What Drives Consumer’s Choice on Where to Grocery Shopping

Market Force’s latest syndicated survey of grocery retailers suggests that consumers continue to focus on price and promotions while grocery shopping. However, slowing inflation has allowed them to also choose supermarkets based on convenience, cleanliness, and the variety of available merchandise.

H-E-B, Fry’s, King Soopers, Brookshire Grocery, and Food Lion rank at the top of consumer preference, receiving the highest proportion of consumer spending across 40+ grocery brands named in Market Force’s study. 

Moreover, “loyalty” to a grocery brand doesn’t necessarily translate to higher consumer proportional spending. Trader Joe’s, Wegman’s, Publix, ALDI, and Sam’s Club rank high in Market Force’s loyalty index, but consumers using these brands spread their grocery dollars around.

From a consumer experience perspective, Wegman’s, Publix, Trader Joe’s H-E-B, and Sam’s Club rank near the top of the list of grocers, receiving high marks in a number of experience categories. For these retailers, the grocery shopping experience clearly drives stated loyalty. 

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Consumers’ disconnect between loyalty and share of wallet entails the economic side of experience – with value driving share of wallet for the top contenders. Value here is defined as good sales and promotions, value for money spent, and good loyalty and rewards programs.

Finally, regarding brand image, consumers give high marks to Trader Joe’s, H-E-B, Grocery Outlet, and Amazon Fresh.

The grocery space is hyper-competitive, and major retailers continue to invest and grow to remain the preferred grocery shopping destination for consumers.

About Market Force Information

Market Force helps leading global brands improve each location’s customer experience and operations. Through an integrated services package including mystery shopping, site audits, contact center, social reviews, surveys, employee engagement, and analytics, Market Force drives consistent growth and profitability for its valued clients.

Market Force provides solutions for restaurants, big box and specialty retail, grocery, petro-convenience, hospitality, travel, telecom, technology, energy, education, health and wellness, movie studios and theatres, fitness, financial services, gaming, CPG, alcohol and tobacco, pharma, government agencies and more.