almart’s standing
as the country’s
Most Trusted Food
Retailer, as well as
its lead ranking as
the most popular—
per its 64% market penetration
this year as a go-to grocer for 2 in
3 U.S. consumers during the past
six months—speaks directly to its
imposing footprint of having one
store located within 10 miles of
roughly 90% of the U.S. population. But this year’s study depicts
proof-positive payoffs of the Bentonville, Ark.-based megaretail-er’s ongoing reinvention, with a
5-point comparable gain from last
year’s study.
Target is also getting closer to
the bull’s-eye in this year’s grocery
derby. As the second most popular
food retailer among U.S. shoppers
in the past six months, the Minneapolis-based national chain’s
continuing efforts to reposition
its grocery offerings are showing
signs of forward momentum via a
6-point gain.
This year’s Most Trusted Retailers’ insights also revealed the
comeback of Whole Foods (up
4 points) and Trader Joe’s (up 3
points) among this year’s most
popular grocery retailers, both
of which have upped their scores
primarily as a result of attracting
new shoppers whose loyalty has
commensurately increased.
Top Trust Drivers
Quality of fresh produce and meat were among the most important attributes in addition to lowest prices.
selected as a top three trust driver
Most Popular
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Most Shopped vs. Most Trusted for Past 6 Months
Nearly 2 in 3 U.S. shoppers have visited Walmart over the past six months, but Whole Foods
and Trader Joe’s have increased in popularity since 2017.
Shopped in past 6 months
Most trusted (% of own shoppers) 60%
50%
40%
30%
20%
10%
0%
47%
Quality
of fresh
produce 43%
Lowest
prices
40%
Quality of
fresh meat
26%
Selection of
food and
beverage
products
24%
Service quality/
friendly staff
21%
Well-
maintained/
updated stores
14%
Loyalty
program
rewards
7%
Ease of
parking/
accessing
store
5%
Mobile
app
5%
Selection
of nonfood
products
3%
Online ordering/
curbside pickup
3%
Specialty
services (e.g.,
pharmacy, in-
store experts)
1%
In-store cafe
seating/
restaurant
6%
Clean
washrooms
6%
Selection
of new
products
9%
Store layout/
organization
6%
Store
traffic
9%
Quality of fresh
prepared meals
17%
Quality of
store brand
products
6%
Self-
checkout
