Grocery chains lose luster in reputation rankings as Costco surges

Dive Brief:

The supermarket industry declined in prominence in the latest Axios Harris Poll 100 corporate reputation rankings, released Tuesday, as Trader Joe’s gave up the top spot in the annual survey and H-E-B, Wegmans and Publix all fell off the list.
Costco rocketed up the list in 2023, ascending 24 spots to secure the No. 2 position, while Aldi, Dollar General and Family Dollar gained slots in the rankings this year after not appearing in 2022.
The rankings reflect the opinions of 16,310 people surveyed from March 13-28 about the 100 brands currently deemed to be the most visible in the United States.

Dive Insight:

The makeup of the latest Axios Harris Poll 100 rankings represents a stark contrast with the list The Harris Poll compiled in 2022 when it conducted its yearly look at how consumers perceive the nation’s best-known brands.

The changes suggest that when it comes to groceries, people are focusing their attention more heavily on retailers known particularly for value, perhaps because inflation remains a top concern even though it has lost momentum in recent months.

The Axios Harris Poll 100 gauges people’s sense of corporate reputations based on seven factors: trust, culture, ethics, citizenship, vision, growth, and products and services.

Trader Joe’s, H-E-B, Wegmans, Publix and Kroger were each among the top 25 companies in the Axios Harris Poll 100 in 2022, underscoring the high profile grocers occupied in the nation’s consciousness as the COVID-19 pandemic remained a key force in driving people’s daily routines. This year, meanwhile, three of those supermarket operators have disappeared entirely from the list, while Trader Joe’s moved down three spots, to No. 4, and Kroger slipped two positions, to No. 27.

Target also took a big hit in 2023, falling to No. 53 from the 32nd spot on the list last year. Walmart dropped from three positions, to No. 80.

Notably, Aldi — which last appeared in the rankings in 2019 — swooped in this year at No. 33. Meanwhile, Dollar General claimed the No. 83 position after being left off the list in 2022. Rival discount chain Dollar Tree gave up 14 positions compared with its position last year to take the 89th slot, while the brand’s sister chain, Family Dollar, came in at No. 90. E-commerce giant Amazon held onto its No. 8 position in the rankings this year.

Outdoor clothing retailer Patagonia overtook Trader Joe’s to secure the top spot on the Axios Harris Poll 100 list this year, with farm equipment maker John Deere and fast food company Chick-fil-A also among the top 5. Toyota, Samsung, automotive insurer USAA and Apple rounded out the companies in the 10 highest positions.