Fewer shoppers visited other grocery stores before or after stopping at Trader Joe’s or Aldi in 2024 compared to 2023, a new survey by Placer.ai has found. That, in turn, suggests that traditional supermarkets should beware: the two discount-oriented brands are becoming primary grocery destinations.
Indeed, in a period marked by ongoing inflation and rising grocery prices, both Trader Joe’s and Aldi continue to thrive, Placer.ai’s Bracha Arnold wrote in a blog. “We took a closer look at the two chains’ data to see what is driving their continued success,” she wrote.
Here are some conclusions from what Placer.ai found:
- Trader Joe’s and Aldi continue to be growth leaders in the grocery space. Both focus on selling a more limited selection of products and are known for providing quality at more budget-friendly prices. Both have also been in expansion mode, opening new stores and strengthening their market presence. (Editor’s note: Shop! sister publication VMSD.com has detailed the growth plans of both chains for 2025, with Aldi planning a major expansion more than 225 new stores this year, while Trader Joe’s is expected to expand by 12.)
- Both Trader Joe’s and Aldi experienced year-over-year (YoY) visit and visit per location growth, with visits growing by 6.2% and 18.2% in 2024, respectively, relative to 2023. Visits continued to grow thus far in 2025, with weekly visits up all weeks analyzed.
- While both brands offer budget-friendly shopping experiences, Trader Joe’s attracts relatively higher-income shoppers ($110,000 median household income), while the median income in Aldi’s trade area ($75,700) is below the nationwide benchmark ($82,000) – but both chains receive a higher share of weekend shoppers (35% and 34.4%) compared to the national grocery average (32.1%), suggesting a preference for weekend stock-up trips.
“The above marks a promising shift for Trader Joe’s and Aldi as they continue expanding their footprints,” Arnold writes. “By commanding a bigger slice of the grocery pie, both chains are solidifying their positions as go-to destinations for full grocery hauls.”
Click here for more from the Placer.ai study.
