GRIPS CUSTOMERS & RESEARCH PARTNERS
TRUE, a brand under Reynolds American's R.J. Reynolds unit — a wholly owned subsidiary of British American Tobacco (NYSE: BTI) — shows a concentrated in-store retail footprint according to Grips Intelligence data spanning January 1 to July 31, 2026 across Amazon, Lowe's, Ace Hardware and Menards. Amazon accounts for 65.7% of year-to-date revenue, with lowes.com contributing 30.9%, leaving acehardware.com (1.8%) and menards.com (1.4%) as marginal contributors. Momentum has weakened over the May–July tracking window, with revenue down 30.4% overall and a 15.5% month-over-month decline in the most recent period. Pricing has softened in parallel, with the average price falling 25.1% to $24.56, a 20.4% drop versus the prior month. Against a blended average product price of $29.99, the combination of channel concentration and simultaneous price and revenue erosion points to discount-driven pressure rather than volume-led growth.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 30% from May to Jul.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 25% from May to Jul.
REVENUE SHARE
Revenue distribution across product categories for TRUE on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for TRUE.
BY REVIEW COUNT
Across 934K ratings on 4 channels, TRUE averages 4.5★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.5
/ 5
From 934K 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
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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