When thinking of grocery shopping, often the first stores that come to mind are the big box giants like Target or Walmart, and this is with good reason as these retailers are known to offer competitive pricing as well as a wide array of products and sometimes even services, thereby earning them the top spots in the industry. However, recent surveys are showing a shift in customer preferences when it comes to picking a supermarket.
Consumers choose stores based on a varying number of reasons — some focus on brands offered, whilst others prioritize efficiency at checkout or neat aisles. A common point of prioritization for customers regardless of where they shop is, of course, price points. The current tricky economic landscape has shoppers from all income cohorts looking for better deals.
American Customer Satisfaction Index — which supermarkets are consumers flocking to?
The American Customer Satisfaction Index is a “cross-industry tool” that is used to establish consumer preferences and sentiments regarding the top retailers throughout various sectors.
In terms of how the index works, Forrest Morgeson, director of research emeritus at the ACSI has outlined that “factors like mobile shopping capabilities, website quality, and perceptions of value are becoming increasingly important, especially for the 18-25 age group, who expressed significantly lower satisfaction levels compared to older demographics.”
65% of brands in the retail categories of general merchandise, online, and specialty stores all reported a decline in customer satisfaction ratings. Supermarkets, on the other hand, did more than just maintain its position in the 2025 ACSI report. The previous year showed an astounding 4% increase in customer satisfaction for supermarkets and whilst this year showed no increase with the supermarket category maintaining its ACSI score of 79, steady figures are just as impressive — particularly when you consider the current economic landscape and rising cost of living expenses.
The ACSI for 2025 was conducted with close to 42,000 participants and the results have revealed that H-E-B and Publix are tied for the top spot in the South according to this year’s report, with H-E-B dropping 3 points from the previous year. Despite losing its top spot on the Index this year, shoppers should not sleep on H-E-B if it is savings and great customer service that they are looking for.
This low-cost grocery store is coming for Walmart’s crown
The San Antonio, Texas based supermarket chain, H-E-B, is quickly rising through the ranks to become every shopper’s go-to spot for their weekly grocery hauls. The American Consumer Satisfaction Index for 2024 revealed H-E-B tying with Publix and Costco for the top spot. With more than 435 stores spread across the Texas and Mexico regions, H-E-B is crowd favorite and even ranked third on Forbes’ 2024 list of “Customer Experience All-Stars.”
The supermarket chain has a wide range of private label offerings meaning prices are competitively low. Additionally, the retailer has shown a long-standing commitment to uplifting minority-owned brands — a value that is especially important to most shoppers, now more than ever.
What really makes H-E-B stores stand out in a mostly homogenized retail landscape is the company’s dedication to cater to its customer’s specialized needs. Since the retailer is based in Texas, shoppers can enjoy Texan specialties like beefy hot dogs. The retailer also specializes in Mexican and Hispanic foods that can be purchased to go or from the in-store delis. Famous for their tamales in particular, shoppers of the H-E-B stores in the Lone Star State can even enjoy a full sit down meal of tamales, rice, and beans at the in-store deli section. For those who prefer to DIY their meals, the grocer’s Mi Tienda line focuses on “authentic Mexican cuisine, from refried beans to tortillas to spicy potato chips. And of course, the tamales.”
If there is a H-E-B location near you, don’t sleep on it!