Walmart is the most considered grocery store among American shoppers, while Amazon Fresh is gaining the most ground with consumers, according to a new brand ranking from YouGov.

YouGov’s new US grocery store brand rankings 2025 surveyed more than 22,000 Americans on their perceptions of 34 nationwide and regional brands.

Notable findings from the report include:

• Walmart led the consideration rankings by a wide margin with 63.3% of US adults saying they would consider the brand for their next shopping trip, followed by Target (42.5%) and ALDI (32.8%). The rankings also drilled down into differences in brand preferences among women, men and each generation of shopper.
• Amazon Fresh is gaining the most ground with American grocery shoppers with consideration among US adults reaching 12.0%, a 48% increase from the previous year. Amazon Fresh consideration was highest among Gen Z (25.8%) and Millennials (21.5%).
• Whole Foods Market is perceived as offering the best quality with a net Quality score of 36.5, ahead of Target (35.4) and Trader Joe’s (35.3).
• While Walmart also ranked top for Value with a net score of 42.0, ALDI (38.6) and Costco (35.1) were also viewed as offering a good deal for shoppers.

In addition to the brand rankings, the report explores differences in shopping attitudes and habits across generations, finding that:

• Gen Z are most likely to say grocery shopping is boring (40.5%), and only buy what they need when visiting the supermarket (59.9%).
• Millennials are most likely to say they like to plan their weekly shop (61.9%), and prefer shopping “little and often” instead of “big and less often” (51.1%).
• Gen X are most likely to look for the lowest prices when they go shopping (78.%), but also admit they end up buying things they weren’t intending to purchase (63.4%).
• Baby Boomers are least likely to make Saturday their regular shopping day (10.7%), but most likely to always be on the lookout for special offers (84.7%).

“Amid rising food prices and the shift towards delivery, the grocery shopping preferences and expectations of American consumers are evolving,” said Kenton Barello, VP at YouGov America. “While Walmart remains the dominant grocery shopping destination nationwide, the rise of Amazon Fresh – driven by Gen Z and Millennials – will put traditional grocery brands on notice.”

YouGov’s US grocery store brand rankings 2025 is powered by YouGov BrandIndex, which tracks nearly 2,000 brands daily across 16 key metrics. The rankings looked at Purchase Consideration, Value and Quality scores from February 1st, 2024 through January 31st, 2025, comparing scores with the previous year to identify biggest improvers. Attitudinal data is drawn from YouGov Profiles, an always-on audience intelligence tool. For more details on the study’s methodology, please see the full report.

YouGov’s report is available for download here.