While Costco earned the number-two spot in the 2023 Axios Harris Poll 100, that designation tells a story that goes beyond just the past 365 days of shopping. Costco is a trusted brand for value, and it continues to grow. As recently discussed by Retail Wire, leadership might drive corporate profits, but the Kirkland brand has and will continue to be a priority for the company. The driving aim behind this private label is to be equal to or higher quality than national brands. Additionally, Costco tries to sell those products at a savings of 20% or more.

As shoppers continue to stick with private label food brands, it’s more than just lower costs driving Costco’s sales. Many consumers appreciate that the Kirkland brand has the quality they crave. From coffee to liquor and everything in between, the brand is perceived as being just as good or better than other options on the shelf. That strong reputation is why numerous consumers prefer Costco.

Although the recent rankings are positive for the company, maintaining that position is not going to be an easy task. Consumers can be fickle. However, as long as trust, growth, and consumer-loyalty remain strong, Costco should remain a top-ranked company.