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Consumer attitudes on grocery retailers » Magid study finds underperformance on key brand dimensions

Consumer attitudes on grocery retailers » Magid study finds underperformance on key brand dimensions

Magid reveals consumer attitudes on grocery retailers from its latest Food & Beverage Consumer Insights Tracker

MINNEAPOLIS, August 25, 2020 – In its fourth wave of fielding, the Magid Food & Beverage Consumer Insights Tracker captured consumer attitudes across 15 brand dimensions for 22 grocery retailers. Brand dimensions studied included health and safety measures in the wake of the coronavirus pandemic, as well as traditional measures such as convenience, and key social responsibility attributes such as diversity.

Even the best performers are lacking
As illustrated below, the industry faces significant challenges as even top performers failed to achieve marks above 50% from their own customers in any category.

Costco took the lead in four of 15 categories while players like Trader Joe’s, Walmart, Amazon, H-E-B and Publix took home top marks for one or more categories. While it did not take top marks in any category, Target was also a solid performer.

Magid - Consumer attitudes on grocery retailers 2020
Graphic released by Magid outlining some of the study’s top performers

Albertsons, Aldi, BJ’s, CVS, Dollar General, Dollar Tree, Kroger, Hy-Vee, Meijer, Ralph’s, Rite Aid, Safeway, Sam’s Club, Walgreens, and Whole Foods were also included in the study.

Perception is reality when it comes to key brand dimensions
“Grocery retail faces significant headwinds in the current environment,” says Steve Flynn, SVP, Consumer Brands, Magid. “However, those headwinds are opening huge points of opportunity. The key is understanding what matters most to the retailer’s target segments and delivering on those brand attributes in a way that’s meaningful and remembered by customers. Perception is reality.”

The fielding for this wave concluded on July 12. The study has fielded three previous waves ending April 3, May 5, and June 7 respectively. All waves were conducted via online survey using a nationally representative sample based on gender, age, ethnicity and region with N=1,000 per wave.

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Magid – Consumer Packaged Goods
From new product concepts to packaging, branding and messaging, Magid has been advising category leaders for decades and helping thousands of global brands become an essential part of people’s lives through consulting, research and analytics.

About Magid
Magid is a consumer-centered business strategy company delivering courageous thinking that shapes better experiences, products and services. Since 1957, thousands of local and global brands in over 40 countries have engaged the firm for bold ideas that have helped achieve innovation and success. The Magid team is passionately curious and driven by the pursuit of improving human experiences with every engagement.

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