GRIPS CUSTOMERS & RESEARCH PARTNERS
Howard Products, a privately held family-owned brand established in 1969, generated 6.4% revenue growth across the January–August 2026 period, according to data from Grips Intelligence tracking in-store channels. Amazon dominates the brand's revenue share with 53.0%, while acehardware.com and lowes.com capture 23.6% and 23.1% respectively during the same period. Average product pricing remained relatively stable at $19.12, though prices declined 3.8% in the most recent month tracked. The brand's portfolio spans wood polishes, mineral oils, and stains, with average prices ranging from $10.91 to $11.52 across top-performing SKUs on Lowe's.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 7% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 1% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Howard on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Howard.
BY REVENUE
Howard sells 65% online and 35% offline. Online runs through 2 channels; offline through 2. Online share has moved from 2% in Apr to 69% in Aug.
Online
65%
35%
Offline
Online channels
65%
Offline channels
35%
BY REVIEW COUNT
Across 1.21M ratings on 3 channels, Howard averages 4.5★. Most reviews for the products are in the 4.4–4.6 range.
BRAND AVERAGE
4.5
/ 5
From 1.21M ratings
Products are bracketed by their average rating, so all of an individual product's reviews fall into one bracket. This isn't a per-star breakdown of individual reviews.
BY REVENUE
$32.19
Price
$348K
Revenue
$67.62
Price
$324K
Revenue
$13.88
Price
$136K
Revenue
$10.60
Price
$118K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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