Kroger, the Cincinnati-based grocer, has been facing stiff competition from Amazon and Walmart with all of them expanding rapidly into Groceries to achieve dominance. With 4,064 stores across the country, Kroger KR 61.3 +0.6 +1.0% has managed to become the 2nd largest grocery chain in the U.S. They started as a brick and mortar grocery store but have expanded online and now, Kroger sells 69,793 products on their website across 16 categories with a focus on grocery and organic food.
Insights in brief
- Kroger has 69,793 products listed for sale on their website.
- The largest category in Kroger is Grocery (23.6K).
- Kroger sells most number of products under its own brand named Kroger (4,560).
- More than 50% of products for sale are Kroger Private Label brands.
- Kroger sells more private label products compared to Amazon.
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Top Categories Sold in Kroger
Grocery has been Kroger’s core offering since its inception. Hence, its no surprise that the largest number of products being sold by Kroger online fall under the Grocery category with 23.6K products. This is followed by Beauty & Personal Care (12.3K) and Home & Electronics (10.3K).
Top Brands in Kroger
Online retailers are expanding their private label collection and Kroger is no different. Four out of ten top brands fall under what they refer to as Our Brands. Their private label brands take up the top three spots with Kroger leading with 4,560 products, while Simple Truth (2,188) and Private Selection (927) follow at 2nd and 3rd position respectively. Cosmetic brands Revlon (650), Maybelline (610) and L’Oreal (506) also make it on the list.
Kroger’s Private Labels
The chart above compares four of the top-selling Kroger brands online by category.
Kroger reinforces the fact that their focus is on Grocery as more than 50% of the products fall under the Grocery category. Beauty & Personal Care products come in 2nd place with a little more than 15% of private label products. The organic brand Simple Truth is the only brand in Natural & Organic category which comes 3rd . Simple Truth is a $2 Billion brand that offers more Fair Trade Certified products than any other private label grocery brand in the U.S.
‘Home & Electronics’ and ‘Cleaning & Household Essentials’ round off the top 5 categories. Everyday Living with their kitchenware leads ‘Home & Electronics’ while Kroger leads ‘Cleaning & Household Essentials’.
Private Label War – Kroger, Amazon, and Walmart
Kroger has the edge over Amazon when it comes to private label products. While Kroger has more than 8,000 products listed, Amazon sells around 6,825 products under its private label. The e-commerce giant focuses its private labels on Clothing, Shoes & Jewelry whereas Kroger is expanding its Grocery and Organic brands. Even after purchasing Whole Foods in 2017, Amazon is poised to launch a new brand of grocery stores across the country as early as this year.
Walmart seems to have come a long way after they first started selling products under their private label in 1983 with 84% of customers buying private label products. On the other hand, Kroger’s partnership with Alibaba Group to sell its Simple Truth branded products to reach out to a global customer base may lead to further tie-ups with Alibaba in the future.
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