≥ XXX Over-index

≤ XX Under-index

XX–XXX Neutral

Kroger Audience Intelligence

Kroger Shopper Audience Profile

About This Report

This analysis follows the XXXX Kroger grocery shopper through MFour's always-on mobile consumer base — the largest first-party consumer data asset in the U.S. It captures the full observed journey using passively streamed location, app usage, and mobile browser data — all connected to the same consumer ID. Every behavioral metric is derived from verified consumers through passive observation. Demographics are first-party — provided directly by each consumer, not inferred from census data or modeled from third-party sources. Psychographic segmentation is sourced from MFour's On Demand Segmentation, which profiles consumers on identity, decision style, and purchase intent. The qualifying sample has been weighted and assigned a fidelity score to project estimates across the U.S. population.

~XXXM

Weighted Adults

Kroger Banners

Jan–Dec

XXXX Data

Heavy Shoppers

XX+

visits per year to any Kroger Family banner

Medium Shoppers

X–XX

visits per year to any Kroger Family banner

Light Shoppers

X–X

visits per year to any Kroger Family banner

Executive Summary

Heavy Kroger shoppers skew XX+ (idx XXX–XXX), are more likely married or partnered (idx XXX), and earning $XXK–XXXK+ (idx XXX–XXX). They are highly engaged on Nextdoor (XXX idx), Pinterest (XXX), and Snapchat (XXX), and are among the most active cross-shoppers — over-indexing at Nordstrom (XXX), Kohl's (XXX), Best Buy (XXX), Costco (XXX), and Lowe's (XXX). Deal-seeking is a defining trait: Ibotta reaches XX% of Heavy shoppers, followed by Receipt Hog (XX.X%) and CoinOut (XX%). Under-XXs are dramatically under-represented (idx XX), and the Light tier skews younger with lower income engagement across digital and retail.

How to read the index: Each metric is indexed against All Grocery/Supermarket Shoppers (X+ visit in last XX months) — not all U.S. adults. An index of XXX means on par with grocery shoppers; above XXX signals over-representation and below XX signals under-representation.

≥ XXX Over

≤ XX Under

XX–XXX Neutral

Audience Intelligence

Meet the Shoppers

Three distinct profiles built from who they are, how they think, and what they do — demographics, psychographic identity and decision style, and observed behavioral signals across apps, venues, and purchase patterns.

⚓

Heavy Shopper · XX+ visits/yr

The Anchor

XX+

Core Age

$XXK–XXXK+

Income Band

Mid-Size Metro

Market Type

Who They Are

The Anchor is the backbone of Kroger's business — a mid-career, mid-income household that has woven Kroger into the weekly routine. They over-index on ages XX+ (idx XXX–XXX), earn $XXK–XXXK+ (idx XXX–XXX), and are disproportionately college-educated (idx XXX).

How They Think

Half identify as Budget-Conscious Shoppers (XX.X%, idx XXX) and nearly half as Parents or Guardians (XX.X%, idx XXX). Their decision style is split: XX.X% are Quality-First Loyalists while XX.X% are Value-Driven Pragmatists (idx XXX) — they want the best but won't overpay. They're the most likely tier to be in-market for automotive (XX.X%, idx XXX) and home purchases (idx XXX).

What They Do

Their digital footprint reveals community roots: Nextdoor (XXX idx), Pinterest (XXX idx), and Snapchat (XXX idx). Financially, they lean on Cash App (XXX idx) and PNC (XXX idx). They are Ibotta power users (XX%) and the most deal-aware tier, with Receipt Hog (XX.X%) and CoinOut (XX%) reinforcing the budget-conscious identity that defines them.

Trip Chain Behavior

XX.X%

visited a gas station same day

XX.X%

visited QSR same day

XX.X%

visited a pharmacy same day

Top Retail Venues Visited

Nordstrom

XXX

Kohl's

XXX

Best Buy

XXX

Costco

XXX

Lowe's

XXX

Loyalty Signal

XX.X%

use no other grocery retailer app — Kroger-only loyalists. The highest single-store loyalty rate across all tiers.

Identity Hats (Over-Index)

Budget-Conscious XXX Parent/Guardian XXX Career-Focused XXX Community XXX Health & Fitness XXX

Decision Style

Quality-First XX.X% Value-Driven XXX idx Confident Optimizer XXX idx

Top App Usage (Index)

Cash App XXX Nextdoor XXX PNC XXX Pandora XXX Pinterest XXX Snapchat XXX Disney+ XXX Ibotta XX%

QSR Venues Visited (Index)

Popeyes XXX Sonic XXX Wendy's XXX Starbucks XXX Chick-fil-A XXX McDonald's XXX

📋

Medium Shopper · X–XX visits/yr

The Planner

XX–XX

Core Age

$XX–XXK

Income Band

Sunday PM

Peak Shopping

Who They Are

The Planner is Kroger's most deliberate shopper — peak household responsibility at XX–XX (idx XXX), earning $XX–XXK. They schedule their grocery run with purpose, almost never shopping early morning (Early AM idx XX) and favoring Sunday afternoons instead.

How They Think

They're Food & Cooking Enthusiasts (XX.X%, idx XXX) who over-index on Fashion & Beauty (XX.X%, idx XXX) and Community/Volunteer (XX.X%, idx XXX). Their decision style leans Quality-First Loyalist (XX.X%, idx XXX), but the Cautious & Constrained persona spikes here (idx XXX). They're actively in-market for appliances (XX.X%, idx XXX) — especially refrigerators (idx XXX).

What They Do

Financially, PNC (XXX idx) and Bank of America (XXX idx) dominate — established banking for established households. They use YouTube Kids (XXX idx) and Nextdoor (XXX idx), pointing to a family with children rooted in community. Trip chains are efficient: pharmacy (XX.X%) and dollar store (XX.X%) on the same day as Kroger.

Shopping Timing Signature

Early AM Index — avoids morning trips

XXX

Sunday Index — peak day for this tier

Financial App Usage (Index)

PNC Banking

XXX

Bank of America

XXX

Cash App

XXX

Wells Fargo

XXX

Grocery Loyalty Pattern

backup grocery retailer app used on average. Loyal enough to keep Kroger primary, practical enough to have a plan B.

Identity Hats (Over-Index)

Food Enthusiast XXX Fashion/Beauty XXX Community XXX Outdoors XXX Tech XXX

Decision Style + In-Market

Quality-First XXX idx Cautious XXX idx Appliances XXX idx Refrigerator XXX idx

Top App Usage (Index)

PNC XXX BofA XXX Cash App XXX Nextdoor XXX Snapchat XXX YT Kids XXX

Same-Day Venue Visits

Gas XX.X% QSR XX.X% Pharmacy XX.X% Dollar Store XX.X% Big Box XX.X%

🔍

Light Shopper · X–X visits/yr

The Browser

XX–XX

Core Age

<$XXK

Income Band

Sunday

XXX idx spike

Who They Are

The Browser is young, mobile-first, and keeping their options wide open. Ages XX–XX over-index (idx XXX–XXX) with household income under $XXK (idx XXX). Kroger is one of several stops — they're not building routines yet.

How They Think

They're Pet Parents (XX.X%, idx XXX) and DIY enthusiasts (XX.X%, idx XXX) — the strongest identity over-index across any tier. Gamers (XX.X%, idx XXX) and Outdoors/Adventure (XX.X%, idx XXX) round out a younger, hobby-driven profile. Their decision style tells the real story: Value-Driven Pragmatists spike at idx XXX, and Confident Optimizers at idx XXX. They're actively in-market for TVs (idx XXX) and washer/dryers (idx XXX).

What They Do

XX.X% use three or more rival grocery apps — the highest multi-app rate of any tier. When they do shop Kroger, it spikes on Sundays (XXX idx). Trip chains are minimal — only XX.X% co-visit a gas station vs. XX.X% for Heavy. QSR preference is sharp: Sonic (XXX idx) dominates, and Chase Banking (XXX idx) is their top financial app — the only tier where Chase leads.

Grocery App Landscape

XX.X%

use X+ rival grocery apps

XXX

Sunday visit index

XX.X%

same-day gas co-visit

QSR Venues Visited (Index)

Sonic

XXX

Starbucks

XXX

Popeyes

XXX

McDonald's

XXX

Conquest Opportunity

X+

rival grocery apps in active use. This is the tier most open to switching — or being won over with the right offer at the right moment.

Identity Hats (Over-Index)

DIY XXX Gamer XXX Early Adopter XXX Pet Parent XXX Outdoors XXX

Decision Style + In-Market

Confident Optimizer XXX idx Value-Driven XXX idx Washer/Dryer XXX idx TV XXX idx

Top App Usage (Index)

Snapchat XXX Chase XXX Nextdoor XXX Reddit XXX SoundCloud XXX Cash App XXX

Retail Venues Visited (Index)

Nordstrom XXX Costco XXX Target XXX Lowe's XXX Marshalls XXX

👥

First-Party Demographics

Foundation

Every demographic attribute below was provided directly by the consumer through MFour's first-party profiling — not inferred from census tracts or modeled from third-party data. Age, gender, and household income provide the baseline understanding of Kroger's shopper base. Heavy buyers skew older and toward mid-income households.

Core Age Group

XX–XX+

Over-index Heavy

Heavy shoppers aged XX–XX+ index at XXX–XXX. The XX+ cohort is XX.X% of Heavy shoppers.

Income Gap

Under $XXK Index

Heavy buyers under-index at XX among sub-$XXK — grocery shopper baseline is XX.X%.

Gender Balance

XX/XX

Near Parity

Heavy shoppers split nearly even: XX% female, XX% male—strong across both genders.

Age

Age Group	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
XX–XX	XX.X%	XX.X%	XX	XX.X%	XXX	XX.X%	XXX
XX–XX	XX.X%	XX.X%	XX	XX.X%	XXX	XX.X%	XXX
XX–XX	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
XX–XX	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XXX
XX+	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX

Gender

Gender	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Female	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Male	XX.X%	XX.X%	XX	XX.X%	XXX	XX.X%	XXX

Household Income

Income Range	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Under $XXK	XX.X%	XX.X%	XX	XX.X%	XX	XX.X%	XX
$XX–XXK	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
$XX–XXK	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
$XX–XXXK	X.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
$XXXK+	XX.X%	XX.X%	XX	XX.X%	XXX	XX.X%	XXX

🎓

Education & Ethnicity

Background

Education and ethnicity are first-party — each consumer's own reported profile, not census-inferred estimates. Heavy Kroger shoppers tend to be slightly more educated (some college/AA) and skew more Caucasian. Hispanics under-index at XX, while African Americans index near baseline.

Education Attainment

Education	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
HS or Less	XX.X%	XX.X%	XX	XX.X%	XXX	XX.X%	XX
Some College / AA	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
College+	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX

Ethnicity

Ethnicity	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Caucasian	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XXX
Hispanic/Latino	XX.X%	XX.X%	XX	XX.X%	XXX	X.X%	XX
African American/Black	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Asian	X.X%	X.X%	XX	X.X%	XX	X.X%	XXX
Other/Multi	X.X%	X.X%	XX	X.X%	XX	X.X%	XX

💍

Life Stage

Behavior

Separated/widowed shoppers significantly over-index across all tiers, while married/partnered shoppers form the largest segment. Single shoppers trend toward lighter shopping frequency.

Separated/Widowed

XXX

Heavy Over-Index

Separated/widowed shoppers over-index at XXX–XXX across all tiers—a standout life-stage signal.

Married / Partnered

XXX

Heavy Idx

The largest group at XX.X% of grocery shoppers, with a slight Heavy lean at XX.X% (idx XXX).

Marital Status

Status	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Married / In Relationship	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Single	XX.X%	XX.X%	XX	XX.X%	XX	XX.X%	XX
Separated / Widowed	X.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX

🎭

Identity Hats

Psychographic

How Kroger shoppers describe themselves — multi-select lifestyle identities from MFour's On Demand Segmentation. Nearly half of all grocery shoppers identify as budget-conscious or food enthusiasts, but tier-level differences reveal where loyalty intensity shapes identity.

Heavy Signal

XX.X%

Budget-Conscious

Heavy shoppers over-index at XXX on budget-consciousness — the highest-ranked identity for the most loyal tier.

Light Standout

XXX

DIY Index

Light shoppers index at XXX for Home Improvement / DIY — the strongest over-index across all identity-tier combinations.

Medium Signal

XXX

Fashion & Beauty

Medium shoppers index at XXX on Fashion or Beauty Focused — suggesting style-oriented consumers who split grocery loyalty.

Identity Hat	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Budget-Conscious Shopper	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Food & Cooking Enthusiast	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Pet Parent	XX.X%	XX.X%	XX	XX.X%	XX	XX.X%	XXX
Parent or Guardian	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XXX
Home Improvement / DIY	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XXX
Outdoors / Adventure	XX.X%	XX.X%	XX	XX.X%	XXX	XX.X%	XXX
Gamer	XX.X%	XX.X%	XX	XX.X%	XX	XX.X%	XXX
Fashion or Beauty Focused	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Health & Fitness Focused	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Career-Focused Professional	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Sports Enthusiast	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Tech Enthusiast	XX.X%	XX.X%	XX	XX.X%	XXX	XX.X%	XXX
Community / Volunteer	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Luxury or Premium Shopper	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XXX
Political Enthusiast	X.X%	X.X%	XX	X.X%	XX	X.X%	XX
Early Adopter	X.X%	X.X%	XX	X.X%	XX	X.X%	XXX
None of the Above	X.X%	X.X%	XX	X.X%	XXX	X.X%	XX

🧠

Decision Personas

Psychographic

How Kroger shoppers make purchasing decisions — a single, long-term decision-making archetype from MFour's On Demand Segmentation. Two-thirds of grocery shoppers are Quality-First Loyalists, but Heavy and Light tiers diverge sharply on value orientation.

Dominant Persona

XX.X%

Quality-First Loyalists

The overwhelming majority of Heavy Kroger shoppers prioritize quality above all — brand trust drives repeat behavior.

Heavy Over-Index

XXX

Value-Driven Pragmatists

Heavy shoppers index at XXX on value-driven pragmatism — they hunt for deals but won't sacrifice quality for price.

Heavy Tilt

XXX

Confident Optimizers

Heavy shoppers slightly over-index on confident optimizers — decisive buyers who trust their own judgment.

Decision Persona	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Quality-First Loyalists	XX.X%	XX.X%	XX	XX.X%	XXX	XX.X%	XXX
Security-Seeking Traditionalists	XX.X%	XX.X%	XX	XX.X%	XX	XX.X%	XX
Value-Driven Pragmatists	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XXX
Cautious & Constrained	X.X%	X.X%	XX	XX.X%	XXX	X.X%	X
Confident Optimizers	X.X%	X.X%	XXX	X.X%	XX	XX.X%	XXX
Convenience-First Simplifiers	X.X%	X.X%	XX	X.X%	X	X.X%	X
Explorers & Early Adopters	X.X%	X.X%	XX	X.X%	X	X.X%	X
Aspirational Climbers	X.X%	X.X%	XX	X.X%	X	X.X%	X

🛒

In-Market Status

Psychographic

Which product categories Kroger shoppers are actively considering purchasing — from smartphones to appliances to automotive. Heavy shoppers show elevated purchase intent across tech and automotive, signaling higher spending readiness.

Top Category

XX.X%

Tech (Heavy)

Nearly XX% of Heavy Kroger shoppers are in-market for a tech purchase — indexing at XXX vs. the grocery baseline.

Strongest Signal

XXX

Automotive Index

Heavy shoppers index at XXX for automotive — the strongest over-index across all in-market categories for the loyalty tier.

Home Investment

XXX

Home Index

Heavy Kroger shoppers index at XXX for home purchases — aligned with their DIY and home improvement identity.

Category	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Tech (Total)	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Smartphone	XX.X%	XX.X%	XXX	XX.X%	XX	X.X%	XX
TV	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XXX
Computer / Laptop	XX.X%	XX.X%	XXX	XX.X%	XXX	X.X%	XX
Tablet	XX.X%	XX.X%	XX	X.X%	XX	X.X%	XX
Appliances (Total)	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Washer / Dryer	X.X%	X.X%	XXX	X.X%	XX	XX.X%	XXX
Refrigerator	X.X%	X.X%	XX	XX.X%	XXX	X.X%	XXX
Stove / Range / Oven	X.X%	X.X%	XX	X.X%	XX	X.X%	XX
Dishwasher	X.X%	X.X%	XXX	X.X%	XXX	X.X%	X
Automotive	XX.X%	XX.X%	XXX	X.X%	XX	XX.X%	XXX
Home	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XX

📱

Social Media Ecosystem

Digital

Heavy shoppers show strong penetration across major platforms (YouTube, Facebook, TikTok). Nextdoor stands out with the highest over-index at XXX—a unique affinity.

Platform Index Comparison

Platform	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Facebook	XX.X%	>XX%	XXX	>XX%	XXX	XX.X%	XXX
Instagram	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
TikTok	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Snapchat	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
X/Twitter	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Pinterest	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
LinkedIn	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Reddit	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Nextdoor	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Threads	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Discord	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX

🎬

Streaming & Music

Entertainment

Streaming and music app usage across Kroger shopper tiers. Cross-modal measurement (app sessions × venue visits) inflates absolute reach — use indices for relative comparison across tiers.

Video Streaming

Service	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
YouTube	XX.X%	>XX%	XXX	XX.X%	XXX	XX.X%	XXX
Netflix	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Hulu	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Disney+	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Peacock	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Paramount+	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
HBO Max	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Amazon Prime	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Apple TV+	X.X%	XX.X%	XXX	XX.X%	XXX	X.X%	XX

† Reach capped at ceiling — cross-modal measurement artifact. Indices in this section are directionally valid for tier-vs-tier comparison but not comparable to same-modal sections (social, venues).

Music Streaming

Service	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Spotify	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Apple Music	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XXX
Pandora	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Tidal	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XXX
Amazon Music	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX

† Reach capped at ceiling — cross-modal artifact. See Methodology for details.

Note: Streaming data reflects mobile app usage only.

🧾

Receipt & Deal Apps

Savings

Ibotta dominates receipt-scanning with massive Heavy penetration. Cross-modal measurement — use indices for tier-vs-tier comparison.

App	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Fetch Rewards	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Ibotta	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Shopkick	X.X%	XX.X%	XXX	X.X%	XXX	X.X%	XX
Receipt Hog	X.X%	XX.X%	XXX	X.X%	XXX	X.X%	XX
Checkout XX	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XX
Dosh	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XX

Cross-modal measurement (app sessions × venue visits). Indices are directionally valid for tier-vs-tier but inflated vs same-modal sections.

🛒

Shopping Apps

E-Commerce

Amazon and Walmart dominate, but Family Dollar and Sam's Club show the highest over-indices among Heavy shoppers. Warehouse club adoption is strong in this segment.

Family Dollar Star

XXX

Heavy Index

Family Dollar achieves the highest index (XXX) among shopping apps—a strong value-driven signal.

Warehouse Clubs

XXX–XXX

All Tiers

Sam's Club (XXX idx) and Costco (XX-XXX idx) show strong adoption across all shopper tiers.

Amazon & Walmart

XX–XXX

Near Baseline

Despite their dominance, Amazon and Walmart index near or slightly below population average.

App	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Amazon	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Walmart	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Target	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Temu	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
SHEIN	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
eBay	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Wish	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XXX
Poshmark	X.X%	XX.X%	XXX	X.X%	XXX	X.X%	XX
Mercari	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XX

Shopping app indices corrected for cross-modal inflation (~X.Xx factor).

🏪

Retail Venue Affinities

Offline

Walmart, Dollar Tree, and Walgreens are top destinations. Specialty retailers like Best Buy and Nordstrom show the highest over-indices, revealing treasure-hunting behavior among Heavy shoppers.

Venue	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Walmart	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Dollar Tree	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Walgreens	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Target	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
CVS	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Dollar General	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Lowe's	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Kohl's	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Costco	XX.X%	XX.X%	XX	XX.X%	XX	XX.X%	XX

📍

Venue Categories

Locations

Heavy shoppers over-index on both Fast Casual and Casual Dining (XXX idx each), while Fine Dining remains a niche at <X% penetration. On the retail side, Home Improvement (XXX idx) and Department Stores (XXX idx) lead location categories, reflecting lifestyle and household investment patterns.

Restaurant Categories

Category	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
QSR	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Coffee/Cafe	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Fast Casual	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Casual Dining	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Fine Dining	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XX

Location Categories

Category	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Home Improvement	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Department Store	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Fitness/Gym	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Gas Station	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Pharmacy	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Pet Store	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Auto Service	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Movie Theater	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Bank/Financial	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Sporting Goods	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Electronics	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Beauty/Cosmetics	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX

📱

App Categories

Mobile

Heavy Kroger shoppers over-index on weather, health, food, and travel apps — reflecting a planning-oriented, health-conscious, mobile-active lifestyle. With grocery shopper baseline, most broad categories show near-universal penetration; sub-category drill-downs reveal the sharpest differentiation.

Cross-modal measurement note: App indices reflect cross-modal measurement (app usage × venue visits). Location and social indices use same-modal data and show stronger differentiation.

Top App Categories (Heavy Idx ≥ XXX)

Category	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Health & Fitness	>XX%	>XX%	XXX	>XX%	XXX	XX.X%	XX
Food & Drink	>XX%	>XX%	XXX	>XX%	XXX	>XX%	XX
Weather	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Travel & Local	>XX%	>XX%	XXX	>XX%	XXX	>XX%	XX
Maps & Navigation	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX

Games

Sub-Genre	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Racing	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Word Games	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Puzzle/Trivia	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Card/Board/Casino	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Action/Arcade	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Strategy	—	—	—	—	—	—	—

Health & Fitness

Sub-Category	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Medical/Pharmacy	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Workout/Exercise	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Meditation/Mindfulness	X.X%	X.X%	XXX	X.X%	XX	X.X%	XX
Running/Cycling	X.X%	X.X%	XXX	X.X%	XX	X.X%	XXX
Women's Health	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Nutrition/Diet	X.X%	X.X%	XXX	X.X%	XX	X.X%	XXX
Mental Health	X.X%	X.X%	XX	X.X%	XXX	X.X%	XXX

Food & Drink

Sub-Category	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Grocery Delivery	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Fast Food Loyalty	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Food Delivery	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Coffee Loyalty	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Restaurant/Reservations	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX

Travel & Local

Sub-Category	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
VRBO	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XXX
Hotels (Hilton)	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XXX
Hotels (Marriott)	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XXX
Travel Booking (Hopper)	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Travel Booking (Expedia)	X.X%	XX.X%	XXX	X.X%	XX	X.X%	XX
Vacation Rental (Airbnb)	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XXX
Airlines (Southwest)	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Ride-Hailing (Uber)	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Navigation (Google Maps)	>XX%	>XX%	XXX	>XX%	XXX	>XX%	XX
Ride-Hailing (Lyft)	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX

Shopping Apps by Sub-Category

Sub-Category	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
General Marketplace	>XX%	>XX%	XXX	>XX%	XXX	>XX%	XX
Coupons/Deals	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Fashion & Apparel	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Warehouse/Club	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
BNPL	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Home/Furniture	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Discount/Dollar	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX

Health & Fitness

XXX

Heavy Idx

Near-universal app penetration among grocery shoppers — Heavy Kroger shoppers index XX% above baseline on health and wellness apps.

Weather

XXX

Heavy Idx

Heavy shoppers over-index on weather apps — practical, planning-oriented consumers who check conditions before errands.

🌐

Website Visitation

Web

Heavy Kroger shoppers browse automotive, food/recipe, sports, and health sites at higher rates than typical grocery shoppers — reflecting an active, research-oriented lifestyle.

Top Website Categories by Heavy Index

Category	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Automotive	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Food/Recipe	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Sports	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Health/Medical	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Real Estate	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XXX
Travel	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Government	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Finance/Banking	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
News/Media	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Education	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Technology	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Entertainment	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Shopping	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX

Automotive

XXX

Heavy Idx

Highest web over-index among grocery shoppers — Heavy Kroger shoppers actively research vehicles and automotive services.

Food/Recipe

XXX

Heavy Idx

Strong recipe and meal-planning signal — directly relevant to grocery shopping and household planning.

Sports

XXX

Heavy Idx

Heavy Kroger shoppers follow sports at XX% above the grocery shopper average.

🛒

Grocer Cross-Shopping

App Data

Which grocer and shopping apps do Kroger shoppers use? Heavy shoppers index highest on the Kroger app itself (XXX vs grocery shoppers), and strongly over-index on Shipt (XXX), H-E-B (XXX), Aldi (XXX), and Publix (XXX) — signaling a multi-grocer, digitally engaged shopping profile.

Note: Cross-modal measurement (app usage × venue tiers). Bundle ID-verified app matching. Baseline = All Grocery/Supermarket Shoppers. Index = (Tier % / Grocery Shopper %) × XXX.

Grocer App Usage by Kroger Tier

Grocer App	Grocery Shopper %	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	Heavy IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Med %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	Med IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	Light IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Amazon Shopping	XX.X%	>XX%	XXX	XX.X%	XXX	XX.X%	XX
Walmart	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Kroger	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Target	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Instacart	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Costco	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Albertsons/Safeway	X.X%	X.X%	XX	X.X%	XX	X.X%	XX
Shipt	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XX
Publix	X.X%	XX.X%	XXX	X.X%	XXX	X.X%	XXX
Aldi	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XXX
H-E-B	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XXX
Whole Foods	X.X%	X.X%	XXX	X.X%	XX	X.X%	XX

Kroger App

XXX

Heavy Idx

Massive over-index confirms app-engaged Kroger loyalists. Heavy shoppers are X.X× more likely than average grocery shoppers to have the Kroger app.

Shipt

XXX

Heavy Idx

Kroger's heaviest shoppers use delivery at nearly X× the grocery shopper rate — a convenience layer on top of in-store loyalty.

H-E-B

XXX

Heavy Idx

Heavy Kroger shoppers cross-shop regional grocers at X.X× the average grocery shopper rate.

Walmart

XXX

Heavy Idx

Strong cross-shopping with Walmart at XX.X% heavy penetration — the top mass-market competitor by reach.

🍔

Restaurant Delivery (XPO)

Mobile

Restaurant delivery via DoorDash and Uber Eats (Android-only, unweighted). Heavy shoppers show X.X% delivery penetration with X.X avg orders/user at ~$XX avg order total. DashPass and Uber One compete fairly evenly within the delivery user base. Top merchants are QSR-dominated — McDonald's leads all tiers by a wide margin.

Disclaimer: XPO captures DoorDash and Uber Eats orders on Android only. Data reflects restaurant/QSR delivery — grocery delivery is not represented. Cross-modal inflation may be present. Penetration % is calculated among tier shoppers.

Order Frequency & Penetration

Tier	Shoppers	Delivery Users	Penetration	Avg Orders
Heavy	XX,XXX	X,XXX	X.X%	X.X
Medium	XX,XXX	X,XXX	X.X%	X.X
Light	XX,XXX	X,XXX	X.X%	X.X

Average Order Value

Tier	Avg Order Total
Heavy	$XX.XX
Medium	$XX.XX
Light	$XX.XX

All-in total includes restaurant subtotal, delivery fees, taxes, and tip. Avg restaurant subtotal across all tiers is $XX.XX; fees/tax/tip add ~$X.XX (+XX.X%).

DashPass vs Uber One (% of Transactions)

Tier	DashPass %	Uber One %	None %
Heavy	XX.X%	XX.X%	XX.X%
Medium	XX.X%	XX.X%	XX.X%
Light	XX.X%	XX.X%	XX.X%

Membership Rate (Among Delivery Users)

Tier & Service	Membership %
Heavy DashPass	XX.X%
Heavy Uber One	XX.X%
Medium DashPass	XX.X%
Medium Uber One	XX.X%
Light DashPass	XX.X%
Light Uber One	XX.X%

Top Restaurants by Tier (Orders)

Rank	Heavy	Medium	Light
X	McDonald's (XXX)	McDonald's (XXX)	McDonald's (XXX)
X	Taco Bell (XXX)	Taco Bell (XXX)	Taco Bell (XXX)
X	Wendy's (XXX)	Burger King (XX)	Burger King (XXX)
X	Burger King (XXX)	Wendy's (XX)	Wendy's (XXX)
X	Wingstop (XX)	Little Caesars (XX)	KFC (XXX)
X	KFC (XX)	Wingstop (XX)	Little Caesars (XX)
X	Little Caesars (XX)	KFC (XX)	Wingstop (XX)
X	X-Eleven (XX)	X-Eleven (XX)	X-Eleven (XX)
X	Chick-fil-A (XX)	Jack in the Box (XX)	Jack in the Box (XX)
XX	Panda Express (XX)	Popeyes (XX)	Popeyes (XX)

🕐

Visit Timing

Behavior

When do Kroger shoppers visit? Light shoppers spike on Sundays (XXX idx), suggesting weekend stock-up missions. Medium shoppers peak in the afternoon daypart (XXX idx), while Early Morning visits skew heavily toward Heavy and Light tiers — Medium shoppers rarely arrive before Xam (XX idx).

Day of Week

Day	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Monday	XX.X%	XX.X%	XX	XX.X%	XXX	XX.X%	XXX
Tuesday	XX.X%	XX.X%	XXX	XX.X%	XXX	X.X%	XX
Wednesday	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XXX
Thursday	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Friday	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Saturday	XX.X%	XX.X%	XX	XX.X%	XX	XX.X%	XXX
Sunday	XX.X%	XX.X%	XX	XX.X%	XXX	XX.X%	XXX

Time of Day (Daypart)

Daypart	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Early Morning (X–Xam)	X.X%	X.X%	XXX	X.X%	XX	X.X%	XXX
Late Morning (Xam–XXpm)	XX.X%	XX.X%	XX	XX.X%	XX	XX.X%	XXX
Afternoon (XX–Xpm)	XX.X%	XX.X%	XX	XX.X%	XXX	XX.X%	XX
Late Afternoon (X–Xpm)	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XXX
Evening (X–Xpm)	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Night (Xpm–XXam)	X.X%	X.X%	XX	X.X%	XX	X.X%	XX

🍔

QSR Brand Affinities

Locations

Kroger Heavy shoppers are significantly more likely to visit value-oriented QSR chains. Sonic Drive-In (XXX idx) and Chick-fil-A (XXX idx) show the strongest Heavy over-indexing. Starbucks flips the pattern — Light shoppers over-index at XXX, while Heavy shoppers under-index at XX.

QSR Brand	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
McDonald's	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Starbucks	XX.X%	XX.X%	XX	XX.X%	XX	XX.X%	XXX
Taco Bell	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Chick-fil-A	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Burger King	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Wendy's	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Subway	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Sonic Drive-In	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Popeyes	X.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX

💊

Pharmacy & Banking

Locations

Heavy Kroger shoppers show modest over-indexing at CVS (XXX idx) and Walgreens (XXX idx). Banking reveals a standout: PNC Bank over-indexes at XXX for Heavy shoppers, aligning with Kroger's Midwest/Southeast footprint. Chase is at parity (XXX), while BofA and Wells Fargo under-index for Heavy.

Pharmacy Brands

Pharmacy	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
CVS	XX.X%	XX.X%	XXX	XX.X%	XX	XX.X%	XX
Walgreens	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX

Banking Brands

Bank	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Chase	X.X%	X.X%	XXX	X.X%	XX	X.X%	XXX
Bank of America	X.X%	X.X%	XX	XX.X%	XXX	X.X%	XX
Wells Fargo	X.X%	X.X%	XX	X.X%	XXX	X.X%	XX
PNC Bank	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XXX

🗺️

Geographic Footprint

Markets

Kroger's shopper base concentrates in key Southeastern and Midwestern DMAs. Atlanta leads all markets at XX.X% of weighted Kroger shoppers, followed by Houston (X.X%) and Dallas–Ft. Worth (X.X%). The top X DMAs alone account for over XX% of all Kroger traffic.

Rank	DMA	Avg Monthly Kroger Shoppers	Share of All Kroger
X	Atlanta	X,XXX,XXX	XX.X%
X	Houston	X,XXX,XXX	X.X%
X	Dallas–Ft. Worth	X,XXX,XXX	X.X%
X	Detroit	X,XXX,XXX	X.X%
X	Cincinnati	X,XXX,XXX	X.X%
X	Columbus, OH	X,XXX,XXX	X.X%
X	Indianapolis	X,XXX,XXX	X.X%
X	Nashville	X,XXX,XXX	X.X%
X	Louisville	XXX,XXX	X.X%
XX	Memphis	XXX,XXX	X.X%
XX	Lexington	XXX,XXX	X.X%
XX	Dayton	XXX,XXX	X.X%
XX	Norfolk–Portsmouth	XXX,XXX	X.X%

💳

Financial Apps

Apps

PayPal dominates fintech penetration across all tiers (XX% grocery shopper baseline), with Heavy shoppers over-indexing at XXX. Cash App (XXX idx) and Zelle (XXX idx) show the strongest Heavy over-indexing despite smaller overall penetration. BNPL apps Affirm (XXX idx) and Klarna (XXX idx) also skew toward Heavy shoppers.

Financial App	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
PayPal	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Venmo	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XX
Chase Mobile	XX.X%	XX.X%	XX	XX.X%	XXX	XX.X%	XX
Affirm	X.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Robinhood	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XX
Klarna	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XXX
Zelle	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XX
Cash App	X.X%	X.X%	XXX	X.X%	XX	X.X%	XX

🎵

Music Streaming

Apps

Music streaming is near-universal across Kroger shoppers, but platform preferences differ by tier. Amazon Music over-indexes with Heavy shoppers (XXX idx), while Apple Music skews Light (XXX idx). Spotify is the dominant platform at XX% penetration but indexes flat across all tiers.

App	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Spotify	XX.X%	XX.X%	XX	XX.X%	XX	XX.X%	XXX
Apple Music	XX.X%	XX.X%	XX	XX.X%	XX	XX.X%	XXX
YouTube Music	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Pandora	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Amazon Music	X.X%	X.X%	XXX	X.X%	XX	X.X%	XXX
SoundCloud	X.X%	X.X%	XX	X.X%	XX	X.X%	XX

📰

News & Media Apps

Apps

Heavy Kroger shoppers over-index on Google/Android news ecosystem — Google News (XXX idx) and Fox News (XXX idx) stand out. Apple News under-indexes for Heavy (XX idx), mirroring the Apple Music pattern. Reddit and Twitter/X are near parity across all tiers.

App	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Reddit	XX.X%	XX.X%	XX	XX.X%	XXX	XX.X%	XX
Twitter / X	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Apple News	XX.X%	XX.X%	XX	XX.X%	XX	XX.X%	XXX
Google News	X.X%	X.X%	XXX	X.X%	XX	X.X%	XX
CNN	X.X%	X.X%	XXX	X.X%	XX	X.X%	XX
Fox News	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XXX

👨‍👩‍👧

Parenting & Kids Apps

Apps

Disney+ leads family-oriented apps at XX% penetration with flat indexing across all tiers. YouTube Kids sits at X.X% with slight Medium/Light over-indexing. Educational apps (ABCmouse, PBS Kids) have very low penetration but consistent presence across tiers.

App	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Disney+	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
YouTube Kids	X.X%	X.X%	XXX	X.X%	XXX	X.X%	XXX
ABCmouse	X.XX%	X.XX%	XXX	X.XX%	XXX	X.XX%	XXX
PBS Kids	X.XX%	X.XX%	XXX	X.XX%	XX	X.XX%	XXX

🏷️

Loyalty App Stacking

Apps

Heavy Kroger shoppers are the most exclusive — XX.X% use zero other retail apps (vs XX.X% for Medium). Light shoppers are the most promiscuous stackers, with XX.X% using X+ competing retail apps. Over XX% of all Kroger app users also use at least one rival grocer app.

Other Retail Apps	All Grocery Shoppers	Kroger Heavy	Kroger Medium	Kroger Light
X others (Kroger only)	XX.X%	XX.X%	XX.X%	XX.X%
X other	XX.X%	XX.X%	XX.X%	XX.X%
X others	XX.X%	XX.X%	XX.X%	XX.X%
X+ others	XX.X%	XX.X%	XX.X%	XX.X%
Has X+ other apps	XX.X%	XX.X%	XX.X%	XX.X%

🔗

Same-Day Trip Chaining

Locations

Heavy shoppers chain errands aggressively — XX.X% hit a gas station and XX.X% visit QSR on the same day as Kroger. The Heavy-to-Light ratio is most extreme for Bank visits (X.X×) and Pharmacy (X.X×), indicating Heavy shoppers consolidate multiple errands around their Kroger trip.

Co-Visited Venue Type	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	Heavy : Light
Gas Station	XX.X%	XX.X%	XX.X%	X.X×
QSR / Fast Food	XX.X%	XX.X%	XX.X%	X.X×
Dollar Store	XX.X%	XX.X%	XX.X%	X.X×
Pharmacy (CVS/Walgreens)	XX.X%	XX.X%	X.X%	X.X×
Coffee Shop	XX.X%	XX.X%	X.X%	X.X×
Bank	XX.X%	XX.X%	X.X%	X.X×
Gym / Fitness	XX.X%	XX.X%	X.X%	X.X×

🏙️

Market Size Distribution

Geography

Heavy Kroger shoppers concentrate in mid-size metros (XXX idx) — markets like Cincinnati, Columbus, and Indianapolis where Kroger has dominant share. They under-index in both large metros (XX idx) and small/rural markets (XX idx), reflecting Kroger's strongest presence in mid-tier MSAs.

Market Size Tier	Grocery Shopper %iBaseline percentage across all U.S. grocery shoppers in MFour's consumer data — the benchmark each tier is compared against.	Heavy %iHeavy Kroger shoppers: XX+ visits per year. Percentage of this segment within the Heavy tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Medium %iMedium Kroger shoppers: X–XX visits per year. Percentage of this segment within the Medium tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.	Light %iLight Kroger shoppers: X–X visits per year. Percentage of this segment within the Light tier.	IdxiIndex score: (Tier % ÷ Grocery Shopper %) × XXX. Above XXX = over-indexed, below XXX = under-indexed vs. baseline.
Large Metro	XX.X%	XX.X%	XX	XX.X%	XX	XX.X%	XX
Mid-Size Metro	XX.X%	XX.X%	XXX	XX.X%	XXX	XX.X%	XXX
Small Market / Rural	XX.X%	XX.X%	XX	XX.X%	XX	XX.X%	XX

📋

Recommended Survey Intelligence

Next Steps

These five survey opportunities were identified by analyzing behavioral and psychographic signals across all Kroger shopper tiers. Each targets a gap where observed data shows what consumers do — but only a survey can explain why. All surveys would be fielded to the same verified consumers whose behavior is captured in this report.

Deal App Power Users — What Drives Savings-Seeking Behavior?

Heavy Shoppers Ibotta XXX idx Receipt Hog XXX idx Checkout XX XXX idx

Why it matters: Heavy shoppers are extreme deal-app stackers yet only index XXX on "Budget-Conscious" identity. Behavior shows obsessive savings-seeking but we don't know what value they extract or what would consolidate loyalty into Kroger's own ecosystem.

Example Questions

What drives your deal app choices — cashback %, ease of use, or brand-specific rewards?
Would Kroger-native rewards replace third-party apps like Ibotta?
What's your expected ROI per receipt scan?

Business value: Informs Kroger's loyalty/deal strategy — can they pull users off Ibotta into a proprietary rewards experience?

Cross-Shopping Motivations — Why Do Loyalists Stray?

Heavy Shoppers Shipt XXX idx H-E-B XXX idx Aldi XXX idx

Why it matters: Heavy Kroger loyalists use competing grocer apps at X–X× baseline rates. XX.X% have the Kroger app but layer in others. We see where they go but not why or when they choose each grocer.

Example Questions

For each grocer you use, what's the primary driver — price, selection, proximity, or habit?
Which grocer do you default to when deciding where to shop?
What would consolidate your grocery trips into fewer stores?

Business value: Identifies vulnerability windows and which Kroger offerings (deals, pickup, selection) would consolidate wallet share.

Cautious Medium Shoppers + Major Purchase Intent

Medium Shoppers Cautious XXX idx Appliances XXX idx Refrigerators XXX idx

Why it matters: Medium tier uniquely spikes on "Cautious & Constrained" decision style AND major appliance intent — especially refrigerators at XXX idx vs Heavy at XX. This suggests life-stage household investment. We don't know what trade-offs drive their decisions or if grocery loyalty connects to kitchen upgrades.

Example Questions

What factors drive your appliance decisions — price, reviews, brand, or energy efficiency?
Does bulk-buying or meal-prep influence your kitchen appliance choices?
Are you drawn to retailers that reward household investments?

Business value: Reveals halo partnership opportunity — Kroger + appliance/smart home brands during life-stage transitions.

Nextdoor & Community Influence on Grocery Choice

All Tiers Nextdoor XXX idx Pinterest XXX idx LinkedIn XXX idx

Why it matters: Nextdoor is the highest over-indexed social platform across tiers. Combined with same-day trip chaining (XX% gas, XX% pharmacy), this signals community-rooted, neighborhood-influenced shoppers. We don't know if local peer recommendations actually drive grocery store selection.

Example Questions

How much do neighbor recommendations influence where you grocery shop?
Would hyperlocal Kroger promotions (neighborhood deals, local supplier highlights) change your behavior?
Do you share deals or recipes in community groups?

Business value: Opens neighborhood-level marketing via Nextdoor/local influencers; location-based personalization opportunity.

Light Shopper Acquisition — What Would Convert Them?

Light Shoppers XX–XX Over-index Value-Driven XXX idx Confident Optimizer XXX idx

Why it matters: Light shoppers are young, confident, value-driven, and use multi-app comparison strategies. They spike on washer/dryer in-market (XXX idx) and TV (XXX idx) — suggesting new household setup. They're highly confident in finding deals but infrequent at Kroger. We don't know what would make them stick.

Example Questions

What sources do you trust most for grocery price and quality comparisons?
Are you setting up a new household? How does that influence your grocery loyalty?
What would make you choose one grocery store over comparison-shopping X+ apps?

Business value: Identifies acquisition playbook during life-stage transitions — can Light tier be converted to Medium through convenience/deals positioning?

📋

Methodology & Notes

Technical

Data Source — MFour's First-Party Consumer Data

All data in this report is derived from MFour's opt-in, first-party consumer dataset — the largest of its kind in the U.S. No surveys were used in this report. Consumers consent through MFour's Surveys On The Go mobile application, and their behavioral signals are passively observed across four data modalities:

First-Party Demographics — Age, gender, income, education, ethnicity, and marital status provided directly by each consumer through MFour's first-party profiling. Unlike most data providers that rely on third-party census-inferred demographics, every demographic attribute in this report comes from the consumer themselves.
Venue (Location) — GPS-validated physical visits to stores, restaurants, banks, and other points of interest. Residence and workplace visits are excluded.
App — App usage observed on consumer devices. This reflects active app behavior detected through passive observation.
Web — Website visitation signals observed from consumer browsing behavior.
Purchase (Receipt + Amazon) — Transaction-level purchase data including store name, total spend, item count, and payment channel. Amazon purchases include item-level detail (brands, categories, Prime status). Non-Amazon receipt data provides store-level totals only.
XPO (Third-Party Ordering) — Restaurant delivery data from DoorDash and Uber Eats, observed on Android devices only. Reflects QSR/restaurant orders — grocery delivery is not captured. This modality does not include iOS users and should be treated as directional.

Behavioral data is refreshed every XX hours and weighted to U.S. Census at the state level to reflect key demographic segments including gender, age, and ethnicity.

Analysis Tool — DANI
DANI (Data Analytics and Navigation Instructor) is MFour's conversational analytics interface used to query MFour's consumer dataset. All metrics in this report were generated through DANI, which translates natural-language prompts into structured queries across MFour's observed behavioral dataset.

Data Precision — What We Can and Cannot Claim
App data reflects observed app usage on consumer devices. Venue data reflects whether a consumer physically visited a location — it does not measure spend, transaction value, or basket size. We do not infer device OS from app usage (e.g., Apple Music is available on Android). Every claim in this report is limited to what the data directly measures.

Weighting
Consumer data is weighted to be nationally representative by calibrating to U.S. Census demographics at the state level — matching the population on gender, age, and ethnicity. This ensures that behavioral signals reflect the broader U.S. adult population.

Index Calculation
Indices are calculated as: (Tier % ÷ Grocery Shopper Baseline %) × XXX. An index of XXX means on par with the average grocery/supermarket shopper; above XXX signals meaningful over-representation; below XX signals meaningful under-representation. Values between XX–XXX are considered neutral.

Grocery Shopper Baseline
The baseline for all index calculations is All Grocery/Supermarket Shoppers — anyone who physically visited any grocery or supermarket venue one or more times during the reporting period (January–December XXXX). This is not the general U.S. adult population; it is the active grocery-shopping universe.

Tier Definitions
Heavy: XX or more visits to any Kroger Family banner in the reporting period. Medium: X–XX visits. Light: X–X visits. Tiers are defined by visit frequency, not spend.

Kroger Family Banners
This report covers all XX Kroger-owned banners, including Kroger, Ralphs, Fred Meyer, Harris Teeter, King Soopers, Fry's, Smith's, QFC, Mariano's, Pick 'n Save, Metro Market, Copps, Dillons, Baker's, Gerbes, Jay C, Owen's, Pay Less, Food X Less, Foods Co, and City Market. A visit to any banner counts toward a consumer's Kroger tier.

Reporting Period
January X, XXXX – December XX, XXXX (full calendar year).

Cross-Modal Note
Some sections combine signals across modalities (e.g., app usage + venue visits) for a fuller behavioral picture. Cross-modal queries can occasionally produce rates that appear inflated. Where this occurs, it is flagged with a † symbol.

About This Intelligence

Where This Data Comes From — and Why It Matters

The behavioral signals behind this report are not available from any other source

This report was produced by DANI™, MFour’s AI-powered research analyst, from a set of prompts from a MFour researcher. Every chart, metric, and competitive assessment in this briefing was generated on demand — not by a team of analysts over weeks, but by an AI querying a proprietary dataset generated by the largest and most-trusted first-party consumer panel in the United States.

MFour’s panel consists of XX million+ first-party verified, opted-in consumers generating nine deterministic data streams — all connected to a single identity. Every insight above is derived from real, observed behavior: GPS-verified store visits, app session data, purchase receipts, web browsing, and LLM conversations.

XXM

Daily Consumer Journeys

Connected Data Streams

Monthly Buyer Signals

Ready to see the full picture?

We’d welcome the opportunity to share how market research has changed from just capturing what consumers say through surveys to gathering intel from real behaviors that show the full consumer journey.