GRIPS CUSTOMERS & RESEARCH PARTNERS
Culligan, owned by BDT & MSD Partners, demonstrates a heavily concentrated online retail presence during the January–August 2026 period, with Amazon commanding 67.6% of revenue share while Ace Hardware and Lowe's account for 22.2% and 7.5% respectively. The brand's average product price sits at $29.46, though pricing has shown modest growth of 2.3% overall despite a 4.1% month-over-month decline in the most recent period. Amazon listings feature premium-priced multi-packs and advanced filtration systems averaging $40–$58, significantly higher than the $12–$35 price points found on Ace Hardware and Lowe's, reflecting distinct product positioning across channels. Overall in-store and online revenue grew 5.9% since the start of the data period, according to Grips Intelligence, though recent momentum slowed with a 4.8% month-over-month dip in the most recent month.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 6% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has increased by 2% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Culligan on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Culligan.
BY REVENUE
Culligan sells 74% online and 26% offline. Online runs through 2 channels; offline through 3. Online share has moved from 18% in Apr to 74% in Aug.
Online
74%
26%
Offline
Online channels
74%
Offline channels
26%
BY REVIEW COUNT
Across 268K ratings on 4 channels, Culligan averages 4.4★. Most reviews for the products are in the 4.6–4.8 range.
BRAND AVERAGE
4.4
/ 5
From 268K 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
$19.99
Price
$190K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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