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Competitor Intelligence: Trader Joe’s voted America’s favourite grocer

August 6, 2013
Written By

A recent survey from Market Force reveals that US grocer Trader Joe’s has been voted America’s favourite grocery store based on customer satisfaction.  The findings of the survey, which questioned 6,600 US consumers, showed that convenience of location was the most important factor for shoppers, followed by price.

The Market Force grocery retailer study was designed to uncover where consumers prefer to shop, as well as why they favour one grocer to another. When asked to rate their satisfaction with their most recent grocery store experience and their likelihood to refer that grocer, consumers scored Trader Joe’s above all others, with Publix, Whole Foods, Wegmans and Aldi also ranking high on Market Force’s Customer Delight index.

Chart 1: Favourite grocery chains on Market Force’s Delight Index

Convenience of location was the factor that respondents said they liked most about their preferred grocery store, with price and promotions ranking second and third. Aldi and WinCo ranked highest on price, with Meijer coming out top on merchandise selection.

Chart 2: What shoppers liked about their preferred grocer
Chart 3: How the grocers ranked on key attributes

Commenting on the findings, Janet Eden-Harris of Market Force said: “With most consumers satisfied with their grocery-shopping experiences, it makes for a very competitive playing field for grocers looking to distinguish themselves from the masses.”

A recent survey from retail analyst IGD reported that price was the top strategy employed by Europe’s top five grocery retailers to attract price sensitive shoppers. As grocery retail becomes ever more competitive, and as supermarkets need to differentiate themselves to achieve standout, it’s essential they understand other grocers’ prices and promotions so they can proactively adjust their prices and stay competitive.

Discover how three out of the top five UK supermarkets with an eCommerce presence are working with Profitero to adjust their pricing on a regular basis to ensure they attract shoppers with the best value deals. Contact us at

Profitero: Web based competitor monitoring for retailers and brands

About Profitero

Pricing intelligence company Profitero provides retailers with actionable price intelligence data, monitoring over 50 million products across 4,000 eCommerce retailers every day, observing pricing, promotions and stock availability. We work with the world’s leading retailers, enabling them to acquire new customers and grow profit margins by monitoring and responding to changes in competitor pricing and promotional activity as they happen. For more information on Profitero price intelligence and competitor monitoring, visit or email

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