Business Insider/Hayley Peterson
Whole Foods' recent price cuts could start to chip away at its "Whole Paycheck" image.
- $4 price cuts at $4 appear to have dramatically reduced its price gap with $4, the nation's largest traditional grocer, according to a Business Insider survey.
- We compared prices on 28 identical items at stores in the Richmond, Virginia, area. The total basket cost $97.91 at Whole Foods and $93.56 at Kroger.
- Whole Foods' prices on fresh produce alone were about 7% cheaper than Kroger's prices.
Amazon is chipping away at Whole Foods' "Whole Paycheck" image.
The tech giant said last week that it $4 at Whole Foods stores across the US in a move that targeted fresh produce.
Following the changes, Whole Foods' prices on fresh produce are about 7% cheaper than Kroger's, according to a Business Insider survey.
Read more: $4
For the survey, we compared the prices of 28 identical items at a Whole Foods store in Glen Allen, Virginia, to those at a nearby Kroger store.
The total basket at Whole Foods ($97.91) was roughly 4% more expensive than at Kroger ($93.56).
By comparison, a pricing $4 we conducted in 2015 found that Whole Foods commanded a 45% ($60) premium over Kroger.
While Whole Foods is still more expensive than Kroger overall, it's now much more competitive with the nation's largest traditional grocer, especially when it comes to fresh produce.
Here's how the prices compared: