Gender breakdown of 2,488 respondents’ voices
gathered for 2017 Most Trusted U.S. Food Retailers.
laying out on a brutally com-
petitive and complex check-
erboard, and bubbling into
what will handily go down
as one of the juiciest chapters
in the history of the United
States’ grocery business, the
situation present-day food
retailers are facing is any-
thing but “as easy as pie.”
More accurately, a full-on
star-spangled battle is un-
derway among the various
camps of retailers jockey-
ing to stake claim to a big-
ger slice—let alone defend
their existing share—of the
sizzling ;;;; billion U.S.
grocery pie. The unprece-
dented level of pressures
confronted by both existing
and emerging competitors has triggered a
climate tantamount to an escalating grocery
arms race—and nowhere moreso than the
uppermost ranks of the ladder, where its top
contenders are deploying a careful balancing
act of ;repower on both digital and experien-
tial shopping journeys to advance their charge.
Moreover, as online and discount retailers
plunge their knives deeper into the dish, the
business of selling food will become even
more unrelenting, with the upshot focused
on becoming a go-to grocery destination for
consumers, who now have more choices than
ever. Indeed, consumers are spending more
dollars across more retailers than they did
in the past, creating intense competition for
share of stomach and wallet.
By all accounts, the food industry is at a
true tipping point of major upheaval, which
will continue to threaten the position of many
existing players. However, the changes will
also prompt others to become shrewder and
better equipped to compete in an increasingly unruly ecosystem, where there will be no
room for mediocrity.
Accordingly, at the outset of a new era of
food retailing—alongside the long-anticipated
debut of Winsight Grocery Business—the time is
right to take a comprehensive, real-time look
at American consumers’ perceptions of grocery retailers from coast to coast. To that end,
we enlisted the expertise of market research
;rm BrandSpark International to conduct in-depth insights for the ;rst-ever Most Trusted
U.S. Food Retailers market study. Respondents for the data in this exclusive research
were garnered from a national panel of U.S.
residents above the age of ;; who participate
in grocery shopping for their households. The
national sample of ;,;;; respondents was
recruited via email to an online survey in September ;;;;.
Respondents for the Most Trusted U.S.
Food Retailers’ research study were
recruited via email to an online survey in
September 2017. The study was conduct-
ed in conjunction with the BrandSpark
Most Trusted Retailers study, 2017 edition.
Respondents were garnered from a
national panel representing residents of
the United States over the age of 18 who
participate in grocery shopping for their
household. The sample of 2,488 respon-
dents is nationally representative by age,
gender, census region and income level.
The final weighted sample is 68% women
and 32% men.
Insights for the Most Trusted U.S. Food
Retailers’ research was conducted by
BrandSpark International, which combines
real-world consumer and shopper insights
with marketing credentials and services.
BrandSpark Research focuses on
insights that decode the shopper mindset,
specializing in understanding their retail
and e-commerce experiences. Brand-
Spark Marketing Services runs leading
CPG awards programs Best New Product
Awards and BrandSpark Most Trusted
Awards as well as consumer product trial
and amplification platform Shopper Army.
For more information, visit BrandSpark.com
;; NOVEMBER ;;;; WINSIGHT GROCERY BUSINESS
The Most Trusted U. S.
Food Retailers data is the
first of a three-part series
of exclusive BrandSpark
research conducted for
Grocery Business. Other
topics that will be explored
in upcoming issues include
the most influential
attributes increasing trust
in food retailers, the
foremost factors that build
trust in food retailers, and