W. McMullen
Analyst · Guggenheim Securities
Thank you, Dave, and good morning, everyone. Our first quarter results demonstrate the progress we are making on our long-term growth strategy. We continue to narrow our focus on new markets for future expansion and to add square footage in several fill-in markets.
Fort Wayne, Indiana is a good example of where we've done this successfully. Over the last several years, we've upgraded our position in the market by investing in new stores and remodels, completing an acquisition and making incremental investments in our people through training and leadership development. As a result, we have doubled our market share in Fort Wayne over the last 5 years. We view this as a successful pilot and are well underway with similar strategies in several other markets.
A key growth metric of our business is identical sales because it provides the best measure of our growing relevance with customers over time. We are very pleased with our first quarter identical supermarket sales growth of 3.3% without fuel. This is even better when you look at identical sales without fuel and pharmacy. On this basis, our identical sales grew to 4% versus 3.2% on a comparable basis last year.
Sales growth in the first quarter was driven by loyal household growth, more visits per household and increases in prices per unit. In addition to visiting our stores more frequently, customers continue to buy more on a monthly basis. Items per basket were slightly up on a per trip basis and a monthly basis. As a result, total units sold was up solidly compared to last year.
During the first quarter, we grew the number of loyal households in all divisions. Our loyal household growth count grew at a much faster rate than total household growth, which was also up for the quarter.
The product cost inflation is estimated at 1.7%, excluding fuel. Every store department had inflation, with the exception of seafood, which had deflation.
Our pharmacy business has undergone a lot of change in the last 18 months, and we are thrilled with where we are. The amount of Express Scripts volume that we have -- the amount of Express Scripts volume we retained. As expected, the effect of generics continued in the first quarter, which I described earlier, affected identical sales by 70 basis points. Even with these headwinds, our pharmacy team continues to deliver outstanding performance, including solidly positive script count growth.
I want to echo Dave's earlier comment that our associates did a great job controlling costs in the first quarter. OG&A costs plus rent and depreciation, without fuel, were down 21 basis points as a percent of sales.
Now I'd like to update you on the progress in corporate brand. As we said last quarter, our practice had been to disclose our corporate brand share in the grocery category only. Given the breadth of our corporate brand offerings, we are now comfortable to give you a view of our share across the whole store, excluding fuel and pharmacy.
On this broader basis, corporate brands represented approximately 26% of total units sold, up 30 basis points compared to the first quarter last year. Total corporate brand sales dollars were 23.7%, also up 30 basis points compared to the same period last year.
We continue to see impressive growth in our Simple Truth and Simple Truth Organic brands. We are regularly adding new items. In fact, we plan to launch 75 new items between now and the end of this year, and today, offer 450 honest, easy and affordable Simple Truth options for our customers. And by the way, they're great.
We also continue to make progress to integrate sustainable practices into our everyday business operation. Next week, we will publish our seventh Annual Sustainability Report. As a preview, I'd like to highlight some of the -- our most successful initiatives of 2012.
We have reduced total store energy usage by 32.7% since the year 2000. We also reduced our carbon footprint and made significant progress toward our goal of 0 waste. 21 of our 37 manufacturing plants have now achieved the impressive goal of sending 0 waste to landfills. I'd like to thank our associates for bringing all these initiatives to life through their individual actions each and every day. Their efforts are helping make each community we serve a better place to live.
Finally, an update on labor relations. Our store associates ratified a series of new labor agreements, covering stores in Michigan, Houston, Indianapolis, plus Fred Meyer and QFC stores in Oregon. We have many contracts that have expired or will expire soon, including contracts in Roanoke, Seattle, and later this year in Cincinnati and Dallas.
Our objective in every negotiation is to find a fair and reasonable balance between competitive cost and compensation packages that provide solid wages, good quality affordable health care and retirement benefits for our associates. Kroger's financial results continue to be pressured by rising health care and pension costs, which some of our competitors do not face.
Kroger and the local unions, which represent many of our associates, have a shared objective. Growing Kroger's business and profitability will help us create more jobs and career opportunities and enhance job security for all of our associates. In fact, over the last 5 years, we've added 33,000 jobs.
Now Mike will provide more detail on Kroger's first quarter financial results and our guidance for the rest of the year. Mike?