Consumers Choose Trader Joe’s as Favorite Grocer

NATIONAL REPORT — Trader Joe’s, known for its diverse grocery selection and exceptionally friendly service, is America’s favorite grocery retailer for the third year in a row, according to the latest study by Market Force Information. Publix ranked a close second, and Aldi was third this year.

The annual study of more than 7,200 consumers is designed to uncover consumers’ grocery-shopping habits, including the brands they prefer, why they prefer one to another, how they engage with various grocers and their social media use.

To determine the rankings, Market Force asked participants to rate their satisfaction with their most recent grocery shopping experience and their likelihood to refer that grocer to others. The results were averaged to rank each brand on a composite loyalty index. 

Trader Joe’s took the No. 1 spot out of the 14 grocery chains studied, with a score of 78 percent. Publix closely followed at 74 percent. Aldi, Hy-Vee and H-E-B rounded out the top five.

Market Force looked at the operational and service attributes that set leading grocery brands apart, and found Publix and Trader Joe’s led in many key areas including cashier courtesy, speedy checkouts and cleanliness. Aldi, WinCo Foods and Costco led in the value category, while ShopRite was rated highest for sales and promotions. H-E-B, Hy-Vee and Kroger also performed well in most areas.

“In the fiercely competitive grocery industry, customer satisfaction is the one measure that can tell you if you’re delivering on your brand promise or falling short,” said Cheryl Flink, chief strategy officer for Market Force. “Our research revealed that one in eight shoppers were disappointed with their most recent visit to their primary grocer, leaving ample room for improvement. This is especially impactful when you consider that delighted customers are 2.4 times more likely to recommend their grocer to others.”

Headquartered in Louisville, Colo., Market Force Information provides customer intelligence to help multi-location businesses delight their customers and drive performance in a strategic, efficient and profitable way.