Walmart takes top spot — again — in annual Kantar PoweRanking
For the 28th consecutive year, the nation’s largest retail company has been ranked as the top retailer by its trading partners.
Walmart took the No. 1 spot among retailers in Kantar’s U.S. 2024 PoweRanking, which identifies best-in-class retailers and manufacturers as ranked by their trading partners. Target and Kroger traded places as the #2 and #3 retailers respectively, from the 2023 report. Rounding out the top five were Costco and Amazon, which swapped positions from the 2023 list.
On the manufacturers side, PepsiCo was named the top supplier for the 9th consecutive year. Coca-Cola and P&G maintained their No. 2 and No. 3 positions respectively, from 2023, followed by Nestle and Unilever.
The report identifies three pillars to foster category growth for manufacturers and retailer in 2025: capturing the full basket, inspiring repeat purchases and driving usage and upsell.
“One thing appears certain as we approach 2025,” the report reads. “The shopper has never been more empowered to expect, and in many cases demand, engaging, frictionless experiences from retailers and relevant, novel, and personalized offers from brands. Regardless of how the economy plays out, this trend is likely to continue, and even accelerate. As shoppers become more discriminating and less likely to demonstrate inherent loyalty, growth will become harder to find and unlock.”
With the help of data analytics and new technologies, retailers and brands must partner to satisfy shoppers, fulfill new missions, convert more trips, and, ultimately, return categories to real growth, the report concluded.
Kantar’s annual PoweRanking is an industry benchmarking report that identifies best-in-class retailers and manufacturers as ranked by their trading partners. Brands are ranked on a range of factors, from strategic metrics to business fundamentals, capturing input from a number of key industry leaders.
Kantar analyzes how retailers and manufacturers can best innovate and serve shoppers in major consumer goods categories and across food, drug, mass merchandise, dollar, convenience, specialty, e-commerce and club channels.