Kroger remains a dominant force in US grocery shopping despite of the increasingly fragmented nature of today’s market, according to new research into consumer shopping habits by Wells Fargo Securities.
The report, based on a survey of more than 1,000 shoppers in eight markets, showed that 34.1 per cent of consumers polled said Kroger and its associated banners was their primary place to shop for groceries, well ahead of second place Walmart on 13.6 per cent and third place Safeway on 10.9 per cent. Kroger also came top (with 43.6 per cent), when the consumers polled were asked where else they shopped for groceries, ahead of warehouse clubs Costco, Sam’s Club and BJ’s Wholesale (38.7 per cent), Walmart (36.5 per cent), Trader Joe’s (35.8 per cent), Target (34.4 per cent) and Safeway (31 per cent), revealing a high degree of cross shopping choices.
“Only 2 per cent said they do not shop anywhere else for groceries, suggesting that most consumers are willing to shop multiple grocery stores to get what they want,” the report said.
