Looking at the e-grocery customer mix across the four major formats and banners, Walmart's mix (excluding Sam's Club) continues to skew more heavily toward lower-income households than the other competitors, the release said. During 1H24, households making less than $50,000 annually accounted for 41% of Walmart's average monthly active users compared to 36% for hard discount, 30% for supermarkets and 28% for Target. However, Walmart's most affluent segment, households with $200,000 or more in annual income, expanded to 8%, growing almost five times faster than the 4% year-over-year growth for its overall annual monthly active user base. "Walmart's growth in households making $200,000[-plus] per year shows that the 'flight to value' has even affected how this income group shops for groceries," said David Bishop, partner at Brick Meets Click.