During Kroger’s latest earnings call on June 20, CEO Ron Sargent reported strong performance in key categories including pharmacy, e-commerce, and fresh food. Notably, fresh food sales outpaced traditional centre-store items, pointing to a shift in consumer preferences toward healthier eating habits.
Kroger’s private-label lines, Simple Truth and Private Selection, led sales growth, reinforcing the trend that shoppers are increasingly seeking premium-quality products while still looking for value. This aligns with the retailer’s broader strategy to offer affordable, health-focused options through its store-brand portfolio.
To meet growing demand for protein-rich diets, Kroger plans to introduce 80 new products under the Simple Truth label. These will include protein bars, powders, and shakes. The expansion reflects a broader market response to the increasing use of GLP-1 medications such as Ozempic and Wegovy, which have influenced consumer interest in high-protein, nutritionally balanced foods.
E-commerce growth of 15 percent, coupled with solid pharmacy sales, supported Kroger’s overall performance. Meanwhile, the company is set to close approximately 60 underperforming stores over the next 18 months while opening around 30 new locations in faster-growing regions. This shift underlines Kroger’s focus on a more targeted and efficient store network to complement its online channels.
Internationally, similar patterns are emerging. Tesco in the UK is expanding its range of low-glycaemic and heart-friendly foods. Aldi is investing further in its premium product line, particularly high-protein items, and Carrefour in France is increasing its organic and protein-rich offerings. These moves reflect a common direction among global retailers to prioritise health-driven assortments.
Retail analysts observing these trends note that supermarkets are increasingly repositioning themselves as wellness-focused destinations. Kroger’s bold move to broaden its protein-based offerings places it firmly within this global shift.
Kroger’s latest strategy demonstrates its commitment to meeting the evolving needs of its customers, offering convenience, nutritional value, and affordability at a time when health and wellness are at the forefront of consumer priorities.