Erewhon's $20 Chicken Soup: Redefining Grocery Prices?

Los Angeles-based Erewhon Market's high-end offerings spark debate over the future of grocery shopping.

Published on Feb. 13, 2026

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Erewhon Market, a Los Angeles-based grocery chain, is gaining attention for its premium-priced organic produce, trendy prepared foods, and unique in-store experiences. This trend reflects a broader shift in consumer behavior, where people are increasingly willing to pay more for perceived quality, health benefits, and exclusivity. The 'Erewhon effect' raises questions about the future of grocery shopping, with potential for increased market segmentation, more experiential retail, and a greater focus on wellness-oriented products.

Why it matters

The success of Erewhon highlights the growing demand for premium grocery experiences, which could lead to a greater divide between stores catering to different income levels and lifestyle preferences. This trend also suggests that consumers are increasingly valuing experiences and health-focused products over traditional notions of affordability, potentially reshaping the broader grocery market.

The details

Erewhon's popularity is not solely about offering expensive items, but about curating a unique shopping experience. The store has become a destination, attracting a clientele willing to pay a premium for perceived quality, health benefits, and exclusivity. This is exemplified by the popularity of items like the Mighty Greens soup, which has spawned copycat recipes as people seek to recreate the Erewhon experience at home. Beyond food, Erewhon is incorporating features traditionally associated with luxury retail, such as aesthetically pleasing displays, personalized service, and in-store experiences like cooking demonstrations and wellness workshops.

  • Erewhon Market opened its first location in Los Angeles in the early 2000s.
  • Reports highlighting Erewhon as America's 'hottest – and priciest' grocery store emerged in 2026.

The players

Erewhon Market

A Los Angeles-based grocery chain that has gained notoriety for its premium-priced organic produce, trendy prepared foods, and unique in-store experiences.

Roy Choi

A chef who notes that Los Angeles 'takes time' and demands a certain level of patience and adaptation, fostering innovation and a willingness to embrace fresh concepts.

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What they’re saying

“Los Angeles 'takes time' and demands a certain level of patience and adaptation.”

— Roy Choi, Chef

What’s next

As the 'Erewhon effect' continues to influence the grocery market, it will be important to monitor how other retailers respond and adapt to meet the evolving demands of consumers seeking premium experiences and wellness-focused products.

The takeaway

The success of Erewhon highlights the growing trend of consumers valuing experiences and health-focused products over traditional notions of affordability in the grocery market. This could lead to increased market segmentation, more experiential retail, and a greater focus on wellness-oriented offerings, potentially reshaping the broader grocery landscape.