Leading Grocery Brands in the U.S.: Q1 2024 Analysis

Introduction

In the ever-competitive landscape of grocery retail, digital engagement is a crucial factor for success. This article delves into the performance of three leading U.S. grocery brands—Kroger, Whole Foods Market, and Safeway—over the period from Q4 2023 to Q1 2024. Utilizing Sensor Tower's unparalleled cross-platform insights, we provide an overview of their audience trends, app engagement, and advertising strategies.

Kroger

Known for its expansive network of supermarkets, Kroger's digital footprint is substantial, with both its website, kroger.com, and the Kroger app playing pivotal roles.

• Audience Trends: Kroger maintained a stable monthly true audience consistently above 14M throughout Q1 2024. The website saw fluctuations in visits with a notable increase in March, reaching nearly 59M visits. The app maintained a steady monthly active user base, with users around 8.5M by March.

• App Engagement: The Kroger app experienced a slight dip in monthly active users from January to March, decreasing from approximately 8.7M to 8.5M.

• Ad Spend & Channels: Kroger's monthly advertising expenditure peaked in January at over $12M, with significant impressions from OTT and Facebook channels. OTT advertising delivered impressive reach, particularly in January with nearly 95M monthly impressions.

Whole Foods Market

Whole Foods Market, renowned for its organic offerings, shows a dynamic digital presence with its website, wholefoodsmarket.com, and the Whole Foods Market app.

• Audience Trends: The website's visits saw an upward trend in March, surpassing 16M. Monthly true audience figures remained steady, exceeding 6M in March, with a balanced distribution between web and app users.

• App Engagement: The app's monthly active user base grew from approximately 2.5M in October to 2.7M by March, reflecting a consistent interest in mobile shopping experiences.

• Ad Spend & Channels: Whole Foods Market increased its monthly ad spend significantly in March to over $4M, with OTT and Instagram being major channels. Notably, OTT impressions surged in March, reaching over 68M monthly impressions.

Safeway

Safeway's digital strategy includes its website, safeway.com, and the Safeway Deals & Delivery app.

• Audience Trends: The website experienced a notable spike in March, with visits reaching over 21M. Monthly true audience numbers consistently grew, reaching nearly 6.8M in March, driven by both app and web engagements.

• App Engagement: The app maintained a strong monthly active user base with users consistently above 4M throughout Q1.

• Ad Spend & Channels: Monthly ad spend was relatively stable, with February and March seeing expenditures around $1.5M. Facebook and Instagram were key platforms, delivering substantial impressions.

Conclusion

Kroger, Whole Foods Market, and Safeway each demonstrate unique strengths in their digital strategies, as revealed through Sensor Tower's comprehensive data insights. By leveraging Sensor Tower's Web Insights, App Performance Insights, and Pathmatics for advertising data, these brands continue to adapt and thrive in an evolving digital marketplace. Sensor Tower's consolidated data offers unique advantages for decision-makers, providing a competitive edge in strategic planning and execution.

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