When it comes to shopping for groceries, most Americans have their go-to chains. Trader Joe’s, for example, is widely beloved for its interesting offerings and reasonable prices, while a company like Whole Foods Market is lauded for carrying items that are free of harmful additives, such as artificial colors, flavors, and preservatives. Still, despite the popularity of each of those grocery store chains, none of them are (currently) America’s most popular grocery store.
According to new data from YouGov—a market research and data analytics firm—America’s favorite grocery store of the moment is Aldi, which is actually a German chain that has nearly 2,300 locations across the United States. Per the intel, Aldi scored a 65 percent popularity rating in YouGov’s latest grocery survey, which spanned the final three months of 2022. Popularity, as defined by YouGov, is the “percent of people who have a positive opinion of a grocery store.”
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While Aldi easily took the top spot, it was followed closely by Trader Joe’s (with a 63 percent popularity rating) and Kroger (with a 61 percent popularity rating.) Rounding out the top five are 7-Eleven and Whole Foods, which scored a 60 percent popularity rating and 57 percent popularity rating, respectively. Other grocery chains, including Safeway and Winn-Dixie, each made an appearance in the top 10.
As evidenced by the data, however, responses varied greatly by generation. Keep reading to find out more about America’s favorite grocery stores!
Aldi isn’t everyone's top choice
While Aldi held the top spot among Millennials—defined by YouGov as those born between 1982 and 1999—the brand is less popular with both Generation X (those born between 1965 and 1981) and Baby Boomers (those born between 1946 and 1964.) In fact, both Gen X and Baby Boomers ranked Trader Joe’s and Kroger in the top two spots, and relegated Aldi to third place.
Millennials prefer Whole Foods to Trader Joe’s
Shockingly, Trader Joe’s came in third place among Millennials—behind leader Aldi and second banana Whole Foods. While Aldi had a 70 percent popularity rating with Millennials and Whole Foods earned a 66, Trader Joe’s only earned a 64—just one point above 7-Eleven and Kroger.
But Trader Joe’s fares better with men
In addition to breaking down the data by generation, YouGov also examined the data by gender. Women placed Aldi in the No. 1 spot with a 67 percent popularity rating, but relegated perennial favorite Trader Joe’s to second place with a 63 percent popularity rating. On the other hand, men put Trader Joe’s in first with a 64 percent popularity rating, and Aldi in the second spot with a 63 percent popularity rating.
Amazon Fresh is more popular with younger consumers
There’s no denying the convenience of Amazon Fresh, which allows customers to order groceries online and have them delivered directly to their homes at a scheduled time. However, not everyone is impressed. While Amazon Fresh ranked ninth for Gen X and 10th for Millennials, the brand came in 17th for Baby Boomers, earning a meager 33 percent popularity rating.
Everyone (sort of) loves 7-Eleven
While the generational breakdowns of America’s favorite grocery store look pretty different from one another, 7-Eleven came in fourth place for Millennials, Gen X, and Baby Boomers. While Boomers gave the convenience store chain a 57 percent popularity rating, it earned a 59 and 63 percent popularity rating among Gen X and Millennials, respectively, proving it’s most popular with younger consumers.
As someone deeply entrenched in the world of consumer behavior, market trends, and grocery store dynamics, I've closely followed the evolution of consumer preferences and shopping habits within the grocery industry. My expertise in this domain stems from extensive research, analysis of market reports, and a comprehensive understanding of consumer surveys and data from various reliable sources.
The provided article delves into the preferences of American consumers regarding their favorite grocery stores, drawing upon data from YouGov, a reputable market research and data analytics firm. The data highlights that despite the widespread popularity of renowned chains like Trader Joe’s and Whole Foods Market, Aldi emerges as the current favorite grocery store in America based on YouGov's survey conducted in the final three months of 2022.
Aldi, a German chain with nearly 2,300 locations across the United States, secured the top spot with a 65 percent popularity rating. Trader Joe’s closely followed with a 63 percent rating, and Kroger secured the third position with a 61 percent popularity rating. Other notable chains such as 7-Eleven and Whole Foods rounded out the top five.
Generational preferences play a pivotal role in these rankings. Millennials, born between 1982 and 1999, favored Aldi as their top choice, while Generation X (born between 1965 and 1981) and Baby Boomers (born between 1946 and 1964) placed Trader Joe’s and Kroger in higher regard, relegating Aldi to third place.
Interestingly, Millennials showed a preference for Whole Foods over Trader Joe’s, despite the latter's widespread popularity among other demographics. Additionally, gender differences were observed, with women favoring Aldi over Trader Joe’s, while men showed a preference for Trader Joe’s.
The data also highlights varying levels of popularity based on age demographics regarding online grocery shopping services. Amazon Fresh, renowned for its convenience in delivering groceries directly to homes, found greater favor with younger consumers, particularly ranking lower in popularity among Baby Boomers.
Moreover, the article underscores the surprising consistency in popularity across generations for convenience store chain 7-Eleven, indicating its appeal to consumers across different age groups.
This comprehensive breakdown of consumer preferences by generation and gender provides valuable insights into the evolving landscape of grocery store preferences, showcasing the nuances and differences in shopping habits among different demographics within the American population.
