Methodology: Insights for WGB’s second annual Most Trusted U.S. Food Retailers report were conducted in conjunction with BrandSpark
International’s Most Trusted Retailers research study. Respondents were collected for a six-month time frame from a national panel
representing U.S. residents 18 and older who participate in grocery shopping for their household and were recruited from an email invitation
to participate in an online survey in September 2018. The sample of 4,260 respondents is nationally representative by age, gender, census
region and income level. The final weighted sample is 69% women and 31% men. For more information, visit BrandSpark.com.
n business, as in
life, where there
is no trust, there is
And so it goes
for the nation’s
diverse, dynamic grocery sector, whose leading players are
immersed in a cutthroat courtship
to win the hearts, minds and pocketbooks of a fickle food shopping
public whose options have never
been more plentiful.
The competitive retail food
flames have been stoked to even
greater heights in the 12 months
that have lapsed since the debut
of our Most Trusted U.S. Food
Retailers market study, which
takes a comprehensive, in-depth,
up-to-the-minute look at American consumers’ perceptions of
grocery banners from coast to
coast to determine which ones
hold the greatest sway.
Obvious frontrunners emerged
in this year’s second annual
report—including Walmart, Kroger, Aldi, Costco, H-E-B and
Trader Joe’s—for which we again
teamed up with Toronto-based
BrandSpark International to capture insights from a national panel
of 4,260 U.S. residents who conduct their household’s primary
grocery shopping. (See methodology on this page.)
Walmart has once again
emerged as the most trusted grocery retailer in the nation, with
more than 1 in 5 shoppers citing
it as their faithful supermarket
standby. The Kroger Co. and its
family of banners paces as the
second most trusted food retailer,
followed next by the big comer,
Aldi. Sharing the fifth rung on the
trusted retailer leaderboard is Pub-lix and Costco, the latter of which
ranked highly for trust relative to
share as a primary grocery store.
Most Trusted U.S. Food Retailers
Walmart once again secured the most faithful grocery followers, paced next by The Kroger Co.
in second and Aldi at No. 3.
Most Shopped vs. Most Trusted
Warehouse clubs Costco and Sam’s Club, as well as Trader Joe’s and Whole Foods, showed
a pronounced higher share of trust vs. most shopped, indicating leadership in quality.
Stop & Shop Wegmans
Most shopped Most trusted