Timeless Trust Drivers

As COVID concerns abated, loyal shoppers returned to their most trusted grocery destinations with a focus on “the timeless fundamentals: quality fresh produce and meat as well as price,” finds BrandSpark.

Fresh produce is rated No. 1 or 2 among those who cite any of the top 10 trusted banners, and fresh meat is among the top four drivers. The quality of fresh produce was the top trust driver for shoppers of this year’s Most Trusted H-E-B, followed by quality of meat and low prices. Core shoppers at Kroger, Meijer, Publix, ShopRite, Trader Joe’s and Whole Foods also rated quality of fresh produce of the utmost importance.

Meanwhile, quality private label products are of particular importance to the trust of shoppers at Aldi, Trader Joe’s and ShopRite. “Low price is most important for Walmart and Aldi shoppers, and far less important for those who most trust Whole Foods, where the quality of prepared meals was a key driver of trust,” explains Scrutton.

Top Trust Drivers

% selecting as three most impactful

Trust Driver Rank By Banner

Top 10 Banners by Trust Among Own Shoppers*

*Among banners with 4% national penetration

Read More: Click here for Trust By Store Type