Costco’s Strengths and Vulnerabilities

Costco remains Canada’s #1 overall brand, scoring above market average across all areas except Speed & Convenience, reinforcing its recognized consumer value. It leads the Canadian market in Operations, and it is on par with most of the 1st Tercile competitors in Price, Promo & Rewards.

While strong overall in 2025, which led to a higher RPI Score vs. LY in most of the regions, Costco sees a decline in Quebec with Maxi taking the lead for the region.

Even though both brands remained relatively stable on their pillar performance in Quebec vs. last year, Maxi still significantly outpaces Costco in Price, Promo, Rewards, as well as Speed, Convenience.