The insight: Over 90% of Kroger customers purchased the retailer’s private-label products last year, the grocer said—reflecting both continued price sensitivity and the company’s successful efforts to offer more value.

Zoom out: Kroger’s affordability initiatives will be even more important in 2025, as tariffs threaten to spike grocery prices and consumers adjust their spending in response.

• While the retailer’s grocery inflation expectations don’t account for tariffs, Kroger is “confident in [its] ability to navigate any inflationary environment” and “will remain focused on keeping prices low,” interim CFO Todd Foley said during the company’s earnings call.