most recent month alone. Pricing followed a similar path, with the average dropping 23.0% to $23.78, suggesting discounting did little to offset the revenue slide.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 29% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 23% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for TRUE on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for TRUE.
BY REVIEW COUNT
Across 756K ratings on 4 channels, TRUE averages 4.5★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.5
/ 5
From 756K 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
$299.99
Price
$1.8M
Revenue
$15.38
Price
$557K
Revenue
$176.57
Price
$420K
Revenue
$199.99
Price
$212K
Revenue
$299.99
Price
$180K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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