Altavane

Monthly category report

Toilets at Lowe’s, October 2026

Ads are 16% of the top results, about four places in every 24.

Altavane ResearchPublished 2 November 20264 minute read

Covers 1 to 31 October 2026Next edition 7 December 2026

At a glance

  • 37%Biggest brand: Kohler
  • 16%of the top results are ads
  • 4new products in the top results

Key findings

  • Kohler leads with 37% of the top results.
  • Ads are 16% of the top results. Kohler is on 44% of them, more than any other brand.
  • Casta Diva went from 1% to 3% of the top results since September.
  • 4 products entered the top results; all are new to the category.
  • Kohler leads “toilet bowl” with 38% of the top results.

About this report

This report covers 55 products from 12 brands in the top results for toilets at Lowe’s, 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 measured

Brand share

Kohler leads with 37% of the top results.

  • Kohler37%
  • American Standard33%
  • Project Source (the retailer’s own brand)19%
  • TOTO4%
  • Casta Diva3%
  • HOROW3%
  • Other brands1%

The retailer’s own brand

Figure 1. Brand share for toilets at Lowe’s, 1 to 31 October 2026. Source: Altavane, from Lowe’s public pages.

What it shows

The top results are concentrated: the three biggest brands hold 89% between them (Kohler 37%, American Standard 33%, Project Source 19%). Project Source, Lowe’s own brand, holds 19%, so outside brands share the other 81%.

Why it matters

With 89% of the top results for toilets held by three brands, 11% is left for every other brand.

What to do

Compare your share with American Standard, at 33% the brand behind Kohler. If your brand is not in the chart, check that your products are listed under toilets at Lowe’s.

Ad share

Ads are 16% of the top results. Kohler is on 44% of them, more than any other brand.

  • Ads16%
  • Unpaid84%

Brands on the ads

  • Kohler44%
  • Casta Diva17%
  • HOROW17%
  • American Standard10%
  • BCANHOME3%
  • DeerValley2%
  • Other brands7%
Figure 2. Ads in the top results for toilets at Lowe’s, 1 to 31 October 2026. Source: Altavane, from Lowe’s public pages.

What it shows

Ads are 16% of the top results, about four places in every 24; the rest are unpaid. After Kohler, on 44% of the ads, come Casta Diva (17%) and HOROW (17%). No brand named on the ads is one of Lowe’s own.

Why it matters

At 16%, about four places in every 24 for toilets are paid for; the rest are not.

What to do

Look at the toilets products Kohler advertises, and their prices, before you decide to advertise beside them.

Changes this month

Casta Diva went from 1% to 3% of the top results since September.

  • Casta Divaup, from 1% to 3%
  • HOROWdown, from 5% to 3%
  • Los Flexidown, from 2% to 0%

gained share lost share

Figure 3. Biggest changes in brand share for toilets at Lowe’s, 1 to 31 October 2026. Source: Altavane, from Lowe’s public pages.

What it shows

The two biggest losses were the same size: HOROW, from 5% to 3%, and Los Flexi, from 2% to 0%. No brand gained or lost as much as 3%.

Why it matters

Casta Diva is seen more in toilets at Lowe’s than in September: under one place in every 24 gained.

What to do

Look at what changed for Casta Diva in toilets in October: its new products, prices and ads can all be seen from outside.

New products

4 products entered the top results; all are new to the category.

  • BCANHOME Smart Toilet (12 Inch Rough In) Auto Open Close Lid…new to the category · adPosition 3$440
  • Casta Diva 24 in. Depth Space-Saving Round Compact White…new to the category · adPosition 3$239
  • Casta Diva White Auto Open Close Foot Kick Flush Elongated…new to the category · adPosition 6$799
  • Eridanus Tucson White/Sliver Trim (Auto Flush + Heated Seat)…new to the category · adPosition 6$370

By brand

  • Casta Diva2
  • BCANHOME1
  • Eridanus1
Figure 4. Products new to the top results for toilets at Lowe’s, 1 to 31 October 2026. Source: Altavane, from Lowe’s public pages.

What it shows

All 4 products that entered the top results in October are new to the category. Casta Diva has the most, two. Two are tied for the best position, 3: one from BCANHOME and one from Casta Diva.

Why it matters

The 4 new products for toilets at Lowe’s are those in the top results in October 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 38% of the top results.

  • “toilet bowl”Kohler · 30 October38%ads 17%
  • “ada compliant toilets”American Standard · 28 October38%ads 17%
Figure 5. Leading brand in searches for toilets at Lowe’s, 1 to 31 October 2026. Source: Altavane, from Lowe’s public pages.

What it shows

Behind Kohler in “toilet bowl” are American Standard (21%) and Niagara Conservation (17%). American Standard leads “ada compliant toilets” with 38%. 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.
Method and sources

Cite this report

Altavane Research, “Toilets at Lowe’s, October 2026”, published 2 November 2026. https://altavane.com/research/lowes/toilets/october-2026. Free to quote with a link.

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