Monthly category report
Toilet seats at Ferguson, October 2026
TOTO went from 38% to 45% of the top results since September, the biggest change in this report.
At a glance
- 45%Biggest brands: Kohler and TOTO, tied
- 4%of the top results are the retailer’s own brands
- 38% to 45%Biggest change: TOTO gained share
Key findings
- Kohler and TOTO tie at 45% of the top results.
- TOTO went from 38% to 45% of the top results since September.
- 23 products entered the top results; 5 are new to the category.
- TOTO leads “toilet seat” with 71% of the top results.
About this report
This report covers 54 products from 7 brands in the top results for toilet seats 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.
How it is measuredChanges this month
TOTO went from 38% to 45% of the top results since September.
- TOTOup, from 38% to 45%
- Duravitdown, from 10% to 4%
- Kohlerdown, from 47% to 45%
gained share lost share
What it shows
The biggest loss was Duravit, from 10% to 4%. One brand gained 3% or more and one brand lost 3% or more. TOTO also has seven products among the new products below.
Why it matters
TOTO is seen more in toilet seats at Ferguson than in September: about two places in every 24 gained.
What to do
Look at what changed for TOTO in toilet seats in October: its new products, prices and ads can all be seen from outside.
New products
23 products entered the top results; 5 are new to the category.
- TOTO KS5 Washlet Elongated Soft Close Bidet SeatPosition 10$379
- TOTO SoftClose Elongated Toilet SeatPosition 11$90
- Kohler Triko Elongated Closed-Front Toilet Seat and LidPosition 12$71
- American Standard Cadet Elongated Closed-Front Toilet SeatPosition 13$78
- Kohler Drift ReadyLatch Quiet-Close Elongated Toilet SeatPosition 13$60
- Kohler PureWash Elongated Bidet Seatnew to the categoryPosition 13$750
Showing 6 of 23.
By brand
- Kohler10
- TOTO7
- Bemis3
- Signature Hardware (the retailer’s own brand)2
- American Standard1
What it shows
Of the 23 products that entered the top results in October, 5 are new to the category; the other 18 were already in it, lower down. Kohler has the most, ten. The best-placed new product of those listed is from TOTO, at position 10, priced at $379.
Why it matters
The 23 new products for toilet seats at Ferguson are those in the top results in October and not in the four weeks before.
What to do
Compare the prices of the new products with your own in toilet seats: those listed run from $18 to $2,652.
What shoppers search
TOTO leads “toilet seat” with 71% of the top results.
- “toilet seat”TOTO71%
- “bidet seat”TOTO71%
Search results on 31 October.
What it shows
Behind TOTO in “toilet seat” is Kohler (29%). TOTO also leads “bidet seat” (71%). These are the results of 31 October. The chart shows 2 searches for this category.
Why it matters
A search is a second way into toilet seats: at Ferguson, “toilet seat” puts TOTO first with 71%.
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, October 2026”, published 2 November 2026. https://altavane.com/research/ferguson/toilet-seats/october-2026. Free to quote with a link.