GRIPS CUSTOMERS & RESEARCH PARTNERS
Grips Intelligence in-store data tracked across menards.com, Amazon, lowes.com and homedepot.com from January 1 to July 31, 2026 shows Xtra, a brand owned by Church & Dwight (NYSE: CHD), commanding an average product price of $9.55. Channel concentration is the defining feature of the brand's footprint, with menards.com accounting for 76.9% of year-to-date revenue, far ahead of Amazon at 10.9% and lowes.com at 9.5%. Homedepot.com trails at just 2.7% share, leaving the brand heavily dependent on a single retail partner. Momentum has been mixed in the May-July window, with revenue up 10.4% month-over-month in the latest period but down 11.5% across the quarter overall. Average selling price has softened in parallel, slipping 10.0% month-over-month to $8.67 and declining 13.7% over the tracked period, suggesting promotional pressure or a shift toward smaller pack sizes.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 11% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 14% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for Xtra on Amazon.
REVENUE SHARE
Revenue distribution across tracked channels for Xtra.
BY REVENUE
Xtra sells 15% online and 85% offline. Online runs through 3 channels; offline through 2.
Online
15%
85%
Offline
Online channels
15%
Offline channels
85%
BY REVIEW COUNT
Across 39K ratings on 4 channels, Xtra averages 4.7★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.7
/ 5
From 39K 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
$41.45
Price
$7.3K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
Get access to full product performance analysis
