The Media Audit: Wal-Mart's still No.1 grocer with black consumers

(September 24, 2008) Wal-Mart, the nation's largest grocery retailer, along with Costco Wholesale Group, the fourth largest grocery chain by sales volume, are among the top grocery stores that have experienced the most significant increases in market share among consumers in 2007, according to a newly released Grocery Trends Report from The Media Audit. Among U.S. adults, 16.3% shopped at a Wal-Mart for groceries in a typical week, up from 15.2% a year earlier. The figure represents a 7.2% growth in market share in a single year.

Meanwhile, the percent of adults who shopped at Costco Wholesale for groceries grew by 8.8%. German-based Aldi, a discount retailer with 900 stores in the U.S, also experienced an increase in market share by 5.6%. Surveys were conducted in 88 U.S. markets between January 2007 and March 2008. Thirty-eight grocery chains are included in the analysis.

Wal-Mart still remains the number one grocery store with 21.2% of African Americans who shop Wal-Mart in a typical week, followed by Kroger (14.7% of African Americans shop Kroger in a typical week) and Publix (7.5%).Publix, the third most popular grocery store among African Americans, increased market share by 8.7% from the previous year, while Wal-Mart's share grew by 8.2%.



Competition among retailers in the $400 billion grocery industry has been intense, as rising wholesale prices and transportation costs have resulted in higher food prices for consumers. As a result, consumers are feeling the pinch, placing a greater emphasis on price which impacts where they shop. Stores such as Wal-Mart and Costco Wholesale also benefit from the growing appeal of one-stop shopping as consumers are paying more at the pump to fill their gas tanks.

Latest figures from The Media Audit reveal a 1.3% drop in market share among consumers who shop at Safeway and an even greater drop of 11.5% for the Albertson's chain. The percent of adults who shop at Kroger in a typical week remained unchanged, as did Florida-based Publix Supermarkets. Costco Wholesale experienced even greater increases in market share among consumer segments such as business owners and working moms. A retail analysis of Costco Wholesale grocery shoppers indicates a 25% increase in market share among business owners and a 25.7% increase in market share among working moms.


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