W. McMullen
Analyst · Citi
Thank you, Dave, and good morning, everyone. It is definitely an exciting time at Kroger. We have aligned our senior leadership team to accelerate our growth strategy. All across the business, our associates are executing to deliver growth results. In 2013, we plan to build, expand or relocate 50 supermarkets compared to 40 expected this year. We are making good progress adding square footage in 4 fill-in markets, and others are being identified based on various metrics. We are narrowing the list of new markets for future expansion.
Earlier this month, we announced that Kroger will acquire the outstanding shares of Axium Pharmacy, a leading specialty pharmacy that provides specialized drug therapies and support services for patients with complex medical conditions. Axium has the skills Kroger doesn't have, and Kroger's size can help Axium grow. Offering specialty pharmacy services will give our customers greater access to drugs we currently can't dispense and access to additional services that we don't provide today. We're very excited about this new partnership.
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 third quarter, we grew the number of loyal households in all divisions. Our loyal household count grew at a much faster rate than total household growth, which was also up for the quarter.
We also achieved positive identical supermarket sales growth for all households. ID sales growth among loyal households outpaced total household growth. Customers continue to visit our stores more frequently and buy more on a monthly basis. Customers also purchased more items on each trip, a welcome change from what we've seen for the last several quarters. As a result, total units sold were up compared to last year. This tonnage growth confirms our belief that we continue to make market share gains in the overall food retailing industry.
The rate of product cost inflation in the third quarter continued to flatten faster than originally anticipated. We estimate the rate of inflation declined to 1.4%, excluding fuel. Once again, every store department had inflation with the exception of produce and seafood, which both were deflationary.
Now before I discuss our sales results, there are a couple events that affected our pharmacy and overall identical supermarket sales results that I want to share. The growth in generic drugs reduced total identical supermarket sales by 1% in the quarter. Our ability to attract and retain Express Script business has largely offset this effect. The effect of generics is consistent with what we outlined at the start of this year.
I want to congratulate and thank our pharmacy teams for managing through a difficult year. They have done a phenomenal job, and that's an understatement. We are also very pleased with our third quarter identical supermarket sales growth of 3.2%, without fuel. The cadence of identical sales throughout the year was balanced. We've also had consistent sales trends through the year when you look at our identical sales, excluding both fuel and pharmacy. And I realize this is a number we normally don't give, but we thought this quarter, you would find it helpful. On this basis, and this is without fuel and pharmacy both, identical sales were a strong 3.2% in the first quarter and 3.1% in the second and third quarters.
Moving now to Kroger's corporate brands. We recently introduced our new Simple Truth and Simple Truth Organic brands, which are free from 101 artificial ingredients and preservatives that some customers have said they do not want in their foods. Together, these are our fastest growing brands, and we are very excited about our early results.
Corporate brands represented approximately 26% of grocery department sales dollars in the third quarter, and grocery department corporate brand units sold were 32.9%. Some of the decline in corporate brand share in grocery is due to some CPG companies getting more aggressive and promoting certain items.
While we strive to grow the corporate brand part of our business over time, we have long said our goal is to give the best value to our customers. And in this quarter, some of the national brands provided a great value. The mix between national brands and corporate brands fluctuate in any given quarter, and we continue to be the market leader in corporate brands.
Kroger leveraged operating expenses in the third quarter as OG&A cost, plus rent and depreciation, without fuel and the 2 adjustment items, were down 21 basis points as a percent of sales. On this basis, we have had 7 consecutive years of improvement in this metric, and we expect to achieve our eighth consecutive year in 2012.
Last quarter, I provided several examples of investments we are making in non-price keys of our Customer 1st Strategy: Our people, products and shopping experience. Today, I'd like to share one of our great people initiatives that is designed to improve the health and wellness of our associates and keep our health care costs down.
Earlier this year, we partnered with Anthem Blue Cross and Blue Shield to develop an innovative program to provide our associates with access to the top-performing health care providers for several common but expensive surgeries. Participating associates pay less out of pocket at these facilities and benefit from higher quality of care. Kroger pays about 15% less in these hospitals than at others for the same services, even including travel costs. We're excited to be on the leading edge of this kind of program and are pleased with the results so far. We believe it improves our connection with our associates, which in turn strengthens our connection with customers.
Finally, an update on labor relations. Associates in Arizona, Columbus and Memphis have ratified labor agreements. We continue negotiations on many contracts, including Indianapolis, Nashville and Portland for store clerks and a distribution center in Delaware, Ohio. 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 third quarter financial results and guidance for the rest of the year. Mike?