A 2014 Harris Poll EquiTrend Brand of the Year study on regional grocery store banners in the Midwest, Northeast, West and South regions Named Hy-Vee, Wegmans, Costco and Publix as most popular in their sections of the United States. The study was based on a sample of 41,806 U.S. consumers ages 15 and older surveyed online from January 3 through January 31.
Hy-Vee, which topped the poll in the Midwest, got strong marks in the categories of Quality and Purchase Consideration.
“Hy-Vee has strong Purchase Consideration scores and very ‘connected consumers,’ meaning they have strong feelings for the brand and believe it’s a good fit for them,” said Michael Treboni, executive vp/retail professional services at Nielsen, in announcing the results.
Also ranking as superior in the Midwest Region were Meijer, Giant Eagle, Kroger, Whole Foods Market, Trader Joe’s, Walmart and Jewel-Osco.
Wegmans topped the grocery category in the Northeast.
“Wegmans’ exceptional Quality and Purchase Consideration ratings make them look like a regional David among national-brand Goliaths,” Treboni said.
Trader Joe’s, Whole Foods Market, ShopRite, Hannaford Bros., BJ’s Wholesale Club, Stop & Shop, Costco, Price Chopper and Giant Food Stores also ranked above the northeastern Grocery Store category average.
Publix earned the top ranking in the South with strong Purchase Consideration ratings and Quality marks.
“Publix has a high level of Brand Advocacy, which means their consumer fan base is telling others how good they feel the brand is. That’s brand strength,” Treboni said.
Also ranking above the South Region grocery store category average were Walmart, H-E-B, Trader Joe’s, Harris Teeter, Whole Foods Market, Kroger, Sam’s Club and Target.
Costco took top honors among West Region grocery stores, with the highest Brand Equity ranking of any banner in any region.
“Costco has a large proportion of consumers who are ‘Extremely Familiar’ with the brand in the West which, along with notable Quality and Consideration, drives the top score,” Treboni noted.
Other brands to hover above the category average in the West were Trader Joe’s, Whole Foods Market, Safeway and Stater Bros. Markets.
Harris noted that, when looking across the four regions, Trader Joe’s and Whole Foods Markets were the only national brands to rank above the category average, with consistently strong Quality and Purchase Consideration scores.