retail news in context, analysis with attitude

Newsweek has BrandSpark Internationals' special edition of its BrandSpark Most Trusted Awards (BMTAs), "highlighting the most trusted grocery stores as voted by American shoppers."

Well, by 3200 American shoppers anyway.

Here's the list of the top five retailers, by region:

National

Walmart

Kroger

Aldi

Publix

Costco



Northeast

ShopRite

Walmart

Aldi

Stop & Shop

Wegmans



Midwest

Walmart

Kroger

Aldi

Meijer

Hy-Vee



South

Walmart

Publix

Kroger

H-E-B

Aldi



West

Walmart

Safeway

Costco

Trader Joe's

Kroger



You can read the full list, with all the breakdowns, here.

KC's View:

I don't mean to be overly skeptical, but when it comes to being trusted, it is hard for me to imagine that companies like H-E-B and Wegmans - which generate about as much customer loyalty as any food retailer you can name - come in as low as they do.

This could mean one of three things.

One, it is the way BrandSpark asked the questions and to whom it asked those questions.

Two, Walmart's value proposition is generating way more shopper loyalty than it used to;  I'll buy that Walmart always is going to be in the conversation, but the most trusted in every region other than the Northeast?  (Kudos to ShopRite, by the way.)  Hard for me to believe … though it also could be that Walmart pricing is creating greater loyalty at a time of inflation.  (Timing is everything.)

Three, I have no idea what I'm talking about.