In individuals, insanity is rare; but in groups, parties, nations and epochs, it is the rule. Friedrich Nietzsche
Kroger is a threat to Sprouts because it too is a deep discounter. News reports indicate that Kroger can sell most groceries at prices 3% to 5% lower than the industry norm. It is also making an aggressive push into the organic and natural foods segment with Simple Truth, a private label brand that reached $1 billion in sales in 2014. Simple Truth sales have been growing at a rate of around 10% a quarter.
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My take is that Kroger is most likely to make a big acquisition outside the grocery business unless it can get a major grocer that would expand its geographic reach. The most logical acquisition for Kroger outside the grocery business would be Rite Aid. Even if it does not make an acquisition, Kroger is still a great value investment because of its profits.
Read MoreThe writing is on the wall: today’s value shoppers want healthy, quality foods that are convenient but sold at the lowest price possible. Those trends seem to benefit Kroger, Whole Foods, Trader Joe’s, and Costco Wholesale. A potential loser here is Walmart (NYSE: WMT), which has a reputation for low quality and lousy customer service.
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The only way Sprouts would be able to compete with Kroger, Costco and Wal-Mart in deep discounting is to match their wholesale buying power and distribution networks.
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