Our US Shopper Satisfaction Report 2026 is out, and we’re taking a closer look at what the data tells us pillar by pillar. Following our deep dive into Price, we’re turning to Product.

Download the Full 2026 US Shopper Satisfaction Report

Key Takeaways

• Product satisfaction spans seven levers — quality, fresh, premium, healthy choices, environmental, USA made, and natural or organic each reveal different innovation opportunities within a category.
• The biggest movers gained across multiple levers at once — H-E-B, Costco and Family Dollar didn’t rely on one big shift; they picked up ground across several product attributes simultaneously.
• Knowing which lever matters for your category is everything — shoppers prioritise different attributes depending on where and what they’re buying, and that’s where the real strategic insight sits.
  
   

Table of Contents

• What the Product Pillar actually measures
• Online: Costco takes the top spot
• Grocery Brick & Mortar: H-E-B climbs to number one
• Non-Grocery Brick & Mortar: steady at the top, movement underneath
• The bigger picture

What the Product Pillar actually measures

The Product Pillar is our most comprehensive Pillar. Where other pillars might have three or four levers, the Product Pillar has seven: quality, fresh, premium, healthy choices, environmental, USA made, and natural or organic.

That breadth matters. These levers are all about product attributes, getting under the skin of what shoppers are actually buying and where the real innovation opportunities sit within a category. Shoppers look for different things depending on the category and the retailer, so understanding which of these seven levers carries the most weight for your category and brand is where the insight really pays off.

Online: Costco takes the top spot

Costco jumped two spots in the ranking to claim the top spot in the Online Retailer Group, driven by strong performance across healthy choices, USA made and premium. Amazon and Target both slipped a place as a result, while CVS and Sam’s Club each moved up one spot.

Get the Full Report for the Complete Rankings

Grocery Brick & Mortar: H-E-B climbs to number one

H-E-B moved up two ranks to take the number one position, with improvements across quality, fresh, premium and natural or organic all contributing to the gain. Publix dropped two places and Kroger slipped one, while Ahold Delhaize edged up a spot.

Non-Grocery Brick & Mortar: steady at the top, movement underneath

Rankings here held steady overall, with positions unchanged from 2025. That doesn’t mean nothing happened though. The standout mover was Family Dollar, which posted the biggest gains of any retailer in this group, improving across premium, healthy choices, environmental, USA made and natural or organic all at once.

The bigger picture

With seven levers in play, the Product Pillar gives us the clearest read yet on what shoppers actually want from the products on the shelf. The retailers making the biggest moves this quarter weren’t relying on one big shift. They were picking up gains across several levers at once, whether that’s freshness, sourcing environmentally friendly products, or better options for health-conscious shoppers.

For retailers looking to close the gap, the takeaway is the same as always: know which attributes matter most to your shoppers, and put the effort where it will actually move the needle.

Read the Full 2026 US Shopper Satisfaction Report

This is the second in a series looking at the pillars behind our 2026 US Shopper Satisfaction Report. Next up, we’ll be diving into assortment and execution.