GRIPS CUSTOMERS & RESEARCH PARTNERS
According to in-store data from Grips Intelligence, Wilton generated an average product price of $52.49 across Lowe's, Amazon, and Home Depot from January to May 2026. Lowe's led as the dominant retailer with a 41.4% revenue share, followed by Amazon at 34.5% and Home Depot at 24.0%. Despite holding the largest share, Wilton's overall revenue declined by 20.1% over the tracked period, signaling a notable downward trend. Interestingly, the brand's average price trended upward during this same window, rising 3.8% to reach $65.29, suggesting a shift toward higher-priced product sales even as volume softened. This divergence between falling revenue and rising average prices presents a key dynamic for stakeholders monitoring Wilton's competitive positioning.
OVER TIME
Over the last three months, revenue on tracked retailers has declined by 20% from Mar to May.
OVER TIME
Over the last three months, average selling price on tracked retailers has increased by 4% from Mar to May.
REVENUE SHARE
Revenue distribution across product categories for Wilton on Amazon.
REVENUE SHARE
Revenue distribution across tracked retailers for Wilton.
BY REVIEW COUNT
Across 5.3M ratings on 3 retailers, Wilton averages 4.6★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.6
/ 5
From 5.3M 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.
