Walmart reaches record grocery penetration as US financial strain continues

Dunnhumby found Walmart's grocery penetration rose to 72 percent, and the firm reported 70 percent of working-age Americans struggle to cover a $400 emergency.

Walmart's grocery penetration reached a record 72 percent in Dunnhumby's latest consumer research, a change the report links to growing financial strain among working-age Americans. The firm highlighted persistent affordability concerns even as measured inflation moderates. The study is based on online interviews with 8,500 grocery shoppers in December across the U.S., Canada, Brazil, Colombia, Mexico and Chile. Dunnhumby reported shifts in shopping channels and loyalty behaviors alongside rising use of coupons and promotions. Key findings: - Walmart's grocery penetration rose six percentage points year over year to 72 percent, the largest increase among tracked retailers. - Mass-channel retailers collectively reached 79 percent penetration in December, matching traditional supermarkets for the first time in the tracker. - Dunnhumby reported 70 percent of Americans ages 18 to 54 had difficulty covering a $400 unexpected expense. - Dollar stores climbed to 42 percent penetration, and the report said Walmart served more than 190 million Americans monthly. Summary: These results point to a realignment of where many consumers shop, with mass and discount channels gaining reach as price sensitivity rises. The tracker noted strengthened loyalty program use and greater coupon redemption during the period measured. Dunnhumby said further tracking will monitor whether mass-channel penetration remains on par with supermarkets. Undetermined at this time.