Trends · data through September 2026

Grocery & Convenience trends in Santa Cruz-Watsonville, CA

Iceflower tracks 124 stores from 107 grocery & convenience chains in Santa Cruz-Watsonville, CA. New Leaf Community Markets grew fastest over the last year, ahead of Safeway and Raley's.

Rankings come from real card and bank transactions across a panel of 130M+ US and EU consumers. We publish relative growth and rankings, never revenue figures. About the data

Tracked chains
107
Tracked stores
124
Consumer panel
130M+

Growth ranking

Fastest-growing tracked grocery & convenience chains

Ranked by year-over-year growth of share of tracked local spend. Arrows show movement in the rankings since last year. Each dot in the chart is one tracked chain: bigger market position to the right, faster growth higher up, more tracked stores in a bigger dot. Colors match the store map below. New Leaf Community Markets and Safeway sit in the high-growth half.

# Chain YoY growth
RankChainRank movementYoY growth
1 N New Leaf Community Markets logo New Leaf Community Markets - +12.8%
2 S Safeway logo Safeway - -4.8%
3 R Raley's logo Raley's - -9.3%
  • Liquor Store
  • Other grocery stores
  • Supermarkets
  • Upscale & Natural Grocers
  • Farm
  • Food & Beverage Store
  • Farmers Market
  • Other categories

Store footprint

Store map

124 tracked store locations in Santa Cruz-Watsonville, CA, colored by category.

  • Liquor Store (31)
  • Other grocery stores (24)
  • Supermarkets (24)
  • Upscale & Natural Grocers (12)
  • Farm (7)
  • Food & Beverage Store (5)
  • Farmers Market (4)
  • Other categories

Top tracked chains by store count

  • 1 S Safeway logo Safeway 7
  • 2 N New Leaf Community Markets logo New Leaf Community Markets 4
  • 3 R Raley's logo Raley's 3
  • 4 Q Quality Market 2
  • 5 L La Princesa Market 2
  • 6 G Grocery Outlet logo Grocery Outlet 2
  • 7 W Wild Roots Market 2
  • 8 W Whole Foods Market logo Whole Foods Market 2
  • 9 T Trader Joe's logo Trader Joe's 2
  • 10 O Orchard Park Market 1
  • 11 4 41st Avenue Liquor 1
  • 12 U U Save Liquor 1
  • 13 H Hernandez Market II 1
  • 14 E El Pueblo Market 1
  • 15 M Mountain Spirits 1
  • 16 E El Salchichero 1
  • 17 F From The Sea To you 1
  • 18 F Farmers Market 1
  • 19 H Homeless Garden Project 1
  • 20 E Ernie's Liquor 1
  • 21 E East Lake Food and Liquor 1
  • 22 C Cheese Shop 831 1
  • 23 F Felton Fair Liquors 1
  • 24 S Santa Cruz Market 1
  • 25 S Soquel Quality Meat Market 1
  • 26 R Rodoni Farms 1
  • 27 G Graham Hill Mini Market 1
  • 28 F Far West Fungi 1
  • 29 D Del Pueblo Market 1
  • 30 S Santa Fe Foods 1
  • 31 E El Patio Grocery 1
  • 32 O Ocean Market & Deli 1
  • 33 C Circle Market 1
  • 34 D Deer Park Wine and Spirits 1
  • 35 F Felton Liquors 1
  • 36 D Deer Park Wine & Spirits 1
  • 37 P Prevedelli Farms 1
  • 38 A Aqualight Water Store 1
  • 39 S Scotts Valley Liquors 1
  • 40 P Pleasure Point Liquor & Mini Mart 1
  • 41 L Live Oak Liquor 1
  • 42 P Pure Water of Watsonville 1
  • 43 H H&H Fresh Fish Co 1
  • 44 R Redwood Keg Liquor & Deli 1
  • 45 F FeNella's Berries 1
  • 46 C Cactus Corner 1
  • 47 E El Valle Produce 1
  • 48 L La Tiendita 1
  • 49 B Blue Heron Farms 1
  • 50 L Lulu's Fiesta Liquor & Deli 1

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