Additional Coverage:
- These Are the Grocery Stores Wealthy Americans Shop at Most (financebuzz.com)
A recent study by YouGov Profiles highlights how household income influences where and how Americans shop for groceries. The research, based on data collected between June 2025 and June 2026, reveals distinct shopping patterns among higher-income households compared to their middle- and lower-income counterparts.
Costco Stands Out Among Affluent Shoppers
Costco emerges as a clear favorite for wealthier consumers. About 11% of households earning $150,000 or more primarily shop there, compared to just 5% of middle- and lower-income shoppers. This makes Costco the most significant indicator of income-based grocery preferences in the study.
Trader Joe’s and Safeway Attract Higher-Income Customers
Trader Joe’s also skews toward wealthier shoppers, with 5% of affluent households naming it as their main grocery store versus only 2% of other income groups. Known for its unique private-label products and specialty foods, Trader Joe’s appeals to consumers seeking distinctive items. Similarly, Safeway shows a modest lean toward higher-income customers, reflecting the ongoing loyalty traditional supermarkets maintain among shoppers with larger grocery budgets.
Publix Maintains Appeal Among Affluent Families
Florida-based Publix is another store favored somewhat more by higher-income shoppers. Its reputation for strong customer service and quality prepared foods seems to resonate with families who make frequent, smaller grocery trips rather than bulk monthly purchases.
Walmart Remains Dominant Among Middle- and Lower-Income Shoppers
In contrast, Walmart is the preferred grocery destination for many middle- and lower-income households. The study finds that 20% of these shoppers primarily shop at Walmart Supercenter, while only 8% of higher-income households do the same. When including all Walmart formats, nearly one-third of lower- and middle-income consumers rely on Walmart, compared to about 12% of affluent shoppers.
Kroger and H-E-B Enjoy Broad Appeal
Not all grocery chains show strong income-based divides. Kroger attracts customers fairly evenly across income levels, likely due to its wide range of prices, locations, and store brands. Similarly, Texas-based H-E-B maintains a loyal following across different income brackets, indicating that regional loyalty and convenience are key factors alongside household income.
Shopping Frequency and Spending Vary by Income
Beyond store preference, affluent shoppers tend to visit grocery stores more frequently. About 34% of higher-income households shop several times a week, compared to 25% of middle- and lower-income groups.
Frequent trips may reflect purchases of fresh, specialty, or prepared foods. Additionally, 51% of higher-income households spend more than $150 weekly on groceries, nearly double the 28% reported by lower-income households.
This higher spending often relates to premium products rather than simply larger quantities.
Key Takeaways
The YouGov study underscores that income shapes grocery shopping habits but does not dictate a one-size-fits-all approach. While certain stores like Costco, Trader Joe’s, Safeway, and Publix attract more affluent customers, Walmart dominates among middle- and lower-income shoppers.
Meanwhile, chains like Kroger and H-E-B serve a broad economic spectrum. Ultimately, the best grocery shopping strategy depends on aligning store selection with personal needs, budget, and shopping style.
Practical Money Tips for Every Shopper
Regardless of income, everyone can take steps to improve their financial health:
- Increase Your Income: Explore side hustles or additional income sources that fit your schedule.
- Grow Your Wealth: Start saving early to benefit from compound interest, and consider consulting a financial professional for long-term planning.
- Maximize Savings: Take advantage of discounts, senior benefits, and insurance deals to stretch your budget further, while avoiding hidden costs that drain your finances.
By understanding shopping habits and applying smart financial strategies, consumers across all income levels can make the most of their grocery budgets and overall financial well-being.
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- These Are the Grocery Stores Wealthy Americans Shop at Most (financebuzz.com)