Costco’s Kirkland Signature Scores With Shoppers

If you’re a fan of Costco’s Kirkland Signature brand, you’re not alone. It’s among the most popular fan-favorite food brands in the United States.

An analysis by Bain & Co. (as reported by industry website Grocery Dive) surveyed 20,000 U.S. consumers and found that Kirkland Signature is among the “most loved” private brands based on value and quality. 365 by Whole Foods Market, Trader Joe’s, and Sam’s Club’s Member’s Mark also appear in the top five.

The study also cited Trader’s Joe’s for its lighthearted branding and Costco for distinguishing how Kirkland Signature compares to national brands.

Costco executives said recently that they’re continually rolling out new private-label products under the brand, and that it continues to grow at a faster pace than the overall business as a whole.

“Kirkland Signature offers significant member value compared to the national brands and continues to grow at a faster pace than our business as a whole,” said Gary Millerchip, Costco’s executive vice president and chief financial officer.  “Our goal is always to be the first to lower prices where we see the opportunities to do so.”