Consumer grocer preferences vary widely across the country with a plethora of choices from no frills low price leader ALDI to full service Publix and nontraditional Trader Joe’s. A recent survey by Market Force indicates that while Trader Joe’s got the highest marks for customer satisfaction, Wal-Mart was the most shopped in five out of six regions.
On a national basis, shoppers reported spending more money grocery shopping at Walmart than any other chain, despite the retail giant garnering the lowest score for customer satisfaction.
Because Wal-Mart has thousands of locations in North America and some of the other brands have fewer than 100, Market Force drilled down to identify the four most popular grocers in each region. Wal-Mart led in all regions, except for the Northeast where ShopRite was a strong favorite.
Most shopped grocers
• Nationally – Walmart, Kroger, Publix, ALDI
• Northeast – ShopRite, Walmart, Stop & Shop, GIANT
• South – Walmart, Publix, Kroger, H-E-B
• Midwest – Walmart, Kroger, Hy-Vee, ALDI
• West – Walmart, Safeway, Costco, WinCo Foods
• Canada – Walmart, Sobeys, Loblaws, No Frills
“Competition is fierce and growing in the grocery sector with regional players going national and national players moving toward neighborhood market concepts. It’s only getting more difficult to attract and keep customers, and being adequate is no longer good enough,” said Janet Eden-Harris, chief marketing officer for Market Force.
The survey indicates niche areas where each retailer comes out on top. In overall customer satisfaction, Trader Joe’s ranked the highest with a score of 82. Publix ranked the highest for atmosphere and speedy checkouts. Aldi was the clear leader in low price and best private label. Costco ranked highest for quality beef, while H-E-B and Publix pulled high marks in fresh produce. Wal-Mart was lauded for its one-stop shopping experience. ShopRite received the highest marks for sales and promotions.