While shoppers across the U.S. debate where to buy groceries, Texans are already in line. A new national ranking puts H-E-B at the top, naming the regional grocer the best in the nation for the fourth year running.

The honor comes from Dunnhumby, a global consumer research firm that studies how and where Americans shop. Its annual Retailer Preference Index for grocers looks at both business performance and what customers actually think of the stores they visit, surveying more than 11,000 shoppers across the country and analyzing the nation’s massive grocery market.

San Antonio-based H-E-B has shot to the top of the list for much of the 2020s, briefly losing its throne during the COVID-19 pandemic to Amazon when ease of delivery trumped in-store experiences. Dunnhumby calls the Texas favorite a “unicorn,” delivering consistent quality, variety of goods, and savings.

The last factor is playing a bigger role than ever in 2026. The study found that helping customers stretch their grocery dollars now accounts for 41 percent of a retailer’s long-term success — the highest level the index has ever recorded. Dunnhumby president Matt O’Grady said in a statement that many Americans are feeling financial pressure from multiple directions.

“Shopper confidence dropped as concerns about higher prices, fewer job opportunities, and stagnant wages eroded purchasing power,” O’Grady said. “Consumers across all income levels are feeling the squeeze and making more price-conscious choices.”

Still, for many Texans, H-E-B’s appeal feels more personal. As part of the survey, Dunnhumby collected comments from each brand’s most loyal customers.

“Honestly, H-E-B is just an amazing store all around,” wrote one shopper. “The sales and discounts you offer are always really good — I can actually save money on stuff I buy regularly, not just random things I don't need,” the shopper wrote.

That value proposition seemed to be part of a national trend. Regional grocery chains, which are more able to adapt to local preferences, are thriving in America. For the first time in the index’s history, the top three spots were claimed by regional players. H-E-B, Massachusetts-based Market Basket, and Wisconsin’s Woodman’s dominated over national giants like Costco and Walmart.

Although Dunnhumby's data didn’t dig into intangibles, it doesn't hurt that local brands endear themselves to their communities. H-E-B scores customer goodwill by its “Texas FEMA” disaster response team, programs like its Excellence in Education Awards, and fun promotions like its recent airport vending machines in major airports.

H-E-B is in the midst of a big push into Dallas-Fort Worth. The chain opened its first new DFW-area store in Frisco in 2022, and has since opened locations in Plano, Frisco, Allen, McKinney, Melissa, Rockwall, and Prosper, plus two in Tarrant County: Fort Worth/Alliance, and Mansfield. More, including Bedford and Denton, are on the way.