Monthly category report
Bathtubs at Ferguson, October 2026
American Standard went from 26% to 17% of the top results since September, the biggest change in this report.
At a glance
- 42%Biggest brand: Kohler
- 51%of the banner ads are for Kohler
- 26% to 17%Biggest change: American Standard lost share
Key findings
- Kohler leads with 42% of the top results.
- Kohler is on 51% of the banner ads above Ferguson’s results, more than any other brand.
- American Standard went from 26% to 17% of the top results since September.
- 10 products entered the top results.
- Signature Hardware leads “freestanding tub” with 58% of the top results.
About this report
This report covers 47 products from 6 brands in the top results for bathtubs at Ferguson, 1 to 31 October 2026. Top results are the first 24 products a shopper sees in a category or a search. It shows what a shopper sees, not what sells. Ferguson’s name for the category is alcove bathtubs.
How it is measuredChanges this month
American Standard went from 26% to 17% of the top results since September.
- American Standarddown, from 26% to 17%
- Kohlerup, from 34% to 42%
- Sterlingup, from 10% to 11%
gained share lost share
What it shows
The biggest gain was Kohler, from 34% to 42%. One brand gained 3% or more and one brand lost 3% or more. Kohler also has nine products among the new products below.
Why it matters
American Standard is seen less in bathtubs at Ferguson than in September: about two places in every 24 lost.
What to do
Look at which products took the places American Standard gave up in bathtubs; the new products below are a start.
New products
10 products entered the top results.
- Kohler Bellwether Collection 60" Three Wall Alcove Bath TubPosition 11$1,186
- Kohler Irvine 60" x 32" Cast Iron Alcove BathPosition 13$1,294
- Kohler Archer Collection 72" Three Wall Alcove Soaker Bath…Position 14$1,511
- Kohler Archer Three Wall Alcove Soaking TubPosition 16$1,033
- Kohler Archer Three Wall Alcove Soaking TubPosition 17$1,033
- Kohler Irvine 60" x 32" Cast Iron Alcove BathPosition 17$1,294
Showing 6 of 10.
By brand
- Kohler9
- Wyndham Collection1
What it shows
Not one of the 10 products that entered the top results in October is new to the category: each was already in it, lower down. Kohler has the most, nine. The best-placed new product is from Kohler, at position 11, priced at $1,186.
Why it matters
The 10 new products for bathtubs at Ferguson are those in the top results in October and not in the four weeks before.
What to do
Check whether the price changed on these 10 products: they are not launches, they were in bathtubs already.
What shoppers search
Signature Hardware leads “freestanding tub” with 58% of the top results.
- “freestanding tub”Signature Hardware · 31 October58%
- “drop in tub”Kohler · 31 October71%
- “alcove bathtubs”Kohler · 28 October46%
- “whirlpool tub”Kohler · 31 October54%
- “walk in tub”American Standard · 31 October92%
- “modern bathtubs”Kohler · 28 October63%
What it shows
Behind Signature Hardware in “freestanding tub” are Wyndham Collection (21%) and Kohler (13%). Kohler leads “drop in tub” with 71%. Kohler, the biggest brand on the category page, holds 13% of “freestanding tub”.
Why it matters
“freestanding tub” is a second way into bathtubs, and its leader at Ferguson is Signature Hardware, not Kohler, which leads the category page.
What to do
Search “freestanding tub” at Ferguson and see which of your products are in the top results.
What this report does not show
- Sales: a bigger share means a brand is seen more, not that it sells more.
- At Ferguson no product is marked as an ad, so a paid place without a mark is not counted, and many banner ads name no brand.
- The searches are words we chose. How many people make each one is not known.
Cite this report
Altavane Research, “Bathtubs at Ferguson, October 2026”, published 2 November 2026. https://altavane.com/research/ferguson/bathtubs/october-2026. Free to quote with a link.