New data from Numerator shows Kroger and Albertsons both lost grocery market share over the past year, while Costco, Amazon, and Walmart posted gains. The trend reflects a sustained migration of shoppers — particularly lower-income households — toward value-focused formats and e-commerce.
This is more than a data point. Two of the largest traditional grocery chains in North America are losing ground at the same time, which has real implications for the suppliers and distributors who depend on them for volume. For produce specifically, any shift in buying power or promotional investment at these banners affects the whole supply chain.
Watch how this reshapes category manager priorities at Kroger and Albertsons in the back half of 2026 — value positioning and promotional frequency on fresh produce could become more aggressive as both chains try to stop the bleed.