Charting Value Grocery’s Visit Growth

Limited-assortment value grocery stores like Aldi and Grocery Outlet Bargain Market have thrived in recent years, as inflation-wary consumers sought out ways to save money at the till. 

But how are these chains faring in 2024? Have cooling inflation and increased consumer confidence put a dent in their performance? We dove into the data to find out. 

Key Takeaways: 

• In May 2024, year-over-year (YoY) visits to Aldi and Grocery Outlet Bargain Market grew 26.3% and 14.3%, respectively – while visits to traditional grocery chains increased by 7.9%.
• While some of these chains’ outsize visit growth is due to fleet expansion, both brands also experienced strong visit per location growth during the first five months of 2024. 
• Customer loyalty rates at Aldi and Grocery Outlet Bargain Market have also increased significantly since 2022 – showing that these chains are emerging as primary destinations for many consumers’ weekly shopping trips.  

Limited-Assortment Value Grocers Outperform

As the name suggests, limited-assortment grocery stores are known for carrying fewer products than traditional grocery stores in a bid to cut down on overhead costs and pass savings on to consumers. These chains also utilize other methods, such as private label brands, opportunistic merchandising, and fewer in-store amenities, to keep prices low.  

And foot traffic data shows that in the first part of 2024, consumers continued flocking to these brands to grab groceries at a discount – driving year-over-year (YoY) foot traffic growth that far outperformed that of traditional grocery stores. In May 2024, for example, visits to the overall grocery segment grew by 7.9% YoY, while Aldi and Grocery Outlet Bargain Market experienced YoY growth of 26.3%, 14.3%, and respectively.

Visits Per Location Increases

Some of this foot traffic growth can be attributed to the two chains’ continued expansion: Aldi added dozens of new stores in 2023 – with hundreds more in the pipeline – and Grocery Outlet Bargain Market also significantly grew its footprint. But the average number of visits to both brands’ individual locations also increased, again outpacing traditional grocery, showing that their expansion is meeting robust demand. 

No Limitation On Loyalty

Looking into the loyalty rates of visitors to these limited-assortment value chains provides more reason for optimism for the sector: Over the past three years, Aldi and Grocery Outlet Bargain Market both saw an increase in loyal visits – defined as those made by people who frequented the chains at least four times in a month.

In April 2022, for example, 28.0% of visits to Aldi and 27.0% of visits to Grocery Outlet Bargain Market were made by people who visited the chains at least four times during the month – but by 2024, these shares grew to 30.1% and 30.2%, respectively. A similar trend was observed in May 2024. 

Increasingly, it seems, people are doing at least part of their routine weekly grocery shopping at these limited-assortment chains. And with consumers continuing to seek ways to save money, these grocers are well-positioned to continue growing their visit shares.

Grocery Gains

The limited-assortment, value grocery model continues to prove its staying power, with impressive foot traffic, visits per location, and loyalty rates.

Will the segment continue on its upward trajectory?

Visit Placer.ai to find out.