H-E-B, the Texas-based grocery chain, has secured the number one spot in the United States as the best supermarket, a title it has held for four consecutive years. This ranking comes from Dunnhumby, a reputable global consumer research firm that assesses grocery retailers based on business performance and customer satisfaction. The annual Retailer Preference Index surveyed over 11,000 shoppers nationwide, providing insights into consumer preferences in the grocery market.
The San Antonio-based grocer has consistently ranked at the top throughout the 2020s, only briefly losing its position during the COVID-19 pandemic when the convenience of delivery services, particularly from Amazon, gained popularity. Dunnhumby describes H-E-B as a “unicorn” in the industry, highlighting its commitment to quality, variety, and affordability.
As financial pressures mount for consumers, the importance of value has become more pronounced. In 2026, the index revealed that helping customers stretch their grocery dollars contributes to **41 percent** of a retailer’s long-term success, the highest percentage recorded in the index’s history. Dunnhumby’s president, Matt O’Grady, noted that many Americans are facing significant financial pressure from rising prices and stagnant wages, leading to more price-conscious shopping habits.
“Shopper confidence dropped as concerns about higher prices, fewer job opportunities, and stagnant wages eroded purchasing power,” O’Grady stated. This sentiment resonates with many consumers, especially in Texas, where H-E-B’s reputation feels deeply personal to shoppers.
In the survey, loyal customers expressed their appreciation for H-E-B’s value. One shopper remarked, “Honestly, H-E-B is just an amazing store all around. The sales and discounts you offer are always really good — I can actually save money on stuff I buy regularly, not just random things I don’t need.” This reflection underscores the chain’s ability to connect with its customer base.
The success of regional grocery chains is becoming increasingly evident in the United States. For the first time in the index’s history, the top three rankings were occupied by local players, with H-E-B, Market Basket from Massachusetts, and Wisconsin’s Woodman’s outpacing national retailers like Costco and Walmart. Regional chains can more readily adapt to local preferences, enhancing their appeal.
Dunnhumby’s findings suggest that while tangible factors like pricing and product selection are crucial, the intangible aspects of community engagement further bolster local brands. H-E-B’s initiatives, including its “Texas FEMA” disaster response team and the Excellence in Education Awards, contribute to its strong community ties. The company has also launched engaging promotions, such as airport vending machines in major terminals.
H-E-B is currently expanding its presence in the Dallas-Fort Worth area, having opened its first store in Frisco in 2022. Since then, additional locations have been established in Plano, Frisco, Allen, McKinney, Melissa, Rockwall, and Prosper, as well as two in Tarrant County: Fort Worth/Alliance and Mansfield. Further expansion plans are underway, including a new store in Carrollton.
As H-E-B continues to flourish amidst changing market dynamics, its commitment to quality and community engagement positions it as a formidable player in the grocery sector. The chain’s focus on understanding and meeting customer needs ensures its sustained success in the competitive landscape of American supermarkets.
