Walmart Grocery Penetration Reaches Record 72%

Dunnhumby study reveals mass retailers now match supermarkets as consumers prioritize affordability.

Published on Feb. 21, 2026

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According to a new study from dunnhumby, Walmart's grocery penetration has reached a record 72%, marking the largest gain among all retailers tracked. The study found that financial strain is driving a structural shift in American shopping behavior, with mass-channel retailers now matching traditional supermarkets in overall penetration for the first time. The data suggests affordability has become the primary competitive battleground in the U.S. grocery landscape.

Why it matters

The findings indicate a fundamental realignment in where and how consumers shop for groceries, with mass retailers like Walmart and dollar stores gaining ground as shoppers prioritize affordability amid widespread financial insecurity. This shift could have significant implications for the traditional grocery industry and the competitive dynamics within the sector.

The details

The dunnhumby Consumer Trends Tracker found that seven in 10 Americans ages 18 to 54 report difficulty covering a $400 unexpected expense, driving a measurable shift towards more affordable shopping options. Walmart's grocery penetration rose 6 percentage points year-over-year, the largest gain among all retailers tracked. Mass-channel retailers as a whole have now reached 79% penetration, equaling traditional supermarkets for the first time since the tracker launched in 2022.

  • The dunnhumby study was conducted in December 2025.
  • Walmart's grocery penetration reached a record 72% in the latest wave of the study.

The players

Walmart

A major American retail corporation that operates a chain of hypermarkets, discount department stores, and grocery stores.

dunnhumby

A consumer data science company that provides customer data, insights, and personalization services to retailers and brands.

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What they’re saying

“We are seeing that U.S. households are realigning where they shop based on affordability.”

— Matt O'Grady, President of the Americas for dunnhumby (Chain Drug Review)

The takeaway

The shift towards mass retailers and dollar stores as consumers prioritize affordability highlights a structural change in the U.S. grocery landscape. Retailers will need to focus on value and first-party data to compete in an environment where financial insecurity has become deeply entrenched across working-age households.