Costco is often considered unmatched when it comes to value and customer loyalty, but that seems to be changing.
The warehouse giant has been knocked out of the top three spots, according to the latest data from Dunnhumby’s latest annual Retailer Preference Index.
They are now occupied exclusively by regional chains: HEB, Market Basket and Woodman. It is the first time in the report’s nine-year history that regional grocers have taken the top three spots.
These types of stores have mastered the ability to offer best-in-class savings while maintaining high perceived quality, which has led analysts to classify them as “unicorns”.
While Dunhumby found that price is the primary driver for grocery shoppers, the 2026 report revealed a twist. For the first time, the importance of quality increased simultaneously. It seems that buyers are no longer willing to sacrifice the experience just to save a few dollars.
This is where Wisconsin-based Woodman and Texas-based Market Basket excelled, pushing Costco from the No. 3 spot in 2025 to the No. 4 spot this year. These regional chains managed to meet the strong demand for savings without making the shopping trip feel like a sacrifice.
Meanwhile, HEB is winning by mastering the fundamentals. The Texas-based chain is delivering discounter low prices with an emotional connection to the neighborhood store.
Plus, data shows that 41% of a retailer’s long-term success now depends on a single pillar: price, promotions, and rewards. This explains why retailers classified as “savings-first” like Aldi also broke into the top five.
It’s about necessity. The economy and inflation have forced consumers to become smarter and more ruthless with their budgets.
Shoppers are migrating to retailers that treat affordability as a mandate rather than a marketing strategy. This has fostered the success of savings-first retailers as well as regional chains that better understand the specific economic pressures of their local communities than a national corporation.
Here are the full rankings of the top 10 grossers, along with how their ranks have changed from last year:
- HEB (same rank as 2025)
- market basket (same)
- Woodman (not included in 2025 rankings)
- Costco (fell from No. 4)
- Aldi (same)
- Vinco Foods (Rose from No. 8)
- Trader Joe’s (same)
- Amazon/Amazon Fresh (fell from No. 6)
- Wegmans (same)
- ShopRite (same)