Walmart receives top spot in national grocery shopper survey

Bentonville-based Walmart held the top spot with 63% of U.S. shoppers in a survey using the retailer to shop for groceries, according to YouGov’s grocery store ranking survey for 2025.

The online polling firm reports Walmart held a 20.8% lead over second-place Target as the place they shop for groceries. Rounding out the top five were deep discounter Aldi with 32.8% of the share, Costco with 31.8%, and Kroger with 23.9%.

Sam’s Club ranked sixth with a 22.8% share of shoppers’ choices for their next grocery purchase. Trader Joe’s (20.5%), Whole Foods Market (15.9%), Publix (13.3%), and Amazon Fresh (12%) were in the top 10 retailer rankings in the recent survey.

“In today’s challenging economic climate, where rising living costs continue to put pressure on household budgets, consumers are making more considered choices about where they shop,” said Kenton Barello, vice president of YouGov America, in the report. “Grocery stores are at the heart of this daily decision-making, balancing affordability, quality, and service to meet evolving customer expectations. This report unveils the latest rankings of the top grocery stores, offering valuable insights into how retailers are performing in a landscape shaped by inflation, shifting shopping habits, and the increasing demand for value.”

Walmart also was the winner for where shoppers ordered groceries online in the past 90 days, with 64% of survey respondents. Amazon was a distant second at 34%, followed by Target at 19%. The biggest reason consumers shop for groceries online is for fast delivery, followed by free shipping or delivery. About a third said they enjoy not having to go to the store.

Consumers said they would like to see retailers provide notifications of product availability, online product comparison functions, and better product search filters. They also would like to see more in-depth product information available online and reviews from buyers.

Walmart was the top retailer purchasing groceries by each age demographic from Generation Z (ages 18 to 28), millennials (ages 29 to 44), Generation X (ages 45 to 60), and boomers (61 and up). Walmart received between 62.8% and 64% of consumer consideration for their choice for grocery shopping.

Target was the second most popular choice among all four age groups. Costco ranked higher at third place among younger shoppers in the Gen Z and millennial groups, while Aldi was the choice for older consumers of Gen X and boomers. Kroger ranked fifth among millennials, Gen X and boomers, while Gen Z shoppers preferred Aldi. Gen Z shoppers preferred Whole Foods Market, while the other three age groups preferred Sam’s Club.

While high grocery prices remain a concern among consumers of all ages, the survey asked respondents which retailers they choose for value and which ones rank better for quality. Walmart had the top spot for value with a net score of 42, ahead of Target’s 34.5 and Trader Joe’s 35.5. Costco and Aldi rounded out the top five for value with scores of 35.2 and 28.2, respectively. Whole Foods Market garnered the top score for quality at 36.5, followed by Target at 35.4, and Trader Joe’s 35.3. Costco and Aldi rounded out the top five. Kroger outranked Walmart, Sam’s Club, and Publix for quality. Amazon Fresh had the lowest quality score at 17.4.