The grocery shopping scene in the United States is a whole different ball game. From warehouse clubs and discount chains to speciality supermarkets, Americans have plenty of options when it comes to stocking up their kitchens. For budget-conscious shoppers, factors such as the best deals, proximity to home, and familiarity with a store can influence grocery habits. But what about the wealthiest? Where do these ultra-rich Americans fill their carts? A new YouGov survey has examined the grocery habits of affluent households in the US. The research analysed responses collected between June 2025 and June 2026, and compared Americans in higher-income households with those in middle- and lower-income households. While lower-income households are more likely to shop at Walmart and Walmart Supercenters, richer Americans’ purchasing habits tell a story about access, time, and what they value.
Costco on top of the list among rich shoppers
For higher-income Americans (those earning $150,000 or more annually), Costco is the gateway drug to bulk buying. 11% of these affluent shoppers named it as their primary grocery destination, compared to just 5% of middle- and lower-income Americans (earning between $49,999 and $149,999 per year). Higher-income Americans account for approximately 10% of the US adult population, according to YouGov.However, the gap is significant. Costco requires membership, carries premium private-label goods, and operates on an entirely different shopping model. This includes larger quantities, higher price points per item, and lower per-unit costs over time. For Costco shoppers, it’s about buying in bulk for better value. But for this, you need money upfront, storage space at home, and the confidence that you’ll use those bulk purchases before they expire. Not everyone can afford to play that game.
Trader Joe’s has an upper hand among the rich
The same pattern is visible among Trader Joe’s shoppers. 5% of affluent shoppers shop there primarily, versus just 2% of everyone else. The store positions itself around novelty, curated selection, and a specific lifestyle brand. Shopping there is a choice about convenience, discovery, and aesthetic preference. This, of course, costs more. The shopping experience is designed differently. It signals something.Regional chains such as Safeway and Publix that offer full-service shopping also skew wealthier. Kroger and H-E-B also attract similar shares of shoppers across income groups. These aren’t coincidences; they are deliberate choices about where wealthy Americans prefer to spend money and time.
Walmart dominates among middle- and lower-income buyers
Walmart Supercenters are much more popular among middle- and lower-income Americans, with 20% naming them as their primary store, compared to 8% of high earners. Regular Walmart stores follow the same pattern: 12% of middle- and lower-income shoppers versus 4% of higher-income shoppers.This preference is also influenced by what the chain sells. One shopping trip to Walmart can take care of groceries, household essentials, clothing, and electronics all at once. For lower- and middle-income shoppers, this efficiency matters, along with lower prices.
The rich shop often
Now, the frequency of these grocery runs also says something. Higher-income Americans shop more often. Around 34% of higher-income Americans make grocery runs several times a week, compared to 25% of middle- or lower-income shoppers. The rich are also more likely to shop weekly (39% versus 36%), and less likely to stretch it to several times a month (18% versus 24%).These figures point to more frequent grocery runs among affluent shoppers, but the survey does not explain why. Some of the factors could include demand for fresh food, speciality items, rotation of perishables, or simply the luxury of shopping for meals a few days out rather than planning for a month.
How much do the rich spend on groceries?
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The frequency of grocery shopping among the wealthiest Americans is high, so their spending is also significantly higher. 51% of high-income households spend more than $150 weekly on groceries. Among middle- and lower-income Americans, only 28% spend more than $150 weekly.This gap is significant. A household spending $150 weekly on food ($7,800 annually) operates on a completely different scale from one spending less. This means affluent households allocate substantially larger budgets for groceries. This reflects their higher purchasing power and also potentially different shopping preferences.
