Meet the typical Kroger shopper, a married suburban Baby Boomer earning over $80,000
Numerator found that Kroger's typical shopper is a married suburban Baby Boomer who has at least some college education and an annual income of more than $80,000. Additionally, they typically live in two-person households and have a roughly equal likelihood of being white or Black.
The typical customer visits Kroger at least once a week — about 53 trips per year — and picks up 12 products for a total cost of about $46.95 per trip, Numerator found. The company enjoys a high degree of customer loyalty, with more than 87% of 2021 shoppers returning in 2022, and it earns a new shopper for each one that leaves.
Kroger offers more than 15,000 private label items, and the typical shopper often prefers to buy from that selection. They also fill their carts with products from Kraft, Coca-Cola, Lays, and Dole. Some of their favorite categories to buy from the store include frozen seafood, baking chips and bars, as well as dish and laundry detergents. While 8.6% of a Kroger shopper's total dollars are spent at Kroger,
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