Dive Summary:

• New data shows that 60% of U.S. consumers do the majority of their grocery shopping at super-centers like Target and Walmart.
• Many experts believe the driving force behind this fairly substantial switch from grocery stores to the major national chains is being driven by the efficacy of private label foods.  
• 60% of those consumers who buy private label foods also said they shop at Walmart, whose Best Value branding has seen major growth throughout the last decade. 

From the article:

Overall the report found price, in addition to quality, is a driving force behind where people shop and what products they buy. Fifty-two percent of Walmart customers shop at their favorite stores because of the prices and about 60% say they always look for special offers. Despite being more affluent consumers, Target shoppers are swayed by coupons to try new products, look to clearance items and are most likely to visit a store because of a sale.