Monthly category report
Bathtubs at The Home Depot, September 2026
Delta went from 29% to 23% of the top results between the start and the end of September, the biggest change in this report.
At a glance
- 38%Biggest brand: Bootz Industries
- 49%of the banner ads are for American Standard
- 29% to 23%Biggest change: Delta lost share
Key findings
- Bootz Industries leads with 38% of the top results.
- American Standard is on 49% of the banner ads above The Home Depot’s results, more than any other brand.
- Delta went from 29% to 23% of the top results between the start and the end of September.
- One product entered the top results, at position 24.
- Bootz Industries leads “bathtub” with 38% of the top results.
About this report
This report covers 30 products from 5 brands in the top results for bathtubs at The Home Depot, 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
Delta went from 29% to 23% of the top results between the start and the end of September.
- Deltadown, from 29% to 23%
- WoodBridgedown, from 4% to 1%
- Bootz Industriesup, from 38% to 39%
gained share lost share
1 to 7 September against 24 to 30 September.
What it shows
The two biggest gains were the same size: Bootz Industries, from 38% to 39%, and Kohler, from 21% to 22%. Two brands lost 3% or more; no brand gained that much.
Why it matters
Delta is seen less in bathtubs at The Home Depot than earlier in September: about one place in every 24 lost.
What to do
Look at which products took the places Delta gave up in bathtubs; Bootz Industries went from 38% to 39%.
New products
One product entered the top results, at position 24.
- Bootz Industries Maui NexTile 60 in. L x 30 in. W x 77 in. H Alcove…Position 24$988
No brand has more than one.
What it shows
One product entered the top results in September. It was already in the category, lower down. It is from Bootz Industries, at position 24, priced at $988.
Why it matters
The new product for bathtubs at The Home Depot is one that is in the top results in September and was not in the four weeks before.
What to do
Check whether the price changed on this product: it is not a launch, it was in bathtubs already.
What shoppers search
Bootz Industries leads “bathtub” with 38% of the top results.
- “bathtub”Bootz Industries38%
- “freestanding tub”WoodBridge33%
- “drop in tub”American Standard21%
- “alcove bathtubs”Kohler54%
- “whirlpool tub”American Standard33%
- “walk in tub”Universal Tubs83%
Search results on 30 September.
What it shows
Behind Bootz Industries in “bathtub” are Delta (25%) and Kohler (17%). WoodBridge leads “freestanding tub” with 33%. Bootz Industries is also the biggest brand on the category page, with 38%.
Why it matters
Bootz Industries leads both the category page and “bathtub” at The Home Depot, so the two ways into bathtubs show the same brand first.
What to do
Search “bathtub” at The Home Depot 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 The Home Depot 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, “Bathtubs at The Home Depot, September 2026”, published 2 October 2026. https://altavane.com/research/the-home-depot/bathtubs/september-2026. Free to quote with a link.