In recent years Kroger has displayed healthy growth with nearly 123 billion dollars in total sales in 2017, up from about 115 billion dollars in sales in the previous year. In 2017, Kroger employed about 449 thousand people, making it the second largest supermarket employer in the America aside from Walmart.
In 2018, a survey found that nearly a third of Americans regularly shop at Kroger grocery stores. Given that most Americans have a variety of choices of where to purchase groceries, competition in the grocery retail sector is fierce, and it is essential for a grocery retailer to gain and retain the trust of their customers in order to stay in business. Kroger was rated the second most trustworthy food retailer in the United States, after Walmart.