Retailer Transparency Scorecards

Which grocery stores give independent brands shelf space? Ranked by percentage of independent brands tracked in each retailer's assortment.

Thrive Market

Specifically curates independent and clean brands. Online membership model. Highest independent brand percentage of all retailers tracked. Strong transparency standards for brand admission.

TRANSPARENCY SCORE

INDEPENDENT BRANDS55%

CONGLOMERATE BRANDS38%

Natural Grocers / Vitamin Cottage

Employee-owned company with strict quality standards. Refuses artificial colors, flavors, sweeteners, and hydrogenated oils across all products. Highest independent brand percentage of major chains.

TRANSPARENCY SCORE

INDEPENDENT BRANDS43%

CONGLOMERATE BRANDS48%

Sprouts Farmers Market (premium)

Premium natural and specialty section has higher independent brand concentration.

TRANSPARENCY SCORE

INDEPENDENT BRANDS42%

CONGLOMERATE BRANDS50%

Sprouts Farmers Market

Actively stocks emerging independent brands. Higher independent brand percentage than conventional grocery. Known for rotating in new natural brands.

TRANSPARENCY SCORE

INDEPENDENT BRANDS37%

CONGLOMERATE BRANDS55%

Whole Foods Market

Was pioneer in independent brands pre-Amazon acquisition (2017). Shifted toward house brands and conventional. Amazon ownership has accelerated conventional brand mix. 365 house brand dominates.

TRANSPARENCY SCORE

INDEPENDENT BRANDS27%

CONGLOMERATE BRANDS62%

Target

Mix of conventional and emerging brands. Growing Good & Gather house brand. Some independent brand presence in natural food section. Below average transparency.

TRANSPARENCY SCORE

INDEPENDENT BRANDS13%

CONGLOMERATE BRANDS78%

Trader Joe's

Primarily house brand (owned by Aldi Nord/German Albrecht family). Most products are Trader Joe's branded items manufactured by third parties. Very few genuinely independent brands. Low transparency on manufacturing sources.

TRANSPARENCY SCORE

INDEPENDENT BRANDS8%

CONGLOMERATE BRANDS12%

Kroger

Predominantly conventional conglomerate brands. Simple Truth organic house brand. Simple Truth now one of largest organic brands in US. Low independent brand percentage.

TRANSPARENCY SCORE

INDEPENDENT BRANDS11%

CONGLOMERATE BRANDS82%

Safeway / Albertsons

O Organics and Open Nature house brands. Predominantly conventional. Low independent brand percentage.

TRANSPARENCY SCORE

INDEPENDENT BRANDS10%

CONGLOMERATE BRANDS83%

Walmart

Predominantly major conglomerate brands. Great Value house brand. Low independent brand presence. Significant conglomerate market concentration.

TRANSPARENCY SCORE

INDEPENDENT BRANDS7%

CONGLOMERATE BRANDS88%

Methodology: brands scored against Traced database of 881 brands. Retailer assortments estimated from product database. Updated quarterly. API endpoint available.