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USA: Visits to Trader Joe's, Aldi outpacing grocery category

Discount Retail Chains are continuing to outpace the overall sector when it comes to visit increases, with two popular chains leading the way.


According to a recent report from retail data firm Placer.ai, average visits per location to Trader Joe’s (4.0%) and Aldi (1.9%) were greater than that of the grocery category as a whole (0.9%) in 2025. Another discount grocer, Lidl (0.7%), saw visits per location increase only marginally compared to 2024, but ended the year on a strong note, with visits increasing 4.9% year over year in the fourth quarter.


Across the grocery category, nearly a quarter (22.1%) of visits in 2025 lasted under 10 minutes – a higher share than at Trader Joe’s, Aldi or Lidl. Placer.ai noted that this likely reflects the widespread availability of curb side pickup and quick in-and-out trips at traditional grocers, which isn't offered at Trader Joe’s and Lidl, and is only available in a limited capacity at Aldi. Eighteen percent of the grocery category’s visits also lasted between 10 and 15 minutes.


Placer.ai noted that Trader Joe’s stands out for its concentration of mid-length visits. The chain posted the highest share of visits lasting 10 to 15 minutes and 15 to 30 minutes, suggesting a highly efficient shopping experience. The pattern, the firm noted, aligns with Trader Joe’s small-format stores and tightly curated assortment, where seasonal items and cult-favourite products attract guests.


The data reveals that Aldi sees a higher share of visits in the 15 to 30 minute and 30 to 45 minute ranges than the grocery category overall, edging out Lidl slightly in both time windows. Placer.ai says this suggests that Aldi’s limited-SKU and small-format model simplifies navigation and decision-making.


Lidl shows the strongest skew toward longer visits, including the highest share of visits lasting over 45 minutes (11.7%), exceeding Aldi, Trader Joe’s and the grocery category overall. The chain’s in-store bakery, broader meat and dairy selections, housewares and wider assortment require more time to navigate, and its stores are typically larger than Aldi’s while remaining smaller than conventional grocers. Lidl’s relatively smaller store footprint network may also play a role, according to Placer.ai, pushing shoppers to consolidate trips rather than supplementing with quick visits.


“Each chain’s philosophy shapes how shoppers engage with its stores,” said Ezra Carmel, content writer at Placer.ai. “As value remains a powerful driver of grocery traffic, continued success will depend on each brand doubling down on the elements of its model that set it apart and resonate most clearly with its core shopper.”




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