Source: Morgan Stanley Research
Published: July 2018
n=2,951 U.S. 18+ year old consumers

Whole Foods Market Shopper Habits

Circulated: June 18, 2019

Among shoppers who visited Whole Foods within the last 3 months, the greatest shopper overlap with another retailer is Trader Joe’s (38%), The Fresh Market (37%), and Sprouts (29%).

• 69% of Whole Foods shoppers are Prime members (+700 bps YoY).

• Walmart has the lowest Prime overlap among major retailers (48% of shoppers).

Changes observed at Whole Foods Market (over 6 months):
1. Better quality of products — 33%
2. Generally lower price for products — 29%
3. Bigger selection of products available — 29%
4. Better customer service — 28%
5. More local products available — 27%
6. More 365 Everyday products on the shelves — 27%