W. McMullen
Analyst · John Heinbockel, Guggenheim Securities
Thank you, Dave, and good morning, everyone. As you know, we regularly seek customer feedback on how well we are executing in each of the 4 key areas of our Customer 1st Strategy. We continue to improve our performance in each area and our efforts are being noticed. Customers are telling us that our associates continue to connect with them by showing them that our people are great, our product selection and quality is improving, we are making the shopping experience faster and easier and we continue to give our customers better value for their money.
Doing the 4 keys together is what separates us from our competitors, competitors of both the past and the future, because the hard part is doing all 4 and doing them reliably. We are also more agile in balancing our investments in the 4 keys with the savings we realize and we are consistently improving the efficiency of those investments on a rolling 4-quarter basis. Our lower gross profit rate today means customers are saving nearly $3 billion a year compared to when we started this journey.
I want to echo Dave's appreciation and also thank our associates for keeping their focus on our customers and delivering shareholder value. We are very proud of reaching a merger agreement with Harris Teeter and we are especially pleased it has not diverted our associates' efforts to achieve a good quarter and continuing -- continue to driving the business.
One of the most important measures of our business is loyal household growth. It lets us know how well we are connecting with our best customers. And our loyal customers, on average, spend about half of every $1 with Kroger, which means we have tremendous opportunity to increase their spending across our family of stores.
During the second quarter, we grew the number of loyal households. Our loyal household count grew at a much faster rate than total household growth, which was also up for the quarter.
Overall, customers continue to visit our stores more frequently, purchase fewer items per trip and buy more on a monthly basis. Total units sold were up compared to last year. We estimate the rate of product cost inflation at 1.6%, excluding fuel and pharmacy.
As we've discussed throughout the year, and in fact for the last several years, consumer confidence continues to improve but at a slow and steady pace. Factors that affect consumer confidence at any given time include fluctuating gas prices, payroll taxes and government policy uncertainty, along with the overall state of the economy. We continue to monitor these factors closely.
Overall, we would characterize the economy as continue to improve but fragile.
Kroger leveraged operating expenses in the second quarter as associates did a good job controlling costs and driving positive identical sales. Our OG&A costs plus rent and depreciation, without fuel, were down 17 basis points as a percent of sales. On this basis and excluding one-time items, as Dave mentioned before, we've improved this metric for 8 consecutive years and our year-to-date results have set us up to achieve our ninth consecutive year.
Now I'd like to update you on our corporate brands offering, which is one of our key differentiators for Kroger versus our competition. Our focus is on new products, which we are continually evolving as customer tastes change. We have modeled our team to facilitate a culture of innovation. This year alone, we will have introduced more than 650 new items by the end of the year.
In the second quarter, corporate brands represented approximately 24.5% of total units sold and sales dollars were 23.8%, excluding fuel and pharmacy.
Finally, an update on labor relations. Our store associates ratified new labor agreements, covering stores in Indianapolis, Roanoke and Little Rock. We have several contracts that have expired or will expire soon, including contracts in Seattle, Cincinnati and Dallas.
Our objective in every negotiation is to find a fair and reasonable balance between competitive costs 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, which will in turn help us create more jobs and career opportunities and enhance job security for our associates. In fact, over the last 5 years, we've added 33,000 jobs.
Now Mike will offer more detail on Kroger's second quarter financial results and our guidance for the year. Mike?