Monthly category report
Bathtubs at Ferguson, September 2026
Sterling went from 0% to 17% of the top results between the start and the end of September, the biggest change in this report.
At a glance
- 34%Biggest brand: Kohler
- 36%of the banner ads are for Kohler
- 0% to 17%Biggest change: Sterling gained share
Key findings
- Kohler leads with 34% of the top results.
- Kohler is on 36% of the banner ads above Ferguson’s results, more than any other brand.
- Sterling went from 0% to 17% of the top results between the start and the end of September.
- Kohler leads “freestanding tub” with 33% of the top results.
About this report
This report covers 33 products from 6 brands in the top results for bathtubs at Ferguson, 1 to 30 September 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
Sterling went from 0% to 17% of the top results between the start and the end of September.
- Sterlingup, from 0% to 17%
- American Standarddown, from 35% to 21%
- Kohlerdown, from 40% to 29%
- ProFlo (the retailer’s own brand)up, from 4% to 8%
- Signature Hardware (the retailer’s own brand)up, from 17% to 21%
gained share lost share
8 to 16 September against 24 to 30 September.
What it shows
The biggest loss was American Standard, from 35% to 21%. Three brands gained 3% or more and two brands lost 3% or more. In all, five brands moved by a full percent or more.
Why it matters
Sterling is seen more in bathtubs at Ferguson than earlier in September: about four places in every 24 gained.
What to do
Look at what changed for Sterling in bathtubs in September: its new products, prices and ads can all be seen from outside.
New products
No new products entered the top results since 20 September.
What shoppers search
Kohler leads “freestanding tub” with 33% of the top results.
- “freestanding tub”Kohler33%
- “drop in tub”Kohler58%
- “alcove bathtubs”Kohler29%
- “whirlpool tub”Kohler38%
- “walk in tub”MediTub75%
- “modern bathtubs”Kohler63%
Search results on 30 September.
What it shows
Behind Kohler in “freestanding tub” are Signature Hardware (25%) and OVE Decors (17%). MediTub leads “walk in tub” with 75%. Kohler is also the biggest brand on the category page, with 34%.
Why it matters
Kohler leads both the category page and “freestanding tub” at Ferguson, so the two ways into bathtubs show the same brand first.
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, September 2026”, published 2 October 2026. https://altavane.com/research/ferguson/bathtubs/september-2026. Free to quote with a link.