Sam’s Club and Costco have established themselves as undisputed leaders, being the preferred membership club stores in Mexico.

Both offer exclusive products, differentiated shopping experiences, and services designed to retain their customers. However, which of these two brands performs better according to Statista 2024 data? Below, we present a detailed analysis.

What are membership club stores in Mexico?

Sam’s Club and Costco are membership clubs, an exclusive business model where consumers pay a membership fee to access their facilities, obtain discounts, and purchase products in wholesale formats. These stores stand out for offering imported merchandise, exclusive lines, and unique benefits, attracting high-income consumers and families seeking quality at a good price.

1. Awareness: How recognized are Sam’s Club and Costco in Mexico?

This KPI measures what percentage of consumers recognizes the brand, whether by its logo or name. It is crucial for evaluating visibility and market presence. According to Statista:

• Sam’s Club reaches 93% recognition among Mexican consumers, occupying the fourth position in the sector, behind Walmart, Bodega Aurrerá, and Soriana​.
• Costco México, while also performing solidly, registers 88%, placing in the sixth position​.

Both brands far exceed the industry average of 73%, but Sam’s Club has a 5-point advantage.

Ranking:

1. Walmart: 97%
2. Bodega Aurrerá: 97%
3. Soriana: 97%
4. Sam’s Club: 93%
5. Chedraui: 93%
6. Costco: 88%

READ ALSO. Macy’s closing list: these are the stores that will close in 2025

2. Popularity: Which store is consumers’ favorite?

This measures the positive perception of consumers who know the brand. Regarding popularity, consumers show greater affinity for Sam’s Club:

• Sam’s Club scores 61%, ranking in third place, surpassed only by Walmart (78%) and Bodega Aurrerá (72%)​.
• Costco, on the other hand, records 52%, ranking in sixth place behind Chedraui (53%)​.

Sam’s Club’s advantage lies in its emotional connection with consumers, achieving 9 points more than Costco.

Ranking:

1. Walmart: 78%
2. Bodega Aurrerá: 72%
3. Sam’s Club: 61%
4. Soriana: 55%
5. Chedraui: 53%
6. Costco: 52%

READ ALSO. Taco Bell offers new value menu; this is what it includes

3. Usage: Which store do Mexicans use the most?

This evaluates what percentage of consumers has used the brand in the past 12 months. This KPI reflects how integrated it is into consumers’ daily lives:

• Sam’s Club is used by 49% of consumers, ranking in the fourth position in terms of usage​.
• Costco México, with 37%, ranks in the sixth position, showing lower penetration​.

This suggests that Sam’s Club has greater operational presence and reach.

Ranking:

1. Walmart: 74%
2. Bodega Aurrerá: 73%
3. Soriana: 55%
4. Sam’s Club: 49%
5. Chedraui: 45%
6. Costco: 37%

READ ALSO.Lenovo CES 2025: present the first laptop with a rollable screen; that’s how it is

4. Loyalty: Who has more loyal customers, Sam’s Club or Costco?

This measures the likelihood of consumers returning to the brand in the future. Brand loyalty is a key indicator of satisfaction and retention:

• Sam’s Club has 81% loyalty among its users, ranking in the third position​.
• Costco México is not far behind, with 80%, ranking in the fourth position​.

Both brands have very loyal customers, although Sam’s Club slightly surpasses Costco.

Ranking:

1. Walmart: 87%
2. Bodega Aurrerá: 87%
3. Sam’s Club: 81%
4. Costco: 80%
5. Chedraui: 78%

5. Media Buzz: Which brand dominates in media and social networks?

This KPI measures how many consumers have noticed the brand in media, social networks, or recent advertising. Media presence, known as “buzz,” measures how much brands generate conversation:

• Sam’s Club achieves 54% in this indicator, ranking in the fifth position of the ranking​.
• Costco, in contrast, scores 36%, ranking in the seventh position​.

Sam’s Club has a significant advantage in visibility, surpassing Costco by 18 points.

Ranking:

1. Bodega Aurrerá: 72%
2. Walmart: 66%
3. Chedraui: 57%
4. Soriana: 54%
5. Sam’s Club: 54%
6. Costco: 36%

Which generation prefers Sam’s Club and Costco?

Both brands have a strong connection with Millennials, but they show differences in affinity with other generations:

• Sam’s Club and Costco are preferred by Millennials (40%), reflecting a strategy aligned with young consumers​.
• Among Generation Z, Costco has a slight advantage, with 36% affinity compared to 33% for Sam’s Club​.

Which brand do high-income households prefer?

High-income consumers represent an important part of these stores’ customer base:

• Costco México has a greater penetration in this segment, with 45% of its consumers belonging to high-income households​.
• Sam’s Club, while also performing well, reaches 41%, slightly behind​.

This reinforces Costco’s premium perception.

How many locations do Costco and Sam’s have in Mexico?

Sam’s has 173 clubs in our country, while Costco has 40 stores.

Sam’s Club or Costco?

Both brands have unique strengths:

• Sam’s Club México stands out in recognition, popularity, usage, and media presence, being more visible and widely used.
• Costco México excels among high-income households and in affinity with Generation Z, with a perception of exclusivity.

Source: Statista Brand KPIs & Benchmarking 2024

⇒ SUBSCRIBE TO OUR CONTENT ON GOOGLE NEWS