Shoppers Ranked Costco and Aldi Value in September 2026
Consumer perception data highlights how different generations weigh the value offered by Costco and Aldi.
Updated on Oct. 10, 2026 in Inflation
Live Poll
Do you find that shopping at big-box stores provides better value than shopping at discount grocers?
YouGov published a consumer value perception report in September 2026 that tracked how U.S. shoppers rate the pricing of major grocery chains. The findings reveal distinct preferences between Costco and Aldi based on age demographics.
Why it matters
These perceptions reflect how different generations prioritize shopping strategies, influencing where households choose to allocate their budgets for essential goods.
In a survey of U.S. adult shoppers, Costco received a value perception score of 38 points compared to 35 points for Aldi. The rankings varied significantly by age, with Gen Z shoppers favoring Costco with 44 points versus 32 for Aldi.
The players
YouGov
An international market research firm that provides data analytics on consumer trends and brand performance.
Costco
A membership-based warehouse club that offers bulk groceries and consumer goods.
Aldi
A discount supermarket chain known for a limited selection of private-label items and lower-cost staples.
The details
The rankings were determined by asking respondents to identify brands that represent good value for money. Among older demographics, Gen X shoppers gave Aldi a score of 35 points compared to 33 for Costco, while Baby Boomers viewed both retailers as equal at 37 points. These scores quantify consumer sentiment regarding brand affordability rather than specific price points for individual items.
Timeline
September 2026: YouGov published the brand value perception data.
Money Landscape
These findings provide a snapshot of consumer sentiment during a period of sustained focus on grocery affordability. The data updates the ongoing brand tracking established by the YouGov BrandIndex value perception metrics.
Understanding how brands are perceived can help households benchmark their own grocery spending habits against broad consumer trends. Review your monthly food budget and consider whether bulk purchasing at clubs or discount shopping at private-label retailers aligns better with your savings goals.
The takeaway
Consumer perception of value is highly subjective and varies significantly across different life stages. When evaluating where to shop, track your actual receipt totals over several months to determine which retailer consistently offers the lowest cost for the specific items your household consumes.
Further reading
For more on managing household grocery expenses, visit our guide on Inflation.
Source note: This article includes information reported by MySA.
Live Poll
Do you find that shopping at big-box stores provides better value than shopping at discount grocers?
