Walmart tops for grocery among affluent consumers: survey

Trader Joe’s may be tops for many consumers, but when it comes to affluent households—aka those earning over $100,000 a year—Walmart is the grocery store of choice.

According to YouGov’s BrandIndex, both Walmart and Whole Foods have ticked up in affluent shopper consideration, while Trader Joe’s has seen a drop in interest among the wealthier sect of consumers.

• Consideration for Walmart was up to 54% in 2024 compared to 50.6% in 2023, while Whole Foods saw ~3 percentage-point rise from 23.3% in 2023 to 26.8% in 2024.
• Meanwhile, shopper interest in Trader Joe’s dipped from 33.3% to 30.3% in the same period.

For wealthier consumers looking for more premium items when shopping for groceries, their go-to destination is Whole Foods, which accounts for 54% shoppers, compared to Trader Joe’s (39%) and Walmart (31%).

But when it comes to customers’ desire to eat healthier, they surprisingly don't look to the usual suspects.

• Walmart wins as the grocery store of choice when it comes to the health conscious—64% of those surveyed said they’d consider purchasing from Walmart when looking for healthier options, followed by Target (41%), and Costco and Aldi (33% each).