It’s not the chain you think!
When it comes to grocery shopping, most Americans have their go-to chains. Trader Joe’s, for example, is universally loved for its interesting offerings and reasonable prices, while a company like Whole Foods Market is praised for carrying items that are free of harmful additives such as artificial colors, flavors and preservatives. Yet, despite the popularity of each of these grocery chains, none of them (currently) is the U.S. most popular convenience store.
According to new data from YouGov – a market research and data analysis company – America’s favorite grocer is currently Aldi, which is actually a German chain that has nearly 2,300 locations across the US. According to the information, Aldi scored a popularity rating of 65 percent in YouGov’s latest grocery survey, which spanned the last three months of 2022. Popularity, as defined by YouGov, is “the percentage of people who have a positive opinion of a grocery store.”
While Aldi easily took the top spot, it was closely followed 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 appeared in the top 10.
However, as the data show, responses varied greatly by generation. Keep reading to find out more about America’s favorite grocery stores!
Aldi is not everyone’s best choice
While Aldi still 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, relegating Aldi to third place.
Millennials prefer Whole Foods over Trader Joe’s
Shockingly, Trader Joe’s came in third among Millennials — behind leader Aldi and runner-up Whole Foods. While Aldi had a 70 percent popularity rating with Millennials and Whole Foods scored 66, Trader Joe’s earned just 64 — just one point above 7-Eleven and Kroger.
But Trader Joe’s is better with men
As well as 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 first with a popularity rating of 64 percent, and Aldi second with a popularity rating of 63 percent.
Amazon Fresh is more popular with younger consumers
There is no doubt about the convenience of Amazon Fresh, which allows customers to order groceries online and have them delivered directly to their home 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 and only achieved 33 percent popularity.
Everyone loves (sort of) 7-Eleven
While the generational divisions of America’s favorite grocer look quite different from one another, 7-Eleven came in fourth for Millennials, Gen X, and Baby boomers. While Boomers gave the grocery chain a popularity rating of 57 percent, it earned a popularity rating of 59 and 63 percent among Gen X and Millennials, respectively, proving it is most popular with younger consumers.
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