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From CNet:

"Whole Foods has long been thought of as a prohibitively expensive supermarket for many. But times -- and the national grocer's business model -- have changed. There's even an argument to be made that you could save money by shopping at Whole Foods … after doing a price comparison between Whole Foods and other organic and conventional grocers for certain items, I'm not so sure that Whole Paycheck nickname is appropriate anymore. There are certainly items that can be overpriced due to the overhead of maintaining a store like Whole Foods, as you'll find with any retailer, but there are also values to be found. Crunching the numbers, I came up with several strategies that illustrate how shopping at Whole Foods can actually save you money."

While Whole Foods is criticized in some quarters for having lost some of its magic since being acquired by Amazon in 2017, CNet suggests that there have been some advantages created, specifically through the use of Prime membership deals that can reduce the cost of shopping at Whole Foods.

And, the story suggests, Whole Foods' private label items in some cases "over deliver" in terms of the price-quality ratio.

You can read the analysis here.

KC's View:

I have a Whole Foods about a quarter-mile from my house, and I use it as a kind of convenience/convenient store - there are things that I get there when I need them quick, and there things that I get there that I know are priced competitively. I find my Prime membership does save me money, and the ability to return items bought on Amazon there is a terrific benefit.

One note: A couple of months ago, our Whole Foods did something that the brand never used to do - it put in six self-checkout units. In the old days, that was antithetical to its high-service image. But they've been enormously successful, I think - there often are longer lines for self-checkout than for manned checkout lanes.