Monthly category report
Shower heads at Lowe’s, The Home Depot, Wayfair and Ferguson, September 2026
Kohler went from 14% to 3% of the top results at Wayfair between the start and the end of September.
At a glance
- 38%Biggest brand: Delta at The Home Depot
- 39%of the top results at Wayfair are ads
- 14% to 3%One of the biggest changes: Kohler lost share at Wayfair
Key findings
- Delta holds 38% of the top results at The Home Depot, the highest of the four retailers.
- Ads are 39% of the top results at Wayfair and 17% at Lowe’s.
- Kohler went from 14% to 3% of the top results at Wayfair between the start and the end of September.
- 6 products entered the top results at Lowe’s in September; 3 are new to the category.
About this report
This report covers 270 products in the top results for shower heads at Lowe’s, The Home Depot, Wayfair and 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
Kohler went from 14% to 3% of the top results at Wayfair between the start and the end of September.
Within September
- KohlerWayfairdown, from 14% to 3%
- HibbentWayfairup, from 12% to 20%
- KohlerFergusondown, from 21% to 14%
- DeltaWayfairup, from 11% to 15%
- PfisterFergusonup, from 8% to 12%
- Signature Hardware (the retailer’s own brand)Fergusonup, from 19% to 22%
Against August
- DeltaLowe’sdown, from 39% to 30%
- allen + roth (the retailer’s own brand)Lowe’sup, from 1% to 6%
- KohlerLowe’sup, from 13% to 16%
gained share lost share
What it shows
The biggest gain was Hibbent at Wayfair, from 12% to 20%, between the start and the end of September. At Lowe’s the biggest change since August was Delta, from 39% to 30%.
Why it matters
Kohler is seen less in shower heads at Wayfair than earlier in September: about three places in every 24 lost.
What to do
Compare Kohler in shower heads across the retailers in this chart, and look at its prices and ads where it moved.
New products
6 products entered the top results at Lowe’s in September; 3 are new to the category.
By retailer
- Lowe’sall of September6
- The Home DepotNo new products entered the top results since 19 September.
- Wayfairsince 16 September17
- Fergusonsince 16 September3
- allen + roth Lillian 4 -Spray Brushed Gold 5.91-in Round…Lowe’sPosition 3$64
- Kohler Premise 3 -Spray Matte Black 6-in Round Shower HeadLowe’s · new to the category · adPosition 8$137
- Hansgrohe Raindance Air Three Jet Rain Shower HeadWayfair · new to the category · adPosition 3$266
- Ultra Faucets Icon Collection 2.0GPM Adjustable Rain Shower HeadWayfair · new to the category · adPosition 3$38
- Brizo Essential 1.75 GPM 10" Single Function Metal…FergusonPosition 14$1,002
- Pfister Modern Square 1.75 GPM Multi Function Shower HeadFergusonPosition 16$105
What it shows
Each retailer is counted from its own start: 17 at Wayfair since 16 September, 6 at Lowe’s in September and 3 at Ferguson since 16 September. The periods differ, so the counts are not compared. At The Home Depot, no new products entered the top results since 19 September. Three of those listed are tied for the best position, 3: one from allen + roth at Lowe’s, one from Hansgrohe at Wayfair and one from Ultra Faucets at Wayfair.
Why it matters
A new product for shower heads is one not in the top results in the four weeks before or, where a retailer’s figures begin this month, before the date shown.
What to do
Compare the prices of the new products for shower heads with your own, retailer by retailer.
What shoppers search
No search is shared by two retailers this month.
Each retailer’s own report shows its searches for shower heads.
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. At The Home Depot and Ferguson no product is marked as an ad, so a paid place without a mark is not counted.
Cite this report
Altavane Research, “Shower heads at Lowe’s, The Home Depot, Wayfair and Ferguson, September 2026”, published 2 October 2026. https://altavane.com/research/shower-heads/september-2026. Free to quote with a link.