Michael Ellis
Analyst · Morgan Stanley
Thank you, Rodney. Good morning, everyone. Our associates continue to deliver an exceptional experience in ways that make a difference for our customers. Over the past year, more customers have noticed improvements in Kroger's product selection, product freshness and customer service. Our strong identical supermarket sales growth was primarily driven by an increase in the number of households shopping with us in the first quarter. We also met our goal to grow the number of loyal households at even a faster rate than total household growth again in the quarter.
We're especially proud of our loyalty and sales results when you consider the current operating environment that we're in, which has less certainty than normal. We are addressing the volatility we see out there every day. Fuel margins, for example, have returned to normal compared to where we ended last year.
Another factor is product costs. Some commodities are up, some are down. We are seeing deflation in milk, produce and seafood, which is driving more tonnage volume. Milk is one of our most price-elastic categories that we have. When milk prices come down, people tend to buy a lot more. We're at an advantage because we have a vertically integrated supply chain for milk. When our dairy plants run at higher volume, we become more efficient and productive.
We continue to see inflation in generic pharmaceuticals and in certain commodities in the meat department. Overall, inflation continued, but at a lower rate during the first quarter, which is in line with what we had expected.
Tonnage growth was very strong during the first quarter. In fact, we saw the strongest first quarter tonnage performance since 2010, which is a clear indication of our ability to get pricing right for our customers. If you look back over the past several years, we've had periods of high and low inflation, and we've shown that regardless of the environment, we will deliver greater value and convenience for our customers.
Corporate Brands had a solid first quarter, accelerating company sales growth and representing approximately 26.9% of total units sold and 25.4% of sales dollars, excluding fuel and pharmacy. A key driver of sustainable growth is Customer 1st innovation, and as Rodney said, we are actively expanding Kroger's use of technology, which we see as a catalyst for improving our connection with customers and growing our market share.
Kroger's digital team has developed a popular mobile app that our customers use millions of times each week. In April, we were one of the first food retailers to release an app that is compatible with the Apple Watch. And this month, we reached a new milestone, more than 2 billion digital coupons have been downloaded from our digital properties since we began offering digital coupons in 2009. It took 4 years to reach our first billion and only 15 months to reach our second billion, and the third billion will take even less time.
Also this month, our Cincinnati division began inviting local customers to try our order online, pick up at the store solution we are learning from Harris Teeter, which we have been beta testing for a few months and is now available in 2 of our Cincinnati area stores to all customers.
Our integration with Vitacost.com continues to go very well, and just this week, Vitacost helped us launch a new natural and organic e-commerce website called King Soopers Live Naturally that is open to King Soopers customers who live in and around the Denver Metro area. The website, which utilizes Vitacost's technology platform and fulfillment network, creates an endless aisle experience with ship-to-home service for thousands of additional health foods, vitamins, minerals and supplements that are available in our Denver area stores today. We are excited to see the results of this new pilot program.
And now I will provide a brief update on labor relations. We recently agreed to new contracts in both Las Vegas and Louisville, and we agreed to a Master Agreement with the Teamsters covering several distribution and manufacturing facilities. Four of the 5 Teamster locals have also ratified this agreement. We are currently negotiating contracts with the UFCW for store associates in Columbus, Denver, Memphis and Portland.
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 profitably, which will help us create more jobs and career opportunities and enhance job security for our associates.
Before I turn it over to Mike Schlotman, I'd like to say a little more about the culture of opportunity we work hard to create here at Kroger. Being a Kroger associate means being part of our family, part of something bigger. Every day, we hire people who come to Kroger for a job, then decide to stay for a career. In fact, 2/3 of our store managers today started as an hourly clerk, stocking shelves or bagging groceries. We continue to increase our investment in training to build skills so our associates are ready for opportunities to advance and lead others. We offer so much more than a job, a chance to connect with their community, to be part of a giant team stretching from coast to coast and to work with colleagues who want to make a difference, too. We think this opportunity culture is a differentiator for us today and will continue to be into the future.
Now Mike Schlotman will offer more detail on Kroger's financial results and update our guidance for 2015. Mike?