March 26, 2026
Aldi is winning the grocery wars
- Aldi surged from 29% to 36% of shoppers since 2020, overtaking Kroger in Occam's 770K-respondent survey.
- Kroger flatlined at ~30–33% — scale advantages aren't translating to customer growth.
- The crossover came in late 2021 as grocery inflation spiked. Shoppers who tried Aldi for value stayed.
- Middle-income households ($50–100K) are driving the shift — not just budget shoppers.
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