Kantar Retail: Walmart leads Target in one-stop basket price study

Boston -- Walmart narrowly leads the one-stop basket assessment versus Target, according to the latest Kantar Retail basket pricing study, which examines a basket of grocery, HBA, and general merchandise items. Study findings indicate Target’s overall basket is 3.5% more expensive than Walmart’s and Walmart leads in each of the sub-baskets, with the strongest lead in general merchandise.

Notable findings from the study include:



• Target’s overall basket was 3.5% more expensive than Walmart’s. Walmart led each of the sub-baskets, with the strongest sub-basket lead in general merchandise.



• The price index between basket items was narrow, with 76% of the basket items priced within 3% of each other.



• Both retailers’ baskets posted few promotional prices, with Walmart’s basket recording two “Rollbacks” and Target’s recording four temporary price cuts.



• Target’s REDcard holders would have paid 1.6% less for the basket than Walmart shoppers would have paid.



The survey assessed a pre-determined basket of national brand items: 20 grocery (edible and non-edible), 12 health & beauty aids (HBA), and 12 general merchandise items. Only comparable SKUs from both retailers were assessed. The aim is to assess the same basket of goods at the same locations over time to evaluate changes in their relative positioning over time.



“Walmart’s basket asserted its low price positioning,” noted Robin Sherk, director at Kantar Retail and contributor to the study. “This was achieved through an emphasis on everyday pricing, consistent with the retailer’s stated strategy. It’s important to note that Target’s prices were still very close to Walmart’s, reinforcing its continued commitment to price competitiveness. We anticipate that over time, Target will place less focus on price points for single SKUs as it drives a solutions-based and basket-building approach.”