GRIPS CUSTOMERS & RESEARCH PARTNERS
Kilz, owned by Behr Paint Company, a subsidiary of Masco Corporation (NYSE: MAS), demonstrated strong in-store performance across the eight-month period from January through August 2026, with revenue growing 31.4% overall. The brand's channel strategy heavily favors Ace Hardware, which commands 80.4% of revenue share, while Amazon and Home Depot represent smaller portions at 11.2% and 8.2% respectively. Average product pricing decreased 3.7% throughout the period to $26.20, indicating competitive pricing pressures in the offline retail environment. Most recent month-over-month data shows resilience with 11.5% revenue growth despite the pricing decline, suggesting strong consumer demand. The brand's portfolio spans specialty primers and coatings across multiple price tiers, with five-gallon quantities commanding premium prices up to $218 at Home Depot.
OVER TIME
Over the last three months, revenue on tracked channels has grew by 33% from Jun to Aug.
OVER TIME
Over the last three months, average selling price on tracked channels has decreased by 4% from Jun to Aug.
REVENUE SHARE
Revenue distribution across product categories for Kilz on Ace Hardware.
REVENUE SHARE
Revenue distribution across tracked channels for Kilz.
BY REVENUE
Kilz sells 20% online and 80% offline. Online runs through 3 channels; offline through 1. Online share has moved from 9% in Apr to 18% in Aug.
Online
20%
80%
Offline
Online channels
20%
Offline channels
80%
BY REVIEW COUNT
Across 517K ratings on 3 channels, Kilz averages 4.6★. Most reviews for the products are in the 4.4–4.6 range.
BRAND AVERAGE
4.6
/ 5
From 517K 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
$47.97
Price
$85K
Revenue
$63.97
Price
$57K
Revenue
$59.57
Price
$40K
Revenue
$149.99
Price
Revenue
$329.99
Price
Revenue
$89.99
Price
Revenue
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