Costco Outperformed Aldi in September Value Rankings
A new YouGov report reveals varying shopper perceptions of grocery value across different U.S. generations.
Updated on Oct. 10, 2026 in Inflation
Live Poll
Do you find that shopping at big-box stores provides better value than shopping at discount grocers?
In September 2026, a YouGov BrandIndex report found that Costco held a slight lead over Aldi in overall value perception among U.S. adult shoppers. The survey measured how consumers rate grocery brands based on whether they provide good value for their money.
Why it matters
Understanding shifts in consumer value perception helps explain brand loyalty trends as shoppers navigate inflation and economic pressure. These findings highlight how generational differences influence which retail models resonate most with specific demographics.
In this survey, Costco earned 38 points to Aldi’s 35 points among all U.S. adults. Data shows a clear generational split, with Gen Z awarding Costco 44 points compared to 32 for Aldi, while Gen X favored Aldi with 35 points against Costco’s 33.
The players
YouGov
YouGov is an international online research data and analytics technology group that frequently conducts public opinion surveys.
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 known for its low-price private label goods and streamlined store operations.
The details
The report asked respondents to classify brands as either good or poor value for money. Results show that younger shoppers significantly favor Costco, while Baby Boomers viewed both retailers equally at 37 points.
Timeline
September 2026: YouGov published the brand value perception data.
Macro View
This study follows a pattern set by the YouGov BrandIndex value perception metric to quantify how inflationary pressures affect long-term brand equity. These findings diverge from historical precedents where discount-first models consistently dominated the perception of value among all consumer age groups.
These findings reflect the shifting priorities of household budgets, as younger shoppers appear to associate bulk purchasing at warehouse clubs with higher value. Readers may find these rankings useful when evaluating their own grocery spending habits against the perceived utility of different retail formats.
The takeaway
Retailers continue to battle for consumer loyalty by emphasizing different aspects of value, such as bulk savings versus low-cost individual units. Shoppers can maximize their budgets by identifying which retail model aligns best with their specific household consumption patterns.
Further reading
For broader trends on how price indexes affect shopping habits, visit our Inflation section.
Source note: This article includes information reported by MySA.
Live Poll
Do you find that shopping at big-box stores provides better value than shopping at discount grocers?
