Publisher: Grocery Dive
Published: September 25, 2026
Source: Read at Grocery Dive (https://www.grocerydive.com/news/aldi-costco-value-grocery-yougov/831339/)
Category: Food Access
U.S. adults surveyed by YouGov gave Costco a net value-for-money score of 38, compared with 35 for Aldi. Baby boomers gave both retailers 37, while Generation X gave Aldi a two-point edge. Generation Z gave Costco 44 and Aldi 32, and Costco had a nine-point advantage among Millennials. YouGov collected the data through rolling surveys during a yearlong period that began in September 2025, and said the gap narrowed as the survey progressed.
Why this matters: Independent grocers can use the age differences as a reminder that shoppers may judge value differently by generation. The survey does not show which prices or products drove those views.
This post summarizes and links to the original source. It does not reproduce the full article.