What the Kirkland Signature breakfast tells us about Costco fans
Kirkland Signature, Costco’s world-conquering house brand, offers everything from diapers to diesel. Despite the enormous variety of products, Kirkland Signature’s audience still has a distinct character. Costco’s private label aficionados are younger and wealthier than the average American. Those who rate the brand positively are more likely to be Gen Z or Millennial (52.0% vs. 16.8%) and more likely to have a gross household income above $70k (43.9% vs. 33.2%). While this group tends to be more health-conscious, they are not necessarily more focused on cost savings.
The Kirkland breakfast
Kirkland fans show their health-conscious preferences first thing in the morning. The most characteristic breakfast of this group is cottage cheese and/or granola with a cup of pressed fruit juice.
Eggs and toast are the most popular breakfast foods with Kirkland fans, as with all Americans. However, this audience stands out with their preferences for other foods. The chart below shows the foods where those who like Kirkland Signature products stand out most from other Americans.
Cottage cheese and muesli/granola are significantly more popular among this group than nationally, consumed by 14.5% and 10.1% of Kirkland likers respectively. This indicates a preference for high-protein and whole-grain options that cater to a health-conscious lifestyle.
But this group isn’t above an occasional indulgence, with 17.6% choosing sweet muffins or cakes compared to 12.5% of the general population. To drink with breakfast, those who like Kirkland are more partial to pressed fruit juices (11.6% vs. 7.7%), almond milk (13% vs. 8.9%) and sparkling water (5.8% vs. 4.0%) than the rest of the country.
Cost and convenience are important, but so are health and food provenance
These breakfast preferences are emblematic of broader preferences when it comes to food. Cost and convenience are the top concerns among this group, as among all Americans.
However, Kirkland likers demonstrate concerns that diverge from the general population. They’re more likely than the average American to consider the provenance of food (22.0% vs. 13.4%), variety (46.0% vs. 37.8%) and type of cuisine (35.8% vs. 29.6%).
This may reflect a broader culinary curiosity and a preference for diverse food experiences. The health content of food is also a more significant factor in their meal decisions (48.7% vs. 44.1%), consistent with their breakfast choices and overall lifestyle.
Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative of the online population and weighted by age, gender, education, region, and race. Learn more about Profiles.