Meet the typical Kroger shopper, a married suburban Baby Boomer earning over $80,000

Kroger
Kroger CFO Gary Millerchip described digital grocery as ‘becoming less of a headwind’ – indicating that investments are still outweighing profits. AP Photo/Paul Sancya
  • Kroger has more than 2,700 stores in the US and employs approximately 465,000 people.
  • The company’s 2020 sales were $US132.5 ($AU178) billion across more than a dozen subsidiary brands.
  • Kroger’s average customer is a married suburban Baby Boomer who earns $US80,000 ($AU107,574) per year, per Numerator analysis.
  • See more stories on Insider’s business page.

Kroger is the largest supermarket chain in the US, with 2020 sales of $US132.5 ($AU178) billion across more than a dozen brands including Kroger, Harris Teeter, King Sooper, and others.

Walmart sells groceries too, and makes more in total sales, but the mega retailer is not strictly considered a “supermarket” since more than 15% of its sales come from non-grocery items.

Founded in 1883 and based in Cincinnati, Ohio, there now are over 2,700 Kroger-owned stores across 35 states and D.C. employing roughly 465,000 workers.

Slightly less than half of all US shoppers are Kroger customers, according to data from the analytics firm Numerator prepared for Insider.

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 $US80,000 ($AU107,574). Additionally, they typically live in two-person households and have a roughly similar likelihood of being white or Black.

The typical customer visits Kroger at least once a week – about 54 trips per year – and picks up 12 products for a total cost of about $US44 ($AU59) per trip, Numerator found.

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, they spend more at Walmart with 10.9%.

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