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NEW YORK – A new survey by global research firm YouGov has ranked the most considered grocery store brands in the U.S., with Walmart leading the pack and Amazon Fresh showing the most growth in consumer interest. The “U.S. Grocery Store Brand Rankings 2025” polled over 22,000 Americans on their perceptions of 34 national and regional grocery chains.
Key findings
- Walmart dominates consideration rankings: Walmart remains the top choice for U.S. shoppers, with 63.3% of adults saying they would consider the brand for their next grocery trip. Target follows in second place (42.5%), with ALDI (32.8%), Costco (31.8%), and Kroger (23.9%) rounding out the top five.
- Amazon Fresh on the rise: The online grocery service has seen a 48% increase in consideration from U.S. consumers, reaching 12.0% in 2025. Younger shoppers are driving this trend, with Gen Zers (25.8%) and Millennials (21.5%) showing the most interest.
- Quality and value rankings: Whole Foods Market ranks highest for perceived quality, with a net quality score of 36.5, just ahead of Target (35.4) and Trader Joe’s (35.3). Meanwhile, Walmart tops the value rankings (42.0), followed by ALDI (38.6) and Costco (35.1).
Generational shopping trends
The report also sheds light on how different age groups approach grocery shopping:
- Gen Z: Most likely to find grocery shopping boring (40.5%) and to buy only what they need (59.9%).
- Millennials: Prefer shopping “little and often” (51.1%) and like to plan their weekly grocery trips (61.9%).
- Gen X: Most price-conscious (78%) but also prone to impulse purchases (63.4%).
- Baby boomers: Least likely to shop on Saturdays (10.7%) but the most focused on special offers (84.7%).
Evolving consumer preferences
“Amid rising food prices and the shift towards delivery, American grocery shopping habits are evolving,” said Kenton Barello, VP at YouGov America. “While Walmart remains the dominant grocery destination, Amazon Fresh’s rise signals a shift toward online and convenience-based shopping.”
The rankings are based on YouGov BrandIndex, which tracks consumer perceptions of nearly 2,000 brands across key metrics like purchase consideration, value, and quality. Data was collected from February 2024 through January 2025.
With Walmart leading the way and Amazon Fresh rapidly gaining traction, the competition for U.S. grocery shoppers continues to evolve in an increasingly digital landscape.
