Monthly category report
Toilets at Lowe’s, September 2026
Ads are 17% of the top results, about four places in every 24.
At a glance
- 38%Biggest brand: Kohler
- 17%of the top results are ads
- 10new products in the top results
Key findings
- Kohler leads with 38% of the top results.
- Ads are 17% of the top results. Kohler is on 37% of them, more than any other brand.
- HOROW went from 7% to 5% of the top results since August.
- 10 products entered the top results; 5 are new to the category.
- Kohler leads “toilet bowl” with 33% of the top results.
About this report
This report covers 59 products from 9 brands in the top results for toilets at Lowe’s, 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
HOROW went from 7% to 5% of the top results since August.
- HOROWdown, from 7% to 5%
- Kohlerup, from 36% to 38%
- Project Source (the retailer’s own brand)down, from 21% to 19%
gained share lost share
What it shows
The biggest gain was Kohler, from 36% to 38%. No brand gained or lost as much as 3%. Kohler also has one product among the new products below.
Why it matters
HOROW is seen less in toilets at Lowe’s than in August: under one place in every 24 lost.
What to do
Look at which products took the places HOROW gave up in toilets; the new products below are a start.
New products
10 products entered the top results; 5 are new to the category.
- Casta Diva White Smart Bidet Toilet Foot Sensor Flush Foam…new to the category · adPosition 3$649
- HOROW Artistic Bidet White(MaP 1000g Flush+Foam Shield)…adPosition 3$1,299
- Los Flexi Smart Toilet Bidet Built-In Tank Black Whitenew to the category · adPosition 3$499
- Casta Diva ADA Height+1000g MaP Score White Elongated Dual…new to the category · adPosition 6$259
- Kohler Transpose The Complete Solution White Elongated…adPosition 9$369
- Casta Diva White Elongated Dual Flush Chair Height…new to the category · adPosition 12$379
Showing 6 of 10.
By brand
- Casta Diva3
- Los Flexi2
- TOTO2
- American Standard1
- HOROW1
- Kohler1
What it shows
Of the 10 products that entered the top results in September, 5 are new to the category; the other 5 were already in it, lower down. Casta Diva has the most, three. Three are tied for the best position, 3: one from Casta Diva, one from HOROW and one from Los Flexi.
Why it matters
The 10 new products for toilets at Lowe’s are those in the top results in September and not in the four weeks before.
What to do
Check which of the new products for toilets are ads, and compare their prices with your nearest products.
What shoppers search
Kohler leads “toilet bowl” with 33% of the top results.
- “toilet bowl”Kohler · 18 September33%ads 17%
- “ada compliant toilets”American Standard and Kohler tied (34% and 33% after rounding) · 30 September34%ads 17%
What it shows
Behind Kohler in “toilet bowl” are American Standard (25%) and HOROW (13%). American Standard and Kohler are tied for “ada compliant toilets”, on 34% and 33% after rounding. Ads are 17% of the top results for “toilet bowl”.
Why it matters
Kohler leads both the category page and “toilet bowl” at Lowe’s, so the two ways into toilets show the same brand first.
What to do
Search “toilet bowl” at Lowe’s 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.
- Lowe’s results depend on the shopper’s store.
- Who paid for an ad is not visible: the brand shown is the brand on the product.
Cite this report
Altavane Research, “Toilets at Lowe’s, September 2026”, published 2 October 2026. https://altavane.com/research/lowes/toilets/september-2026. Free to quote with a link.