Monthly category report
Shower systems at Lowe’s, The Home Depot, Wayfair and Ferguson, October 2026
Kohler went from 13% to 21% of the top results at Ferguson since September.
At a glance
- 35%Biggest brand: VIBRANTBATH at Wayfair
- 44%of the top results at Wayfair are ads
- 13% to 21%One of the biggest changes: Kohler gained share at Ferguson
Key findings
- VIBRANTBATH holds 35% of the top results at Wayfair, the highest of the four retailers.
- Ads are 44% of the top results at Wayfair and 17% at Lowe’s.
- Kohler went from 13% to 21% of the top results at Ferguson since September.
- 73 products entered the top results; 34 are new to the category.
- Delta leads “shower system” at Lowe’s with 50%.
About this report
This report covers 284 products in the top results for shower systems at Lowe’s, The Home Depot, Wayfair and 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
Kohler went from 13% to 21% of the top results at Ferguson since September.
- KohlerFerguson · since Septemberup, from 13% to 21%
- VIBRANTBATHWayfair · since Septemberdown, from 43% to 35%
- DeltaFerguson · since Septemberdown, from 36% to 29%
- BWEThe Home Depot · since Septemberdown, from 7% to 3%
- KohlerLowe’s · since Septemberdown, from 18% to 14%
- MoenFerguson · since Septemberdown, from 6% to 2%
- A&E Bath and ShowerWayfair · since Septemberup, from 0% to 3%
- AKDYThe Home Depot · since Septemberdown, from 12% to 9%
- CASAINCLowe’s · since Septemberup, from 5% to 8%
gained share lost share
What it shows
The biggest loss was VIBRANTBATH at Wayfair, from 43% to 35%, since September. Ferguson has three of the nine moves charted. At The Home Depot the biggest change since September was BWE, from 7% to 3%.
Why it matters
Kohler is seen more in shower systems at Ferguson than in September: about two places in every 24 gained.
What to do
Compare Kohler in shower systems across the retailers in this chart, and look at its prices and ads where it moved.
New products
73 products entered the top results; 34 are new to the category.
By retailer
- CASAINC 3-in-1 Matte Black 10-in Dual Head Built-In Shower…Lowe’s · adPosition 3$220
- Symmons Verity Polished Chrome 7-in Dual Head Built-In…Lowe’s · new to the category · adPosition 3$292
- Hansgrohe Croma 49 in. Dual Showerhead and Handheld ShowerheadThe Home DepotPosition 11$978
- EVERSTEIN 5-Spray Square 12 in. Rain Wall Mount Shower SystemThe Home Depot · new to the categoryPosition 12$599
- Pulse Showerspas Bali 10-in Rain Showerhead ShowerSpaWayfair · adPosition 2$566
- Greenspring 51.57 Shower Panel With Dual Shower HeadWayfairPosition 5$179
- Delta Modern Round Non Shared Function Shower System…Ferguson · new to the categoryPosition 9$689
- Signature Hardware Lattimore Pressure Balanced Shower SystemFergusonPosition 9$527
Showing 8 of 73.
By brand
- KohlerFerguson10
- Signature Hardware (the retailer’s own brand)Ferguson8
- DeltaFerguson6
- EVERSTEINLowe’s5
- GRANDJOYThe Home Depot4
- CASAINCLowe’s2
- Other brands38
What it shows
By retailer, the 73 products that entered the top results in October are 30 at Ferguson, 19 at Lowe’s, 13 at The Home Depot and 11 at Wayfair. Kohler has the most, ten at Ferguson.
Why it matters
The 73 new products for shower systems 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 for shower systems with your own, retailer by retailer.
What shoppers search
Delta leads “shower system” at Lowe’s with 50%.
“shower system”
- Lowe’sDelta · 31 October50%ads 17%
- The Home DepotDelta and GRANDJOY tied · 31 October13%
- WayfairEVERSTEIN · 29 October17%ads 50%
- FergusonKohler · 31 October42%
Ad share: Lowe’s and Wayfair only.
What it shows
The leaders for “shower system”: Delta at Lowe’s (50%); EVERSTEIN at Wayfair (17%); Kohler at Ferguson (42%); Delta and GRANDJOY, tied, at The Home Depot (13% each). Ads are 17% of that search’s top results at Lowe’s and 50% at Wayfair.
Why it matters
The same words, “shower system”, put a different brand first at each retailer.
What to do
Search “shower system” yourself at each retailer and note 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. 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 systems at Lowe’s, The Home Depot, Wayfair and Ferguson, October 2026”, published 2 November 2026. https://altavane.com/research/shower-systems/october-2026. Free to quote with a link.