Full Breakdown
Wealthy Shoppers Favor Costco Over Competing Chains, Survey Shows
7/11/2026, 4:13:55 AM
Core Event
A YouGov survey of U.S. households identified Costco as the primary grocery retailer for the nation’s higher-income consumers. Respondents earning at least $150,000 annually—defined by the poll as “higher-income” and comprising roughly 10 % of the population—named Costco as their go-to store at a rate of 11 %. Competing chains captured smaller shares: “other” stores at 14 %, Kroger at 10 %, and Walmart Supercenter at 8 % among this income group.
Survey Findings & Demographics
The same poll revealed spending patterns that differentiate income tiers. More than half (51 %) of higher-income households reported weekly grocery expenditures exceeding $150, compared with 28 % of middle- and lower-income households. Among the latter group, Walmart Supercenter led with 20 % of respondents, while Costco attracted only 5 % of those shoppers. Membership fees for Costco range from $65 to $130 per year, according to the retailer’s website.
Analyst Insight
Food-industry analyst Phil Lempert of Santa Monica, California, explained the Costco preference as a function of household size and value orientation. He noted that larger, wealthier families benefit from bulk packaging and lower unit prices, and that the membership cost is not a barrier for most consumers. Lempert also highlighted geographic factors, observing that Costco locations cluster in larger metropolitan and suburban markets, which influences shopping choices when fuel prices rise.
Verbatim Quotes
- “Wealthier households typically are larger households,” — Phil Lempert, Food-industry analyst
- “So it fits perfectly with the model of Costco having larger sizes. Also, wealthier people shop more often, and what they want is value. One of the reasons they have more money is they're frugal.” — Phil Lempert
- “Even though the hype says that these wealthier shoppers are going to the Erewhons and the Whole Foods of the world, not necessarily.” — Phil Lempert
- “People are nervous about what the future looks like,” — Phil Lempert
- “No. 1, always shop with a list,” — Phil Lempert
These findings suggest that bulk-oriented retailers like Costco continue to attract affluent consumers seeking cost efficiency, shaping competitive dynamics in the U.S. grocery sector.
