Table of Contents
Cincinnati, Ohio – A new price-conscious mindset among U.S. grocery shoppers solidified in 2024, elevating retailers focused on savings to the top of the market. According to dunnhumby's eighth annual Retailer Preference Index (RPI), Texas-based H-E-B was named the top U.S. grocery retailer, marking its fourth time in the top spot and third win in the past four years.
The RPI surveyed over 11,000 U.S. consumers and analyzed financial data across 72 major grocery retailers, revealing that saving customers money through pricing, promotions, and rewards is now the most critical driver of long-term success. This factor accounts for 38% of a retailer's performance—the highest percentage recorded since the study's inception.
The RPI is the only ranking system that combines customer perception data with financial results. It evaluates five key drivers of success: price, quality, digital, operations, and convenience.
"H-E-B has consistently delivered a winning combination of savings, quality, shopping experience, and assortment," said Matt O'Grady, dunnhumby's President of the Americas. "Their ability to prioritize customer needs has set them apart in a market increasingly dominated by price-conscious consumers."
"The fundamentals of retail still apply, as H-E-B has proven year after year," O'Grady said. "Understanding your customers, delivering value, and making strategic investments are the keys to sustained success."
Key Findings:
- Top Performers: Market Basket, Costco, WinCo Foods, and Aldi joined H-E-B in the top five, highlighting the growing dominance of regional and discount formats.
- Amazon Drops: Once a leader, Amazon fell to sixth place as the importance of digital services declined from 18.5% in 2023 to 16% in 2024.
- Rising Stars: Lidl climbed 14 spots to 17th, marking its first appearance in the top quartile, while Trader Joe's improved to eighth, driven by its quality offerings.
- Merger Fallout: Kroger and Albertsons experienced ranking declines amid court cases regarding their proposed merger, and customer perceptions of their value proposition suffered.
The report highlighted a disconnect between consumers' increased focus on savings and the diminished emphasis on digital capabilities, signaling a shift in shopper priorities. Despite inflationary pressures and economic uncertainty, spending patterns favored retailers offering robust savings programs.
Retailers and industry stakeholders can access the full RPI report and insights at dunnhumby's website or visit their booth at NRF 2025 to learn more.
