The Walmart Grocery Shopper: Consumer Insights and Competitive Strategies

This report delves into consumer insights of Walmart shoppers, focusing on demographics, perceptions, motivations, and behaviors related to dietary and shopping choices. It also explores the current retail grocery market landscape, Walmart's sales trends, as well as competitive strategies.

The report covers Walmart's US sales trends and e-commerce performance from fiscal years 2019 to 2024, and provides estimates of Walmart's US grocery market share from 2021 to 2024. It analyzes the reasons behind and implications of shifts in consumer perceptions and behaviors, highlighting future market opportunities.

Included are numerous tables with numerical survey data on consumer demographics and psychographics, as well as various marketing photographs. The report offers an in-depth look at historical trends impacting the food and beverage market.

Walmart Market Research Report Methodology

The information contained in The Walmart Grocery Shopper: Consumer Insights and Competitive Strategies was developed from primary and secondary research sources. Primary research includes interviews with food and beverage market experts; participation in and attendance at food industry events; and extensive internet canvassing.
Primary research also includes national online consumer polls of U.S. adult consumers (age 18+) conducted on an ongoing basis to analyze attitudes of consumers and their relevant food and beverage preferences and shopping behavior.
Survey data from MRI-Simmons are used to analyze the demographics and psychographics of Walmart shoppers.
Supplementing exclusive surveys is analysis from the International Food Information Council Foundation’s (IFIC) 2024 Food and Health survey, which provides valuable insight into consumers’ perspectives on food purchasing decisions and diet and lifestyle choices. Additionally, IFIC’s 2023 Food and Health Survey is used to provide other useful information on consumer behavior.

Rising Prices Impact Consumer Behavior

Rising prices, especially for food and beverages, have significantly impacted consumer behavior. With elevated prices, consumers are increasing their budgetary constraints.
Lower income consumers are especially cash-strapped as their disposable income has in many cases not kept up with inflation.
Families with children, in particular, feel the strain of higher prices due to larger household sizes.
Consumers are more mindful of their spending and seeking ways to reduce costs.

Some people are changing their thinking and approaches to cooking and shopping:

Consumers are more conscious of food waste and planning meals more carefully.
Impulse purchases and unnecessary extras are minimized.
To save money, consumers are opting to eat at home more frequently.
This can lead to increased grocery spending, as people cook more meals from scratch.

Common ways that consumers are becoming more price-conscious shoppers include:

reducing the quantity of food and beverages purchased or limiting portion sizes
switching to less expensive brands, including private label options
shifting shopping habits to lower-cost retailers like Walmart and ALDI

CHAPTER 1: EXECUTIVE SUMMARY

Inflation Drives Consumers to Walmart: A Value-Oriented Advantage
Walmart’s Competitive Strategies for Growth
Key Consumer Demographics
Scope

CHAPTER 2: RECENT HISTORICAL TRENDS HIGHLIGHTS

RISING PRICES: FROM SUPPLY CHAIN CRUNCHES TO INFLATION
Table 2-1. Consumer Concerns about Rising Food Prices, 2021 - 2024 (percent of consumers)
Rising Prices Impact Consumer Behavior
Cutting Back on Household Expenses
Table 2-2. Consumers Cutting Back on Household Expenses in the Last 12 Months, 2022 (percent of consumers)
Table 2-3. Types of Household Expenses Cut Back on in the Last 12 Months, 2022 (percent of consumers)
Table 2-4. Consumer Spending on “Extras”, 2023 - 2024 (percent of consumers)
Private Labels Are More Desirable as Prices Rise
Figure 2-1. Plant-Based Dairy Alternative under a New Walmart Private Label Brand
Figure 2-2. In 2024, Sales of Private Label Items Are Mostly Increasing as Sales from National Brands Decline
Figure 2-3. Private Label CPG Dollar Share, Unit Sales Growth, and Store Foot Traffic Changes
The Vast Majority of Consumers Have Noticed the Rising Cost of Food, and Many Are Changing Their Purchasing Decisions
Figure 2-4. Noticing the Rising Cost of Food and Beverages over the Past Year, 2024
Figure 2-5. Impact of Rising Costs on Food/Beverage Purchasing, 2024
Consumers Find Price More Important for Food Purchase Decisions in 2024
Figure 2-6. Purchase Drivers for Food and Beverage Purchase Decisions, 2024
Figure 2-7. Purchase Drivers for Food and Beverage Purchase Decisions by Household Income Bracket, 2024
SNACKING AND HEALTHY EATING HABITS
Snacking Trends Are Important to Retail Grocery Sales Trends in 2022
Figure 2-8. Coronavirus Habits in Snacking, Eating Frequency, and Eating “Comfort” Foods, 2021 - 2022 (percent of consumers)
Figure 2-9. Coronavirus Habits in Eating Fresh Produce and Processed Foods, 2021 - 2022 (percent of consumers)
Changes to Snacking Habits in 2023
Table 2-5. Current Snacking Activity Compared to Pre-Pandemic Levels, 2023 (percent of consumers)
ONLINE GROCERY SHOPPING AND CONVENIENCE FOOD OPTIONS
The COVID-19 Pandemic Was the Jumpstart the Online Grocery Market Needed
Use of Meal Kit Delivery Services in 2021 and 2022
Figure 2-10. Changes in Ordering Meal Kits during the Pandemic, 2021 - 2022 (percent of consumers)
Figure 2-11. Some Vegetarian and Vegan Meal Kit Options Activity in 2023 and 2024
Frequency of Grocery Shopping in 2023: In-Person vs. Online
Figure 2-12. Frequency of Buying Groceries In-Person and Online, 2023
Use of Food Carryout and Delivery Methods in the Last 12 Months
Table 2-6. Consumer Use of Food Ordering Methods in the Last 12 Months, 2024 (percent of consumers)
Frequency of Food Carryout and Delivery Habits in the Last 3 Months
Table 2-7. Consumer Frequency of Food Ordering Methods in the Last 3 Months, 2024 (percent of consumers who have used each method in the last 12 months)
Frequency of Food Carryout and Delivery Habits Now Compared to 12 Months Ago
Table 2-8. Consumer Frequency of Food Ordering Habits Now Compared to 12 Months Ago, 2024(percent of consumers who have used each method in the last 12 months)
Expected Changes to Food Carryout and Delivery Habits in the Next 12 Months
Table 2-9. Consumer Expected Changes to the Frequency of Food Ordering Habits in the Next 12 Months, 2024 (percent of consumers)
WORK HABITS
Food Trends in the Context of Changes to Work
Changes to Work Patterns Continued in 2022
Figure 2-13. Coronavirus Changes to Work Patterns, 2021 - 2022 (percent of consumers)
Working from Home in 2023
Work from Home Ability and Frequency
Table 2-10. Ability to Work from Home and Frequency of Remote Work, 2023 (percent of consumers)
Working at a Co-Working Space or Working from Home
Table 2-11. Working at a Co-Working Space or Working from Home, 2023 (percent of consumers)
Table 2-12. Consumer Rating of Experiences Working at a Co-Working Space or Working from Home,2023 (percent of consumers who have ever had each experience)
Table 2-13. Consumer Opinions on Working at a Co-Working Space or Working from Home, 2023
(percent of employed consumers)
Work Habits in 2024
Typical Work Weeks
Table 2-14. Where Time Is Spent during a Typical Work Week, 2024 (percent of employed consumers)
Typical Work Arrangements
Figure 2-14. Typical Work Arrangements (Fully Remote, Hybrid, and Traditional), 2024 (percent of
employed consumers)
PERSONAL FEELINGS OF WELLBEING
Reporting Negative Mental States in 2023
Figure 2-15. Current Feelings on Mental and Physical Symptoms Compared to “Normal” or Preferred Level, 2023 (percent of consumers)
Continuing Mental and Physical Health Effects in 2024
Table 2-15. Current Feelings on Mental and Physical Symptoms Compared to “Normal” or Preferred Level, 2024 (percent of consumers) Stress Levels and Impact on Food/Beverage Consumption
Figure 2-16. Stress Levels in the Last Six Months and Impact on Healthfulness of Food/Beverage Consumption, 2024
Figure 2-17. Sources of Stress for Consumers Who Were Very or Somewhat Stressed in the Last Six Months, 2024
Figure 2-18. Top Sources of Stress in the Last Six Months by Generation, 2024
Figure 2-19. Happiness, Stress, and Health Status by Household Income Bracket, 2024
Figure 2-20. Impact of Food Consumption on Mental or Emotional Well-Being, 2024

CHAPTER 3: OVERVIEW AND GROCERY MARKET TRENDS HIGHLIGHTS

FAILURE OF THE PROPOSED KROGER-ALBERTSONS MERGER
US ONLINE GROCERY SHOPPING WELL BEHIND OTHER COUNTRIES, BUT THERE ARE OPPORTUNITIES FOR EXPANSION AND CONTINUED HOUSEHOLD ADOPTION
BRICK AND MORTAR STORES EXPANDING AND PROMOTING E-COMMERCE OPTIONS
Figure 3-1. Target Online Order Pickup Is One Option That Increases Store Traffic after an Online Order
Retail Stores Rely More On Impulse Purchases
Private Label Products Are a Driver of In-Store Traffic, Online Sales, and Retailer Loyalty
Table 3-1. Selected Private Label Grocery Brands Available Via Online Ordering
Launching Online Grocery Shopping Via Third-Party Delivery Companies
Figure 3-2. A Wide Array of Grocers and Non-Grocery Retailers Served by Third-Party Delivery in Local Markets
Expanding Direct Grocery Store Ordering Options
Figure 3-3. Subscription Service Saves Customers Delivery and Shipping Fees for Grocery Orders
Figure 3-4. Online Grocery Website Gives You Many Ways to Shop
“Dark Stores” or Grocery Fulfillment Centers Can Increase Operational Efficiency
Third-Party Ordering Platforms Make Offering Online Groceries Possible for Independents
Table 3-2. Selected Online Grocery Platform Providers
Continuing Challenges to Online Grocery Services Satisfying Consumer Desires
Pickup Can Solve the Last-Mile Problem
CONVENIENCE CAN BE THE ULTIMATE SELLING POINT FOR BUSY CONSUMERS
Online Grocery and Prepared Meals from Retailers
Figure 3-5. Walmart Sells Deli Items as Part of a Convenient Meal Package for Pickup or Delivery
Figure 3-6. Chef-Crafted Plant-Based Food Is “Delicious, Easy to Prep, and Built on Sustainably
Sourced Fruits + Veggies” Meal Kits
Figure 3-7. Meal Kits Reduce Time Spent Meal Planning and Grocery Shopping Through Perfect Portion Recipes
Meal Delivery Services
Figure 3-8. Meal Delivery Service Also Offers Chats with Registered Dieticians to Support Nutrition Goals
CLEAN LABEL TRENDS
There Is No Single Universal Definition of “Clean Label”
Popular Media Effects on Food Perceptions: Healthfulness, Safety, Environmental Sustainability,
and Human and Animal Welfare Are Scrutinized
Different Levels of Processing
1: Unprocessed and Minimally Processed Foods
2: Processed Culinary Ingredients
3: Processed Foods
4: Ultra-Processed Foods (UPFs)
Some Grocery Products Are Shedding the Image of Being Highly Processed
Figure 3-9. bettergoods Pizza Made Without Artificial Colors or Flavors
Companies Are Investing in Big Data to Satisfy Consumer Desires for Transparency
Consumers Think Small and Medium Businesses Have More Credibility
Figure 3-10. Clean Label Chocolate Brand Features Organic, Paleo, Non-GMO, and Vegan Labels and
Emphasizes Absence of Undesirable Ingredients

CHAPTER 4: WALMART SALES AND COMPETITIVE STRATEGIES HIGHLIGHTS

WALMART SALES TRENDS
US Net Sales by Merchandise Category
Table 4-1. Walmart US Net Sales by Merchandise Category, Fiscal Years 2019 - 2024 (million dollars)
E-Commerce Sales
Table 4-2. Walmart US E-Commerce Sales, Fiscal Years 2019 - 2024 (billion dollars)
Grocery Market Share
Figure 4-1. US Walmart Grocery Market Share, 2021 - 2024E (percent)
COMPETITIVE STRATEGIES

CHAPTER 5: WALMART SHOPPER DEMOGRAPHICS HIGHLIGHTS

WALMART SHOPPING PENETRATION
Table 5-1. Shopping at Walmart by Store Format, 2024 (percent of consumers)
Table 5-2. Shopping at Walmart by Store Format, 2020 - 2024 (percent of consumers)
Table 5-3. Frequency of Shopping at Walmart Neighborhood Markets or Walmart Supercenters in the
Last 30 Days, 2024 (percent of consumers)
Table 5-4. Use of Walmart Grocery Delivery Services or Walmart Credit Card, 2024 (percent of consumers)
Table 5-5 Frequency of Use of Walmart Grocery Delivery, 2024 (percent of consumers)
Table 5-6. Frequency of Shopping for Groceries at Walmart vs. Other Retailers, 2024 (percent of consumers)
Table 5-7. Grocery Share of Typical Weekly Spending among Mass Merchandisers, 2024 (percent of consumers who shop at each store)
TRENDS BY GENDER
Table 5-8. Shopping at Walmart by Gender, 2024 (percent of consumers)
Table 5-9. Frequent Shopping at Walmart by Gender, 2024 (percent of consumers)
TRENDS BY AGE BRACKET
Table 5-10. Shopping at Walmart by Age Bracket, 2024 (percent of consumers)
Table 5-11. Frequent Shopping at Walmart by Age Bracket, 2024 (percent of consumers)
PATTERNS BASED ON HOUSEHOLD INCOME
Table 5-12. Shopping at Walmart by Household Income Bracket, 2024 (percent of consumers)
Table 5-13. Frequent Shopping at Walmart by Household Income Bracket, 2024 (percent of consumers)
REGIONAL DIFFERENCES
Table 5-14. Shopping at Walmart by US Region, 2024 (percent of consumers)
Table 5-15. Frequent Shopping at Walmart by US Region, 2024 (percent of consumers)
URBAN, SUBURBAN, AND RURAL CONSUMERS
Table 5-16. Shopping at Walmart by County Size, 2024 (percent of consumers)
Table 5-17. Frequent Shopping at Walmart by Urban/Suburban/Rural Living, 2024 (percent of consumers)
EDUCATIONAL ATTAINMENT
Table 5-18. Shopping at Walmart by Educational Attainment, 2024 (percent of consumers)
Table 5-19. Frequent Shopping at Walmart by Educational Attainment, 2024 (percent of consumers)
PRESENCE OF CHILDREN IN THE HOUSEHOLD
Table 5-20. Shopping at Walmart by Parenthood, 2024 (percent of consumers)
Table 5-21. Frequent Shopping at Walmart by Presence of Children in the Household, 2024 (percent of consumers)
RACE/ETHNICITY
Table 5-22. Shopping at Walmart by Race/Ethnicity, 2024 (percent of consumers)
Table 5-23. Frequent Shopping at Walmart by Race/Ethnicity, 2024 (percent of consumers)
TRENDS BY PLANT-FORWARD DIETS FOLLOWED
Table 5-24. Shopping at Walmart by Plant-Forward Diets Followed, 2024 (percent of consumers)
Table 5-25. Frequent Shopping at Walmart by Plant-Forward Diets Followed, 2024 (percent of consumers)
ONLINE GROCERY SHOPPERS (FOOD DELIVERY AND PICKUP SERVICES)
Table 5-26. Shopping at Walmart by Use of Online Grocery Delivery Services in the Last 30 Days, 2024(percent of consumers)
Table 5-27. Frequent Shopping at Walmart by Use of Online Grocery Websites in the Last 30 Days, 2024 (percent of consumers)

CHAPTER 6: CONSUMER PSYCHOGRAPHICS AND MOTIVATIONS FOR EATING CHOICES HIGHLIGHTS

CONSUMERS WHO SHOP AT WALMART FREQUENTLY SHOP AROUND
Table 6-1. Grocery Purchases from Selected Retailers in the Last 30 Days by Frequency of Shopping at Walmart, 2024 (percent of consumers)
REASONS CONSUMERS SHOP FOR GROCERIES AT WALMART
Table 6-2. Reasons for Shopping at Walmart, 2024 (percent of consumers who report shopping at Walmart)
HOW CONSUMERS WOULD BE CONVINCED TO SHOP FOR GROCERIES AT WALMART MORE OFTEN
Table 6-3. Ways that Would Convince People to Shop for Groceries at Walmart More Often, 2024 (percent of consumers)
Table 6-4. Ways that Would Convince People to Shop for Groceries at Walmart More Often, 2024 (percent of consumers who would be strongly convinced)
REASONS CONSUMERS DO NOT SHOP FOR GROCERIES AT WALMART MORE OFTEN
Table 6-5. Reasons Consumers Do Not Shop for Groceries at Walmart More Often, 2024 (percent of consumers who shop at Walmart a few times per year or less often)
FOOD PRICES, SNAP BENEFITS, AND SHOPPING AROUND
Table 6-6. Consumer Agreement on Statements about Food Prices, Shopping Around, Enjoyment of Grocery Shopping, and Convenience, 2024 (percent of consumers)
Table 6-7. Consumer Agreement on Statements about Food Prices, Shopping Around, Enjoyment of Grocery Shopping, and Convenience, 2024 (percent of consumers who strongly agree)
PRIORITIES WHEN CHOOSING WHERE TO SHOP FOR GROCERIES
Table 6-8. Priorities When Choosing Where to Shop for Groceries, 2024 (percent of consumers)
Table 6-9. Priorities When Choosing Where to Shop for Groceries (Continued), 2024 (percent of consumers)
Table 6-10. Priorities When Choosing Where to Shop for Groceries, 2024 (percent of consumers rating highest priority)
Table 6-11. Priorities When Choosing Where to Shop for Groceries (Continued), 2024 (percent of consumers rating highest priority)
PRIORITIES PLACED ON FOOD CHARACTERISTICS
Table 6-12. Priorities Placed on Food Characteristics, 2024 (percent of consumers)
Table 6-13. Priorities Placed on Food Characteristics, 2024 (percent of consumers rating highest priority)
GROCERY SHOPPING AND MEAL PLANNING HABITS
Table 6-14. Consumer Agreement on Statements about Grocery Shopping and Eating Habits, 2024(percent of consumers)
Table 6-15. Consumer Agreement on Statements about Grocery Shopping and Eating Habits, 2024(percent of consumers who always or usually follow each behavior)
COOKING SKILLS
Table 6-16. Consumer Confidence with Cooking Skills, 2024 (percent of consumers)
Table 6-17. Consumer Rating of Cooking Skills, 2024 (percent of consumers)
ORGANIC FOOD PURCHASES
Table 6-18. Consumer Agreement on Statements about Organic Food Purchases, 2024 (percent of consumers)
FOOD PROCESSING AND CLEAN INGREDIENTS AND LABELS
Table 6-19. Consumer Agreement on Statements about Clean Ingredients, Food Processing, and Labels, 2024 (percent of consumers)
WILLINGNESS TO PAY MORE FOR PREMIUM FOOD CHARACTERISTICS
Table 6-20. Consumer Agreement on Statements about Willingness to Pay More for Premium Foods,2024 (percent of consumers)
HUMANE TREATMENT OF ANIMALS AND LOCAL SOURCING
Table 6-21. Consumer Agreement on Statements about Animal Products and Humane Treatment of Animals, 2024 (percent of consumers)
SUSTAINABILITY TRENDS
What Consumers Think about Sustainability Issues and Sustainable Lifestyles
Table 6-22. Consumer Agreement on Statements about Sustainability, 2024 (percent of consumers)
Table 6-23. Consumer Agreement on Statements about Sustainability, 2024 (percent of consumers who agree)
Table 6-24. Importance of Practices When Living a Sustainable Lifestyle, 2024 (percent of consumers)
Table 6-25. Importance of Practices When Living a Sustainable Lifestyle, 2024 (percent of consumers who think each practice is important)
Recycling and Composting Services
Table 6-26. Consumer Access to Recycling and Composting Services, 2024 (percent of consumers)
Table 6-27. Consumer Usage Frequency of Recycling and Composting Services, 2024 (percent of consumers who report using each service)
Thoughts on Packaging and Waste
Table 6-28. Consumer Agreement on Statements about Recycling and Packaging Materials, 2024(percent of consumers)
Table 6-29. Packaging Types Considered Most Eco-Friendly, 2024 (percent of consumers)
Table 6-30. Importance of Sustainable and Eco-Friendly Packaging Characteristics, 2024 (percent of consumers)
Consumers Think that Environmental Responsibility Is Personal
Table 6-31. Environmental Attitudes among Walmart Shoppers in the Last 30 Days, 2024 (percent of consumers who completely agree)
CONSUMER ATTITUDES ON FOOD AND HEALTH
Cooking Attitudes
Table 6-32. Cooking Attitudes among Walmart Shoppers in the Last 30 Days, 2024 (percent of consumers who agree completely)
Attitudes on Convenience Foods, Being Busy, and Stress
Table 6-33. Attitudes on Convenience Foods, Being Busy, and Stress among Walmart Shoppers in the
Last 30 Days, 2024 (percent of consumers who agree completely)
Nutrition and Health Attitudes
Table 6-34. Nutrition and Health Attitudes among Walmart Shoppers in the Last 30 Days, 2024(percent of consumers who agree completely)
Attitudes on Premium Foods and Paying for Food
Table 6-35. Attitudes on Premium Foods and Paying for Food among Walmart Shoppers in the Last 30 Days, 2024 (percent of consumers who agree completely)
OPENNESS TO NEW FOOD EXPERIENCES
Table 6-36. Attitudes on Openness to New Food Experiences among Walmart Shoppers in the Last 30 Days, 2024 (percent of consumers who agree completely)
Attitudes on Exercise and Alternative Medicine
Table 6-37. Attitudes on Exercise, Mental Health, and Alternative Medicine among Walmart Shoppers in the Last 30 Days, 2024 (percent of consumers who agree completely)

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Walmart Market Research Report Methodology

Rising Prices Impact Consumer Behavior

Some people are changing their thinking and approaches to cooking and shopping:

Common ways that consumers are becoming more price-conscious shoppers include:

Table of Contents

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