Health-focused Retail Store Shopper Attitudes

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365 Everyday Value: Consumer Perception

General insights on the consumer sentiment towards Whole Foods' 365 Everyday Value product include customers finding the food products delicious and other products fairly priced and affordable. Customer testimonials on Whole Foods' 365 Everyday Value product on Amazon are mixed, as some consumers thought that a product like the Everyday Value Sparkling Water Pure tasted fresh, had the right amount of carbonation, and no calories to worry about. However, other consumers thought the water tasted metallic, funny, and was poorly packaged causing the contents to leak out.

General Consumer Sentiment

  • According to Lee Breslouer, who was writing for the Thrillist, smart food shoppers like himself choose to buy Whole Foods 365 Everyday Value products as they think the products are affordable and competitively priced.
  • Also, the general consumer sentiment for Whole Foods' 365 Everyday Value product food is that it is delicious.

Testimonials From Customers

  • Regarding Whole Foods 365 Everyday Value Sparkling Water Pure product, there were mixed sentiments on Amazon. One customer thought that the price was fair since the product was delivered to their home, and the product tasted fresh and clean with no aftertaste of metal. Another customer liked that the product had the right amount of carbonation, while another liked the way the product had no calories and calmed her stomach. Finally, a customer thought the product was inexpensive and a good healthy option.
  • However, one customer who bought the Whole Foods 365 Everyday Value Sparkling Water Pure product to serve it in a party did not enjoy what they said was an unclean taste and the fact that the water did not enhance their mixed drink as they would have liked. They regretted that they had not been able to go to the store to pick up another brand.
  • Another customer thought the water product tasted funny, fake, and metallic, and they had to mix it with other drinks to hide the flavor. One customer complained of poor packaging and stated that all the water had leaked out of the severely dented cans that they had bought.
  • When Thrillist asked Whole Foods fans and food Instagrammers to talk about their favorite 365 Everyday Value products, Sarah Gim of Delicious stated that she loved the 365 Everyday Value Organic Almond Milk Unsweetened product's texture which stayed smooth and was excellent for coffee. Rachel, a dietitian, praised The Whole Foods 365 unsweetened almond butter for being healthy and only having dry roasted almonds and sea salt.
  • Another customer called Caitlyn stated that she was a big fan of 365 Everyday Value Bite-Sized Wheat Squares Cereal as it was free of sodium, but contained 100% whole grains, which kept her fuller by slowing digestion and were a good source of fiber.
  • Other consumers believed that the 365 Everyday Value Organic Almond Milk Unsweetened product's texture stayed smooth and was a perfect combination for coffee.
  • One consumer who is a dietician thought that The Whole Foods 365 unsweetened almond butter was healthy, as it only had dry roasted almonds and sea salt. Detailed insights are below.

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Whole Foods

365 Everyday Value, Whole Foods Market, and Engine 2 Plant Strong are the own-label brands of Whole Foods. Whole Foods approximately features 1,184 products from 365 Everyday Value, 32 products from Whole Foods Market, and 45 products from Engine 2 Plant Strong. Some most popular own-label products include snacks, canned goods, as well as frozen vegetables and fruits.

Overview of The Own-Label Products

  • According to its website, 365 Everyday Value, Whole Foods Market, and Engine 2 Plant Strong are the own-label brands of Whole Foods.
  • Whole Foods' 365 Everyday Value brand uses 'Value priced plus high quality' as the brand's key messaging to attract shoppers. It offers products that meet the company's quality standards and come in natural and organic selections at affordable prices.
  • Whole Foods Market offers products with "exceptional taste, authenticity, and remarkable quality". Made of selected natural and organic produce, the products of Whole Foods Markets tend to be unique and exotic.
  • Engine 2 Plant Strong focuses on 'strong' plant-based meals to help customers fulfill their nutrition needs without animal products. This brand is only available through Whole Foods Market and Amazon. It also provides various meal recipes on its website, ranging from breakfast, lunch, dinner, to dessert, using the products of Engine 2 Plant Strong.
  • A customer may file a complaint and return the Private Label products of Whole Foods if he/she finds unusual taste or inconsistency in the products.
  • Own-label products of Whole Foods that are labeled as vegetarian may contain animal by-products that are not acquired from animal slaughter. For instance, products such as honey, milk, and eggs are acceptable for Whole Foods' vegetarian products. However, products labeled as vegan do not contain any ingredient from animal or insect sources, such as carmine, gelatin, rennet, and beeswax.

Own-Label Product Categories

  • Whole Foods currently features approximately 1,184 products from 365 Everyday Value brand on its website.
  • The breakdown of 365 Everyday Value products according to category is as follows: produce (26 products), dairy and eggs (84 products), breakfast (28 products), cheese (78 products), frozen foods (144 products), beverages (102 products); snacks, chips, salsa, & dips (197 products), pantry essentials (449 products); breads, rolls, & bakery (41 products); beef, poultry, & pork (29 products), seafood (4 products); and wine, beer, & spirits (2 products).
  • Whole Foods features 32 products from Whole Foods Market brand on its website.
  • Whole Foods Market products range from organic produces, vanilla extract, poultry, cold-pressed juices, cheeses, seasonings, to bread and bakery.
  • Whole Foods features 45 products from Engine 2 Plant Strong brand on its website.
  • Engine 2 Plant Strong products range from almond milk, tortillas, organic crispbread, granola, plant burger, hummus, chili, organic squarito, pasta sauce, to ravioli.

Own-Label Products Vs. Other Brand Alternatives

  • The breakdown of Whole Foods products according to category is as follows: produce (304 products), dairy and eggs (at least 635 products), cheese (250 to 1,000 products), frozen food (at least 608 products), beverages (at least 1,112 products); snacks, chips, salsa, & dips (at least 1,515 products), pantry essentials (at least 1,708 products); breads, rolls, & bakery (456 products), breakfast (277 products); beef, poultry, & pork (384 products), seafood (69 products), prepared foods (107 products); and wine, beer, & spirits (at least 540 products).
  • Whole Foods is estimated to sell 7,965 to 8,715 products.
  • Although the total number of products carried by Whole Foods was not publicly available, based on our estimates, private-brand products account for approximately 14.5% to 15.8% of all products sold by the company.

The Popularity of Own-Label Products

  • 365 Everyday Value was estimated to contribute $2 billion in sales in 2017 and will rise to $20 billion in 2027.
  • As of now, 365 Everyday Value is the second best-selling private label brand on Amazon.
  • According to Amazon, the most popular products of Whole Foods' own-label brands are snacks, canned goods, as well as frozen vegetables and fruits.
  • 365 Everyday Value Black Beans with No Salt Added gained 4.8 stars based on 47 reviews on Amazon. Some customers who bought this product liked how it tasted better than other products. However, a customer said that the taste was very bland.
  • 365 Everyday Value Sweetened Dried Organic Cranberries received 4.5 stars based on 19 reviews on Amazon. Some customers said that this product was delicious. But, a couple of customers claimed that the product was way too sweet.
  • Delish highly recommended some products from 365 Everyday Value, such as eggs, nut milk, peanut butter, cereals, fresh fruits, coconut oil, coconut chips, brown rice, pumpkin yogurt, chocolate sandwich cremes, and dill pickled almonds.
  • An article from Thrillist recommended a bunch of products from 365 Everyday Value, including unsweetened almond milk, almond butter, wheat squares cereal, freeze-dried strawberry slices, maple syrup, cauliflower rice, and turkey breast.

Research Strategy

To find detailed information about the number of products that Whole Foods sells, we attempted to do a few strategies. We first visited the official company's website and browsed the products, hoping that it would provide the necessary information. We managed to collect detailed information related to the private-brand labels and the brief overview of the company by looking through the FAQ page. However, Whole Foods did not specify the exact number of the products sold in the company. Thus, we were not able to find the details we needed on the number of total products sold in Whole Foods.

Then, we tried to find the missing information by observing business and industry-specific publications, including Prepared Foods, Store Brands, and the Charlotte Business Journal. However, we found that the articles released by these publications only contained unnecessary information, such as the food trends in 2020 according to Whole Foods, the new concept of the company, and the company profile. We were unable to collect any information about the number of total products sold by Whole Foods.

As we were unable to find any publicly available information on how many products that Whole Foods sells, we estimated by counting the number of products on the company website for each category and sub-category listed. However, Whole Foods is only able to show a maximum of 200 products in every category and sub-category. The number of products by category are:
  • Produces: 304 products
    • Fresh fruit: 95 products
    • Fresh herbs: 14 products
    • Fresh vegetables: 195 products
  • Dairy & Eggs: 635+ products
    • Butter & margarine: 59 products
    • Dairy alternatives: 200+ products
    • Eggs: 43 products
    • Milk & cream: 133 products
    • Yogurt: 200+ products
  • Cheese: approximately 250 to 1,000 products
  • Frozen Foods: 52 + (200 plus) + 97 + 59 + (200 plus) = 608+ products
    • Frozen breakfast: 52 products
    • Frozen entrées and appetizers: 200+ products
    • Frozen fruits and vegetables: 97 products
    • Frozen pizza: 59 products
    • Ice cream & frozen desserts: 200+ products
  • Beverages: 1,112+ products
    • Coffee: 200+ products
    • Juice: 200+ products
    • Kombucha and tea: 116 products
    • Soft drinks: 94 products
    • Sports, energy, & nutritional drinks: 102 products
    • Tea: 200+ products
    • Water, seltzer, & sparkling water: 200+ products
  • Snacks, Chips, Salsa, & Dips: 1,515 products
    • Candy & chocolate: 200+ products
    • Chips: 200+ products
    • Cookies: 200+ products
    • Crackers: 200+ products
    • Jerky: 60 products
    • Nutrition & granola bars: 200+ products
    • Nuts, seeds, & dried fruits: 200+ products
    • Popcorn, puffs, & rice cakes: 78 products
    • Salsas, dips, & spreads: 177 products
  • Pantry Essentials: 1,708+ products
    • Baking: 200+ products
    • Canned goods: 200+ products
    • Condiments & dressing: 200+ products
    • Jams, jellies, and nut butters: 185 products
    • Pasta & noodles: 200+ products
    • Rice & grains: 140 products
    • Sauces: 193 products
    • Soups & broths: 190 products
    • Spices & seasonings: 200+ products
  • Breads, Rolls, & Bakery: 456 products
    • Breads: 180 products
    • Breakfast bakery: 26 products
    • Desserts: 104 products
    • Rolls & buns: 71 products
    • Tortillas & flat breads: 75 products
  • Breakfast: 277 products
    • Cereal: 176 products
    • Hot cereal & pancake mixes: 101 products
  • Beef, Poultry, and Pork: 384 products
    • Deli meat: 94 products
    • Hotdog, bacon, sausage: 58 products
    • Meat alternatives: 79 products
    • Meat counter: 26 products
    • Packaged meat: 67 products
    • Packaged poultry: 39 products
    • Poultry counter: 21 products
  • Seafood: 69 products
  • Prepared Foods: 107 products
  • Wine, Beer, and Spirits: 540+ products
    • Beer: 200+ products
    • Spirits: 140 products
    • Wine: 200+ products
Due to the time constraint, we were unable to scan each brand sold in Whole Foods and curated the product one by one according to the category. However, with what was counted, Whole Foods has a minimum of 7,965 to 8,715 products (304+635+(250 to 1,000)+608+1,112+1,515+1,708+456+277+384+69+107+540).

To calculate the percentage of private-brand products that Whole Food sells compared to all items, we divided 1,261 (private-brand items) by 7,965 to 8,715 (minimum total items) and multiplied by 100 to turn it into a percentage. The result was 14.5% to 15.8%.

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Trader Joe's

Trader Joe's own-label products are extremely popular and beloved by customers. The grocery store chain offer highly-curated, selective offerings with whimsical branding and has become the most desire grocery private label in the US.

Trader Joe's Own-Label Products

  • Trader Joe's is notoriously secretive about its private-label, including sales and manufacturer partnerships.
  • Around 80% of Trader Joe's products are own-label, despite carrying on one-quarter (or less) the average number of SKUs per store.
  • Reports vary for the overall size of Trader Joe's stores. Some state only around 2,000 SKUs (meaning ~1,600 are own-label), whereas others estimate as high as 4,000 (~3,200 own-label).
  • Their main selling point, especially surrounding own-label products, is "curating a small amount of high-quality grocery items".
  • This, in turn, creates consumer trust. However, unlike other premium grocery stores (for example, Whole Foods) who also only sell certain standards of own-label products, Trader Joe's branding is "fun and whimsical".
  • In addition to branding and interesting packaging, one of Trader Joe's signature marketing methods for selling its own-brand products is through product sampling.
  • Trader Joe's is also known for its seasonal rotation, but some of its products are offered year-round and have gained extreme popularity.
  • Its single most popular product is its Madarin Orange Chicken, followed by Cauliflower Gnocchi, Everything But the Bagel (seasoning), Dark Chocolate Peanut Chips and Unexpected Cheddar. The full list of the most popular product in 16 different categories is available on the Trader Joe's website. This list is based on customer votes, as Trader Joe's has not released sales data.
  • Food and Wine Magazine even went so far as to find the most popular Trader Joe's item in each US state. This list was calculated using Google search interest data. The most common items are Sweet Chili Sauce and Everything But the Bagel.
  • Trader Joe's own brand ranked the highest among all private labels consumers want to purchase most. Survey respondents cited the grocer's established reputation within that category and that they were more comfortable purchasing own-label products from Trader Joe's than other brands.
  • Trader Joe's products are well-talked about and have even garnered what some may call a cult following. Social media accounts exist for the sole purpose of discussing Trader Joe's products (see: Trader Joes Obsession, Trader Joe's List and Trader Joe's Kitchen).
  • These accounts are extremely popular. The most, Trader Joe's List has over 1 million followers.

Research Strategy

The exact number of own-label offerings and the number of products within each own-label product lines was not available. Trader Joe's is a privately-held subsidiary of Aldi Nord and is notoriously secretive about sales and private label offerings. Across a variety of sources, it is generally agreed that Trader Joe's stores are stocked with around 80% own-label products, and Trader Joe's stores are smaller than average, generally holding 2,000-4,000 SKUs per store. This amounts to around 1,600-3,200 own-label SKUs per store. Furthermore, Trader Joe's constantly rotates its offerings to reflect the season and is known for trialing newer products in its southern California stores before launching them nationwide. All of these factors means it is not possible to state or calculate the number of products within each product line.
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Sprouts offer over 2,400 own-label products. Additional information such as specific offerings, the number of products within each product line, percentages of own-label products versus other brand alternatives, most popular own-label products, and popularity among customers are detailed below.


  • Sprouts has over 2,400 own-label products in sales, spanning across different departments including produce, deli, bakery, bulk, dairy, meat & seafood, grocery aisles, frozen, and vitamins & body care.
  • Sprouts' own-label brands carry the unique selling proposition of being “affordable” and “healthy living”.
  • Prominent sub-brands of Sprouts own-label products include Market Corner, The Butcher Shop, The Fish Market, Sprouts Vitamins, and Sprouts Essentials.
  • CEO Jack Sinclair plans to streamline the multiple lines of its own-label brands into a single, cohesive brand.

Sub-Brands and Product Lines/ Departments

Own-Label Products Versus Other Brand Alternatives

  • An overall 1,712 out of 13,643 products listed on Sprouts’ online shop is own-label. This is roughly equal to 12.5% of all unique products sold, while the remaining 87.5% are products from other brands.
  • Departments with the highest percentage of own-label products include produce (29%), frozen (26%), and grocery aisle (17%). Product lines with the lowest percentage of own-label products include vitamins & body care (7%), deli (9%), and dairy (10%).

Popularity of Own-Label Products

  • The most popular own-label product is “Purified Water with Electrolytes”, followed by “Cage Free Large Brown Grade-A Eggs” and “Sprouts Spinach”. The extended list of Sprouts own-label products, sorted by popularity can be found here.
  • According to figures reported in September, 14% of Sprouts revenue comes from its own-label products and 45% of customers purchase one or more own-label product.
  • Sprouts forecast growing to 16% of sales consisting of its own-label products by late 2020 or 2021.

Research Strategy

Own-label percentages of each department are calculated by dividing the number of own-label products listed over the total number of products listed. The total number of products is listed is calculated by adding up the total products offered in each sub-category in the department. For example, the produce department has four sub-categories of fruits, vegetables, toppings, refrigerated dressings & dips, and miscellaneous produce. They each have 26, 134, 12, and 6 unique products respectively, summing up to a total of 178 unique products in this department. Since 52 out of the 178 listed products in this department are own-label, therefore the percentage is calculated by dividing 52 by 178 which is roughly equal to 29%. The same calculation method is applied to all 11 departments in Sprouts to rank them by the three highest and lowest percentage of own-label products offered.
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Earth Fare

In 2019, Earth Fare reported having 1,300 private-brand products, spread across three tiers. However, a breakdown of the products by product line, as well as details on the most-popular private-brand products was not publicly available.

Private Label Brands

  • In March 2017, it was reported that Earth Fare had over 500 private-brand products on store shelves. By early 2019, that number had increased to over 1,300.
  • All of Earth Fare's private-brand products are made exclusively with non-GMO ingredients.
  • Earth Fare offers three tiers of private-label products: Earth Fare Everyday Value; Earth Fare Organics; and Handpicked, Discovered by Earth Fare.
  • Although the total number of products carried by Earth Fare was not publicly available, based on our estimates, private-brand products account for less than 6.68% of all products sold by the company.
  • The Everyday Value line, in addition to being free of GMO ingredients, also is free of any ingredient on Earth Fare's Boot list. The list includes over 100 ingredients that Earth Fare guarantees will not be in products they sell, with the goal of promoting clean eating that is safe from harmful ingredients.
  • The Organic Line is also GMO free and contains no items from the boot list, but is additionally third-party certified organic.
  • The Handpicked line was introduced in 2018 and focuses on premium globally inspired foods.

Helpful Findings

  • Earth Fare's partnership with Instacart allowed them to offer same day pickup at some store locations including Asheville, Charlotte, and Charleston.
  • The company announced in late 2019 that they were planning on adding 15 more stores in Florida which would bring the total to 30.
  • Earth Fare is going to start carrying the Straight Hemp line of CBD products in its stores, to expand consumer access and also provide education about the products.
  • Forbes named Earth Fare the 8th best employer in NC in 2019.

Research Strategy

In order to find details on the number of private-brand, and total, products sold by Earth Fare, we utilized a few strategies. We began on the company website, hoping that would provide the necessary details. Although there was information on the private-brand labels carried by the store, and a FAQ section which provides information on the company's philosophy, we were not able to find the details we needed on the number of private brands or total products sold.

Our next strategy was to examine business and industry specific publications such as Prepared Foods, Store Brands, and the Charlotte Business Journal. While this allowed us to uncover the total number of private-brand products carried by Earth Fare, there was no breakdown by the three tiers, and there were no details on the total number of products the stores carry.

As we were unable to find any publicly available information on how many products Earth Fare sells, we estimated by counting the number of products on the company website for each category listed. The number of products by category are:
Because of time constraints, the bakery, specialty, beer & wine, bulk, sushi, floral, juice bar, and grab & go categories were not counted. Also, grocery exceeded 10,000 items and all items above that were not counted, as well as items above 5,000 for wellness & beauty. However, with what was counted, Earth Fare has a minimum of 19,455 products (610+610+285+10,000+5,000+600+870+1,480).

To calculate the percentage of private-brand products that Earth Fare sells compared to all items, we divided 1,300 (private-brand items) by 19,455 (minimum total items) and multiplied by 100 to turn it into a percent. The result was 6.68%.

We also were unable to find any information on the most popular products at Earth Fare. Our search started on the website, where we hoped to find product ratings which would also allow us to find some of the most highly rated items. Unfortunately, there are no product ratings on the website.

Our next strategy was to see if any of the grocery items were sold on Amazon. Often when a product finds a following, it can be found being sold on Amazon. This search only found one true Earth Fare product being sold, Organic Turmeric, and there were no ratings. Therefore, this strategy was also not successful.

Finally, we conducted a media scan for articles on Earth Fare, generally, and specifically about popular products. While this allowed us to find information on the new private-brand label, Handpicked, and additional information on the growth plans of the company, there were no details on popular products.
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Wegmans is a regional store operating across the mid-Atlantic region. The company offers nearly 50,000 products with more than 6,500 own-label products and over 1,950 own-label meals and recipes. Some most popular own-label products include basting oil, dill dip, cheese selection, and prepackaged foods. The top-five product categories with the highest number of own-label products include desserts, ready to cook meats, candy/gums, fresh-baked bread, and chips/snacks.


Product Categories: Own-Label Vs. Branded

  • The company offers about 50,000 to 70,000 products across its major stores. Further, the chain features a selection of more than 6,500 own-label products across its stores. The contribution of private-label products hovers in the range of 9% to 13%.
  • Additionally, the company also offers a selection of more than 1,950 own-label meals and recipes
  • The top categories featuring the highest number of own-label products include desserts with 183 products, ready to cook meats with 173 products, candy and gums with 150 products, fresh-baked bread with 121 products, chips and snacks with 119 products.
  • It is noted that all top categories with the highest number of own-label products, comprised products majorly from Wegmans own-label selection only, i.e., bread, meats, candy/gums, among others.
  • The pricing comparison of some own-label products to that of nationally branded products can be compared as follows: eggs (1 dozen) $2.69 vs. $4.14; butter (per pound) $2.99 vs. $3.95; bananas (per pound) $0.49 vs. $0.57.

Popularity of Own-Label Products

  • In 2018, more than 5,300 people asked Wegmans to open a store in their community. Further, more than 8,000 people appreciated the services and products offered by Wegmans.
  • In 2018, the Harris Poll ranked Wegmans as the second best-known brand owing to its products, services, vision, emotional appeal, financial performance, social responsibility, and leadership.
  • According to Engagement Labs, about 90% of conversations about Wegmans is positive, while only 6% is negative.
  • According to WRAL, Eater, and NY Post, the most popular own-label products by Wegmans include basting oil, prepackaged foods, Nonna’s sauce, dill dip, and cheese selection.
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In 1995, Costco consolidated all private-label products under the brand of Kirkland Signature. The own-label offerings by Costco represent nearly 9.5% of all SKUs and more than 30% of the total company revenue. Kirkland Signature offers more than 360 SKUs and is considered as one of the top reasons for customers to shop at Costco. The company is able to offer products that are at least 20% cheaper than branded alternatives.


Own-Label Product Categories

  • The company currently features 361 Kirkland Signature products (own-label) on its website.
  • The breakdown of own-label products according to category is as follows: food, household and pet category (224 products) ; health & personal care (68 products) ; clothing, luggage and handbags (42 products); floral and gift baskets (8 products); gourmet foods (7 products) ; furniture and mattresses (6 products) ; all other products' category (30 products).
  • The break down of Kirkland products according to price is as follows: Less than $25 (264 products); between $25 to $50 (74 products); between $50 to $100 (13 products); between $100 to $200 (2 products); between $200 to $2000 (7 products).
  • Over time, the company expanded its Kirkland Signature range to include apparel, fresh foods, sporting goods, household basics, organic products, and health/beauty products.
  • In 2019, the company anticipates huge success from the introduction of new categories by Kirkland, i.e., razors, sparkling water, and kombucha.

Own-Label Products Vs. Other Brand Alternatives

  • Costco sells around 3,800 different products across the US, including more than 360 own-label products under the name of Kirkland Signature.
  • The private-label products form about 9.5% of the total product offering by Costco. Alternatively, Kirkland Signature accounts for nearly 30% of the total revenues for Costco.
  • For branded products, the company caps its markups at 14%, and for own-label products (Kirkland brands), the markup is capped at 15%.

Popularity of Own-Label Products

  • According to a recent report by Digital Commerce 360, the breakdown of CPG market share held by top private-label direct-to-customer retailers in the US was as follows: Costco (Kirkland Signature) 29%, Kroger 19%, Walmart 19%, Target 13%, and Amazon 1%.

From Part 01
  • "I bought this to fill out my order for a party. Wish I had found the time to go to the store to pick up a different brand. Some people may enjoy the taste, but I will not get it again. It was not a”clean “ taste I like when I grab a sparkling water and it didn’t enhance a mixed drink to my liking."
  • "But savvy Whole Foods shoppers know that you can find affordable and delicious food within the store’s own brand: 365 Everyday Value. "
From Part 02
From Part 05
  • "This announcement comes on the heels of Earth Fare’s bold new message, Live Longer with Earth Fare™. It is a timely and provocative message that is the rallying cry for Americans to choose only the cleanest, healthiest foods; the kind that can be found at Earth Fare, more than any other supermarket in America. The company’s Food Philosophy forbids hundreds of harmful chemicals and ingredients from making their way onto their shelves and is among the strictest in America."
  • "Earth Fare is targeting aggressive growth with a goal of doubling its store count within five years, he adds."
  • "Earth Fare, with its strict natural Food Philosophy, might seem like a recent entry into the grocery space from the more health-conscious West Coast. But the chain actually started back in 1975 as a tiny one-room shop in Asheville, N.C., by a man named Roger Derrough. He wanted to open a store where shoppers could feel confident enough that they didn’t necessarily have to turn around every package to look at the ingredients."
From Part 06
  • "The 2018 Harris Poll Reputation Quotient Rankings of the top 100 best known brands found that #2 rated Wegmans (82.75 points) was edged out by #1 Amazon (83.22 points) by less than 1 point in consumers’ perception of the brand. "
  • "It scored among the top 5 companies in these five dimensions measured, including products and services, vision and leadership, emotional appeal, financial performance and social responsibility. Plus it was #1 in workplace environment."
  • "In Engagement Labs study Wegmans ranked second on its list of Most Loved Brands of 2017 among offline brands measuring face-to-face conversations. "
  • "Ninety percent of the conversations about Wegmans is positive, compared to only 6% that are negative, says Ed Keller, CEO of Engagement Labs."
  • "The offline sentiment for Wegmans has always been substantially higher than the Supermarket/Grocery Store category in general.” It leaves its peers on that list in the dust, such as Trader Joe’s, H-E-B, Publix and Shoprite which follow in order."
  • "That Wegmans customer love translates into customer loyalty. A recent survey conducted by Market Force Information among 12,700 shoppers found that Wegmans is American’s favorite grocery retailers, scoring 77% on its customer loyalty index. On that list Wegmans ties with Publix for the top honor. In the Market Force survey, Wegmans further gets special mention for its specialty department service."
  • "Wegmans is a beloved regional grocer with a cult-like following with stores in New England and the mid-Atlantic. The company sells a variety of products under its own in-house brand, which shoppers rave about. "
  • "The Wegmans-brand products are usually marked with labels that say "Organic" or Wegmans "Food You Feel Good About," which mean the food has no artificial colors, flavors or preservatives."
  • "This Wegmans has a focus on local Brooklyn products like craft beers and meat, as well as Wegmans-branded products like its uber-popular basting oil."
  • "Wegmans is famous for its prepackaged foods, and this jarless Nonna’s sauce with sausage, meatballs and pork loin is a customer fave."
  • "Palmer and Golden love Wegmans’ popular flavorful blend of sunflower oil, garlic and herbs. “If I make Brussels sprouts, I coat them in that with some salt,” says Golden."
From Part 07
  • "So maybe it shouldn’t have been such a big surprise when UBS valued Costco’s Kirkland Signature private label at $75 billion."
  • "Max Ellinger, a Costco loyalist who lives on the West Coast. He loves Costco so much he got a tattoo of the Kirkland Signature logo on his arm, according to Business Insider. Ellinger says he frequents Costco about three times a week and even had his birthday party in a Costco food court in 2015."
  • "Business Insider discovered five main reasons why people fall in love with the discount store, with one being the company’s private label Kirkland Signature brand. The Kirkland brand appeals to people who want affordable products with a guarantee of quality. The Kirkland Signature assortment includes food, shampoo, clothes and more."
  • "According to Kiplinger News, a media outlet, the company has continually upped its array of Kirkland products, often produced by the same manufacturers who make the name brands"
  • "Kirkland, which Costco sells for at least 20% cheaper than national brands at its warehouses, helps the club keep prices low even on the products it doesn't make."
  • "Costco is one of America's biggest retailers, but it only sells around 3,800 different products at warehouses. Big brands don't want to risk being left off Costco's shelves, so they'll usually drop their prices."
  • "Last year, for example, Costco lowered the price of 40-packs of Kirkland half-liter water bottles to $2.99. That move forced national brands like Poland Springs to follow suit."
  • "Kirkland is a brand in its own right," said Karen Short, retail analyst at Barclays. "It is one of the reasons people go to Costco. That's not necessarily something you can say about many private labels."
  • "In 1995, Costco (COST) brought all of its private-label lines under Kirkland, which is named after the city that hosts Costco's corporate headquarters: Kirkland, Washington."
  • "Costco has high hopes for new items like the razors, Kombucha, and sparkling water to rival LaCroix."
  • "Every item on its warehouse shelves is meant to be the best in its category. That means there are only between 3,700 and 3,800 items for sale per warehouse, Nelson says. By comparison, a Walmart supercenter sells 142,000 different items, according to Walmart’s website."
  • "Costco’s $1.50 Kirkland hot dog and Pepsi soda combo that has been available at that price since 1985, which industry tracker Winsight Grocery Business calls “Costco’s secret weapon.”"
  • "Costco has stated in the past that it caps its markups at 14% for brand-name items, and 15% for its in-house Kirkland brands — even wine, which is notorious for its 200% to 300% markups elsewhere."
  • "As of 2018, 51,600,000 people pay Costco membership fees, good for $3.14B in annual revenue. More impressively, the renewal rate is a whopping 90%."
  • "The average warehouse stocks just 3,700 SKUs at any given time, less than 1/10th of most supermarkets’ 40,000 to 50,000 items, and not much more than the average corner store."
  • "We carry an average of approximately 3,700 active stock keeping units (SKUs) per warehouse in our core warehouse business, significantly less than other broadline retailers. Many consumable products are offered for sale in case, carton, or multiple-pack quantities only."
  • "The Kirkland Signature™ brand has become globally recognized as a “gold standard” of high quality and exceptional value. In 2018, Kirkland Signature sales exceeded $39 billion, compared to $35 billion in the prior year. "
  • "We have broadened our selection in apparel, organic and fresh foods, household basics, sporting goods, and health and beauty products, including the introduction of a new razor. We have also intensified our focus on in-country sourcing, driving costs down, enhancing member value, and reducing the environmental impacts of transportation."