GRIPS CUSTOMERS & RESEARCH PARTNERS
According to Grips Intelligence in-store data tracked from January 1 to June 30, 2026 across Menards, Amazon, Lowe's, and Home Depot, Xtra—a brand owned by Church & Dwight (NYSE: CHD)—generated overall revenue growth of 8.1% during the period, even as its most recent month saw revenue decline 19.8% versus the prior month. Menards dominated Xtra's channel mix, accounting for 81.9% of revenue share, while Amazon (8.6%), Lowe's (7.2%), and Home Depot (2.2%) split the remainder. The average product price landed at $9.39, though pricing softened notably, falling 12.8% across the tracked window. This combination of a heavily concentrated retail footprint and steadily declining prices suggests Xtra continues to lean into an aggressive value positioning within its category.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 8% from Apr to Jun.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 13% from Apr to Jun.
REVENUE SHARE
Revenue distribution across product categories for Xtra on Home Depot.
REVENUE SHARE
Revenue distribution across tracked channels for Xtra.
BY REVENUE
Xtra sells 12% online and 88% offline. Online runs through 3 channels; offline through 2.
Online
12%
88%
Offline
Online channels
12%
Offline channels
88%
BY REVIEW COUNT
Across 37K ratings on 4 channels, Xtra averages 4.7★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.7
/ 5
From 37K 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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