Retail Grocery Market Structure Analysis of Virginia Metropolitan and Micropolitan Areas
Prepared for Virginia Community Capital (VCC) by The Reinvestment Fund (TRF) as part of the ReFresh initiative, supported by JPMorgan Chase | February 2015
Retail Grocery Market Structure Analysis of Virginia Metropolitan and Micropolitan Areas
Prepared for Virginia Community Capital (VCC) by The Reinvestment Fund (TRF) as part of the ReFresh initiative, supported by JPMorgan Chase | February 2015
TRF’s Market Structure Analysis measures the concentration of market share within a region’s retail grocery industry. In general, as the concentration of market share within the top few grocers increases, the region’s overall level of competition within the industry decreases as it evolves into a tighter oligopoly.1 An oligopoly is a market condition in which the supply of a good or service is largely controlled by a small number of entities, each of which is in a position to influence prices, thus directly affecting its competitors’ ability to sustain profitability. After decades of mergers, acquisitions, and emphasis on economies of scale, the retail grocery industry has naturally evolved into an oligopoly, ranging in intensity from tight (fewer majority owners) to loose (more majority owners), based on the number of owning entities controlling the majority market share.2 TRF’s experience with the Pennsylvania Fresh Food Financing Initiative suggests that a tight oligopoly in at least one Pennsylvania metro area made market penetration especially difficult for local and regional grocers that were not members of the oligopoly. Conversely, loose oligopolies with less concentrated market share exhibited fewer barriers to entry for prospective grocers.
Knowledge of a region’s market structure can help VCC tailor its policies and financing programs to accommodate the competitive climates within its geographic regions. Our market structure analysis seeks to address the following question: How do the market structures in Virginia’s metropolitan and micropolitan areas, cities, and counties compare to their nationwide peers, and to what extent do measures of competition vary within the state? It may be the case that some of Virginia’s regions have oligopolies that are so tight that a new fresh food retailer would find it especially challenging to be financially successful, even if it is successful in increasing food access in inequitably served communities. In such regions, VCC should consider a preservation and expansion strategy to prevent the formation of new LSA areas, as opposed to new construction financing in existing LSA areas. Ultimately, the project- level nature of VCC’s financing decisions will require its staff to analyze LSA areas on a case by case basis using PolicyMap.
Results from the Market Structure Analysis should not be used to decide whether or not to implement a fresh food financing program in a given region – it is not a yes or no question. Instead, the results serve as a precautionary reminder of competitive environments and provide VCC with information that can be used to tailor each region’s strategy so as to maximize its program’s ability to finance viable fresh food retailers in underserved communities.
KEY FINDINGS
1 In most cases, this report uses the terms “grocer” and “fresh food retailer” instead of “supermarket” to avoid the potential for readers to associate the term “supermarket” with very large, big box stores, even though supermarkets in our store location database can be as small as 1,000 square feet. 2 Ellickson, Paul, 2007. “Does Sutton apply to supermarkets?” Rand Journal of Economics.
1 Market shares in Virginia’s retail grocery industry vary by region, but tend to be concentrated in a handful of owners, notably Food Lion (Delhaize America), Wal-Mart (including affiliates), Giant, and Kroger. The following regions3 and cities/counties (explored in more detail later on) exhibit the most potential for VCC fresh food financing because they are relatively competitive markets or their food access problems disproportionately affect low-income and/or minority populations – or both:
Richmond, VA Metro Area Washington, DC-VA-MD-WV Metro Area Virginia Beach-Norfolk-Newport News, VA-NC Metro Area Roanoke, VA Metro Area Winchester, VA-WV Metro Area Cumberland County Buchanan County
VCC should note that other parts of Virginia may very well contain individual LSA areas with high mission fit and competitive markets. This analysis focuses on aggregate LSA results and can overlook the presence of a single, high mission-fit LSA area within a smaller geographic area. VCC should use PolicyMap to evaluate all 42 of the state’s LSA areas within the context of this reports regional analysis. Even if a mission-fit LSA area exists in an uncompetitive region, VCC could focus on opportunities to expand existing small grocers as opposed to constructing new large stores that might struggle to compete with members of a tight oligopoly.
TRF’s experience suggests that it is often more economically feasible to preserve and expand an existing limited-service store4 in order to prevent the formation of a new LSA area than it is to construct a new store to eliminate an existing LSA area. Opportunities for preservation and expansion are apt to exist in just about any Virginia region, regardless of how concentrated retail grocery market shares are or how disproportionate the effects of food access are on low-income populations. Of course, VCC should verify that a prospective borrower actually needs to expand and/or rehabilitate in order to remain open – the “but for financing” evaluation is not always easy to conduct, though it must be done in some capacity.
MEASURING OLIGOPOLY IN THE SUPERMARKET INDUSTRY
Our research focuses on the specific structure of the retail grocery industry, as measured by market share concentration. The concentration of a market can be measured in a variety of ways. Two common measures are the single-firm (CR-1) and four-firm (CR-4) concentration ratios, defined as the percentage of the market controlled by the single largest and four largest firms, respectively.5 In most
3 Regions generally refer to Metropolitan and Micropolitan Areas, which are types of Census Core Based Statistical Areas (CBSA) – CBSAs are defined in more detail in the Methodology section below. 4 “Limited-service” stores include superettes and dollar stores; superettes are grocery stores with less than $2 million in annual sales. Limited-service stores do not prevent the formation of an LSA area; only full-service stores preclude the formation of an LSA area. Store definitions are described in the Methodology section below. 5 The Herfindahl Index is an alternative measure of concentration, defined as the sum of the squares of market share of the top fifty firms in a market. The Herfindahl Index is commonly used in anti-trust law, and the US Antitrust Department considers a Herfindahl Index of 0.10 to 0.18 to be loosely concentrated and a Herfindahl Index above 0.18 to be highly concentrated. However, because the supermarket industry is a tight oligopoly, and
2 industries, a tight oligopoly is considered to have a CR-4 value above 50%, and a CR-4 between 25% and 50% is considered a loose oligopoly. However, there are very few metropolitan areas, and no micropolitan areas, with a CR-4 value below 50%, as the retail grocery industry has not only evolved into an oligopoly – it has evolved into a particularly tight oligopoly. As a result, this analysis focuses more on each region’s CR-1 and CR-2 values where there is much more differentiation among metropolitan and micropolitan areas. And instead of using threshold values for concentration ratios, we use the relativity within each type of metropolitan or micropolitan area to identify regions with favorable, unfavorable, or average measures of competition.
Tables 1 through 4 show market concentration ratios and names of the top 4 owning entities within the nation’s metropolitan, micropolitan, and custom areas (CR-1, CR-2, CR-3, and CR-4), the CR-1 value for the family of stores owning the largest market share (Store Family CR-1), and the family name (Top Family). For brevity, we only show the top 10, middle 10, and bottom 10 regions within each category. Concentration ratio values are shaded based on the range of values within each column so that green represents low market concentration (highly competitive), yellow represents average concentration, and orange/red represents high concentration (highly uncompetitive). Lastly, Store Family CR-1 values that exceed the CR-1 value are bordered with bold lines in Tables 1 through 4 (e.g., the Virginia Beach- Norfolk-Newport News metro in Table 1).
The difference between owner and family CR-1 values are worth noting because store families have the potential to behave in a manner that is more similar to a single owner, thus acting less competitively within the family. For example, it may be that Walmart Supercenters and Sam’s Club stores act in concert when deciding where to locate so as not to cannibalize collective sales, while two separate owners under the SuperValu/Albertsons family of stores might act much more independently, with less reluctance to be more competitive with their family members. In the event a family of stores is apt to avoid intra-competitive behavior, it would make more sense to use the family CR-1 value to measure 6 competition.
In Virginia, most metropolitan and micropolitan areas do not show substantial differences in the owner CR-1 value and the store family CR-1 value, but differences are noted in this report, where relevant. In some U.S. regions, the family CR-1 is larger than the owner CR-1, suggesting that there is not a clear market share leader in the region. For example, Kroger owns the most market share (30%) of any owning entity in the Lynchburg, VA metro area, but the Wal-Mart family of food retail stores (Walmart Supercenter, Sam’s Club, Walmart Neighborhood Market) owns 31% of the region’s market share.
therefore inherently more concentrated, the Herfindahl Index is not as effective in highlighting differences in competitive environments among regions. 6 The presence of a larger market share for a family of stores vs. a single owner is not necessarily a good or bad circumstance; the percentage of market share is the most important indicator. However, some store families might be more willing to cannibalize their sales than others, thus altering stores’ effects on competition. In other words, some stores within the same family might not act like a tight oligopoly because they compete against each other in the same that another store would compete under different ownership.
3 METHODOLOGY
Using Trade Dimensions grocery retail data7 containing ownership information for all grocers, we calculated the market share for all grocery store owners within each geographic region, as defined by the U.S. Census Core Based Statistical Areas (CBSA).8 CBSAs must contain a core area with at least 10,000 inhabitants surrounded by adjacent communities (e.g., townships, boroughs, counties) having a high degree of economic and social integration with that core. CBSAs are categorized as either micropolitan or metropolitan statistical areas: a micropolitan statistical area must have at least one urban cluster of at least 10,000 but less than 50,000 inhabitants, while a metropolitan area must have at least one urbanized area of 50,000 or more inhabitants. For this analysis, we split metropolitan areas into two categories – major (at least 1 million inhabitants) and minor (fewer than 1 million inhabitants) – to accommodate differences in average market concentration between the two groups and to highlight larger regions with more name recognition. This report often refers to Micropolitan CBSAs as “micro” areas. Counties that are not part of a CBSA are considered rural counties, which are typically too sparsely populated to yield differentiation among owning entities’ market shares.
In addition to CBSAs, some of the tables in this report show results for eight custom regions within Virginia, as requested by VCC. The University of Virginia's Weldon Cooper Center for Public Service created these eight regions based on their cities and counties’ proximity, geography, demographic characteristics, and shared socioeconomic conditions, with the goal of providing a more accurate picture of how Virginia is changing. These regions consist of multiple counties and cities and are known as: Central, Eastern, Hampton Roads, Northern, Richmond, Southside, Southwest, and Valley.
Trade Dimensions defines supermarkets as full-line grocery stores with annual sales volume of $2 million or more, including conventional supermarkets, supercenters, wholesale clubs, limited assortment (e.g., Save A Lot, Aldi), and gourmet food stores (e.g., Whole Foods, Trader Joe’s). Note that this analysis focuses more on the actual owners as the unit of analysis and less on a store family (e.g., SuperValue, Wal Mart) or marketing group name (Save A Lot, Piggly Wiggly). As previously mentioned, store families should be accounted for when their CR-1 or CR-2 values are higher than the top two owners in a region, but in general, our focus on store owners is intended to create a more accurate measure of market share as it relates to competition.
For example, the owners of Save A Lot, Shoppers Food Warehouse, and Farm Fresh Supermarket all operate as part of the SuperValu family of grocery stores, which has 70 locations throughout Virginia. However, each of these owners has a distinct market share because it actively competes with stores owned by others, including its family members, yet avoids competing with its own stores. In other words, we assume that each affiliate behaves independently and rationally in a competitive marketplace.
Market shares are calculated by dividing each owner’s total sales (across all owned stores) by the specified region’s total grocery sales. We primarily use single-firm (CR- 1) and two-firm (CR-2) measures to characterize market structures for major metropolitan, minor metropolitan, micropolitan, and custom regions, though three-firm (CR-3) and four-firm (CR-4) are included for reference. TRF’s review of the literature suggests that the retail grocery industry is a natural oligopoly, thus we use market concentration measures to determine where each region fits along the continuum between a loose and
7 Trade Dimensions is a division of Nielsen formerly known as the Nielsen Media Corporation. 8 http://www.census.gov/population/metro/
4 a tight oligopoly, relative to the competitive climate among its nationwide peers. Peers are established within major and minor metropolitan areas and micropolitan areas. By comparing areas within these broad regional categories, we are able to observe relative differences among places that fall within appropriate population ranges.
RESEARCH RESULTS AND FINDINGS
Tables 1 through 3,below, and Table 4 in the Appendix show results for Virginia’s major metro, minor metro, micropolitan, and custom areas, respectively, along with results for their nationwide peers as a way to establish relativity in measures of competition. For brevity, we only show the top 10, middle 10, and bottom 10 regions within each category. As an example, Table 1 shows that Virginia’s major metro areas rank in the top half, nationwide, based on CR-1 values. The Virginia Beach metro area ranks 11th (out of 51) and metro Richmond ranks 12th in terms of their CR-1 competitive measures – in other words, their low single-firm concentration ratio indicates high levels of competition. Based on TRF’s experience with fresh food retail lending, regions with low levels of competition (tight oligopoly) can make market penetration difficult for local, regional, and/or smaller grocers that are not members of the oligopoly. Meanwhile, high levels of competition (loose oligopoly) suggest that market penetration would be less difficult for new grocers.
Low CR-1 = Loose Oligopoly = Competitive = Potential for easier market penetration High CR-1 = Tight Oligopoly = Uncompetitive = Potential for difficult market penetration
Major Metropolitan Areas in Virginia (Table 1)
While Food Lion (Delhaize America) owns the most market share in the Virginia Beach and Richmond metro areas, at 23% (CR-1) these areas have a loose oligopoly, thus they are highly competitive and favorable to VCC’s fresh food financing objectives Farm Fresh and Giant/Martin’s are the second largest market share owners in Virginia Beach and Richmond, respectively Giant owns 30% of market share in the Washington, DC metro area, while Safeway has the second highest share at 15%, suggesting that this region’s competitive measure is closer to the nationwide average (32%): an oligopoly that is neither tight, nor loose
Minor Metropolitan Areas in Virginia (Table 2)
Virginia has 8 minor metro areas with CR-1 values ranging from 22% to 49% o Charlottesville has a notably competitive (loose) oligopoly, while Harrisonburg, and Lynchburg are only slightly more competitive than the national average o The remaining five areas (Winchester, Blacksburg-Christiansburg-Radford, Kingsport- Bristol-Bristol, Danville, and Roanoke) are relatively tight oligopolies (less competitive than average), ranking in the bottom half of all micropolitan areas nationwide Market shares are predominantly owned by Food Lion (4 – Charlottesville, Harrisonburg, Lynchburg, and Danville) and Kroger (2 –Blacksburg and Roanoke)
5 o The other two areas (Winchester and Kingsport-Bristol) are predominantly owned by Giant/Martin’s and Food City Walmart owns the second largest market share in 6 of the 8 minor metro areas, with shares ranging from 18% in Danville and 23% in Roanoke to 27% in Blacksburg and 29% in Winchester o Lynchburg has a remarkably equal distribution, and a large amount, of market share owned by the top three entities: Kroger owns 30%, Food Lion has 29%, and the Wal- Mart family of stores owns 31% (Walmart Supercenter at 25% and Sam’s Club at 6%) o Kroger owns the second largest market share (17%) in metro Charlottesville, 4 percentage points behind Food Lion (21%)
Micropolitan Areas in Virginia (Table 3)
All of Virginia’s micropolitan areas are more competitive than the national micropolitan area average (CR-1 = 40%) with Staunton at 28%, Culpeper and Bluefield both at 29%, and Martinsville at 38% Plurality market shares in Virginia’s micropolitan areas are owned by Food Lion and Walmart, with Kroger owning the second largest share in three out of four micropolitan areas (Staunton, Bluefield, and Martinsville)
Custom Regions (Cities and Counties) in Virginia (Appendix Table 4)
Central: While some of the region’s cities and counties show competitive markets, many are highly uncompetitive; Food Lion owns the most market share, though Kroger tends to own a higher market share in the region’s cities Eastern: Markets in this region are notably uncompetitive and predominantly owned by Food Lion, with the exception of Essex and Lancaster counties (Walmart) Hampton Roads: With the exception of rural cities and counties, this region is highly competitive, with Food Lion owning the most market share, though SuperValu and Walmart own higher market shares in a handful of cities and counties Northern: Although Giant owns the most market share in all counties and nearly all cities (only the cities of Manassas Park, Fairfax, and Fredericksburg are not predominantly owned by Giant), this region has a highly competitive market in most areas Richmond: The region’s more rural cities and counties are uncompetitive and tend to be dominated by Food Lion; urban and suburban cities and counties are much more competitive, with market shares spread more evenly among Kroger, Martins, and the Wal-Mart family of stores Southside: This region is notably uncompetitive, as Food Lion and Walmart have substantial market shares in Southside cities and counties Southwest: Food City (operated by “K VA T Food Stores”) owns a dominant share of the market in the far southwestern cities and counties near Kentucky, making it rather uncompetitive; Walmart owns the largest market share in most other cities and towns, but not to an extent that prevents these areas from being more competitive Valley: With the exception of a few cities (e.g., Roanoke, Staunton, and Waynesboro), this region is very uncompetitive; market shares are heavily concentrated into Food Lion, Kroger, and Walmart, depending on which sub-regional cities and counties are under consideration
6 Table 1: Market Structure Analysis - Major Metropolitan Areas Vi rgi ni a Ma j or Metropol i ta n Area s vs . Top/Mi ddl e/Bottom 10 Peer Area s
CR-1 Store Ra nk Owner w/ Hi ghes t Owner w/ 2nd Hi ghes t Owner w/ 3rd Hi ghes t Owner w/ 4th Hi ghes t Fa mi l y Metro Area Na me (51) CR-1 Ma rket Sha re CR-2 Ma rket Sha re CR-3 Ma rket Sha re CR-4 Ma rket Sha re CR-1 Top Fa mi l y Vi rgi ni a Bea ch, VA-NC 11 22% Food Li on 40% Fa rm Fres h 54% Wa l ma rt Sprcntr 62% DECA Commi s s a ry 22% Del ha i ze Ameri ca Inc Ri chmond, VA 13 23% Food Li on 42% Gi a nt/Ma rti n's 59% Kroger 71% Wa l ma rt Sprcntr 23% Del ha i ze Ameri ca Inc Wa s hi ngton, DC-VA-MD-WV 31 30% Gi a nt 45% Sa fewa y 51% Cos tco 57% Shoppers 30% Ahol d USA Inc Nationwide Average 32% 46% 56% 63% 32% New York, NY-NJ-PA 1 12% Stop & Shop 19% Cos tco 26% Pa thma rk 31% A&P/Food Emp 12% Ahol d USA Ka ns a s Ci ty, MO-KS 2 15% Hy Vee 29% Hen Hous e/Pri ce Chop 43% Wa l ma rt Sprcntr 56% Cos enti no's 15% Hy Vee Food Los Angel es , CA 3 15% Ra l phs 26% Vons /Pa vi l i ons 37% Cos tco 45% SuperVa l u/Al berts ons /S 15% Kroger Phi l a del phi a , PA-NJ-DE-MD 4 15% SuperVa l u/Acme Ma rke 26% Gi a nt/Ma rti n's 32% Pa thma rk 36% Genua rdi Fa mi l y 15% SuperVa l u Da l l a s , TX 5 17% Wa l ma rt Sprcntr 35% Kroger 46% Tom Thumb 53% Al berts ons 17% Wa l ma rt Sprcntr La s Vega s , NV 6 21% Smi th's 38% SuperVa l u/Al berts ons /S 49% Wa l ma rt Sprcntr 57% Food 4 Les s 21% Kroger Sa cra mento, CA 7 21% Sa fewa y 36% Ra l ey's /Food Source 45% Bel Ai r 52% Cos tco 21% Sa fewa y Mi nnea pol i s , MN-WI 8 21% Cub 33% Ra i nbow 42% Super Ta rget 49% Sa ve A Lot (Jerrys ) 21% SuperVa l u Sa n Di ego, CA 9 21% Vons /Pa vi l i ons 35% SuperVa l u/Al berts ons /S 48% Cos tco 57% Ra l phs 21% Sa fewa y Bi rmi ngha m, AL 19 25% Wa l ma rt Sprcntr 41% Publ i x 52% Wi nn Di xi e 58% Sa m's Cl ub 25% Wa l ma rt Sprcntr Ba l ti more, MD 20 26% Gi a nt 38% Sa fewa y 45% Shoppers 49% Food Li on 26% Ahol d USA Detroi t, MI 21 27% Kroger 41% Mei j er 49% Cos tco 55% Wa l ma rt Sprcntr 27% Kroger Sea ttl e, WA 22 27% Sa fewa y 38% QFC 49% Cos tco 59% Fred Meyer 27% Sa fewa y Ri vers i de, CA 23 27% Sta ter Bros . 35% SuperVa l u/Al berts ons /S 43% Vons /Pa vi l i ons 50% Cos tco 27% Sta ter Bros . Cha rl otte, NC-SC 24 27% Ha rri s Teeter Inc 47% Food Li on 60% Wa l ma rt Sprcntr 71% BI-LO 27% Ruddi ck Sa l t La ke Ci ty, UT 25 27% Smi th's 39% Wa l ma rt Sprcntr 49% Fres h 59% Ha rmons 27% Kroger St. Loui s , MO-I L 26 29% Schnuck 44% Shop N Sa ve 56% Wa l ma rt Sprcntr 67% Di erbergs 29% Schnuck Sa n Jos e, CA 27 29% Sa fewa y 45% Cos tco 53% Lucky 60% Tra der Joe's 29% Sa fewa y Chi ca go, IL-I N-WI 28 30% SuperVa l u/Jewel Os co/ 38% Domi ni ck's 45% Cos tco 49% Stra ck & Va n Ti l 30% SuperVa l u Ta mpa , FL 42 40% Publ i x 52% Sweetba y 63% Wa l ma rt Sprcntr 70% Wi nn Di xi e 40% Publ i x Provi dence, RI-MA 43 41% Stop & Shop 56% SuperVa l u/Sha ws Super 62% Pri ce Ri te 66% Wa l ma rt Sprcntr 41% Ahol d USA Memphi s , TN-MS-AR 44 43% Kroger 57% Wa l ma rt Sprcntr 63% Sa m's Cl ub 67% Cos tco 43% Kroger Mi a mi , FL 45 47% Publ i x 59% Wi nn Di xi e 65% Wa l ma rt Sprcntr 69% Cos tco 47% Publ i x Roches ter, NY 46 48% Wegma ns 64% Tops 74% Wa l ma rt Sprcntr 79% BJs Whol es a l e 48% Wegma ns Mi l wa ukee, WI 47 49% Roundy's 56% Wa l ma rt Sprcntr 60% Sa m's Cl ub 63% Wa l greens Co 49% Roundy's Loui s vi l l e, KY-I N 48 53% Kroger 64% Wa l ma rt Sprcntr 69% Mei j er 73% Sa m's Cl ub 53% Kroger Ci nci nna ti , OH-KY-I N 49 58% Kroger 67% Wa l ma rt Sprcntr 73% Mei j er 77% Remkes 58% Kroger Aus ti n, TX 50 61% H-E-B 70% Wa l ma rt Sprcntr 78% Ra nda l l s 82% Sa m's Cl ub 61% H-E-B Sa n Antoni o, TX 51 63% H-E-B 76% Wa l ma rt Sprcntr 81% Sa m's Cl ub 84% DECA Commi s s a ry 63% H-E-B Source: TRF, 2014; Trade Dimensions, 2013
7 Table 2: Market Structure Analysis - Minor Metropolitan Areas Fl ori da Mi nor Metropol i ta n Area s vs . Top/Mi ddl e/Bottom 10 Peer Area s CR-1 Owner w/ 2nd Owner w/ 3rd Hi Owner w/ 4th Store Ra nk Owner w/ Hi ghes t Hi ghes t Ma rket ghes t Ma rket Hi ghes t Ma rket Fa mi l y Area Na me (315) CR-1 Ma rket Sha re CR-2 Sha re CR-3 Sha re CR-4 Sha re CR-1 Top Fa mi l y Cha rl ottes vi l l e, VA 37 22% Food Li on 39% Kroger 53% Ha rri s Teeter Inc 66% Gi a nt 22% Del ha i ze Ameri ca In Ha rri s onburg, VA 142 30% Food Li on 51% Wa l ma rt Sprcntr 65% Cos tco 76% Gi a nt/Ma rti n's 30% Del ha i ze Ameri ca In Lynchburg, VA 149 30% Food Li on 59% Kroger 82% Wa l ma rt Sprcntr 88% Sa m's Cl ub 30% Del ha i ze Ameri ca In Wi nches ter, VA-WV 201 35% Gi a nt/Ma rti n's 60% Wa l ma rt Sprcntr 80% Food Li on 90% Cos tco 35% Ahol d USA Inc Bl a cks burg, VA 205 35% Kroger 59% Wa l ma rt Sprcntr 79% Food Li on 86% Wa des 35% Kroger Co/HQ Ki ngs port, TN-VA 271 44% Food Ci ty 64% Wa l ma rt Sprcntr 74% Kroger 78% Food Li on 44% K VA T Food Stores I Da nvi l l e, VA 274 44% Food Li on 61% Wa l ma rt Sprcntr 72% Sa m's Cl ub 79% Ol d Dutch 44% Del ha i ze Ameri ca In Roa noke, VA 293 49% Kroger 65% Wa l ma rt Sprcntr 81% Food Li on 88% Sa m's Cl ub 49% Kroger Co/HQ Nationwide Average 33% 52% 65% 74% 33% Scra nton, PA 1 14% Wei s 27% Wa l ma rt Sprcntr 39% Pri ce Chopper 49% Gerri tys 14% Wei s Ma rkets Inc H Medford, OR 2 16% SuperVa l u/Al berts o 30% Sherms Thunderbi r 45% Sa fewa y 55% C & K 16% SuperVa l u Inc/HQ Reno-Spa rks , NV 3 16% Ra l eys Neva da 32% Wa l ma rt Sprcntr 48% Scol a ri s 58% Sa ve Ma rt 16% Ra l eys Superma rket Cha rl es ton, SC 4 16% Publ i x 32% Wa l ma rt Sprcntr 46% BI-LO 59% Pi ggl y Wi ggl y 16% Publ i x Super Mkts In Stockton, CA 5 16% Sa ve Ma rt 32% Sa fewa y 46% PAQ 58% Cos tco 16% Sa ve Ma rt Superma r Worces ter, MA 6 17% Stop & Shop 29% SuperVa l u/Sha ws S 42% Ha nna ford 53% Pri ce Chopper 17% Ahol d USA Inc Ba kers fi el d, CA 7 17% SuperVa l u/Al berts o 28% Vons /Pa vi l i ons 37% Food Ma xx 43% Wa l ma rt Sprcntr 17% SuperVa l u Inc/HQ Kennewi ck, WA 8 17% Wa l ma rt Sprcntr 35% SuperVa l u/Al berts o 51% Wi nCo Foods /Sea t 59% Fred Meyer 17% Wa l Ma rt Stores /HQ Poca tel l o, ID 9 18% Cos tco 34% Wa l ma rt Sprcntr 48% Wi nCo Foods /Boi s 61% Fred Meyer 18% Cos tco Cos Inc Fres no, CA 10 18% Sa ve Ma rt 27% Vons /Pa vi l i ons 37% Food Ma xx 46% Wi nCo Foods /Sa cra 18% Sa ve Ma rt Superma r Spri ngfi el d, MO 154 31% Wa l ma rt Sprcntr 51% Ra mey/Pri ce Cutter 64% Sa m's Cl ub 74% Gerbes /Ba ker's 31% Wa l Ma rt Stores /HQ Ca rs on Ci ty, NV 155 31% Sa ve Ma rt 50% Wa l ma rt Sprcntr 66% Ra l eys Neva da 81% Smi th's 31% Sa ve Ma rt Superma r Mi dl a nd, TX 156 31% H-E-B 57% Al berts ons 79% Wa l ma rt Sprcntr 88% Sa m's Cl ub 31% H E Butt Grocery Co/ La fa yette, IN 157 31% Kroger 53% Wa l ma rt Sprcntr 64% Ma rs h/Ma i nSt 72% Mei j er 31% Kroger Co/HQ Lewi s ton, ID-WA 158 31% SuperVa l u/Al berts o 49% Cos tco 65% Wa l ma rt Sprcntr 75% Sa fewa y 31% SuperVa l u Inc/HQ Pi tts fi el d, MA 159 31% Pri ce Chopper 55% Bi g Y/Fres h Acres 78% Stop & Shop 84% BJs Whol es a l e 31% Gol ub Corp/HQ Cha tta nooga , TN-GA 160 31% BI-LO 56% Wa l ma rt Sprcntr 64% Food Li on 69% Publ i x 31% Lone Sta r Funds Ol ympi a , WA 161 31% Sa fewa y 42% Cos tco 53% Wa l ma rt Sprcntr 61% SuperVa l u/Al berts o 31% Sa fewa y Inc/HQ Spri ngfi el d, MA 162 31% Bi g Y/Fres h Acres 62% Stop & Shop 67% Pri ce Ri te 71% Cos tco 31% Bi g Y Foods Inc Jones boro, AR 163 31% Wa l ma rt Sprcntr 47% Kroger 60% Sa m's Cl ub 68% Town & untry 31% Wa l Ma rt Stores /HQ Spri ngfi el d, OH 307 56% Kroger 71% Wa l ma rt Sprcntr 78% Mei j er 83% IGA/Sa veALot 56% Kroger Co/HQ Wa co, TX 308 57% H-E-B 77% Wa l ma rt Sprcntr 86% Sa m's Cl ub 89% Brooks hi re Bros 57% H E Butt Grocery Co/ Vi ctori a , TX 309 57% H-E-B 78% Wa l ma rt Sprcntr 88% Sa m's Cl ub 91% Sa ve-A-Lot 57% H E Butt Grocery Co/ Browns vi l l e, TX 310 58% H-E-B 77% Wa l ma rt Sprcntr 83% Sa m's Cl ub 86% A & V Lopez 58% H E Butt Grocery Co/ Ga i nes vi l l e, FL 311 58% Publ i x 68% Wi nn Di xi e 75% Sa m's Cl ub 81% Hi tchcock & Sons 58% Publ i x Super Mkts In Ba rns ta bl e Town, MA 312 59% Stop & Shop 76% SuperVa l u/Sha ws S 79% Roche Brothers 82% BJs Whol es a l e 59% Ahol d USA Inc McAl l en, TX 313 63% H-E-B 82% Wa l ma rt Sprcntr 88% Sa m's Cl ub 90% Juni ors 63% H E Butt Grocery Co/ Corpus Chri s ti , TX 314 65% H-E-B 85% Wa l ma rt Sprcntr 91% Sa m's Cl ub 92% Independent_49888 65% H E Butt Grocery Co/ St. Cl oud, MN 315 68% Coborns 79% Wa l ma rt Sprcntr 86% Sa m's Cl ub 89% Tea l s 68% Coborns Inc HQ La redo, TX 316 70% H-E-B 81% Sa m's Cl ub 90% Wa l ma rt Sprcntr 93% Super S 70% H E Butt Grocery Co/ Source: TRF, 2014; Trade Dimensions, 2013
8 Table 3: Market Structure Analysis - Micropolitan Areas
Fl ori da Mi cropol i ta n Area s vs . Top/Mi ddl e/Bottom 10 Peer Area s CR-1 Owner w/ 2nd Owner w/ 3rd Owner w/ 4th Store Ra nk Owner w/ Hi ghes t Hi ghes t Ma rket Hi ghes t Ma rket Hi ghes t Ma rket Fa mi l y Area Na me (576) CR-1 Ma rket Sha re CR-2 Sha re CR-3 Sha re CR-4 Sha re CR-1 Top Fa mi l y Sta unton, VA 64 28% Food Li on 50% Kroger 71% Wa l ma rt Sprcntr 86% Gi a nt/Ma rti n's 28% Del ha i ze Ameri ca In Cul peper, VA 71 29% Wa l ma rt Sprcntr 52% Gi a nt/Ma rti n's 71% Food Li on 80% Sa fewa y 29% Wa l Ma rt Stores /HQ Bl uefi el d, WV-VA 87 29% Wa l ma rt Sprcntr 49% Kroger 63% Gra nts 74% Food Ci ty 29% Wa l Ma rt Stores /HQ Ma rti ns vi l l e, VA 246 38% Food Li on 59% Kroger 77% Wa l ma rt Sprcntr 81% Sa ve A Lot (Buehl er) 38% Del ha i ze Ameri ca In Nationwide Average 41% 66% 79% 86% 41% Tra vers e Ci ty, MI 1 16% Toms 30% Mei j er 43% Spa rta n 53% Sa m's Cl ub 16% Toms Food Ma rkets Al l ega n, MI 2 18% Ha rdi ng's 35% Mei j er 52% Spa rta n 64% Wa l ma rt Sprcntr 18% Ha rdi ng Fri endl y Ma La Gra nge, GA 3 18% Kroger 36% Wa l ma rt Sprcntr 53% Pi ggl y Wi ggl y 64% Food Depot 18% Kroger Co/HQ Owos s o, MI 4 18% Kroger 36% Mei j er 51% Wa l ma rt Sprcntr 64% VG's Center 18% Kroger Co/HQ Ora ngeburg, SC 5 19% BI-LO 36% Wa l ma rt Sprcntr 48% Pi ggl y Wi ggl y 59% Rei d's 19% Lone Sta r Funds Twi n Fa l l s , ID 6 19% Wa l ma rt Sprcntr 33% Wi nCo Foods /Boi s 45% Cos tco 57% Ri dl ey's 19% Wa l Ma rt Stores /HQ As hta bul a , OH 7 19% Wa l ma rt Sprcntr 38% Independent_6159 55% Gi a nt Ea gl e 62% Independent_60578 19% Wa l Ma rt Stores /HQ Bea ver Da m, WI 8 20% Wa l ma rt Sprcntr 34% Independent_6076 47% Independent_4430 59% Independent_23795 20% Wa l Ma rt Stores /HQ Ga rdnervi l l e Ra nchos , 9 21% Wa l ma rt Sprcntr 40% Cos tco 56% Ra l eys Neva da 68% Sa fewa y 21% Wa l Ma rt Stores /HQ Kl a ma th Fa l l s , OR 10 21% Wa l ma rt Sprcntr 41% SuperVa l u/Al berts o 60% Sa fewa y 73% Fred Meyer 21% Wa l Ma rt Stores /HQ Brooki ngs , OR 284 39% Fred Meyer 76% C & K 84% McKa ys 88% Grocery Outl et 39% Kroger Co/HQ Mount Sterl i ng, KY 285 39% Kroger 73% Wa l ma rt Sprcntr 80% Independent_2417 85% Independent_46681 39% Kroger Co/HQ Fa l l on, NV 286 39% Wa l ma rt Sprcntr 66% Sa fewa y 89% Ra l eys Neva da 97% DECA Commi s s a ry 39% Wa l Ma rt Stores /HQ Na tchi toches , LA 287 40% Brooks hi re's 77% Wa l ma rt Sprcntr 84% Independent_7362 89% Kenya n Enterpri s es 40% Brooks hi re Grocery Gra nts , NM 288 40% Wa l ma rt Sprcntr 68% Smi th's 89% J H B 100% Independent_59368 40% Wa l Ma rt Stores /HQ La ra mi e, WY 289 40% Sa fewa y 71% SuperVa l u/Al berts o 100% Wa l ma rt Sprcntr 100% NA 40% Sa fewa y Inc/HQ Fort Ma di s on-Keokuk, I 290 40% Hy Vee 62% Wa l ma rt Sprcntr 79% Ni ema nn 87% Al di 40% Hy Vee Food Stores I Pri nevi l l e, OR 291 40% C & K 62% Eri cks ons Sentry 78% Grocery Outl et 93% Independent_62076 40% C & K Ma rkets Inc Ta l l a dega -Syl a ca uga , A 292 40% Wa l ma rt Sprcntr 54% Pi ggl y Wi ggl y 66% Wi nn Di xi e 75% Independent_23706 40% Wa l Ma rt Stores /HQ Ga l es burg, IL 293 40% Hy Vee 59% Wa l ma rt Sprcntr 76% Ni ema nn 80% Independent_960 40% Hy Vee Food Stores I DeRi dder, LA 568 70% Wa l ma rt Sprcntr 98% Brooks hi re Bros 100% Wa l greens Co 100% Independent_53260 70% Wa l Ma rt Stores /HQ Ra ymondvi l l e, TX 569 71% H-E-B 100% Wa l ma rt Sprcntr 100% NA 100% NA 71% H E Butt Grocery Co/ Sterl i ng, CO 570 72% Wa l ma rt Sprcntr 90% Spa rta nNa s h 97% Independent_5678 100% Wa l greens Co 72% Wa l Ma rt Stores /HQ Kodi a k, AK 571 72% Sa fewa y 88% Al a s ka Commerci a l 96% DECA Commi s s a ry 100% Independent_73209 72% Sa fewa y Inc/HQ Ma rbl e Fa l l s , TX 572 72% H-E-B 95% Wa l ma rt Sprcntr 98% Independent_933 100% Wa l greens Co 72% H E Butt Grocery Co/ Bi s hop, CA 573 73% Vons /Pa vi l i ons 80% Independent_5690 86% Sma rt & Fi na l 92% Independent_56197 73% Sa fewa y Inc/HQ Los Al a mos , NM 574 90% Smi th's 100% Independent_7439 100% NA 100% NA 90% Kroger Co/HQ Snyder, TX 575 97% Uni ted 100% CVS Area 4 100% NA 100% NA 97% Uni ted Superma rket Pecos , TX 576.5 100% Fenn 100% NA 100% NA 100% NA 100% Fenn Foods Inc Andrews , TX 576.5 100% Thri ftwa y 100% NA 100% NA 100% NA 100% Thri ftwa y Source: TRF, 2014; Trade Dimensions, 2013
SELECTING TARGETED REGIONS for FRESH FOOD RETAIL INTERVENTION
This section evaluates the potential for Virginia’s metropolitan and micropolitan areas to serve as targeted fresh food lending areas for VCC. The objective is to assess each region’s measures of competition and inequitable access, with particular attention to regions with a disproportionate share of Limited Supermarket Access (LSA) residents living in low-income, minority communities.9 Tables 1
9 TRF’s 2014 LSA Analysis identifies communities in which residents have inequitable access to full-service retail grocers. LSA Areas and their characteristics can be analyzed at www.policymap.com.
9 through 3 (above) and Appendix Table 4 show regional measures of competition for major metro, minor metro, micropolitan, and custom regions, respectively. Tables 5, 6, and 7 (below) show relevant LSA data for each CBSA region and help draw connections between market structure and the food access problem, with particular attention to disproportionate effects on low-income communities, as well as minority populations. This section complements TRF’s summary of Virginia’s LSA Areas.
With the exception of a few minor metro areas, Virginia’s regions exhibit relatively competitive conditions, which bodes well for VCC’s efforts to create more equitable access to healthy food retailers via their financing program. Even in regions with less competitive markets (tight oligopolies), market share concentration measures, alone, should not dissuade VCC from attempting to address food access problems. Instead, these results serve as a precautionary reminder and provide VCC with information that can be used to tailor each region’s strategy so as to maximize their program’s ability to finance viable fresh food retailers in underserved, low-income communities.
For example, while providing LSA Analysis training to CDFIs as part of OFN’s HFFI technical assistance program, TRF noticed that many CDFIs adopted a strategy to expand existing stores, as opposed to constructing new ones. This decision was not always based on a perceived level of competition, but several CDFIs specifically cited the presence of dominant supermarket chains as a cause for concern. Expanding a smaller, limited-service store (such as a superette) into a full-service store has the same impact on food access, yet requires much less financial risk on behalf of the CDFI. Also, because the limited-service stores in LSA areas tend to be isolated from full-service competitors, their expansion into full-service scale is less likely to put them in direct competition with large members of a region’s oligopoly. Lastly, smaller grocery stores tend to be owned and operated by local residents, thus adding a small business development component to VCC’s fresh food financing program.
In regions with tight oligopolies (uncompetitive markets), VCC should use PolicyMap to identify LSA areas that are near to or even contain limited-service grocers that can be expanded into full service stores, especially when the nearest market share leader (owner with the highest CR-1 value) is considerably far away, thus mitigating the effects of a tight oligopoly on a store’s potential to compete.
Note that in Tables 5, 6, and 7 the columns labeled Low-Income Area Ratio and Minority Race/ Ethnicity Ratio use a color ramp to illustrate high (red), moderate (yellow), and low (green) values among Virginia’s regions. The intent is to help readers quickly identify which areas’ low-income or minority populations are overrepresented in LSA areas – in other words, regions where low-income or minority populations constitute a larger share of the LSA population than the general population.
10 Major Metropolitan Areas
Table 5: LSA Figures for Virginia's Major Metropolitan Areas Sorted i n Des cendi ng Order by Popul a ti on i n LSA Area s
% of % of LSA Low- Minority Total % of Gen Population Pop in Income Race/ Population Pop in Pop in in LSA Low Inc Area Ethnicity (2010) LSA Low Inc Area Ratio* Ratio** Area Name Area Wa s hi ngton, DC-VA-MD-WV 5,582,170 407,283 7% 45% 29% 1.5 1.2 Ri chmond, VA 1,258,251 81,116 6% 55% 29% 1.9 1.4 Vi rgi ni a Bea ch, VA-NC 1,671,683 74,713 4% 40% 29% 1.4 1.5 US Ma j or Metro Avera ge 3,304,391 237,234 7% 40% 30% 1.3 1.3 Vi rgi na (s ta tewi de) 8,001,024 364,087 5% 33% 25% 1.3 1.2 Na ti on 306,675,006 20,102,395 7% 36% 29% 1.2 1.2 Sources: TRF, 2014; Trade Dimensions, 2013 * Low-Income Area Ra tios a re ca lcula ted by dividing the % of LSA res idents living in low-income communities by the metro a rea 's % of a ll res idents living in s uch communities . ** Minority Ra ce/Ethnicity Ra tios a re ca lcula ted by dividing the % of minority res idents living in LSA a rea s by the overa ll metro a rea 's % of minority res idents .
Washington, DC Metropolitan Area The Washington metro area exhibits competitive measures just below the nationwide average for all major metro areas (CR-1 = 30% vs. 32% national average). More importantly, 45% of DC’s LSA residents live in low-income communities, compared to only 29% of the region’s general population. In other words, LSA residents are 1.5 times as likely to live in low-income areas compared to the general population, meaning the region’s food access problem disproportionately affects low-income populations.10 Food access in DC metro more likely to be a problem for minorities, but no more than the nationwide average.
DC metro’s average competitive measures and the tendency for its food access problem to disproportionately affect low-income communities make this region a candidate for food access intervention. However, given the area’s vast geographic expanse, VCC is advised to carefully inspect LSA areas using PolicyMap to make sure prospective grocers’ locations represent targeted areas based on the organization’s mission.
Richmond Metropolitan Area The Richmond metro area is highly competitive compared to the nation’s major metro area average (CR- 1 = 23% vs. 32% national average). More importantly, 55% of Richmond’s LSA residents live in low- income communities, compared to only 29% of the region’s general population living in low-income communities. In other words, LSA residents are twice as likely to live in low-income areas compared to the general population, meaning the region’s food access problem disproportionately affects low-
10 “Low-income” in this analysis is defined as a median household income that is at or below 80% of the metropolitan area median income (AMI); for non-metro areas, the calculation is 80% of the median household income for all non-metro areas within the same state.
11 income populations. Food access in Richmond is also much more likely to be a problem for minorities, where their share of the LSA population is 1.6 times their share of the general population.
Richmond’s favorable level of competition and the tendency for its food access problem to disproportionately affect low-income, minority communities make this region a strong candidate for food access intervention.
Virginia Beach-Norfolk-Newport News, VA Metro Area The Virginia Beach metro area is also a relatively competitive market compared to the nation’s major metro area average (CR-1 = 22% vs. 32% national average). While not as severe as in the Richmond metro area, Virginia Beach metro’s food access problem disproportionately affects low-income and minority populations. Low-income residents comprise 40% of all LSA residents, yet only 29% of the general population. Similarly, minority populations’ share of the LSA population is 1.5 times their share of the general population.
Virginia Beach metro’s favorable level of competition and the tendency for its food access problem to disproportionately affect low-income, minority communities make this region a strong candidate for food access intervention. In light of the metro area’s vast geographic expanse, VCC should use PolicyMap to identify specific communities in which its healthy food financing program can increase access.
Minor Metropolitan Areas
Table 6: LSA Figures for Virginia's Minor Metropolitan Areas Sorted i n Des cendi ng Order by Popul a ti on i n LSA Area s
% of % of LSA Low- Minority Total % of Gen Population Pop in Income Race/ Population Pop in Pop in in LSA Low Inc Area Ethnicity (2010) LSA Low Inc Area Ratio* Ratio** Area Name Area Ki ngs port, TN-VA 309,544 19,428 6% 13% 25% 0.5 0.5 Roa noke, VA 308,707 10,756 3% 63% 26% 2.4 1.5 Wi nches ter, VA-WV 128,472 10,657 8% 57% 33% 1.8 0.3 Lynchburg, VA 252,634 10,586 4% 6% 23% 0.3 0.2 Da nvi l l e, VA 106,561 5,939 6% 0% NA 0.0 0.6 Ha rri s onburg, VA 125,228 2,621 2% 52% 28% 1.9 0.2 US Mi nor Metro Avera ge 326,988 23,873 7% 35% 28% 1.3 1.2 Vi rgi na (s ta tewi de) 8,001,024 364,087 5% 33% 25% 1.3 1.2 Na ti on 306,675,006 20,102,395 7% 36% 29% 1.2 1.2 Sources: TRF, 2014; Trade Dimensions, 2013
* Low-Income Area Ra tios a re ca lcula ted by dividing the % of LSA res idents living in low-income communities by the metro a rea 's % of a ll res idents living in s uch communities . ** Minority Ra ce/Ethnicity Ra tios a re ca lcula ted by dividing the % of minority res idents living in LSA a rea s by the overa ll metro a rea 's % of minority res idents .
12 11 Roanoke, VA Metro Area The Roanoke metro area contains a highly uncompetitive food retail market in which Kroger owns 49% of market share and the Walmart family of stores owns 23%. Although these indicators suggest the potential for difficult market penetration y new grocers, Metro Roanoke’s food access problem makes the case for intervention, as it disproportionately affects low-income and minority populations. Low- income residents constitute 63% of LSA residents compared to 26% of the general population. It is worth noting that some of the low-income populations could represent college students. As a result, VCC should carefully consider prospective store locations to make sure the targeted low-income populations are in line with the organization’s mission. Also, minority populations exhibit a share of the LSA population that is 1.5 times their share of the general population, highlighting disproportionate effects of limited food access.
Given such disproportionate effects on low-income and minority populations, Metro Roanoke stands out as a candidate for food access intervention. However, the region’s uncompetitive food retail market indicates that VCC should take a cautious approach to its financing and consider a preservation and/or expansion strategy for existing grocers, both full- and limited-service. VCC should use PolicyMap to identify LSA areas that are near to or even contain limited-service grocers that can be expanded into full service stores, especially when the nearest Kroger or Wal Mart-owned store is considerably far away (thus mitigating the effects of a tight oligopoly).
12 Winchester, VA-WV Metro Area The Winchester metro area’s market shares are slightly more concentrated (i.e., less competitive, tighter oligopoly) than average (CR-1 = 35% vs. 33% national average), with Giant leading the pack and Walmart following with 24%. This region also shows considerable food access disparity based on income, with low-income residents comprising 57% of LSA residents compared to 33% of the general population; nearly twice the rate. Minority populations are actually underrepresented in LSA areas compared to their share of the general population.
Metro Winchester’s tendency for its food access problem to disproportionately affect low-income populations makes this region a strong candidate for food access intervention. However, the region’s below-average level of competition should be considered when determining the mix of new construction versus the preservation and expansion of existing stores. VCC should avoid financing new stores within or near the trade areas of Giant and Wal Mart-owned stores as a way to avoid the effects of a less competitive environment.
Lynchburg, VA Metro Area The Lynchburg metro area’s food retail industry is notably uncompetitive, despite its somewhat favorable CR-1 value of 30% versus the national average of 33%. The reason is that while Food Lion leads the market at 30% and Kroger is a close second at 29%, the Wal-Mart family of stores also owns 29% of market share. In other words, nearly 90% of metro Lynchburg’s market share is owned by only three retailers.
11 Roanoke metro includes the following cities/counties: Botetourt County, VA (51023); Craig County, VA (51045); Franklin County, VA (51067); Roanoke County, VA (51161); Roanoke city, VA (51770); Salem city, VA (51775). 12 Winchester metro includes the following cities/counties: Frederick County, VA (51069); Winchester city, VA (51840); Hampshire County, WV (54027).
13 Low-income and minority populations are much less likely to live in Lynchburg’s LSA areas. Given the underrepresentation of low-income and minority populations in metro Lynchburg’s LSA areas, and the uncompetitive market (tight oligopoly), VCC is apt to face substantial challenges implementing its fresh food financing program in this region.
Harrisonburg, VA Metro Area Metro Harrisonburg does not contain enough LSA residents to justify healthy food access intervention, with the possible exception of smaller-scale expansion projects for limited-service and smaller full- service grocers.
Kingsport-Bristol-Bristol, TN-VA Metro Area The Kingsport metro area is primarily located in Tennessee, though its northern boundary extends into Virginia. Given metro Kingsport’s uncompetitive market, with Food City owning 44%, coupled with the fact that low-income and minority populations are much less likely to live in LSA areas, VCC is apt to face substantial challenges implementing its fresh food financing program in this region.
Metropolitan Areas without LSA Residents The following metro areas do not contain any LSA areas:
Charlottesville, VA Blacksburg-Christiansburg-Radford, VA
Micropolitan Areas
Table 7: LSA Figures for Virginia's Micropolitan Areas Sorted i n Des cendi ng Order by Popul a ti on i n LSA Area s
% of % of LSA Low- Minority Total % of Gen Population Pop in Income Race/ Population Pop in Pop in in LSA Low Inc Area Ethnicity (2010) LSA Low Inc Area Ratio* Ratio** Area Name Area Cul peper, VA 46,689 6,649 14% 0% NA 0.0 0.3 Sta unton-Wa ynes boro, VA 118,502 5,665 5% 16% 26% 0.6 0.6 US Mi cropol i ta n Avera ge 63,184 6,604 11% 19% 25% 0.7 0.8 Vi rgi na (s ta tewi de) 8,001,024 364,087 5% 33% 25% 1.3 1.2 Na ti on 306,675,006 20,102,395 7% 36% 29% 1.2 1.2 Sources: TRF, 2014; Trade Dimensions, 2013 * Low-Income Area Ra tios a re ca lcula ted by dividing the % of LSA res idents living in low-income communities by the micropolita n a rea 's % of a ll res idents living in s uch communities . ** Minority Ra ce/Ethnicity Ra tios a re ca lcula ted by dividing the % of minority res idents living in LSA a rea s by the overa ll micropolita n a rea 's % of minority res idents .
Culpeper Micropolitan Area The Culpeper micropolitan area is highly competitive in relation to its peers (CR-1 = 29% vs. 41% national average), with Walmart (29%) and Giant (23%) owning the top two market shares. However, none of Culpeper’s LSA residents live in low-income areas, and minority residents are less likely to live in LSA
14 areas. As a result, VCC should consider a preservation and expansion strategy in these regions’ low- income communities, but avoid projects that would require a newly constructed grocery store.
Staunton-Waynesboro, VA Micropolitan Area The Staunton-Waynesboro micropolitan area’s food retail industry is highly competitive, with Food Lion owning 28% (compared to 41% national average CR-1) and Walmart owning 22%. However, low-income and minority populations are much less likely to live in LSA areas. Given the minimal representation of low-income and minority populations in metro Staunton, VCC should consider a preservation and expansion strategy in these regions’ low-income communities, but avoid projects that would require a newly constructed grocery store.
Martinsville, VA and Bluefield, WV-VA Micropolitan Areas The Martinsville and Bluefield micropolitan areas do not contain any LSA areas. VCC should consider a preservation and expansion strategy in these regions’ low-income communities, but avoid projects that would require a newly constructed grocery store.
Non-CBSA Cities/Counties
Cumberland County In Cumberland County, which is not part of a CBSA, 55% of residents (5,529 out of 10,052) live in LSA areas; and 75% of the county’s LSA residents live in low-income communities. Given that Cumberland County’s food access problem disproportionately affects low-income populations, VCC should explore opportunities to financing a new store within the county or perhaps to work with the Dollar General in Cumberland, VA to expand their fresh food offerings. Another option would be to expand Bryant’s Grocery in New Canton, VA, which is a few miles west of the county border – Bryant’s is currently a superette, but could be expanded into a full-service store as a way to eliminate portions of Cumberland County’s LSA area.
Buchanan County Buchanan County’s entire LSA population (100%) lives in a low-income area. Because Buchanan County contains a portion of a larger LSA area extending into West Virginia, VCC should explore options for financing a new store near the West Virginia border as a way to serve the county’s LSA population, while also drawing shoppers from West Virginia that would make the store more viable.
15 Table 4: Market Structure Analysis - VCC/UVA Custom Regions Owner w/ 2nd Owner w/ 3rd Owner w/ 4th Store VCC/UVA Custom Annual Food Owner w/ Highest Highest Market Highest Market Highest Market Family Region Name County Name Sales CR-1 Market Share CR-2 Share CR-3 Share CR-4 Share CR-1 Family Name Central Albemarle 211,801,342 0.2414 Food Lion 0.4237 Giant 0.5983 Sam's Club 0.7560 Harris Teeter Inc 0.2414 Delhaize America Inc Central Amherst 41,903,716 0.5230 Food Lion 0.9277 Walmart Sprcntr 0.9681 CVS Area 3 1.0000 Independent 0.523 Delhaize America Inc Central Appomattox 22,305,863 0.4678 Kroger 0.7895 Walmart Sprcntr 0.9766 Food Lion 1.0000 CVS Area 3 0.4678 Kroger Co/HQ Central Bedford 64,861,797 0.3700 Food Lion 0.6757 Kroger 0.9171 Walmart Sprcntr 0.9621 Independent 0.37 Delhaize America Inc Central Bedford 13,576,574 0.6149 Food Lion 0.8301 Independent 0.9262 CVS Area 3 1.0000 Independent 0.6149 Delhaize America Inc Central Campbell 86,812,853 0.3967 Food Lion 0.7212 Kroger 0.8414 Walmart Sprcntr 0.8895 Food City 0.3967 Delhaize America Inc Central Charlottesville 166,143,459 0.2952 Kroger 0.4711 Harris Teeter Inc 0.5779 Giant 0.6846 Whole 0.2952 Kroger Co/HQ Central Culpeper 86,270,207 0.2873 Walmart Sprcntr 0.5171 Giant/Martin's 0.7107 Food Lion 0.7953 Safeway 0.2873 Wal Mart Stores/HQ Central Fluvanna 22,749,371 0.7339 Food Lion 0.8624 Independent 0.9541 Independent 1.0000 CVS Area 3 0.7339 Delhaize America Inc Central Greene 25,332,155 0.4634 Walmart Sprcntr 0.8754 Food Lion 0.9743 Independent 1.0000 CVS Area 3 0.4634 Wal Mart Stores/HQ Central Louisa 49,412,052 0.5069 Food Lion 0.8237 Walmart Sprcntr 0.8997 Farmer 0.9419 Independent 0.5069 Delhaize America Inc Central Lynchburg 151,810,311 0.3368 Kroger 0.5946 Walmart Sprcntr 0.7431 Food Lion 0.8814 Sam's Club 0.3961 Wal Mart Stores/HQ Central Madison 10,978,137 0.8555 Food Lion 1.0000 Independent 1.0000 1.0000 0.8555 Delhaize America Inc Central Nelson 15,976,737 0.5225 Food Lion 0.7054 Independent 0.8622 Independent 0.9275 Independent 0.5225 Delhaize America Inc Central Orange 38,480,875 0.5966 Food Lion 0.9492 Food Lion 1.0000 CVS Area 3 1.0000 0.9492 Delhaize America Inc Central Rappahannock 4,090,713 0.6122 Independent 1.0000 Independent 1.0000 1.0000 0.6122 Independent_75055 Eastern Accomack 47,351,042 0.4628 Food Lion 0.7107 Walmart Sprcntr 0.8685 Camellia 0.9567 Independent 0.4628 Delhaize America Inc Eastern Essex 25,180,841 0.6216 Walmart Sprcntr 0.9532 Food Lion 0.9896 Independent 1.0000 Rite Aid Southern Region0.6216 71 Wal Mart Stores/HQ Eastern King and Queen 2,671,486 0.6250 Independent 1.0000 Independent 1.0000 1.0000 0.625 Independent_70027 Eastern King William 24,022,501 0.9123 Food Lion 0.9783 Independent 1.0000 Rite Aid Southern Region1.0000 71 0.9123 Delhaize America Inc Eastern Lancaster 31,374,305 0.3326 Independent 0.6652 Walmart Sprcntr 0.8981 Food Lion 0.9313 Independent 0.3326 Wal Mart Stores/HQ Eastern Middlesex 19,618,724 0.4787 Food Lion 0.7447 Independent 0.8723 Independent 1.0000 Independent 0.4787 Delhaize America Inc Eastern Northampton 26,657,463 0.6655 Food Lion 0.8064 Independent 0.9004 Camellia 0.9411 Independent 0.6655 Delhaize America Inc Eastern Northumberland 14,421,849 0.6512 Food Lion 0.9117 Independent 0.9783 Independent 1.0000 Rite Aid Southern Region0.6512 71 Delhaize America Inc Eastern Westmoreland 25,066,050 0.6245 Food Lion 0.7910 Independent 0.9242 Independent 0.9709 Independent 0.6245 Delhaize America Inc Hampton Roads Chesapeake 418,144,923 0.2146 Food Lion 0.4205 Walmart Sprcntr 0.6252 Farm Fresh 0.7846 Sam's Club 0.3653 Wal Mart Stores/HQ Hampton Roads Gloucester 67,251,524 0.3879 Walmart Sprcntr 0.7293 Food Lion 0.9000 Farm Fresh 0.9496 Independent 0.3879 Wal Mart Stores/HQ Hampton Roads Hampton 237,652,663 0.2371 Farm Fresh 0.4742 Food Lion 0.6842 DECA Commissary 0.8022 Walmart Sprcntr 0.2766 SuperValu Inc/HQ Hampton Roads Isle of Wight 51,102,601 0.3676 Food Lion/Bloom 0.6943 Farm Fresh 0.8781 Food Lion 0.9434 Independent 0.5514 Delhaize America Inc Hampton Roads James City 124,260,614 0.3023 Farm Fresh 0.4955 Giant/Martin's 0.6383 Harris Teeter Inc 0.7726 Food Lion 0.3023 SuperValu Inc/HQ Hampton Roads Mathews 12,731,300 0.7377 Food Lion 1.0000 Independent 1.0000 1.0000 0.7377 Delhaize America Inc Hampton Roads Newport News 321,384,438 0.1981 Food Lion 0.3117 Sam's Club 0.4225 Costco 0.5291 DECA Commissary 0.2403 Delhaize America Inc Hampton Roads Norfolk 390,133,455 0.1578 Farm Fresh 0.2957 DECA Commissary 0.4261 Walmart Sprcntr 0.5492 Food Lion 0.1792 Delhaize America Inc Hampton Roads Poquoson 24,116,421 0.4760 Food Lion 0.8654 Farm Fresh 0.9312 Independent 0.9675 Independent 0.476 Delhaize America Inc Hampton Roads Portsmouth 127,506,052 0.3601 Food Lion 0.5074 Kroger 0.6507 Walmart Sprcntr 0.7570 Farm Fresh 0.3896 Delhaize America Inc Hampton Roads Suffolk 142,392,280 0.3160 Walmart Sprcntr 0.6092 Food Lion 0.7924 Farm Fresh 0.8804 Harris Teeter Inc 0.316 Wal Mart Stores/HQ Hampton Roads Virginia Beach 832,731,343 0.2018 Food Lion 0.4010 Farm Fresh 0.5279 DECA Commissary 0.6256 Harris Teeter Inc 0.2356 Delhaize America Inc Hampton Roads Williamsburg 13,983,558 0.5970 Food Lion/Bloom 0.8358 Independent 0.9347 CVS Area 3 1.0000 Walgreens Co 0.597 Delhaize America Inc Hampton Roads York 135,609,211 0.4184 Walmart Sprcntr 0.6570 Food Lion 0.8571 Farm Fresh 0.9494 Kroger 0.4184 Wal Mart Stores/HQ Owner w/ 2nd Owner w/ 3rd Owner w/ 4th Store VCC/UVA Custom Annual Food Owner w/ Highest Highest Market Highest Market Highest Market Family Region Name County Name Sales CR-1 Market Share CR-2 Share CR-3 Share CR-4 Share CR-1 Family Name Northern Alexandria 291,985,049 0.3109 Giant 0.4503 Safeway 0.5575 Whole 0.6540 Shoppers 0.3109 Ahold USA Inc Northern Arlington 590,857,523 0.2402 Harris Teeter Inc 0.4488 Costco 0.6537 Giant 0.7508 Safeway 0.2402 Ruddick Corp Northern Fairfax 2,492,078,830 0.3283 Giant 0.4983 Safeway 0.5839 Costco 0.6433 Shoppers 0.3283 Ahold USA Inc Northern Fairfax 118,025,408 0.2387 Shoppers 0.3979 Giant 0.5040 Trader Joe's 0.6012 Safeway 0.2387 SuperValu Inc/HQ Northern Falls Church 69,440,369 0.6011 Giant 0.9233 BJs Wholesale 0.9533 CVS Area 3 0.9720 Independent 0.6011 Ahold USA Inc Northern Fauquier 119,575,078 0.3229 Giant 0.5934 Food Lion/Bloom 0.7767 Safeway 0.9076 Harris Teeter Inc 0.3229 Ahold USA Inc Northern Fredericksburg 97,305,740 0.4719 Wegmans 0.7467 Walmart Sprcntr 0.9076 Giant 0.9612 Bottom Dollar 0.4719 Wegmans Food Markets Inc Northern King George 37,724,301 0.5533 Food Lion 0.9163 Walmart Sprcntr 0.9889 DECA Commissary 1.0000 CVS Area 3 0.5533 Delhaize America Inc Northern Loudoun 775,996,185 0.2878 Giant 0.4397 Wegmans 0.5729 Harris Teeter Inc 0.6688 Costco 0.2878 Ahold USA Inc Northern Manassas 120,905,603 0.3539 Giant 0.5438 Shoppers 0.6840 Walmart Sprcntr 0.7962 Food Lion/Bloom 0.3539 Ahold USA Inc Northern Manassas Park 1,168,775 1.0000 Independent 1.0000 1.0000 1.0000 1 Independent_66941 Northern Prince William 834,401,021 0.1688 Giant 0.3002 Wegmans 0.3952 Safeway 0.4882 Costco 0.1688 Ahold USA Inc Northern Spotsylvania 226,040,570 0.3047 Giant 0.4709 Food Lion/Bloom 0.5921 Walmart Sprcntr 0.7032 Costco 0.3047 Ahold USA Inc Northern Stafford 212,049,185 0.4134 Giant 0.6318 Walmart Sprcntr 0.8139 Food Lion/Bloom 0.9320 Shoppers 0.4134 Ahold USA Inc Richmond Caroline 25,379,115 0.8224 Food Lion 0.9211 Independent 0.9836 Independent 1.0000 Rite Aid Southern Region0.8224 71 Delhaize America Inc Richmond Chesterfield 595,999,611 0.2294 Kroger 0.4535 Food Lion 0.6373 Giant/Martin's 0.7774 Walmart Sprcntr 0.2294 Kroger Co/HQ Richmond Colonial Heights 92,497,587 0.3504 Sam's Club 0.6536 Walmart Sprcntr 0.8680 Giant/Martin's 0.9695 Food Lion 0.6536 Wal Mart Stores/HQ Richmond Dinwiddie 25,911,325 0.8055 Food Lion 0.8602 Independent 0.9106 Walgreens Co 0.9557 Independent 0.8055 Delhaize America Inc Richmond Goochland 19,827,434 1.0000 Food Lion 1.0000 1.0000 1.0000 1 Delhaize America Inc Richmond Hanover 210,554,301 0.2478 Food Lion 0.4857 Kroger 0.7087 Walmart Sprcntr 0.8624 Giant/Martin's 0.2478 Delhaize America Inc Richmond Henrico 710,594,351 0.2262 Giant/Martin's 0.4259 Kroger 0.5824 Food Lion 0.6987 Sam's Club 0.2262 Ahold USA Inc Richmond Hopewell 27,789,714 0.4506 Food Lion 0.6618 Save-A-Lot 0.7520 Independent 0.8421 Independent 0.4506 Delhaize America Inc Richmond New Kent 26,166,995 0.6381 Food Lion 0.9571 Food Lion/Bloom 1.0000 Rite Aid Southern Region1.0000 71 0.9571 Delhaize America Inc Richmond Petersburg 62,451,198 0.2506 Walmart Sprcntr 0.4010 Food Lion 0.5514 Giant/Martin's 0.6266 Save-A-Lot 0.2506 Wal Mart Stores/HQ Richmond Powhatan 22,958,081 1.0000 Food Lion 1.0000 1.0000 1.0000 1 Delhaize America Inc Richmond Prince George 46,111,828 0.6153 DECA Commissary 0.8416 Food Lion 1.0000 Farmer 1.0000 0.6153 Military Richmond Richmond 8,817,990 0.9467 Food Lion 1.0000 Rite Aid Southern Region1.0000 71 1.0000 0.9467 Delhaize America Inc Richmond Richmond 260,866,414 0.2840 Giant/Martin's 0.4760 Kroger 0.5600 Food Lion 0.6326 Walmart Sprcntr 0.284 Ahold USA Inc Southside Amelia 10,852,911 0.9615 Food Lion 1.0000 Rite Aid Southern Region1.0000 71 1.0000 0.9615 Delhaize America Inc Southside Brunswick 12,679,122 0.5761 Food Lion 0.7737 Independent 0.8988 Independent 0.9712 Independent 0.5761 Delhaize America Inc Southside Buckingham 17,531,626 0.5357 Food Lion 0.7262 Farmer 0.8167 Independent 0.8810 Independent 0.5357 Delhaize America Inc Southside Charlotte 9,809,362 0.7447 Food Lion 0.8511 Independent 0.9574 Independent 1.0000 Rite Aid Southern Region0.7447 71 Delhaize America Inc Southside Cumberland 1,127,033 1.0000 Independent 1.0000 1.0000 1.0000 1 Independent_71344 Southside Danville 123,806,670 0.3709 Food Lion 0.5816 Walmart Sprcntr 0.7217 Sam's Club 0.7824 Old Dutch 0.3709 Delhaize America Inc Southside Emporia 20,662,273 0.4419 Walmart Sprcntr 0.8460 Food Lion 0.9672 Independent 0.9899 CVS Area 3 0.4419 Wal Mart Stores/HQ Southside Franklin 68,639,445 0.5473 Kroger 0.7944 Walmart Sprcntr 0.9616 Food Lion 0.9939 CVS Area 3 0.5473 Kroger Co/HQ Southside Franklin 33,758,815 0.4444 Walmart Sprcntr 0.7226 Farm Fresh 0.9699 Food Lion 0.9892 Walgreens Co 0.4444 Wal Mart Stores/HQ Southside Halifax 45,290,033 0.4147 Food Lion 0.7892 Walmart Sprcntr 0.9044 Farmer 0.9394 Independent 0.4147 Delhaize America Inc Southside Henry 69,933,446 0.4626 Food Lion 0.7237 Walmart Sprcntr 0.7983 Kroger 0.8655 Save A Lot (Buehler) 0.4626 Delhaize America Inc Southside Lunenburg 9,809,362 0.6383 Food Lion 0.8936 Farmer 1.0000 Independent 1.0000 0.6383 Delhaize America Inc Owner w/ 2nd Owner w/ 3rd Owner w/ 4th Store VCC/UVA Custom Annual Food Owner w/ Highest Highest Market Highest Market Highest Market Family Region Name County Name Sales CR-1 Market Share CR-2 Share CR-3 Share CR-4 Share CR-1 Family Name Southside Martinsville 33,002,242 0.5059 Kroger 0.6957 Food Lion 0.8221 Independent 0.9075 Aldi 0.5059 Kroger Co/HQ Southside Mecklenburg 63,912,167 0.6368 Food Lion 0.8919 Walmart Sprcntr 0.9507 Lowes 0.9784 CVS Area 3 0.6368 Delhaize America Inc Southside Nottoway 17,463,795 0.5602 Walmart Sprcntr 0.9187 Food Lion 1.0000 Independent 1.0000 0.5602 Wal Mart Stores/HQ Southside Patrick 16,868,972 0.5026 Walmart Sprcntr 0.7501 Lowes 0.8317 Independent 0.9035 Independent 0.5026 Wal Mart Stores/HQ Southside Pittsylvania 31,791,725 0.7221 Food Lion 0.8009 Old Dutch 0.8748 Independent 0.9102 Independent 0.7221 Delhaize America Inc Southside Prince Edward 39,049,609 0.5512 Walmart Sprcntr 0.7650 Food Lion 0.9253 Kroger 0.9659 Independent 0.5512 Wal Mart Stores/HQ Southside Southampton 6,261,295 1.0000 Food Lion 1.0000 1.0000 1.0000 1 Delhaize America Inc Southside Sussex 6,929,166 0.5422 Independent 0.8434 Camellia 1.0000 Independent 1.0000 0.5422 Independent_61341 Southwest Bland 1,627,937 1.0000 Independent 1.0000 1.0000 1.0000 1 Independent_74176 Southwest Bristol 56,925,606 0.5683 Food City 0.8799 Kroger 0.9716 Food Lion 0.9830 CVS Area 8 0.5683 K VA T Food Stores Inc Southwest Buchanan 61,386,778 0.5270 Food City 0.7395 Walmart Sprcntr 0.8351 Independent 0.8963 Grants 0.527 K VA T Food Stores Inc Southwest Carroll 41,261,933 0.5216 Walmart Sprcntr 0.7745 Food Lion 0.9010 Food City 0.9394 Independent 0.5216 Wal Mart Stores/HQ Southwest Dickenson 25,462,599 0.5328 Food City 0.9836 E & S 1.0000 Rite Aid Central Region1.0000 51 0.5328 K VA T Food Stores Inc Southwest Floyd 13,357,429 0.6250 Food Lion 0.8438 Independent 1.0000 Independent 1.0000 0.625 Delhaize America Inc Southwest Galax 19,446,538 0.4293 Food City 0.6976 Kroger 0.8693 Independent 0.9530 Independent 0.4293 K VA T Food Stores Inc Southwest Giles 25,853,930 0.4036 Walmart Sprcntr 0.6458 Food Lion 0.7427 Grants 0.8396 Independent 0.4036 Wal Mart Stores/HQ Southwest Grayson 5,217,746 1.0000 Food City 1.0000 1.0000 1.0000 1 K VA T Food Stores Inc Southwest Lee 27,007,052 0.3381 Walmart Sprcntr 0.6086 Food City 0.7825 IGA/SaveALot 0.8752 Independent 0.3381 Wal Mart Stores/HQ Southwest Montgomery 144,218,491 0.5499 Kroger 0.7236 Food Lion 0.8954 Walmart Sprcntr 0.9389 Wades 0.5499 Kroger Co/HQ Southwest Norton 4,591,616 0.9091 Ingles 1.0000 CVS Area 8 1.0000 1.0000 0.9091 Ingles Markets Inc Southwest Pulaski 70,199,551 0.3623 Walmart Sprcntr 0.5378 Food Lion 0.6864 Kroger 0.8053 Food City 0.3623 Wal Mart Stores/HQ Southwest Radford 14,218,357 0.5138 Food Lion 0.9541 Wades 1.0000 CVS Area 3 1.0000 Independent 0.5138 Delhaize America Inc Southwest Russell 28,953,271 0.4280 Walmart Sprcntr 0.8245 Food City 0.9380 Save A Lot 0.9856 Independent 0.428 Wal Mart Stores/HQ Southwest Scott 38,266,947 0.5181 Food City 0.6545 Food Lion 0.7636 Whites Fresh Foods Inc0.8290 Independent 0.5181 K VA T Food Stores Inc Southwest Smyth 42,420,273 0.6642 Food City 0.7872 Ingles 0.8856 Food Lion 0.9643 Food untry USA 0.6642 K VA T Food Stores Inc Southwest Tazewell 113,467,707 0.3564 Walmart Sprcntr 0.5495 Food City 0.7064 Sam's Club 0.8591 Grants 0.5133 Wal Mart Stores/HQ Southwest Washington 117,180,133 0.2761 Food City 0.5210 Walmart Sprcntr 0.6768 Sam's Club 0.8104 Kroger 0.4007 Wal Mart Stores/HQ Southwest Wise 93,502,003 0.4688 Food City 0.7338 Walmart Sprcntr 0.8856 Pay Less 0.9308 IGA/SaveALot 0.4688 K VA T Food Stores Inc Southwest Wythe 40,854,949 0.4151 Walmart Sprcntr 0.6960 Food Lion 0.8799 Food untry USA 0.9821 Food City 0.4151 Wal Mart Stores/HQ Valley Alleghany 10,644,201 0.7843 Kroger 0.9608 Fas Chek 1.0000 CVS Area 3 1.0000 0.7843 Kroger Co/HQ Valley Augusta 40,124,464 0.7542 Food Lion 0.8375 Independent 0.8895 Independent 0.9228 Independent 0.7542 Delhaize America Inc Valley Bath 3,464,583 0.7229 Independent 1.0000 Independent 1.0000 1.0000 0.7229 Independent_61102 Valley Botetourt 38,673,931 0.6206 Kroger 0.8904 Food Lion 0.9552 Independent 0.9865 Independent 0.6206 Kroger Co/HQ Valley Buena Vista 1,043,549 1.0000 Independent 1.0000 Independent 1.0000 1.0000 1 Independent_29672 Valley Clarke 12,564,332 0.7475 Food Lion 0.8738 Independent 1.0000 Independent 1.0000 0.7475 Delhaize America Inc Valley Covington 22,123,242 0.6486 Walmart Sprcntr 0.9788 Food Lion 1.0000 CVS Area 3 1.0000 0.6486 Wal Mart Stores/HQ Valley Craig 3,756,777 0.5556 Independent 1.0000 Independent 1.0000 1.0000 0.5556 Independent_70144 Valley Frederick 169,062,787 0.4012 Giant/Martin's 0.6404 Walmart Sprcntr 0.8009 Food Lion 0.9440 Costco 0.4012 Ahold USA Inc Valley Harrisonburg 147,878,740 0.2007 Costco 0.3912 Food Lion 0.5720 Walmart Sprcntr 0.7202 Giant/Martin's 0.2007 Costco Cos Inc Valley Highland 1,544,453 1.0000 Independent 1.0000 1.0000 1.0000 1 Independent_55888 Owner w/ 2nd Owner w/ 3rd Owner w/ 4th Store VCC/UVA Custom Annual Food Owner w/ Highest Highest Market Highest Market Highest Market Family Region Name County Name Sales CR-1 Market Share CR-2 Share CR-3 Share CR-4 Share CR-1 Family Name Valley Lexington 20,949,249 0.7970 Kroger 0.9564 Independent 1.0000 CVS Area 3 1.0000 0.797 Kroger Co/HQ Valley Page 29,297,642 0.3785 Walmart Sprcntr 0.7346 Food Lion 0.8629 Farmer 0.9484 Independent 0.3785 Wal Mart Stores/HQ Valley Roanoke 194,567,128 0.2467 Kroger 0.4743 Sam's Club 0.6460 Food Lion 0.7499 Walmart Sprcntr 0.3315 Wal Mart Stores/HQ Valley Roanoke 221,388,950 0.6316 Kroger 0.8172 Walmart Sprcntr 0.9539 Food Lion 0.9775 Food City 0.6316 Kroger Co/HQ Valley Rockbridge 35,324,138 0.4801 Walmart Sprcntr 0.8641 Food Lion 0.9586 Independent 0.9882 Independent 0.4801 Wal Mart Stores/HQ Valley Rockingham 60,698,036 0.5502 Food Lion 0.8403 Walmart Sprcntr 0.9262 Independent 0.9503 Independent 0.5502 Delhaize America Inc Valley Salem 80,186,316 0.5856 Kroger 0.8296 Walmart Sprcntr 0.9468 Food Lion 0.9637 CVS Area 3 0.5856 Kroger Co/HQ Valley Shenandoah 56,445,573 0.4807 Food Lion 0.7349 Walmart Sprcntr 0.8014 Independent 0.8606 Independent 0.4807 Delhaize America Inc Valley Staunton 83,718,730 0.2571 Walmart Sprcntr 0.4690 Food Lion 0.6809 Kroger 0.8554 Giant/Martin's 0.2571 Wal Mart Stores/HQ Valley Warren 61,673,754 0.4061 Giant/Martin's 0.6810 Walmart Sprcntr 0.9010 Food Lion 0.9687 Independent 0.4061 Ahold USA Inc Valley Waynesboro 71,691,826 0.3348 Kroger 0.6168 Walmart Sprcntr 0.8206 Giant/Martin's 0.9225 Food Lion 0.3348 Kroger Co/HQ Valley Winchester 61,105,020 0.3949 Walmart Sprcntr 0.7023 Giant/Martin's 0.8902 Food Lion 0.9243 CVS Area 3 0.3949 Wal Mart Stores/HQ Source: TRF, 2014; Trade Dimensions, 2013