Costco Overtakes H-E-B in Customer Satisfaction Rankings: What Shoppers Should Know

What Changed in the Rankings

According to the 2026 Experience Report from brand strategy and retail design firm ChangeUp, Costco improved measurably across the survey this year, earning the top spot after H-E-B held the number one position in 2025. The evaluation surveyed more than 6,500 consumers across 300 brands and analyzed over 400,000 data points using large-scale survey research and AI-powered analysis of consumer reviews and online conversations.

H-E-B’s score remained relatively stable year over year, though the Texas retailer continues to receive recognition for its loyalty program focus and customer connection efforts. Other grocery chains rounding out the top 10 included Sam’s Club at seventh place, Wegmans at eighth, and Publix at tenth. Several regional and national players also made the rankings, including Trader Joe’s, Harris Teeter, and Giant Eagle.

Why Costco Earned the Top Spot

Costco’s impressive showing reflects its strong performance across all measured dimensions of the shopping experience. The warehouse club stands out particularly for improvements in two key areas: natural advocacy (how likely customers are to recommend it to others) and novelty (the sense of discovery and freshness in the shopping experience).

The report specifically highlighted how Costco has made strategic operational improvements that enhance the customer journey. Recent changes at store entrances and checkout areas have accelerated the shopping process without compromising the browsing experience that many customers enjoy. This balance matters because shoppers today are making fewer trips but expecting more from each visit.

According to ChangeUp CEO Lee Carpenter, retailers are increasingly competing on experience quality rather than just product selection or price alone. He noted that consumer spending on retail experience remains strong, but shoppers have become more selective. They want retailers to offer something genuinely difficult to replicate elsewhere and to give them compelling reasons to make the trip and remember it.

What This Means for You as a Shopper

If you’re a Costco member or considering a membership, this ranking reflects actual shopper sentiment about the value proposition you’ll receive. The top-ranked status means the company is delivering on its core promise: warehouse-style shopping with quality products, value pricing, and an experience worth your time investment.

The emphasis on faster entry and checkout without sacrificing the browsing experience addresses a common shopper frustration. Many consumers want to move through stores quickly but also appreciate the ability to discover new products and deals. Costco’s success in balancing these competing desires sets it apart.

For shoppers comparing wholesale clubs and traditional grocers, Costco’s ranking provides third-party validation of what many already experience. The company’s consistent improvement in how customers perceive its value suggests ongoing investment in store operations, product selection, and member satisfaction.

The Broader Retail Landscape

Costco’s achievement reflects broader trends in grocery retail. As inflation impacts household budgets and consumers become more intentional about their spending, they reward retailers that demonstrate clear value. Value perception now encompasses more than just low prices; it includes convenience, member benefits, product quality, and overall shopping experience.

The fact that warehouse clubs like Costco and Sam’s Club rank prominently in the top 10 reflects their membership model’s competitive advantage. Members have made a financial commitment and therefore hold retailers to higher standards, creating a virtuous cycle where customer feedback drives continuous improvement.

Wegmans, appearing in the top 10 for the first time in this study, demonstrates that regional players with strong community presence and loyalty program investments can compete effectively against national chains. H-E-B’s stable performance shows that established customer relationships and local market strength continue to matter.

Looking Forward

Costco’s position atop the Experience Report suggests the company will maintain its competitive advantage if it continues its focus on streamlined operations and member experience. The warehouse club’s success in digital expansion alongside physical store improvements means members will likely enjoy enhanced convenience options in the coming years.

For shoppers evaluating warehouse club memberships or reconsidering their primary grocery retailer, Costco’s ranking is worth noting. The data suggests you’ll find a company actively working to make your shopping time worthwhile, with improvements in both efficiency and experience quality that shoppers are actively recognizing and rewarding with their loyalty.