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Brand Wars: Trader Joe’s vs. Whole Foods

Brand Wars: Trader Joe’s vs. Whole Foods

iModerate Author

Nov 02, 2015

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The sheer number of grocery and meal delivery options catering to consumers’ busy lifestyles is exploding. Know what you want and don’t want to go to the store? Instacart. Feeling uninspired and not sure what to make for dinner? Blue Apron, Hello Fresh, or Plated to the rescue. Just really need pizza? Tweet Dominos.

Options are expanding when it comes to physical stores, too. Consumers have a growing number of choices even when in search of healthy food, with giants such as Costco and Walmart throwing their hats in the grocery ring, each offering diverse selections of organics.

With all of this change afoot in the grocery space, we looked at two specialty grocers – Trader Joe’s and Whole Foods – who have successfully carved out a niche for themselves. We asked consumer perceptions of both, as well as gauged reactions to 365 by Whole Foods Market, a new grocery store aimed at millennials that’s set to launch in early 2016. Check out the report to learn the key benefits of both stores, what kind of person shops at each (hint: not all hipsters are created equal), and see what 365 will have to do to succeed in this highly-competitive grocery arena.

Get the full report here, and check out the infographic here.

Have an idea of two brands that you’d like to see go head-to-head in the next Brand Wars? Let us know!

iModerate Author

iModerate’s online qualitative interviews have been enormously helpful to us during the concept testing phase of research. iModerate provides us with invaluable feedback from a nationally representative group of Americans within a very short time frame. Not only do we get this data quickly, but it is also high quality. iModerate’s moderators are skilled at asking questions that yield useful responses. iModerate reports provide information that’s more than interesting, it’s actionable.

Sara Bamossy, Senior Strategic Planner, Saatchi & Saatchi LA