Question · Q4 2025
Mark Carden asked about Sprouts' affordability strategy, specifically whether the company has observed any wallet share shift in categories that overlap with other grocers like Costco, and if the consumer is 'controlling their own shrink' due to challenging economic conditions.
Answer
President and COO Nick Konat reported that Sprouts' share of wallet is holding relatively flat, with only a tiny loss in Q4, indicating that innovation and differentiation continue to resonate. He acknowledged consumers are navigating towards value and emphasized that Sprouts' affordability strategy focuses on providing health-forward products at strong value, such as the Bold program under $10, Sprouts Brand organic, and $5 sandwiches. He highlighted the importance of innovation in this space, alongside personalization, loyalty, and sharp produce pricing, rather than competing solely on price.
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