Costco Beats Aldi in Value Perception What Shoppers Should Know

New research from analytics firm YouGov reveals that U.S. shoppers view Costco as offering slightly better value than Aldi, even though both retailers have built strong reputations for keeping grocery costs down. The difference may seem modest on the surface, but the breakdown by age group tells a more interesting story about which retailer is winning over different types of consumers.

The Overall Value Verdict

When YouGov surveyed American adults about value for money, Costco received a net score of 38, while Aldi scored 35. That three-point gap reflects a preference among the broader population, but the real insight comes when you look at generational splits. The membership-based club retailer and the discount grocer are not winning shoppers equally across all age groups, and that matters for how you might shop at each one.

Where Each Retailer Wins by Generation

Baby boomers showed no meaningful preference between the two, assigning both retailers an identical value score of 37. This suggests that older shoppers appreciate both models equally, whether they want bulk buying or discount pricing on everyday items.

Generation X leaned slightly toward Aldi, giving it a two-point advantage over Costco. This group may value the simplicity and lower entry cost of shopping at a traditional discounter without needing a club membership.

The picture shifts dramatically for younger shoppers. Generation Z rated Costco at 44 for value but only gave Aldi a score of 32, a striking 12-point gap. Millennials also favored Costco, awarding it a nine-point advantage. This generational split matters because younger consumers represent the future of grocery spending. As Gen Z families grow and their purchasing power increases, retailers are learning to adapt their offerings to match what these shoppers want, and Costco appears well positioned to capture an expanding share of this demographic’s wallet.

Why the Perception Matters

Value perception is not the same as actual prices, but it shapes where consumers choose to spend their money. If younger shoppers believe Costco offers better value, they are more likely to sign up for memberships and make it their primary grocery destination. Aldi, despite its reputation as a no-frills, budget-friendly option, has not convinced Gen Z and Millennials that it delivers as strong a value proposition.

For shoppers trying to make the right choice, understanding these perceptions can guide your decision. If you are a younger household building your grocery habits, the research suggests many peers see Costco as worth the membership fee. If you are an older shopper or part of Gen X, you may find Aldi’s model equally appealing and more straightforward without membership commitments.

How Scores Changed Over Time

YouGov’s data came from rolling surveys conducted over a full year beginning in September 2025. What stands out is that both retailers saw their value scores fluctuate significantly during this period. Costco’s score climbed in January, surged again in May and June, then declined somewhat. Aldi’s score strengthened toward the end of the survey window, suggesting the gap between the two retailers narrowed as time went on.

This volatility likely reflects real-world factors: promotional activity, seasonal pricing, supply chain pressures, and how each retailer responded to inflation and consumer spending patterns. It also shows that value perception is not static. Retailers that adapt quickly to what shoppers need can shift how consumers view their offerings, and smart retailers are using data-driven strategies to stay competitive across changing conditions.

What This Means for Your Shopping Decisions

If you are trying to stretch your grocery budget, both Costco and Aldi remain excellent options, but your age and household needs should guide your choice. Younger families shopping for bulk staples may find Costco’s membership fee justified by the value their peers perceive in the offer. Older shoppers and those on tighter budgets without kids may prefer Aldi’s low-cost model without the membership hurdle.

The data also reminds shoppers that it is worth revisiting your grocery routine periodically. Retailers evolve their product selection and pricing regularly. What offered the best value six months ago might not be your best option today. Compare what each store offers in the categories where you spend the most, whether that is every deal category you can track or just essentials like produce, protein, and pantry staples.

Ultimately, the strongest value is whatever option fits your lifestyle, budget, and shopping habits best, not necessarily which retailer scores highest in a survey.