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The Supercenter Grocery Shopper: U.S. Consumer Patterns at Walmart, Target, Meijer, and Fred Meyer

When it comes to analyzing the modern American consumer, what differentiates one person from the next is not only what they choose to purchase and eat, but where they choose to do their grocery shopping and what motivates them to prefer one location or type of store over another. Supercenter shoppers have different needs and motives than those who do their food shopping primarily at conventional supermarkets, discount grocery stores, farmers markets, or health food stores. Similarly, among supercenter shoppers, there are differences between those who shop at Walmart compared to consumers who frequent its competitor SuperTarget or even those who prefer regional supercenters such as Fred Meyer and Meijer.

In this latest report, The Supercenter Grocery Shopper: U.S. Consumer Patterns at Walmart, Target, Meijer, and Fred Meyer, Packaged Facts examines the modern supercenter shopper to help marketers and food manufacturers understand this unique demographic as they position their products to reach this sometimes affluent, disproportionately more frequent shopping consumer base.


Scope and Methodology

The research in this report is based on Packaged Facts’ ongoing coverage of the consumer packaged goods, foodservice, and food and beverage retail markets. The majority of this report draws on customized cross tabulations of data from the Experian Simmons National Consumer Survey for Spring 2012 based on a survey pool of 25,207 U.S. adults. Additional information was gathered from various business and trade media, in addition to company websites and annual reports.


  • Executive Summary
    • Introduction
    • Scope and Methodology
    • Key Definitions
    • Households with Children, Households without Children
    • Household Income Less Affluent for Walmart Shoppers Compared to Others
      • SuperTarget Consumers More Likely to Live in Affluent Homes
    • SuperTarget Consumers Trend Healthier Than Average
    • Meals Cooked at Home a Rare Treat For Busy Walmart Shoppers
      • The Impact of Fast Food Culture on SuperTarget and Meijer Shoppers
    • Budget Conscious Supercenter Shoppers
      • Even Affluent Consumers Can't Resist a Bargain
      • Celebrities Hold Sway with Product Brands Purchased by SuperTarget and Meijer Shoppers
  • Topline Demographic Insights on Supercenter Shoppers
    • Who Shops at Supercenters
    • Supercenter Shoppers by Race
      • Walmart Reaches Wide Range of Consumers, But Has Room To Grow Appealing to Asian Shoppers
        • Table Race Demographics for Shoppers at Walmart Supercenter, 2012 (index, percent)
      • Range of International and Ethnic-Themed Private Label Food Selections Help SuperTarget Appeal to Minorities
        • Table Race Demographics for Shoppers at SuperTarget, Meijer, and Fred Meyer, 2012 (index, percent)
      • Fred Meyer and Meijer Also Have Pulse on Minority Segment
      • Minorities Less Likely to Shop Exclusively at Grocery Stores
        • Table Race Demographics for Shoppers at Grocery Stores/Supermarkets, 2012 (index, percent)
    • Age and Gender Profiles of Supercenter Shoppers
      • Baby Boomers Make Up Majority of Walmart Shoppers
        • Table Age and Gender Demographics, Walmart Consumers, 2012 (index, percent)
      • Strong Gen X Skew For Shopping at Non-Walmart Supercenters
        • Table Age and Gender Demographics, SuperTarget, Meijer, and Fred Meyer Consumers, 2012 (index, percent)
      • Seniors and Baby Boomers Most Likely to Shop Exclusively at Grocery Stores
        • Table Age and Gender Demographics, Grocery Store/Supermarket Consumers, 2012 (index, percent)
    • How Supercenter Shoppers Live
      • Households with Children, Households without Children
        • Table Family Structure of Shoppers at Walmart Supercenter, 2012 (index, percent)
        • Table Family Structure of Shoppers at SuperTarget, Meijer, and Fred Meyer, 2012 (index, percent)
        • Table Family Structure of Shoppers at Grocery Stores/Supermarkets, 2012 (index, percent)
      • The Larger the Household the More Likely Walmart Is Preferred Destination
        • Table Family/Household Structure, Walmart Consumers, 2012 (index, percent)
        • Table Marital Status of Shoppers at Walmart Supercenter, 2012 (index, percent)
      • More than 75% of Non-Walmart Supercenter Shoppers Live in Multi-Person Households
        • Table Family/Household Structure, SuperTarget, Meijer, and Fred Meyer Consumers, 2012 (index, percent)
        • Table Marital Status of Shoppers at SuperTarget, Meijer, and Fred Meyer, 2012 (index, percent)
      • Consumers in Single Person Households More Likely to Shop Exclusively at Grocery Stores
        • Table Family/Household Structure, Grocery Store/Supermarket Consumers, 2012 (index, percent)
        • Table Marital Status of Shoppers at Grocery Stores/Supermarkets, 2012 (index, percent)
    • Supercenter Shoppers' Household Income
      • Walmart Shoppers Less Affluent Than Non-Walmart Shoppers
        • Table Household Income for Shoppers at Walmart Supercenter, 2012 (index, percent)
      • SuperTarget Consumers More Likely to Live in Affluent Homes
        • Table Household Income for Shoppers at SuperTarget, Meijer, and Fred Meyer, 2012 (index, percent)
      • Affluence a More Common Trait Among Those Who Shop Exclusively at Grocery Stores
        • Table Household Income for Shoppers at Grocery Stores/Supermarkets, 2012 (index, percent)
  • Topline Psychographic Insights on Supercenter Shoppers
    • Diet and Health Psychographics for Supercenter Shoppers
      • Busy Lifestyles, Lower Incomes Factor Into Why Walmart Shoppers are Less Healthy Than Other Consumers
        • Table Diet and Health Psychographics for Shoppers at Walmart Supercenter, 2012 (index, percent)
      • SuperTarget, Fred Meyer, and Meijer Consumers Trend Healthier Than Average
        • Table Diet and Health Psychographics for Shoppers at Target, Meijer, and Fred Meyer, 2012 (index, percent)
      • Connection Between Health Consciousness of Older Adults and Grocery Store Shopping
        • Table Diet and Health Psychographics for Shoppers at Grocery Stores/Supermarkets, 2012 (index, percent)
    • The Foodie Culture and Modern American Supercenter Shoppers
      • Foreign Foods Not on the Menu for Many Walmart Shoppers
        • Table Psychographics Indicating Gourmet or Adventurous Food Preferences for Shoppers at Walmart Supercenter, 2012 (index, percent)
      • SuperTarget and Fred Meyer Consumers Skew Toward Gourmet and Adventurous Food Preferences
        • Table Psychographics Indicating Gourmet or Adventurous Food Preferences for Shoppers at SuperTarget, Meijer, and Fred Meyer, 2012 (index, percent)
      • Fewer Frills or Foodie Thrills for Grocery Store Exclusive Shoppers
        • Table Psychographics Indicating Gourmet or Adventurous Food Preferences for Shoppers at Grocery Stores/Supermarkets, 2012 (index, percent)
    • The Battle of Home-Cooked Meals Versus Quick and Easy Dining Options
      • Meals Cooked at Home a Rare Treat For Busy Walmart Shoppers
        • Table Psychographics Indicating Willingness to Either Cook at Home or Consume Quick, Easy Meals for Shoppers at Walmart Supercenter, 2012 (index, percent)
      • The Impact of Fast Food Culture on Non-Walmart Supercenter Shoppers
        • Table Psychographics Indicating Willingness to Either Cook at Home or Consume Quick, Easy Meals for Shoppers at SuperTarget, Meijer, and Fred Meyer, 2012 (index, percent)
        • Table Psychographics Indicating Willingness to Cook at Home or Consume Quick, Easy Meals for Shoppers at Grocery Stores/Supermarkets, 2012 (index, percent)
    • Budget Conscious Supercenter Shoppers
      • Coupons, Sales Influence Food Purchases By Walmart Consumers
        • Table Budget-Based Psychographics for Shoppers at Walmart Supercenter, 2012 (index, percent)
      • Even Affluent Consumers Can't Resist a Bargain
        • Table Budget-Based Psychographics for Shoppers at SuperTarget, Meijer, and Fred Meyer, 2012 (index, percent)
      • Grocery Store Shoppers Willing to Pay More For Quality Goods They Want
        • Table Budget-Based Psychographics for Shoppers at Grocery Stores/Supermarkets, 2012 (index, percent)
      • Store Loyalty More Steadfast Among Walmart Shoppers
        • Table Psychographics Regarding What Draws Walmart Shoppers to Stores, 2012 (index, percent)
      • More Wanderlust Among SuperTarget Customers
        • Table Psychographics Regarding What Draws SuperTarget, Meijer, and Fred Meyer Shoppers to Stores, 2012 (index, percent)
      • Proximity is Key to Winning Loyalty of Those Who Shop Exclusively at Grocery Stores
        • Table Psychographics Regarding What Draws Grocery Store/Supermarket Shoppers to Stores, 2012 (index, percent)
    • In Store Behavior and Preferences
      • The Family and Social Shopping Dynamic
        • Table Psychographics Regarding Shopping With Family/Friends Vs. Shopping Solo, Walmart Consumers, 2012 (index, percent)
        • Table Psychographics Regarding Shopping With Family/Friends Vs. Shopping Solo, SuperTarget, Meijer, and Fred Meyer Consumers, 2012 (index, percent)
        • Table Psychographics Regarding Shopping With Family/Friends Vs. Shopping Solo, Grocery Store/Supermarket Consumers, 2012 (index, percent)
      • Frequency of Shopping
        • Table Psychographics Regarding Frequency of Shopping and In Store Shopping Tendencies, Walmart Consumers, 2012 (index, percent)
        • Table Psychographics Regarding Frequency of Shopping and In Store Shopping Tendencies, SuperTarget, Meijer, and Fred Meyer, 2012 (index, percent)
        • Table Psychographics Regarding Frequency of Shopping and In Store Shopping Tendencies, Walmart Consumers, 2012 (index, percent)
  • Retail Food and Beverage Market Purchases
    • Natural and Organic Food Products
      • Fred Meyer and SuperTarget Lead in Purchases of Natural and Organic Food Products
      • Walmart and Meijer Find Footing in Organic Market
        • Table Purchase of Organic Products, Supercenter and Grocery Store Shoppers, 2012 (index, percent)
      • Non-Walmart Supercenter Shoppers Most Likely to Purchase Healthier, Low Fat or Fat Free Food Products
        • Table Purchase of Healthy/Low Fat/Fat Free/Nutritional Food Products, Supercenter and Grocery Store Shoppers, 2012 (index, percent)
    • Private Label Food Trends
      • Great Value Describes More Than Just Competitive Pricing of Walmart Private Label Food Products
        • Table Purchase Any Type of Private Label Food or Drink Products, Supercenter and Grocery Store Shoppers, 2012 (index, percent)
        • Table Purchase of Private Label Baking Products, Supercenter and Grocery Store Shoppers, 2012 (index, percent)
      • Archer Farms Lends SuperTarget a Recognizable Brand in the Premium Product Battle
        • Table Purchase of Private Label Condiments, Supercenter and Grocery Store Shoppers, 2012 (index, percent)
        • Table Purchase of Private Label Dairy Products, Supercenter and Grocery Store Shoppers, 2012 (index, percent)
      • Partnership with Kroger Aids Fred Meyer's Private Label Offerings
        • Table Purchase of Private Label Frozen Foods, Supercenter and Grocery Store Shoppers, 2012 (index, percent)
        • Table Purchase of Private Label Meat Products, Supercenter and Grocery Store Shoppers, 2012 (index, percent)
      • Meijer Stands As a Little Giant In Private Label Sector
        • Table Purchase of Private Label Snacks/Desserts, Supercenter and Grocery Store Shoppers, 2012 (index, percent)
        • Table Purchase of Private Label General Food Products, Supercenter and Grocery Store Shoppers, 2012 (index, percent)
      • Private Label Beverages Popular With Supercenter Shoppers
        • Table Purchase of Private Label Beverage Products, Supercenter and Grocery Store Shoppers, 2012 (index, percent)
    • Brands Favored By Supercenter Shoppers
      • Baking Product Brands
        • Table Baking Product Brands Purchased By Supercenter and Grocery Store Shoppers, 2012 (index, percent)
      • Condiment Brands
        • Table Condiment Brands Purchased By Supercenter and Grocery Store Shoppers, 2012 (index, percent)
      • Dairy Product Brands
        • Table Dairy Product Brands Purchased By Supercenter and Grocery Store Shoppers, 2012 (index, percent)
      • Frozen Food Brands
        • Table Frozen Food Brands Purchased By Supercenter and Grocery Store Shoppers, 2012 (index, percent)
      • Meat Product Brands
        • Table Meat Brands Purchased By Supercenter and Grocery Store Shoppers, 2012 (index, percent)
      • Snack/Dessert Product Brands
        • Table Snack/Dessert Product Brands Purchased By Supercenter and Grocery Store Shoppers, 2012 (index, percent)
      • General Food Product Brands
        • Table Brands of General Food Products Purchased By Supercenter and Grocery Store Shoppers, 2012 (index, percent)
      • Beverage Product Brands
        • Table Brands of Beverage Products Purchased By Supercenter and Grocery Store Shoppers, 2012 (index, percent)

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