W. McMullen
Analyst · Citi
Thank you, Dave, and good morning, everyone. Kroger leveraged operating expenses in the second quarter as OG&A costs plus rent and depreciation without fuel were down 59 basis points as a percent of sales. On this basis and excluding one-time items, we have had 7 consecutive years of reductions in this metric. And our year-to-date results set us up to achieve our eighth consecutive year.
We do this consistently through a determined emphasis on productivity improvements. For example, we've gained efficiencies in our 1,948 pharmacy locations by utilizing new technology that helps our pharmacists to better manage workflow, prioritize prescriptions and allocate work between pharmacists and pharmacy technicians. The increased productivity reduces customer wait times and provides an enhanced pharmacy experience.
One of the most important measures of our business is loyal household growth because it lets us know how well we are connecting with our best customers. During the second quarter, our loyal household count grew at a faster rate than total household growth, which was also up for the quarter. We also achieved positive identical sales for both total households and loyal households. Identical sales growth among loyal households was stronger than total household result. Customers continue to visit our stores more frequently, purchase fewer items on each trip and buy more on a monthly basis. This is consistent with what we've seen for the last several quarters.
We're very pleased with the improvement in our tonnage trend for the quarter as total units sold were up compared to last year. I'll just repeat that. Our total units, our tonnage, was up compared to last year. This is an example of how we continue to gain market share in the overall food retailing industry by focusing on our customers. The rate of product cost inflation in the second quarter continued to flatten faster than originally anticipated. Identical supermarket sales growth exceeded the rate of inflation, which we estimate was 2.2%, excluding fuel. Every store department had inflation with the exception of produce and seafood, which were deflationary.
Our market share gains are a result of our investments in all 4 keys of our Customer 1st strategy. People often talk about investments we make in price, but there are many ways we have invested in our nonprice keys, people, products and shopping experience, to strengthen our connection with customers in our stores. For example, over the last several years, we've set out to improve the shopping experience by reducing customer wait time at checkout. Customers have told us they do not like waiting in long lines. Based on that feedback, we developed a solution that has reduced the average amount of time a customer waits in line to check out to about 30 seconds today compared to around 4 minutes in the past. Our customers tell us they noticed the difference, and we are delivering a shopping experience that makes them want to return.
Our people and products keys are equally important. We want our customers to say our associates provide helpful, friendly service, that they can always get the products they want plus a little at our stores. A great example of how we are strengthening these 2 keys is through our partnership with Murray's Cheese. Our stores are home to about 51 specialty Murray's Cheese shops. In these locations, we provide associates with the opportunity, training and tools to become certified Murray's Cheese master, associates like Jimmy Mraz [ph] from King Soopers store 33 in Boulder. He participated in an in-depth, 5-week training program that includes a basic skills class, certification and an orientation at the original Murray's Cheese shop in New York City. Jimmy [ph] returned to his Murray's Cheese shop with new skills, a passion for sharing knowledge with our customers and the distinct red jacket that signifies his status as a cheese master. Customers love the extra service and product expertise, not to mention the incredibly selection of delicious cheeses, of which I've tried many of. As a result of these efforts, our customers tell us that our associates are doing an increasingly good job of providing services. That is why we consider our nonprice investments to be as central to Kroger's strategy as the price investments.
If you look at nearly any food retailer who is succeeding right now, including the regional players, they are doing something unique that resonates with customers. We know from our 35 consecutive quarters of positive identical sales and consistent market share growth that our focus on all 4 keys of our Customer 1st strategy is driving loyalty, which creates value for shareholders.
In the second quarter, Kroger's corporate brands represented approximately 26.3% of grocery department sales dollars. Grocery department corporate brand units sold were 33.5% compared to the same quarter last year. These results continue to show improvement since the economic downturn began. The mix between national brands and corporate brands fluctuates in any given quarter, but corporate brands continue to gain share over time. We continue to offer our customers choices and variety and value to meet their needs. To complement the assortment of national brand single-serve coffee products we offer, beginning next week, we're launching our new line of Private Selection single-serve coffee pods. The new line is compatible with Keurig coffee machines and will include a variety of 100% Arabica roasts and blends, including breakfast blend, Guatemala, Swiss Water, decaf and Venetian Reserve.
Yogurt is another popular and high-growth category with great potential. Kroger's self-manufactures most of our yogurt selection. We recently added 15 new varieties, including new flavors such as Blueberry Pomegranate, Caramel Spice Cake and Vanilla Bean. For toddlers, our new comfort yogurt bites [ph] are great and full of vitamins A, C and E. And I can tell you on the new yogurt flavors, they taste great, and I've tried over half of them already.
I'm happy to share that Kroger continues to advance sustainability initiatives. We released our sixth annual Sustainability Report earlier this week, and I'd like to share a few highlights. We are using significantly less energy today than we were just 12 years ago. In fact, we've reduced our overall energy consumption in our stores by more than 31% since the year 2000. 19 of Kroger's manufacturing plants sent 0 waste to landfills in 2011. And Kroger increased fleet efficiency by more than 9% in the past year and by more than 25% since 2008. These are just a few examples of how we're working to make sure the world is a better place. We are very proud of our progress and our associates' hard work to make these results positive -- possible.
Finally, an update on labor relations. Associates in Louisville and Dayton both ratified labor agreements. We continue negotiations on many contracts, including in Arizona, Columbus, Indianapolis, Memphis, Nashville and Portland. Our objective in every negotiation is to find a fair and reasonable balance between competitive costs and compensation packages that provide good wages, a quality, affordable health care and retirement benefits for our associates.
Next, Mike will share additional detail on Kroger's second quarter financial results and guidance for 2012. Mike?