Grocery store brands

Target brand profile in the U.S.

Target is a well-known player in grocery store landscape in the United States. The Minneapolis-based brand enjoys a brand awareness of almost 90 percent among grocery store customers in the U.S., more than one-third of whom choose Target as their go-to shopping destination. The American grocery store brand resonates best with Gen Z and Millennials.

Brand KPI profile

A well-known name, with room for growth

Founded in 1902, Target has become a household name among grocery stores in the U.S. With an impressive brand awareness rating around 90 percent, it captures the attention of a significant portion of the respondents, among 38 percent of whom Target is a popular choice when it comes to grocery shopping in the United States. Both media buzz and usage share among the target audience hover around the 33 percent mark.

Generations

Gen Z is the Target audience

When looking at the side-by-side comparison of brand KPIs in all generations, it becomes apparent that Target has the biggest growth potential among Generation X and Baby Boomers in the United States. Notably, the older generations rank lowest in terms of brand popularity, brand usage, and brand loyalty, based on our KPI metrics. In contrast, Gen Z and Millennial grocery store users not only demonstrate a higher probability of shopping at Target but also like it more and show a higher loyalty to the brand.

Life values

A happy relationship and success are more important to Target users

A happy relationship and an honest and respectable life are equally important to Target users in the United States. Compared to non-customers, however, they attribute a higher value to being successful, while traditions appear to be lof less importance to Target shoppers.

Published November 20, 2023

Brand KPI deep dive