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Special Report: Price-Checking Thanksgiving 2018

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See which retailers are offering the lowest prices on Thanksgiving dinner in 2018. Retail-auditing and insights firm Field Agent sent agents to 48 different stores to price-check traditional Thanksgiving groceries like whole turkey, fresh sweet potatoes, and canned green beans. Agents visited 6 major retail chains (8 stores per retailer): Aldi, Kroger, Lidl, Super Target, Walmart Supercenter, and Whole Foods.

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Special Report: Price-Checking Thanksgiving 2018

  1. 1. November 2018
  2. 2. 2 HOW WE DID IT • All price checks were conducted on November 3, 2018 • For each of the seven products, agents located the least expensive brand/size available from the retailer • If agents submitted more than one “least expensive” brand/price for a retailer (i.e., we audited eight stores per retailer), Field Agent used the price of the most common (i.e., mode) brand/price submitted • Because product weights/sizes differ across retailers, we calculated a per ounce price for all seven goods • Because whole turkey prices vary sharply even within a single store and retail chain, we used the mean price (rather than the mode) to determine the per ounce cost of turkey • Agents also collected nutritional information—calories, sodium, and sugar—on the least expensive brands available Field Agent audited Thanksgiving groceries at 6 retail chains (8 stores per chain): Aldi Kroger Lidl Super Target Walmart Whole Foods Agents were instructed to collect pricing and nutritional information (primarily by photo) on the following 7-item basket of goods: Whole turkey Fresh sweet potatoes Canned green beans Canned yellow corn Canned cranberry sauce Canned pumpkin pie filling Cornbread mix N = 48 Stores Walmart Supercenter Super Target Kroger Lidl Whole Foods Aldi
  3. 3. THANKSGIVING DINNER PER OUNCE COST OF ENTIRE BASKET OF GOODS Determined by adding together the MODE, per-ounce price of all 7 items in the basket of goods. (Due to sharp variance within a single retailer, Field Agent used the mean average for whole turkeys) $0.36 $0.41 $0.38 $0.70 WINNER $0.35 (LEAST EXPENSIVE BRANDS/SIZES AVAILABLE) 3 $0.40
  4. 4. 4 BUT WHO HAS THE MOST NUTRITIOUS THANKSGIVING DINNER? Sweet potatoes were excluded from this analysis. Whole Foods Walmart Aldi Target Lidl Kroger 1,2001,190 1,140 1,030 890 440 Sodium (mg) per serving Whole Foods Aldi Walmart Kroger Lidl Target 444444 43 41 40 Sugar (grams) per serving Whole Foods Target Walmart Kroger Lidl Aldi 650 600600595 560 478 Calories per serving (BASED ON LEAST EXPENSIVE BRAND AVAILABLE)
  5. 5. 5 WHOLE TURKEY Price Per Ounce Target Lidl Walmart Aldi Kroger Whole Foods $0.12 $0.08$0.08 $0.07 $0.06 $0.05 Lidl - Rockingham, NC Super Target - Milton, GA Walmart - Elyria, OH Whole Foods - Asheville, NC Agent Photos Market Pantry Jennie-O Butterball Butterball Kroger Brand Nature’s Rancher (BASED ON LEAST EXPENSIVE BRAND AVAILABLE)
  6. 6. 6 SWEET POTATOES Price Per Ounce Aldi Lidl Whole Foods Walmart Target Kroger $0.06$0.06$0.06$0.06 $0.03$0.03 Kroger - Atlanta, GA Super Target - Glendale Heights, IL Walmart - Washington, NC Whole Foods - Annapolis, MD Agent Photos (BASED ON LEAST EXPENSIVE PRICE AVAILABLE)
  7. 7. 7 CANNED GREEN BEANS Price Per Ounce Lidl Aldi Walmart Target Kroger Whole Foods $0.10 $0.04 $0.03$0.03$0.03 $0.01 Aldi - Dixon, IL Kroger - Atlanta, GA Walmart - Washington, NC Whole Foods - Annapolis, MD Agent Photos Happy Harvest Lidl Brand Great Value Kroger BrandMarket Pantry 365 organic (BASED ON LEAST EXPENSIVE BRAND AVAILABLE) * *Factors in a BOGO promotion ($0.19/can)
  8. 8. 8 Aldi - Fairport, NY Lidl - North Chesterfield, VA Super Target - Fort Worth, TX Walmart - Mesa, AZ Agent Photos CANNED YELLOW CORN Price Per Ounce Target Aldi Walmart Lidl Kroger Whole Foods $0.10 $0.04$0.04 $0.03$0.03$0.03 Market Pantry Happy Harvest Great Value Kroger Brand 365 organic (BASED ON LEAST EXPENSIVE BRAND AVAILABLE) Lidl Brand
  9. 9. 9 CORNBREAD MIX Price Per Ounce Aldi Walmart Lidl Kroger Target Whole Foods $0.10 $0.07 $0.06$0.06$0.06$0.06 Aldi - Fairport, NY Kroger - Memphis, TN SuperTarget - Glendale Heights, IL Whole Foods - Annapolis, MD Agent Photos Jiffy Jiffy Jiffy Jiffy Jiffy Arrowhead Mills (BASED ON LEAST EXPENSIVE BRAND AVAILABLE) * *Factors in a 2 for $1 promotion ($0.50/box)
  10. 10. 10 Aldi - Fairport, NY Kroger - Elizabethtown, KY Super Target - Glendale Heights, IL Whole Foods - Minneapolis, MN Agent Photos CANNED CRANBERRY SAUCE Price Per Ounce Aldi Walmart Kroger Target Lidl Whole Foods $0.16 $0.09$0.09 $0.07$0.07$0.06 Sweet Harvest Great Value Kroger Brand Market Pantry Ocean Spray 365 organic (BASED ON LEAST EXPENSIVE BRAND AVAILABLE)
  11. 11. 11 PUMPKIN PIE FILLING Price Per Ounce Aldi Lidl Walmart Kroger Target Whole Foods $0.07$0.07$0.07$0.07$0.07 $0.05 Aldi - Ada, OK Kroger - Indianapolis, IN SuperTarget - Fort Worth, TX Walmart - Mesa, AZ Agent Photos Baker’s Corner Seneca Farms Great Value Kroger Brand Market Pantry 365 organic (BASED ON LEAST EXPENSIVE BRAND AVAILABLE)
  12. 12. 12 IN THEIR OWN WORDS: What do you think about shopping for Thanksgiving Dinner at this retailer? "Kroger is a great destination for purchasing all of your Thanksgiving dinner needs. Kroger offers all of the traditional Thanksgiving foods at extremely reasonable prices." “Walmart has everything you need to make a Thanksgiving dinner at an affordable price. They carry everything from turkey to dessert.” "Whole Foods would be a good option for purchasing Thanksgiving dinner supplies...there are good organic healthy options for my family to eat.” “I would highly recommend Target as a value for Thanksgiving dinner for people on a budget!” “I feel like Aldi is a great place to shop for Thanksgiving. They offer great prices and all of the items needed for Thanksgiving.” “I am loving this (Lidl) store. The prices would make a great place to shop for Thanksgiving dinner.”
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