Costco Lead Over ALDI Shrank Among Gen Z Shoppers

A YouGov survey found that Costco's value rating among Gen Z adults fell significantly between June and August 2026.

Updated on Sept. 22, 2026 in Youth

Costco Lead Over ALDI Shrank Among Gen Z Shoppers

Live Poll

Do you plan to prioritize shopping at discount grocery stores over warehouse clubs for value?

As of August 31, 2026, Costco held a value score of 44 among Gen Z consumers, down from a peak of 51 reached on June 7, 2026. This decline narrowed the gap with ALDI, which currently holds a value score of 32 among the same demographic.

Why it matters

Understanding these shifts helps retailers anticipate changing preferences among younger shoppers. With Gen Z making up 18% of Costco's customer base compared to 13% for ALDI, these value perceptions are critical to maintaining long-term market share.

Costco currently holds a national value score of 38 compared to ALDI's 35 among all U.S. adults. While Gen Z accounts for 18% of Costco's customer base, ALDI's Gen Z value score previously climbed to 41 on January 29, 2026.

The players

Costco

Costco is a multinational corporation that operates a chain of membership-only big-box retail stores.

ALDI

ALDI is a global discount supermarket chain that operates thousands of stores across multiple countries.

YouGov

YouGov is a data and analytics company that provides market research and opinion polling services.

The details

The value scores are derived from an eight-week moving average of daily surveys measuring positive versus negative perceptions. While Costco maintains an overall lead among the general U.S. adult population, demographic sentiment varies, with Gen X consumers currently rating ALDI higher than Costco by two points.

In January 2026, Costco maintained a commanding value lead among Gen Z shoppers.
On January 29, 2026, the ALDI value score reached 41.
On June 7, 2026, Costco's Gen Z value score peaked at 51.
On August 31, 2026, the Costco Gen Z value score fell to 38.
During the holiday season of 2026, ALDI may potentially overtake Costco's Gen Z market share lead.

Culture Shift

This trend highlights the ongoing competition for the loyalty of younger shoppers who are increasingly value-conscious. Retailers are actively calibrating their market positioning to align with these shifting demographic preferences ahead of seasonal spending peaks.

Shoppers may notice intensified pricing and promotional efforts at their local stores as retailers fight for Gen Z brand loyalty. These value shifts directly influence where budget-conscious families and young adults choose to allocate their monthly grocery spending.

The takeaway

Retailers must remain agile as generational cohorts shift their perceptions of brand value throughout the year. Consumers can benefit from this competition by monitoring seasonal promotions as stores aggressively compete for market share.