Monthly category report
Toilet seats at Ferguson, September 2026
TOTO went from 34% to 40% of the top results between the start and the end of September, the biggest change in this report.
At a glance
- 47%Biggest brand: Kohler
- 3%of the top results are the retailer’s own brands
- 34% to 40%Biggest change: TOTO gained share
Key findings
- Kohler leads with 47% of the top results.
- TOTO went from 34% to 40% of the top results between the start and the end of September.
- 4 products entered the top results since 16 September.
- Kohler leads “toilet seat” with 46% of the top results.
About this report
This report covers 33 products from 5 brands in the top results for toilet seats 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.
How it is measuredChanges this month
TOTO went from 34% to 40% of the top results between the start and the end of September.
- TOTOup, from 34% to 40%
- American Standarddown, from 5% to 0%
- Kohlerdown, from 50% to 46%
- ProFlo (the retailer’s own brand)up, from 0% to 4%
gained share lost share
1 to 7 September against 24 to 30 September.
What it shows
The biggest loss was American Standard, from 5% to 0%. Two brands gained 3% or more and two brands lost 3% or more. TOTO also has two products among the new products below.
Why it matters
TOTO is seen more in toilet seats at Ferguson than earlier in September: about one place in every 24 gained.
What to do
Look at what changed for TOTO in toilet seats in September: its new products, prices and ads can all be seen from outside.
New products
4 products entered the top results since 16 September.
- Kohler Stonewood Elongated Toilet SeatPosition 22$35
- TOTO SoftClose Elongated Closed-Front Toilet Seat and LidPosition 22$75
- Kohler PureWarmth Elongated Toilet Seat and LidPosition 23$238
- TOTO S7 Washlet Elongated Bidet Toilet SeatPosition 23$1,279
By brand
- Kohler2
- TOTO2
What it shows
Not one of the 4 products that entered the top results since 16 September is new to the category: each was already in it, lower down. Kohler and TOTO have the most, two each. Two are tied for the best position, 22: one from Kohler and one from TOTO.
Why it matters
These are the first figures for toilet seats at Ferguson, so a new product is one in the top results after 16 September and not before it that month.
What to do
Check whether the price changed on these 4 products: they are not launches, they were in toilet seats already.
What shoppers search
Kohler leads “toilet seat” with 46% of the top results.
- “toilet seat”Kohler46%
- “bidet seat”TOTO50%
Search results on 30 September.
What it shows
Behind Kohler in “toilet seat” are TOTO (38%) and Duravit (12%). TOTO leads “bidet seat” with 50%. Kohler is also the biggest brand on the category page, with 47%.
Why it matters
Kohler leads both the category page and “toilet seat” at Ferguson, so the two ways into toilet seats show the same brand first.
What to do
Search “toilet seat” 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, “Toilet seats at Ferguson, September 2026”, published 2 October 2026. https://altavane.com/research/ferguson/toilet-seats/september-2026. Free to quote with a link.