Trader Joe’s is one of our most beloved grocery stores, but according to new data from YouGov—a market research and data analytics firm—the chain is not America’s current favorite. In fact, the California-based grocer came in third place behind ALDI, the top choice, and 7-Eleven. Furthermore, TJ’s fell one spot from this time last year, when the chain came in second place in this same YouGov survey.
However, according to YouGov’s latest grocery survey, which spanned the final three months of 2023, it’s not that Trader Joe’s is becoming less popular, but that other grocers are becoming more well-liked. Per the intel, Trader Joe’s scored a 64 percent popularity rating in the survey, which is actually a point higher than its popularity rating at the end of 2022. Popularity, as defined by YouGov in relation to this data, is the “percent of people who have a positive opinion of a grocery store.”
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As we mentioned, ALDI was easily crowned America’s favorite grocery store with a 66 percent popularity rating. It was followed closely by 7-Eleven (with a 65 percent popularity rating) and Trader Joe’s (with that 64 percent popularity rating.) Rounding out the top five are Kroger and Whole Foods, which scored a 61 percent popularity rating and 57 percent popularity rating, respectively. Other grocery chains, including Publix and Safeway, each made an appearance in the top 10.
As evidenced by the data, however, responses varied greatly by generation and gender. Keep reading to find out more about America’s favorite grocery stores!
ALDI isn’t everyone's top choice
While ALDI held the top spot among Generation X—defined by YouGov as those born between 1965 and 1981 and Baby Boomers (those born between 1946 and 1964)—Trader Joe’s edged out ALDI among Millennials—those born between 1982 and 1999.
Trader Joe’s fares better with men
Proving it's still a force to be reckoned with in the grocery game, Trader Joe’s was the top choice among men of all ages. More specifically, men gave the chain an impressive 65 percent popularity rating, putting it ahead of competitors such as ALDI, 7-Eleven, and Kroger.
Women prefer 7-Eleven
When it’s time to grocery shop, women are more inclined to go to 7-Eleven than men. In fact, women gave the convenience store chain a 69 percent popularity rating, propelling it to second place overall, while men gave it a 62 percent popularity rating and relegated it to fourth place.
Whole Foods is more popular with older consumers
Whole Foods is a giant in the grocery industry, especially now that it’s owned by Amazon. However, the chain is less popular with younger consumers. Per the data, Whole Foods received a 59 percent popularity rating among Baby Boomers, and a 54 percent popularity rating among Generation X. When it comes to Millennials, Whole Foods managed to earn a 59 percent popularity rating, but came in seventh place overall (its lowest ranking) behind competitors such as Kroger and Circle K.
But Amazon Fresh is not
Whole Foods and Amazon Fresh may be sister brands, but they register with consumers in very different ways. Millennials ranked Amazon Fresh fifth and gave it a 63 percent popularity rating, likely because of the convenience in ordering groceries online and having them delivered directly to their homes at a scheduled time. However, Generation X and Baby Boomers, perhaps less familiar with online grocery shopping, are decidedly less impressed. Generation X ranked Amazon Fresh in tenth place with a 45 percent popularity rating, while Baby Boomers ranked it twelfth with an abysmal 38 percent popularity rating.
