GRIPS CUSTOMERS & RESEARCH PARTNERS
TRUE, a brand under Reynolds American and its parent British American Tobacco (NYSE: BTI), generated an average product price of $30.82 across tracked in-store retail from January 1, 2026 through September 30, 2026, according to Grips Intelligence data covering Lowe's, Amazon, Ace Hardware and Menards. Distribution is highly concentrated, with lowes.com commanding a 50.0% revenue share and Amazon close behind at 45.2%, together accounting for more than 95% of measured sales. Ace Hardware (2.3%) and Menards (1.8%) remain marginal contributors by comparison. Momentum has softened over the measured period, as revenue declined 28.6% overall despite a 4.4% month-over-month uptick in the most recent period. Pricing has followed a similar path, with the average selling price falling 16.4% overall to $27.26, a 7.4% drop versus the prior month.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 29% from Jul to Sep.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 17% from Jul to Sep.
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 433K 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 433K 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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