Walmart is Most Loved in Grocery, Says Conde Nast & Goldman Sachs


This article was originally published by the Path to Purchase Institute.


Walmart is the most favored food retail brand among both Millennial food enthusiasts and the general population, according to a “Love List” survey conducted by Conde Nast and Goldman Sachs.

The mass merchant was cited as a favorite by 43% of Millennials and 35% of shoppers across the board.

Archrival Amazon also made the list. Despite its lack of a network of grocery stores (for now), 17% of Millennials and 12% of the general population already call the company a favorite food retailer, putting it in seventh and 10th place, respectively. Amazon’s acquisition target, Whole Foods Market, received 39% favorability among Millennials and 32% from the national sample — third and fourth place, respectively.

Among the Millennials, Target trailed right behind Walmart, and the top drug chain was CVS, which came in eighth, followed by Walgreens in 10th place.

“Brands shouldn’t underestimate the powerful combination of convenience and authenticity,” said Pamela Drucker Mann, chief marketing officer of Conde Nast, in a media release. “Millennial consumers are looking for good value, convenience and consistency, which is why we’re seeing retailers like Walmart and Target rise to the top of the list. However, when it comes to the brands they’re choosing to purchase, like Kashi, Clif and Bear Naked, Millennials are looking to brands that connect with them and fit into their lifestyles.”

Among other trends the study revealed, as identified in the release:

  • Millennials want healthy snacks and premium coffee.
  • Millennials are one-stop shoppers.
  • When price and quality are consistent, brand ethos is paramount.
  • Yogurt brands are on the rise.

Across both retail and food brands, San Pellegrino came in as Millennials’ top loved brand.

The annual study surveyed a national sample of 7,555 U.S. consumers — with a subset of 564 Conde Nast Millennial food-enthusiast consumers — and included 172 brands and 58 retailers. This is the first time its scope expanded beyond fashion.

Reports indicate that another study by investment bank UBS names Walmart, along with its Sam’s Club division, the nation's dominant grocery retailer with more than 20% share of the market. The study points out that the market is highly fragmented between dozens of other players, including Kroger (10%), Albertsons Cos. (5.2%) and Costco (4.2%). Whole Foods controls just 1.4% and Amazon claims just 0.2% of the market.

A similar study by Susquehanna Financial Group came up with slightly higher percentages across the board, as reported by The Wall Street Journal: Walmart (25%), Kroger (10%), Albertsons (7%), Costco (6%), Whole Foods (2%) and Amazon (1.6%). 

In yet another win, for the fifth year in a row Walmart nabbed the top spot in Forbes magazine's Fortune 500 ranking of the top companies by revenue.


“Food Love” Brand Affinity Index: Top Retailers


  1. Walmart                                  43%
  2. Target                                      42%
  3. Whole Foods                           39%
  4. Trader Joe's                             34%
  5. Costco                                      30%
  6. Kroger                                      21%
  7. Amazon                                    17%
  8. CVS                                            17%
  9. Aldi                                            14%
  10. Walgreens                               13%
  11. Safeway                                   13%
  12. Sam's Club                               11%
  13. Publix                                        9%
  14. SuperTarget                            9%
  15. 7-Eleven                                    9%
  16. Sprouts                                     9%
  17. Dollar General                        8%
  18. Albertsons                               7%
  19. Stop & Shop                            7%
  20. Wegmans                                 6%


  1. Walmart                                  35%

  2. Costco                                      34%
  3. Trader Joe's                             33%
  4. Whole Foods                           32%
  5. Target                                       25%
  6. Kroger                                      19%
  7. Safeway                                   16%
  8. Aldi                                           15%
  9. Sam's Club                              13%
  10. Amazon                                   12%
  11. CVS                                           11%
  12. Publix                                       10%
  13. Walgreens                                9%
  14. Albertsons                               8%
  15. Sprouts                                     8%
  16. Stop & Shop                            8%
  17. The Fresh Market                   7%
  18. SuperTarget                            7%
  19. Dollar General                        7%
  20. ShopRite                                  6%

Source: Conde Nast and Goldman Sachs 2017 Food Love List

Path to Purchase Institute