Walmart brand profile in the U.S. 2023

Grocery store brands

Walmart brand profile in the U.S.

Established in 1962, Walmart takes the crown as the ultimate go-to grocery store in the United States. Boasting an impressive 93 percent brand awareness among U.S. grocery store users, Walmart also shines with a whopping 65 percent usage share among the target audience.

Walmart's popularity cuts across generations. And 40 percent of the grocery store audience had noticed Walmart on social media or in other forms of advertising over the past three months prior to our survey.

Brand KPI profile

(Almost) everybody is familiar with Walmart in the U.S.

An impressive share of grocery shoppers recognizes the U.S. retail giant, and with a remarkable 61 percent brand popularity among grocery store customers, it’s no surprise that almost 66 percent of them had chosen Walmart in the past 12 months before our survey. Additionally, over 40 percent of grocery store users in the U.S. had noticed the brand on social media or in other forms of advertising.

(Almost) everybody is familiar with Walmart in the U.S.. Chart with 1 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Awareness	93.0%
Popularity	61.0%
Usage	65.0%
Loyalty	60.0%
Buzz	42.0%

Generations

Baby Boomers aren’t leaving Walmart anytime soon

Taking a closer look at the side-by-side comparison of brand KPIs across all generations provides a clear overview of Walmart’s customer base in the United States. The American brand enjoys almost equal levels of recognition among Gen Z, Millennials, Generation X, and Baby Boomers in the U.S. – and while it seems, consumers from all age groups like to shop at Walmart, Baby Boomers stand out with a clear lead in terms of brand popularity, usage, and loyalty compared to other generations. Furthermore, around 40 percent of grocery store users, spanning all generations, have come across Walmart through social media and other forms of advertising within the past three months preceding our survey.
Overall, our data indicates Walmart might have untapped potential among Millennial grocery store shoppers.

Baby Boomers aren’t leaving Walmart anytime soon. Chart with 5 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	IGen / Gen Z (1995-2012)	Millennials / Generation Y (1980-1994)	Generation X (Baby Bust) (1965-1979)	Baby Boomer (1946-1964)
Awareness	93.0%	93.0%	88.0%	97.0%	99.0%
Popularity	61.0%	64.0%	53.0%	64.0%	76.0%
Usage	65.0%	66.0%	55.0%	69.0%	81.0%
Loyalty	60.0%	60.0%	50.0%	64.0%	78.0%
Buzz	42.0%	45.0%	40.0%	43.0%	44.0%

Life values

Honesty and a happy relationship are more important to Walmart users

Now that we have examined the profile of Walmart customers, let's delve into a comparison of their values with non-Walmart customers and general consumers in the United States. The most important life aspect among Walmart shoppers is an honest and respectable life, followed by a happy relationship. On the other hand, for non-users, it's the other way round. Meanwhile, Walmart customers appear to place less emphasis on traditions, advancing their career, and social justice, compared to both non-users and the general consumer population in the United States.

Published November 20, 2023

Honesty and a happy relationship are more important to Walmart users. Chart with 3 data series and 10 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	Walmart user	Non-user
An honest and respectable life	48.0%	53.0%	40.0%
A happy relationship	45.0%	47.0%	41.0%
Safety and security	38.0%	40.0%	35.0%
To be successful	36.0%	36.0%	37.0%
Having a good time	30.0%	28.0%	32.0%
Making my own decisions	30.0%	30.0%	31.0%
Learning new things	28.0%	29.0%	28.0%
Traditions	16.0%	15.0%	19.0%
Advancing my career	14.0%	11.0%	19.0%
Social justice	14.0%	11.0%	19.0%