Posted on September 14, 2018 by Sustainable Food News

Whole Foods’ prices just 1% lower, says market study

Study from Gordon Haskett Research Advisors shows hyped lower price claims just 'noise'

Pricing at Whole Foods Market is, on average, only about 0.8 percent lower than when e-commerce giant Amazon acquired the world’s largest organic and natural grocery chain for $13.7 billion in August 2017.

That’s according to a new study from New York City-based Gordon Haskett Research Advisors, which concluded that shoppers’ market baskets at Whole Foods are “essentially unchanged…despite the noise,” referring to Amazon’s amped-up marketing over its perceived lowering of prices at the grocery chain.

The study, conducted by Gordon Haskett analyst Chuck Grom, analyzed a Whole Foods market basket of the same 108 products, purchased seven times, and found only a 0.8 percent decline in prices, compared to when the chain was acquired.

And, compared to the period immediately after the acquisition, when Amazon slashed prices as part of a media blitz to remake Whole Foods’ aura of a high-priced grocer, the cost of the market baskets actually rose 1.3 percent.

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