Executive Summary

Using data from Coresight Research consumer surveys, our Who Shops Where reports profile US consumers at major retailers for selected categories. In this report, we look at the demographics of in-store grocery shoppers.

• By age and affluence, Kroger’s typical shopper is very close to that of the average grocery shopper.
• Shopping for groceries at mass merchandisers Walmart and Target tends to decline with age.
• We also compared the profile of Amazon shoppers (online) to those of major store-based retailers. Amazon shoppers show a very similar age/affluence profile to Whole Foods Market shoppers (in-store): They are younger and significantly more affluent than the average grocery shopper.

Our Who Shops Where reports profile US consumers who shop for selected categories at major retailers. In this report, we look at the demographics of in-store grocery shoppers. Readers may also be interested in our Online Grocery Survey 2019 report.

You may also be interested in our Who Shops Where reports on Apparel and Beauty and Grooming.