Consumer Group Survey Claims Lucky Has Lowest Prices, Vons Highest

Lucky retained its top ranking as the grocery-store chain offering the lowest prices in San Diego County, and Vons plunged from second to last place in the 30th annual food survey by the California Public Interest Research Group.

Shopping at Lucky can save the average family of four up to $500 a year and the average couple as much as $300 on food and non-food items over the most expensive chain, according to the survey results of the statewide consumer watchdog group.

Even so, Cal-PIRG spokesmen said, the prices were so close on the one-day shopping survey that consumers might find themselves better off considering other factors when deciding where to buy food. For example, the survey did not take into account product quality, selection, service, store hours or other factors.

“The range of prices between the least- and most-expensive stores is not that significant any more,” Cal-PIRG spokesman Jeffrey Francis said.

Lucky spokeswoman Judy Becker said the survey confirms Lucky’s advertising claim of being San Diego County’s “low-price leader.”

“We’re delighted with the survey. It shows we make a concerted effort to keep our prices low and keep that (No. 1 ranking),” Becker said, adding that she did not know if Lucky would immediately incorporate the survey results in its local advertising.

Vons spokeswoman Vickie Sanders said Vons offers a “quality shopping experience” with the best combination of price, quality, service and special deals.

Sanders termed the one-day price survey a “roulette wheel” that does not accurately reflect a store’s prices or quality of service.

The county’s overall food prices increased 4.8% over last year, 1 percentage point less than the national inflation rate of 5.8%.

Ranked from least to most expensive among San Diego grocery-store chains were Lucky, Advantage, Ralphs, Alpha Beta, Big Bear and Vons.

The Cal-PIRG survey showed that San Diego consumers spending $100 at Lucky would spend, on the same items, $100.14 at Advantage, $103.95 at Ralphs, $106.79 at Alpha Beta, $107.53 at Big Bear and $108.33 at Vons.

The cost of meat increased 10.5% over 1989, dairy products 7.6%, grains/staples 4.9%, non-food items 3.4% and processed foods 2.7%. The only category of food to decrease in price was produce, down 5.6%.

Francis said it was no surprise that Lucky retained its status as the low-price leader for the fifth consecutive year, but added that Vons’ drop from its traditional second place to last was unexpected. Vons had ranked second behind Lucky for the past three years in the price survey.

Another surprise was the second-place ranking of Advantage, a Lucky subsidiary in San Diego for the past few years, Francis added. This was the first time that Advantage was listed in the Cal-PIRG survey.

Cal-PIRG’s survey was conducted Sept. 15 on prices of produce, meats, dairy products, processed foods, grains/staples and non-food items at three stores of each food chain.

The prices of 120 common items were compared and weighed according to the frequency purchased. The items selected, which included national brands, store brands and generic products, represent the purchases of the average grocery store consumer, according to Cal-PIRG.

Lucky had the lowest prices in meats, produce and processed foods. Advantage ranked first in dairy products and grains/staples. Alpha Beta had the lowest prices for non-food items. Vons ranked last in only two categories, grains/staples and non-foods, but was listed last in overall prices.

Given the closeness of the prices, Francis recommended that shoppers consider other factors, including double coupons, selection, quality and store location, when choosing a grocery store.

Reflecting a nationwide trend of corporate mergers in the food industry, the number of food-store chains included in the Cal-PIRG survey has dwindled in recent years from 12 to the current five (Advantage is a subsidiary of Lucky and uses the same supply warehouses).

While price competition still exists, the mergers have allowed the chains to match their competitors’ gradually rising prices rather than “competing in a genuine way” with true price wars among a larger field of competitors, Francis said.

FOOD PRICE COMPARISON

A shopper spending $100 at Lucky would have to spend, on the same items, $103.95 at Ralphs and $108.33 at Vons, according to an annual survey by the California Public Interest Research Group. Lucky: $100 Advantage: $100.14 Ralphs: $103.95 Alpha Beta: $106.79 Big Bear: $107.53 Vons: $108.33