SYDNEY – Walmart maintained its position as the dominant U.S. supermarket brand through the first three waves of 2026, while Aldi and Kroger emerged as the category's strongest performers in converting awareness into brand preference, according to new data from Conjointly Brand Tracker.
The study, based on surveys conducted from March through May 2026, found Walmart leading every major brand funnel metric. By May, the retailer achieved 91% aided awareness, 75% consideration, 76% purchase within the previous six months, and 45% preferred brand status, more than double the preference score of any competitor.
Among the industry's most recognized brands, Aldi and Target posted the strongest gains in consideration over the three-month period. Aldi's consideration score rose from 47% in March to 52% in May, while Target increased from 36% to 40%. Both retailers also recorded notable improvements in consumer trust, with ALDI climbing from 81% to 86% and Target from 77% to 83%.
While Walmart remained the overall leader, Aldi and Kroger stood out for their ability to convert brand awareness into customer preference. In May, Aldi turned 76% aided awareness into 19% preferred brand status, while Kroger converted 62% awareness into 13% preference in both March and April. Both brands significantly outperformed peers such as Target and Whole Foods Market, which generated lower preference levels despite comparable or higher awareness.
Regional operators also demonstrated strong customer loyalty. H-E-B converted 22% awareness into 4% preferred brand status, while Publix posted 44% awareness, 22% consideration, and 7% preference in May. Sprouts Farmers Market, by contrast, converted 37% awareness into 7% purchase and 1% preference.
On key brand diagnostics, Walmart led across all measured attributes throughout the tracking period, earning top scores for both value and assortment. Costco distinguished itself on assortment and availability, while Stop & Shop and H-E-B earned strong ratings for convenience. Sprouts Farmers Market and Whole Foods Market continued to lead perceptions of fresh produce quality, reinforcing the strength of specialty grocers in that category.
"The U.S. supermarket market continues to be defined by a clear leader, but competition remains intense among the next tier of brands," said Yutian Shen, Market Researcher at Conjointly. "Walmart's leadership across the funnel and key diagnostics is unmistakable. At the same time, ALDI and Kroger have built highly effective conversion engines, while specialty retailers such as Sprouts and Whole Foods maintain a distinct advantage in fresh produce and quality perception."
The findings are based on responses from 3,272 U.S. adults surveyed across three waves in March (1,089 respondents), April (1,082), and May (1,101) 2026. Participants had visited or shopped at least one supermarket chain in the previous six months. Results were weighted to reflect national demographics.
Conjointly's Brand Tracker provides ongoing measurement of brand awareness, consideration, purchase behavior, trust, and preference across major U.S. industries, offering businesses access to market-representative brand performance insights.
