The data: More than 1 in 10 (11%) US consumers in households earning at least $150,000 say Costco is their primary grocery store, compared with 5% of middle- and lower-income shoppers, per a recent YouGov survey.

That’s just behind the 12% of higher-income consumers who primarily shop at Walmart or Walmart Supercenters. By contrast, 32% of middle- and lower-income shoppers say Walmart or Walmart Supercenters are their main grocery destination.

Why it matters: The findings show value has become a universal priority across income levels.

Higher-income shoppers are turning to Costco’s bulk sizes and lower unit prices to stretch their dollars, while lower- and middle-income households continue to rely on Walmart’s everyday low pricing.

Implications for retailers: The shift comes as consumers grapple with a cost-of-living crunch. More than half (51%) say they are struggling to afford groceries, per a Harris Poll conducted for The Guardian.

That pressure reflects a sustained rise in prices. Grocery costs are up about 33% since 2019. In July alone, prices were up 2.7% YoY, with sharper increases in staples like fresh fruit (up 4.9%), fresh seafood (7.8%), and coffee (10.3%).

As a result, competition on value is intensifying. Retailers from Walmart to Kroger to Whole Foods are responding with price cuts, expanded private label assortments, and more targeted loyalty offers.

But effectiveness will depend less on having the lowest price and more on how clearly and consistently that value is communicated to shoppers.

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