When it comes to bathroom fixtures, few choices are as essential—and as often overlooked—as the humble toilet. Often installed during home construction or bathroom renovations, toilets play a vital role in comfort, hygiene, and water efficiency. With dozens of brands on the market, each offering various models, technologies, and price points, one question frequently arises: what is the most popular brand of toilet?
While “popular” can mean different things—market share, customer satisfaction, retail availability, or innovation—we’ll explore the leading contenders, break down their performance, value, and reputation, and ultimately determine which brand stands at the top. Whether you’re a homeowner, contractor, or DIY enthusiast, this guide will help clarify which toilet brands dominate the U.S. and global markets—and why.
The Importance of Choosing the Right Toilet Brand
A toilet is not just a utilitarian fixture; it’s a daily-use appliance that affects health, water consumption, maintenance needs, and even resale value. Picking a high-quality brand offers several long-term benefits:
- Improved flushing performance: Reduces clogs and maintenance issues.
- Water efficiency: Saves money and supports environmental sustainability.
- Durability and longevity: High-quality materials reduce the need for repairs or replacements.
- Design and comfort: Modern toilets offer features like ergonomic seating, skirted bowls, and smart technology.
- Resale value: A trusted brand can enhance a home’s appeal during real estate transactions.
Given these factors, understanding which brand leads in popularity provides insight into quality, reliability, and consumer preferences.
How We Define “Popular”: Metrics That Matter
Before identifying the most popular brand, we must clarify what we mean by “popular.” In the world of bathroom fixtures, popularity can be measured by the following indicators:
Market Share and Sales Volume
This refers to the percentage of total toilets sold in a region or globally attributable to a specific brand. Brands with high market share often dominate retail spaces like Home Depot, Lowe’s, and specialized plumbing suppliers. They also have broader distribution networks.
Customer Satisfaction and Reviews
Online reviews, third-party ratings (e.g., Consumer Reports), and user feedback on platforms like Amazon or Home Depot’s website offer insight into real-world performance. High ratings for durability, ease of installation, and flushing power are key.
Brand Recognition and Presence
Popular brands are often household names, recognized even by those who don’t shop regularly for plumbing fixtures. Advertising, partnerships with contractors, and long-standing history boost brand visibility.
Innovation and Technological Leadership
Brands that pioneer flush technologies (e.g., dual-flush, pressure-assist), smart toilets with bidets, or water-saving features often lead the pack in industry influence and consumer interest.
Professional and Contractor Endorsements
Plumbers and builders trust certain brands more than others due to reliability, warranty support, and ease of service. Recommendations from professionals can significantly drive brand popularity.
With these metrics in mind, we now examine the top toilet brand contenders.
Top Contenders in the Toilet Market
The U.S. toilet market features a mixture of American heritage brands, international giants, and emerging innovators. Below are the five most frequently cited and respected names in the industry.
1. Kohler
Founded in 1873 in Wisconsin, Kohler Co. is one of the oldest and most recognized plumbing brands in North America. With a global presence and a reputation for blending design with functionality, Kohler is a dominant force in the toilet space.
Why Kohler Stands Out
- Offers a broad range of toilets from basic two-piece models to luxury smart toilets.
- Signature technologies include Class Five flushing, which uses a large siphon jet and optimized trapway for powerful, quiet flushes.
- Designs often feature ADA-compliant heights, comfort-height bowls, and elongated seats.
- Strong environmental commitment with WaterSense-certified models that use as little as 1.28 gallons per flush (GPF).
- Extensive warranty support and customer service.
Kohler’s popularity is reinforced by its presence in high-end residential projects, commercial buildings, and hospitality environments. The brand’s advertising campaigns and partnerships with interior designers amplify its visibility.
2. American Standard
Dating back to 1872, American Standard is another legacy American brand known for dependable, efficient, and affordable toilets. It’s especially popular among contractors due to its consistent performance and price-to-value ratio.
Key Features of American Standard Toilets
- PowerWash rim technology combines rim jets with the flush stream, improving bowl cleaning.
- Champion series toilets feature a 2.2” wide flush valve, minimizing clogs and boosting flush power.
- Many models are WaterSense certified and incorporate EverClean surface technology, a built-in antimicrobial glaze that resists stains, odors, and bacteria.
- Wide availability through home improvement stores and online retailers.
American Standard is frequently installed in multi-family buildings and commercial restrooms due to its durability and resistance to repeated use.
3. Toto
Though Japanese in origin (founded in 1917), Toto has become a major player in the U.S. market, especially known for pioneering high-tech toilets. While historically focused on Asian markets, Toto is now synonymous with luxury and innovation in Western bathrooms.
Toto’s Innovation Edge
- Famous for the Neorest line—fully automated smart toilets with heated seats, bidet functions, air dryers, and deodorizers.
- Tornado Flush technology uses dual nozzles to create a cyclonic flush that cleans the entire bowl with minimal water.
- Toto holds numerous patents in water conservation and toilet hygiene.
- Many models use only 0.8 to 1.28 GPF.
Toto’s popularity stems from its focus on health, sustainability, and cutting-edge design. However, it often comes at a premium price, making it more common in upscale homes and renovations.
4. Glacier Bay (Home Depot’s Private Label)
Glacier Bay is a private label brand owned by Home Depot. While less heralded for innovation, it’s immensely popular due to affordability and exclusive retail availability.
Glacier Bay’s Mass Appeal
- Price points often start under $150 for basic models—making it one of the most budget-friendly options.
- Carries WaterSense certification on many models.
- Offers one-piece and two-piece toilets with modern aesthetics.
- Heavily marketed through in-store displays and online promotions.
However, some critics note that while Glacier Bay toilets are functional, they may lack the long-term durability and flushing power of premium brands. Customer reviews are mixed, often citing weaker flush performance compared to Kohler or American Standard.
5. Delta Faucet Company (Emerging Player via Brizo and Peerless)
Delta, better known for faucets and shower systems, has expanded into bathroom fixtures, including toilets, through brands like Brizo and Peerless. While not a historical toilet manufacturer, Delta’s design influence and retail distribution make it a rising contender in the segment.
Crowning the Champion: Is There a Single Most Popular Toilet Brand?
When evaluating market share, expert endorsements, sales volume, and consumer satisfaction, Kohler consistently emerges as the most popular brand of toilet in the United States. Here’s why:
Market Dominance and Distribution
According to industry analysts from Grand View Research and IBISWorld, Kohler holds between 15% and 20% of the U.S. sanitaryware market, slightly ahead of American Standard and Toto in overall unit sales. Its products are sold in over 150 countries and featured in millions of homes and commercial properties.
Consumer Trust and Online Reviews
On retailer platforms such as Home Depot, Lowe’s, and Amazon, Kohler toilets routinely achieve 4.5-star and higher ratings. The Kohler Wellworth and Santa Rosa models are among the best-selling toilets, praised for reliable flushing, ease of installation, and sleek design.
Contractor and Builder Preference
A 2022 survey by the National Association of Home Builders (NAHB) revealed that Kohler is the number-one brand specified by builders for mid-to-high-end homes. Plumbers appreciate the brand’s consistent dimensions, universal rough-in compatibility (12” standard), and availability of replacement parts.
Innovation and Sustainability
Kohler has invested heavily in sustainable technologies. Their High-Efficiency Toilets (HETs) and dual-flush models save millions of gallons of water annually. The company also offers eco-friendly product lines in partnership with environmental organizations.
Brand Recognition and Legacy
Kohler’s 150-year history, combined with a strong advertising presence and cultural footprint (e.g., Kohler Design Center, PGA-sponsored Kohler courses), make it the most recognizable toilet brand in America.
Comparative Performance: Kohler vs. American Standard vs. Toto
To further illustrate Kohler’s lead, here is a comparison of the top three brands across critical performance metrics.
| Feature | Kohler | American Standard | Toto |
|---|---|---|---|
| Flush Technology | Class Five (siphonic) | PowerWash Rim + Champion Flushing | Tornado Flush (twin-turbine) |
| Average Flush Power (GPF) | 1.28–1.6 | 1.28–1.6 | 0.8–1.28 |
| Water Efficiency (WaterSense Certified) | Yes (most models) | Yes (most models) | Yes (all eligible models) |
| Smart Toilet Offerings | Kohler Numi, Veil (high-end) | Limited (only basic heated seats) | Extensive (Neorest line) |
| Price Range (basic toilet) | $200–$400 | $150–$350 | $300–$1,500+ |
| Professional Installer Preference | ⭐⭐⭐⭐☆ (Top pick) | ⭐⭐⭐⭐☆ | ⭐⭐⭐☆☆ (preferred for high-end) |
| Average Online Rating (out of 5.0) | 4.7 | 4.6 | 4.5 |
While Toto leads in high-tech innovation and American Standard excels in value, Kohler strikes the best balance of performance, reliability, brand trust, and availability. This balance is precisely what drives its popularity across a wide range of consumers and professionals.
Regional and Niche Preferences
While Kohler may lead nationally, regional preferences and niche market trends influence brand popularity.
West Coast: Toto’s Smart Toilet Boom
In states like California and Oregon, where water conservation is heavily regulated and tech-savvy homeowners embrace smart homes, Toto smart toilets are exceptionally popular. Local plumbing codes and eco-conscious consumers favor ultra-low-flush models.
Midwest and South: American Standard and Glacier Bay Dominate
Due to their affordability and reliability, American Standard and Glacier Bay are often the go-to choices for new housing developments, rental properties, and budget-conscious remodels in the central and southern U.S.
East Coast: Kohler’s Heritage Appeal
Kohler’s legacy and design sophistication resonate well in metropolitan areas like New York and Boston, where many new builds and renovations lean toward premium fixtures.
Beyond Popularity: What Should You Consider When Choosing a Toilet?
Popularity is a strong signal, but it’s not the only factor. Your ideal toilet brand depends on your specific needs, budget, and preferences.
Toilet Types and Compatibility
One-Piece vs. Two-Piece Toilets
- One-piece toilets (tank and bowl fused) offer a sleek, modern look and are easier to clean. They often cost more.
- Two-piece toilets are traditional, more affordable, and simpler to install or repair.
Kohler offers a wide selection of both, while Glacier Bay focuses primarily on two-piece models.
Round vs. Elongated Bowls
- Round bowls save space and are common in powder rooms.
- Elongated bowls provide extra comfort and are favored in master bathrooms.
Rough-In Size
Most toilets are designed for a 12-inch rough-in (distance from wall to floor bolts). Verify your bathroom’s measurement before purchasing—some older homes may have 10” or 14” rough-ins requiring special models.
Flushing Mechanism
- Siphonic flush (used by Kohler and American Standard): Quiet but relies on trapway design.
- Pressure-assist flush: More powerful, often used in commercial settings, but louder.
- Gravity flush (most residential toilets): Reliable and low-maintenance.
Special Features
- Comfort-height toilets (17–19” seat height): Recommended for seniors or those with mobility issues.
- Smart toilets: Include bidet functions, heated seats, automatic lids. Toto leads here, but Kohler’s Numi is a compelling luxury option.
- Bidet attachments: Available as toilet seat add-ons from brands like Bio Bidet or Luxe.
Installation and Maintenance Tips
Even the most popular toilet can disappoint if installed incorrectly. Consider the following:
- Hire a licensed plumber for complex installations or smart toilets.
- Replace the wax ring annually to prevent leaks and odors.
- Use non-abrasive cleaners to preserve glaze and prevent scratches.
- Ensure floor bolts are tight to prevent rocking—which can damage the seal.
Kohler and American Standard provide detailed installation guides and customer support, which adds to their appeal for both DIYers and professionals.
The Future of Toilet Popularity
The future of the toilet market is leaning toward sustainability, smart technology, and all-in-one hygiene systems. Toto will likely remain a leader in smart toilets, while Kohler and American Standard continue refining water efficiency and durability.
Emerging trends include:
– Waterless or composting toilets gaining traction in eco-conscious communities.
– UV-C self-cleaning toilets.
– Voice-controlled features via smart home integration.
However, for the foreseeable future, Kohler will likely remain the most popular brand due to its balanced approach to performance, accessibility, and tradition.
Conclusion: Kohler Reigns as the Most Popular Toilet Brand
After evaluating market data, expert opinions, customer reviews, and industry influence, the evidence clearly shows that Kohler is the most popular brand of toilet in the United States. Its combination of American-made heritage, cutting-edge engineering, and broad product range allows it to dominate the market from entry-level homes to luxury properties.
That said, American Standard offers excellent value and reliability, Toto is unmatched in innovation, and Glacier Bay fills the budget-friendly niche. The “best” brand for you depends on your priorities—whether that’s performance, cost, design, or advanced features.
Ultimately, when consumers and professionals alike look for a toilet that delivers dependable function, enduring style, and proven excellence, Kohler consistently stands at the top of the list.
Consider your project, budget, and long-term needs—but don’t underestimate the power of picking a brand that’s proven itself across generations. In the world of toilets, popularity isn’t just about marketing; it’s about trust, performance, and the quiet satisfaction of a job well done—every single flush.
What defines a popular toilet brand?
A popular toilet brand is typically defined by several factors including market share, consumer trust, product reliability, innovation, and widespread availability. Leading brands often offer a balance of quality construction, water efficiency, ease of installation, and modern design that appeals to both homeowners and contractors. Customer reviews, industry certifications such as WaterSense, and endorsements from plumbers also contribute significantly to a brand’s popularity.
Additionally, popular brands tend to have extensive distribution networks, diverse product lines (from budget to premium models), and excellent customer support. Features such as low clog rates, quiet flushing performance, and ADA compliance play crucial roles in building a brand’s reputation. Over time, consistency in performance and positive word-of-mouth further solidify a brand’s status as a market favorite.
Which brand is currently the most popular toilet manufacturer in the United States?
As of recent market analyses, American Standard stands out as one of the most popular toilet manufacturers in the United States. Founded in the late 19th century, the company has built a strong reputation for durability, innovation, and affordability. American Standard offers a wide range of toilet models, including one-piece, two-piece, comfort-height, and high-efficiency units, meeting the needs of various consumers and applications.
Their Champion series, in particular, is renowned for its powerful flushing technology and reliability in high-traffic environments like commercial buildings and large households. With a focus on water conservation and ADA-compliant designs, American Standard toilets consistently rank high in consumer satisfaction surveys. Their long-standing presence in the plumbing industry and solid retail partnerships also boost their visibility and trust among buyers.
How does Kohler compare to other top toilet brands?
Kohler is one of the leading names in bathroom fixtures and competes directly with brands like American Standard and TOTO. Known for its elegant designs and premium craftsmanship, Kohler appeals to consumers looking for both functionality and aesthetic appeal. Their toilets often feature innovative flushing systems such as the Class Five and Numi flushing technologies, which combine efficiency with quiet, powerful performance.
While Kohler products are generally priced on the higher end, they are valued for their build quality and long-term durability. Many Kohler models include features like chair-height bowls, easy-to-clean surfaces, and eco-friendly water usage. The brand also offers smart toilets equipped with advanced features like automatic flushing, bidet functions, and heated seats, positioning itself at the forefront of bathroom technology.
What makes TOTO a top contender in the toilet market?
TOTO, a Japanese brand, has gained significant popularity in the United States due to its cutting-edge technology and commitment to hygiene and sustainability. The brand is best known for its Tornado Flush system, which uses a centrifugal action to provide a more effective and water-efficient flush than traditional designs. TOTO toilets are also praised for their CEFIONTECT glazed surface, which resists stains and simplifies cleaning.
In addition to performance, TOTO leads in innovation with its high-end Washlet series—smart toilets featuring warm water washing, auto-flushing, deodorizers, and even automatic lids. These advanced features, combined with sleek, minimalist designs, appeal to modern homeowners and luxury builders alike. Its focus on eco-efficiency and superior engineering has elevated TOTO to a premium status in the global toilet market.
Are budget-friendly toilet brands worth considering?
Yes, budget-friendly toilet brands such as Glacier Bay and Mansfield can be excellent choices, especially for homeowners focused on cost-effective renovations or replacements. These brands often provide reliable performance with essential features like WaterSense certification and standard trapways, making them suitable for daily household use. While they may lack some of the advanced technologies found in premium brands, they can still deliver dependable flushing power and durability.
However, consumers should closely examine customer reviews and warranty terms when choosing a lower-priced model. Some economy brands may use less durable materials or offer fewer design options, but they often benefit from compatibility with standard plumbing systems and ease of installation. For those on a tight budget or managing multiple installations, these brands present a practical and value-driven solution.
What should I consider when choosing a toilet brand for my home?
When selecting a toilet brand, consider key factors such as flushing performance, water efficiency, bowl shape and height, and ease of maintenance. Look for models with reliable flush systems that minimize clogs and ensure cleanliness, especially in households with heavy usage. Water-efficient toilets with WaterSense certification can significantly reduce water consumption, lowering utility bills over time.
Additionally, evaluate the brand’s availability of replacement parts, customer service reputation, and warranty coverage. A brand with strong support and readily available components can save time and money during repairs. Design compatibility with your bathroom layout and personal preferences—such as one-piece vs. two-piece designs or concealed trapways—also influences the final decision. Prioritizing these aspects ensures a long-lasting and satisfying investment.
Do popular toilet brands offer smart or high-tech toilets?
Yes, several leading toilet brands now offer smart toilets that integrate advanced technology to enhance user comfort and hygiene. Companies like TOTO, Kohler, and American Standard have introduced models with features such as automatic lid operation, built-in bidets, adjustable water temperature and pressure, heated seats, air dryers, and even self-cleaning nozzles. These high-tech toilets are especially popular in modern homes and luxury bathrooms.
Smart toilets typically connect to power sources and sometimes to home Wi-Fi networks, allowing users to control settings via remote or smartphone app. While they come at a higher price point, many consumers find the health benefits, convenience, and water-saving features well worth the investment. As technology advances, these intelligent toilets are likely to become more mainstream, reshaping expectations for bathroom fixtures.