GRIPS CUSTOMERS & RESEARCH PARTNERS
Backer-On Rock-On, owned by Illinois Tool Works (NYSE: ITW), generated in-store revenue through two dominant channels during the first eight months of 2026, with Lowe's accounting for 81% of sales according to data from Grips Intelligence. The brand experienced a concerning 7.1% revenue decline over the tracking period, with average product pricing at $23.60 showing a corresponding 2.8% decrease. Lowe's maintained overwhelming channel dominance compared to Menards, which captured just 19% of revenue share. Recent momentum through August 2026 reflected continued weakness, with both revenue and pricing declining month-over-month, suggesting market headwinds for the brand during this period.
OVER TIME
Over the last three months, revenue on tracked channels has declined by 7% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 3% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Backer-On Rock-On on Lowe's.
REVENUE SHARE
Revenue distribution across tracked channels for Backer-On Rock-On.
BY REVIEW COUNT
Across 3.12K ratings on 2 channels, Backer-On Rock-On averages 4.8★. Most reviews for the products are in the 4.8–5.0 range.
BRAND AVERAGE
4.8
/ 5
From 3.12K 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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