Forefront Communications

Food Dive: Report – Whole Foods’ Price Reductions Poached Shoppers from Walmart, Trader Joe’s and Sprouts

Mark Dowd

Mark Dowd

Thasos Group’s data shows a 17% bump in customer traffic during Amazon’s first week at the helm of Whole Foods. This number tracks with another recent survey, but what’s unique about this new data is that it segmented customers based on where they regularly shop, giving what amounts to a first look, in many ways, at which retailers could be most vulnerable to Amazon’s grocery incursion.

So what are the takeaways? Amazon’s price reductions succeeded in drawing shoppers away from key competitors, including Walmart, Trader Joe’s, Kroger and Sprouts Farmers Market. According to Thasos’ data, 16% of first-time shoppers listed Kroger as a preferred supermarket. Eight percent of Sprouts shoppers visited the store on that first week.

While the percentage of Trader Joe’s and Sprouts customers visiting Whole Foods seems high, it’s important to note that these chains already share a large percentage of shoppers with Whole Foods. More than ever these days, consumers are visiting multiple locations to fulfill their shopping needs.

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