Conjointly’s Brand Tracker finds that Walmart leads the U.S. supermarket sector on every major brand metric, while several regional grocers convert relatively small awareness into strong loyalty.
Key Takeaways
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Walmart dominates core metrics: The chain posts 86% aided awareness, 69% consideration, 70% past-six-month purchase, and 31% preferred brand, indicating broad reach and the ability to turn familiarity into frequent use and first-choice status.
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Regionals win on loyalty efficiency: ALDI, Costco, WinCo Foods, and H‑E‑B all translate awareness into above‑average preference, with H‑E‑B converting more than half of those who try it into regulars.
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Value, assortment, and trust are decisive: Walmart scores highest on assortment, price value, convenience, availability, fresh produce, and overall brand trust, while ALDI, H‑E‑B, and ShopRite also earn strong marks on price and quality cues.
