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Becki Toth began her life in the same western Pennsylvania township where Giant Eagle is headquartered. She’s bought her groceries there her whole life.
“I've always had good experiences there, and they've always been really close to my house,” she said.
Giant Eagle is a regional grocery chain that’s been around for 90 years. It has about 200 stores, mostly in parts of Ohio and Pennsylvania.
While Toth has stayed loyal, other folks have left — not just Giant Eagle, but the whole genre of traditional supermarket that includes Safeway, Albertsons, Publix and Kroger.
”That's a format that has been losing ground for quite some time in the food retail landscape in the U.S., and at a pretty dramatic rate,” said Ricky Volpe, a professor of agribusiness at California Polytechnic State University, San Luis Obispo.
Volpe said today, it’s mostly baby boomers who shop at these supermarkets. He says they went from commanding about 80% of the market in the U.S. in the 1990s to about half today. And it’s still falling.
Case in point: Giant Eagle is now the second-largest chain in Cleveland and Pittsburgh, ceding the top grocer title to Walmart. The primary reason: Walmart’s cheaper.
“My vat of iced coffee that I started buying like four years ago was $5 when I started buying it, and now at my Giant Eagle it is $7,” Toth said. “It's stunning. And what's even more stunning is that if I get it at Walmart, it's still $5.”
Toth will shell out the extra $2, because Walmart is half an hour away, and Giant Eagle is down the street.
“I just don't want to spend my one wild and precious life driving to Walmart,” she said. “If they were side by side, I probably would go for the cheaper option because, I mean, it's 2026, and I teach musical theater for a living. So I'm not rolling in it.”
The traditional supermarket is losing ground with two groups: the price-sensitive shoppers of Walmart and Aldi, and the quality-conscious folks who go to Whole Foods and Sprouts.
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