GRIPS CUSTOMERS & RESEARCH PARTNERS
Grips Intelligence in-store data covering January 1 through July 31, 2026 across Ace Hardware, Lowe's, Menards, Home Depot and Amazon shows TruFuel — a brand under Calumet, Inc. (NASDAQ: CLMT) — leaning heavily on the hardware co-op channel, with acehardware.com alone accounting for 48.3% of year-to-date revenue. Lowe's (29.3%) and Menards (19.1%) round out a top three that together represent roughly 96.7% of tracked sales, leaving homedepot.com at 1.7% and Amazon at 1.6% as marginal contributors. Momentum weakened over the May–July window, with revenue down 17.7% across the period and a 13.7% month-over-month decline in the latest month. Pricing moved in the opposite direction, climbing 3.9% over the same stretch to $17.98 versus a year-to-date average of $17.21. That divergence between rising average price and falling revenue suggests unit volume, rather than price realization, is the pressure point for the brand.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 18% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 4% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for TruFuel on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for TruFuel.
BY REVIEW COUNT
Across 410K ratings on 5 channels, TruFuel averages 4.8★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.8
/ 5
From 410K 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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