W. McMullen
Analyst · Credit Suisse
Thank you, Dave, and good morning, everyone. Our associates did a terrific job executing our Customer 1st Strategy in the third quarter. We improved our connection with customers, especially our most loyal shoppers and are receiving more credit from our customers because of our strong progress to improve our fresh products and customer service. As you know, these areas are important aspects of our 4 keys.
Before we discuss our loyal customer growth for the quarter, I want to highlight that Kroger has consistently grown loyal households for the last -- the past 10 years. We estimate that since 2003, loyal households have increased by an outstanding 83%. That means today, compared to a decade ago, 83% more households are shopping with greater print [ph], purchasing more items from our stores. Focusing on our most loyal customers has been a real key to reaching 40 consecutive quarters of positive identical sales.
In the third quarter, we continued to grow the number of loyal households, and our loyal household count grew at a much faster rate than total household growth, which was also up for the quarter. We have a tremendous opportunity to increase their spending across our family of stores because on average, we only capture $0.50 of every $1 loyal customer spend on products we sell. In the third quarter, loyal customers drove total sales gains in line with our strategy.
Our strong identical sales in the quarter were largely driven by the increases in total and loyal households. Total units in the quarter were up compared to last year, although items per trip continues to trend down as it has for the last couple of years. We believe this is a reflection of changes in shopping patterns that began with the economic downturn and have now become the norm. We estimate the rate of product cost inflation at 1.5%, excluding fuel and pharmacy.
As Dave mentioned earlier, we had positive identical sales in every department. These sales were exceptionally strong in produce and natural foods. These gains confirm that our Customer 1st investments in our products are working as intended and creating sustainable competitive advantages for Kroger.
We continue to invest to meet our customers' health and wellness needs, and this is evident in our pharmacy and the Little Clinic businesses. We are very pleased with the strong gains we've made when our pharmacy team seized the opportunity created by the dispute between Walgreens and Express Scripts, and even more pleased with the scripts that we've retained. By nearly every measure, our pharmacy team took advantage of that opportunity and ran with it. The Little Clinic likewise continues to see strong growth.
Many of our customers are feeling the stress of an economy that is only slowly improving, and they are not immune to the episodic ups and downs that create uncertainty. There are a number of factors impacting an already fragile consumer sentiment, including government gridlock, various concerns about health care, and it remains to be seen how the reduction in SNAP benefits will impact the entire U.S. retail industry. We continue to see high variability in sales comparisons between days and weeks.
What little economic recovery there is remains bifurcated. For some of our customers, the economy is markedly improved. But for others, there are no -- there has been no noticeable improvement at all. While these factors are creating more uncertainty than we normally have, we have never been more confident in our business model and we continue to gain market share. This is because of the remarkable consistency of our Customer 1st Strategy. No matter the environment, our customers and shareholders can depend on Kroger to deliver value. Our ability to make constant adjustments based on what we see in the environment and what our customers are facing has defined Kroger, in our customer's eyes, as a place they can rely on in good times and in tough times.
We continue to personalize and merchandise in ways that solve for the needs of all of our customers. For the customer under stress, we are offering low entry price point on key items and special low prices on seasonal items, especially in corporate brands. And for all our customers are -- and all our customers are benefiting from better service and more value through lower prices on organic and natural foods, including Simple Truth, as well as our digital promotions, fuel rewards and health and wellness offerings.
Corporate brands continued to gain market share during the third quarter as well, with corporate brands representing approximately 26.1% of total units sold, and sales dollars were 24.1%, excluding fuel and pharmacy.
Kroger leveraged operating expenses in the third quarter, as associates did a good job controlling costs and driving positive identical sales. Our OG&A costs are -- costs plus rent and depreciation without fuel and the adjustment items for 2012 and '13 decreased 27 basis points as a percent of sales compared to the prior year. We are on track to deliver our ninth consecutive year of leveraging operating costs.
Before I turn it over to Mike, I want to provide a brief update on labor relations. Our store associate ratified new labor agreements covering stores in Little Rock, Dallas and Seattle. We are currently negotiating our contract in Cincinnati, which is on extension until March 1. 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, should have a shared objective, growing Kroger's business and profitability, which will help us create more jobs and career opportunities, plus enhance job security for all associates. In fact, over the last 5 years, we have added 33,000 jobs.
Now Mike will offer more detail on Kroger's third quarter financial results and our guidance for the year. Mike?