SNAP Shoppers Still Choose Walmart—Here’s What Suppliers Need to Know

Walmart Leads in SNAP Spending, But the Shopper Is Changing

New research from Numerator confirms what many in the industry might expect: Walmart captures the lion’s share of spending among SNAP (Supplemental Nutrition Assistance Program) households, with nearly 24% of all SNAP dollars going to the retail giant over the 52 weeks ending March 30, 2025.

Trailing Walmart in share of wallet are Kroger (8%), Costco (6%), Amazon (5%), and Walmart-owned Sam’s Club (4%). Across the board, Walmart, Amazon, Dollar General, Dollar Tree, and 7-Eleven over-index compared to their average shopper base, underscoring their value positioning and widespread access.

Other sources reinforce this trend. According to Grocery Dive, Walmart’s share is even higher—hovering at 25.5%—thanks to its unmatched store footprint, consistent low prices, and accessibility in food deserts and rural areas.

But here’s where things get more nuanced—and where Walmart suppliers should start paying close attention.

SNAP Usage Is Down, But It’s Not What You Think

Although SNAP participation is down to 15% of U.S. households in early 2025 (from 19% in 2022), this decline doesn’t reflect diminished need. Instead, it’s more indicative of a shifting demographic. Many households who previously relied on SNAP in 2021–2022 now report higher incomes, suburban lifestyles, and advanced degrees.

In fact:

• 23% of current SNAP households now report incomes above $80,000—a 6-point increase from 2020
• 53% report incomes between $40,000–$80,000
• Only 23% now fall below the $40,000 mark, down 10 points

Even among lapsed SNAP households, nearly 1 in 3 are now contributing to savings, suggesting they’ve transitioned out of acute financial stress. But cost pressures remain, and price sensitivity is still a key behavior driver.

SNAP Spending Shifts Reflect Price Sensitivity—and Category Trade-Offs

Walmart’s +1.2% growth in SNAP share over the past year is no coincidence. As inflation and supply challenges persist, value-conscious shoppers are gravitating toward predictable pricing and broad selection. Costco (+2.0%) and Amazon (+0.8%) also saw gains—thanks to their value-pack offerings and frictionless digital interfaces.

But there are signs of shopper strain:

• 31% of SNAP recipients are buying less meat (+4 pts vs. 2022)
• 24% are purchasing less fresh produce (+7 pts)
• 47% report stocking up during sales, though this is down 4 points, possibly due to reduced benefit levels

These trade-offs—especially among categories considered essential to health and wellness—present opportunities for Walmart suppliers to reframe value in smarter, more empathetic ways.

Where Suppliers Can Lean In: Value, Clarity, and Support

Numerator’s survey, which gathered insights from 1,250 current SNAP participants, reveals clear areas where shoppers want help:

• 26% want better visibility into SNAP-eligible items at shelf and online
• 16% seek guidance on how to build a grocery budget
• 15% are interested in learning how to make healthier food choices

This creates room for strategic supplier initiatives—like clear labeling, simplified nutrition cues, smart bundle packs, and in-aisle education content—that help SNAP shoppers make better decisions without feeling judged or overwhelmed.

Retailers like Walmart have already made strides by expanding digital SNAP payments to online grocery and delivery. Brands that support this evolution—through optimized PDPs, mobile-friendly promotions, and digital coupons—can help improve access and conversion simultaneously.

Final Thoughts

SNAP spending isn’t going away—and neither is its impact on Walmart’s bottom line. While participation is shrinking in volume, it’s rising in complexity. Today’s SNAP shopper isn’t just looking for the cheapest option—they’re navigating trade-offs, trying to feed families, and hoping to stretch benefits without sacrificing nutrition or convenience.

For Walmart suppliers, the challenge is to deliver smart value, practical support, and dignified solutions. Do that well, and you’re not just helping shoppers—you’re strengthening your position inside Walmart’s most important ecosystem.

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