Xtra

Xtra Market Overview

According to Grips Intelligence in-store data tracked across Menards, Lowe's and Home Depot between January 1 and September 30, 2026, Xtra — a brand owned by Church & Dwight (NYSE: CHD) — generated the overwhelming majority of its measured revenue through a single retailer. Menards accounted for 79.9% of year-to-date revenue share, with Lowe's at 15.5% and Home Depot trailing at just 4.7%, underscoring a heavily concentrated retail footprint. Revenue momentum weakened over the July–September window, falling 31.1% across the period and slipping another 1.8% month over month at the close of the quarter. Pricing moved in the opposite direction, with the average price rising 3.9% over the same stretch to $7.81 and a 2.7% monthly gain, against a year-to-date average of $8.12. The combination of rising average prices and declining revenue suggests unit volumes, rather than price realization, are driving the softness.