More Than 41,000 Consumers Just Picked a New Favorite Supermarket Chain—and It Beat Costco

When you go to the supermarket chances are you’re looking for, among other things, a wide variety of clean, fresh food, pristine aisles that are easy to navigate, sales that will save you money, and friendly employees who are on hand to answer any grocery questions you may have. These are just some of the factors that are part of the most recent American Customer Satisfaction Index, which just named Americans’ new favorite supermarket chain.

Per the index, which is designed to measure customer satisfaction across six retail industries—gas stations, general merchandise retailers, specialty retailers, convenience stores, supermarkets, and online retailers—the extent to which a shopper is (or isn’t) satisfied can greatly impact individual brands, as well as the American economy at large. In other words, keeping customers satisfied and happy is of the utmost importance.

Additionally, as younger generations play a larger role in the economy, the factors that determine overall customer satisfaction have begun to shift. This, in turn, has given different brands a chance to shine while others may be faltering. “Though there wasn’t much movement in retail customer satisfaction overall, we’re seeing a clear divide emerge between brands that are meeting the needs and expectations of younger consumers versus those that are falling behind,” said Forrest Morgeson, Assistant Professor of Marketing at Michigan State University and Director of Research Emeritus at the ACSI. “Factors like mobile shopping capabilities, website quality, and perceptions of value are becoming increasingly important, especially for the 18-25 age group, who expressed significantly lower satisfaction levels compared to older demographics.” 

The yearly index is based on data from interviews with roughly 41,000 customers from January to December 2024. Customers were then asked to evaluate their recent experiences with the largest companies in terms of market share, plus an aggregate category consisting of “all other”—and thus smaller—companies in each industry. 

The grocery chain that took top honors is a departure from last year, and it beat out the likes of Costco, Aldi, and others. Keep reading for more!

Trader Joe’s and Publix

Believe it or not, these two grocers tied for first place, each earning an overall satisfaction score of 84 out of 100. While TJ’s saw no change year over year, Publix actually lost some ground, falling from an 85 rating in 2023 to its current score. Still, both chains remain customer favorites. Trader Joe’s earned its highest marks on the West Coast, whereas Publix was most beloved in the South.

Wegmans

The New York-based chain is a hit with customers, rising 1% year over year in customer satisfaction, from an 82 to an 83. With around 111 stores across eight states, Wegmans is a favorite in the Northeast, and it earned high marks for the convenience of store hours, the quality of its mobile app, and more.

Sam’s Club (Walmart)

This big-box store owned by Walmart beat out Costco, one of its biggest competitors, to nab third place. Sam’s Club scored an 83, the same score it earned last year, and is especially favored by shoppers in the Midwest. Customers frequent the chain, which boasts nearly 600 warehouses across the country, because of factors including its ability to provide brand names and the variety and selection of merchandise.

Whole Foods (Amazon)

Though Whole Foods was once criticized for being too expensive, the chain, which is now owned by Amazon, has been able to lower prices on many items in recent years. This, in part, helped the brand score an 82 out of 100. With more than 500 stores nationwide, Whole Foods is a recognized leader in the grocery industry thanks to, among other things, the quality and freshness of its meat and produce, and the convenience of store locations.

H-E-B

This Southern chain tied with Whole Foods for fourth place, achieving an overall score of 82 out of 100. It also, unsurprisingly, earned its highest marks in Southern states. If you’re unfamiliar with H-E-B, rest assured that you can count on the ease of the pickup process when retrieving curbside grocery orders, quality pharmacy services, and more.

Costco

Costco was American consumers’ top pick last year, but it dropped a whopping 5%, earning a score of 81 this year. Despite the noticeable setback, particularly with younger consumers, Costco customers can still count on the layout and cleanliness of its stores and the courtesy and helpfulness of Costco staff.