GRIPS CUSTOMERS & RESEARCH PARTNERS
According to in-store data from Grips Intelligence, Wilton recorded an average product price of $50.79 across Lowe's, Amazon, and Home Depot from January to April 2026. Lowe's led as Wilton's top revenue-generating retailer with a 39.6% share, followed closely by Amazon at 36.5% and Home Depot at 23.7%. Notably, Wilton's average price surged 18.0% over the tracked period, signaling a meaningful shift toward higher-priced product sales. Despite this pricing momentum, overall revenue declined 11.5%, suggesting volume softness even as the brand's price mix strengthened. This divergence between rising prices and falling revenue presents a key dynamic for competitors and retailers monitoring Wilton's market positioning.
OVER TIME
Over the last three months, revenue on tracked retailers has declined by 11% from Feb to Apr.
OVER TIME
Over the last three months, average selling price on tracked retailers has increased by 18% from Feb to Apr.
REVENUE SHARE
Revenue distribution across product categories for Wilton on Amazon.
REVENUE SHARE
Revenue distribution across tracked retailers for Wilton.
BY REVIEW COUNT
Across 4.27M ratings on 3 retailers, Wilton averages 4.6★. Most reviews sit on products in the 4.6–4.8★ range.
BRAND AVERAGE
4.6
/ 5
From 4.27M ratings
Brackets group products by their displayed average rating; each product's reviews are credited to its product-average bracket. This is not a per-star customer breakdown.
