Kroger keeps forecasts soft as new CEO bets on growth by keeping prices down

Today’s story is about Kroger ($KR), which gave a softer 2026 outlook than the market expected. The company guided for identical sales growth of 1% to 2%, with the midpoint below expectations, and adjusted EPS of $5.10 to $5.30. Management is trying to win customers by keeping prices low, improving fresh food, and making delivery more efficient.

This matters because Kroger is a key read-through for the US consumer, especially lower and middle-income households. When a major grocer says shoppers are still price-sensitive and value matters most, it signals that competition is intense and pricing power across grocery and staples may stay under pressure.

Main news

Kroger’s message is not that demand is collapsing. It is that the c ...