Kroger stock: buy or sell?

KR stock price: $23.30 -1.56% At close on August 23rd, 2019

Updated on:
August 23rd, 2019


Kroger ended today at $23.30 and decreased a fatal -1.56%.

The Kroger Co., together with its subsidiaries, operates as a retailer in the United States. It also manufactures and processes food for sale in its supermarkets.

Should I buy Kroger stock?

You can't be a successful trader if you don't follow a methodolgy or system that assist you in choosing companies and the correct market timing. Trading strategies are meant for helping you in the decision process of what stocks to choose and when is the best moment to buy them. At, we like to use very simple but trusted and powerful trend following trading strategies. Simple things usually work the best.

Currently, Kroger stock doesn't match any of these trading strategies, so our recommendation is not to buy.

Buy setupElegible
New all-time highNo
New 52 week highNo
Price crossing up 200d MANo
100d MA crossing up 200d MANo
This doesn't mean KR will fall in coming sessions, or it will not rise higher. Simply, it doesn't match our recommended trading systems.

Is Kroger stock a buy?

Banks and financial institutions post stock ratings everyday. At, we gathered 13 ratings published for KR stock in the last month.

Is KR a good stock to buy?
DateAnalyst / BrokerPrevious ratingCurrent rating
2019-8-2Pivotal ResearchHoldBuy
2019-6-21Telsey Advisory GroupMarket PerformMarket Perform
2019-6-18BMO Capital Marketsn/aMarket Perform
2019-5-29Bank of AmericaBuyBuy
2019-3-8Telsey Advisory GroupMarket PerformMarket Perform
2019-3-8Telsey Advisory Groupn/aMarket Perform
2019-3-8Pivotal ResearchHoldHold
2019-3-8Pivotal Researchn/aHold
2019-3-8Morgan StanleyEqual WeightEqual Weight
2019-3-8Credit Suisse GroupOutperformOutperform
2019-3-8Buckingham ResearchUnderperformUnderperform
2019-3-20Evercore ISIIn-lineIn-Line

Kroger stock analysis

Daily outlook

Kroger decreased a fatal -1.56% and closed at $23.30.

Shares of Kroger ended today at $23.30 and decreased a fatal -1.56%. In the last 2 days when KR stock price broke up the SMA100d line, it gained $0.39 (1.70%).

KR stock chart (daily)

Weekly outlook

Shares of Kroger rose a very good 2.82% this week.

By mid February KR price bounced up over the SMA of 40 weeks that acted as support stopping new slides.

KR stock chart (weekly)

Kroger stock price history

Kroger stock historical price chart

KR stock reached 52-week highs on September at $32.03, and all-time highs 2015-12-30 with a price of 39.94.

Kroger stock price target is $26.80

Nobody can reliably foresee how stock prices may evolve in the future. However, many stock price predictions are published every day by banks, financial institutions and independent analysts. We do not recommend to follow these stock price predictions without a critical thinking from your side, as their accuracy is usually low. For the last month we found 13 price forecasts for KR stock:
KR stock price predictions
DateAnalyst / BrokerActionPrevious targetCurrent targetDiff
2019-8-2Pivotal ResearchUpgradesn/a$26.00-
2019-6-24GuggenheimLowers Target$31.00$26.00-16.1%
2019-6-21Telsey Advisory GroupReiterates$29.00$27.00-6.9%
2019-6-18BMO Capital MarketsLowers Targetn/a$24.00-
2019-5-29Bank of AmericaLowers Target$37.00$30.00-18.9%
2019-3-8Telsey Advisory GroupReiterates$31.00$29.00-6.5%
2019-3-8Telsey Advisory GroupLowers Target$31.00$29.00-6.5%
2019-3-8Pivotal ResearchReiterates$31.00$26.00-16.1%
2019-3-8Pivotal ResearchLowers Target$31.00$26.00-16.1%
2019-3-8Morgan StanleyLowers Target$27.00$26.00-3.7%
2019-3-8Credit Suisse GroupLowers Target$33.00$30.00-9.1%
2019-3-8Buckingham ResearchLowers Target$24.00$22.00-8.3%
2019-3-20Evercore ISIInitiatesn/a$27.00-
(in average)$30.50$26.80-12.0%
Moving in a range from $30.00 and $22.00, the price forecast for Kroger stock is $26.80. In average, analysts' outlook on KR price forecast is negative, downsizing the forecast by a -12.00% from previous estimations.

Financials and fundamental analysis

Earnings date and Earnings per Share

On March, Kroger missed the expectations of the experts and reported a lame EPS of $0.48 per share when experts were expecting $0.51.
KR earnings date and EPS evolution
QuarterReporting dateEstimated EPSActual EPSSurprise

Annual financial results

In 2019, Kroger annual turnover slightly fell a bad -1.22% to $121,162.00 M dollars from $122,662.00 marked in 2018. Similarly, its income margin (compared to sales) raised to 2.57%, that is $3,110.00 million.

KR annual Sales and Income evolution
2014$98,380 M-$1,510 M1.5%-
2014$108,470 M10.26%$1,710 M1.6%13.25%
2015$108,465 M0.00%$1,728 M1.6%1.05%
2015$109,830 M1.26%$2,020 M1.8%16.90%
2016$109,830 M0.00%$2,039 M1.9%0.94%
2016$115,340 M5.02%$1,960 M1.7%-3.87%
2017$115,337 M0.00%$1,975 M1.7%0.77%
2017$122,660 M6.35%$1,890 M1.5%-4.30%
2018$122,662 M0.00%$1,907 M1.6%0.90%
2019$121,162 M-1.22%$3,110 M2.6%63.08%

Quarterly financial results

Kroger posted $28,091.00 million in sales for 2019-Q1, a 1.51% up compared to previous quarter. Reported quarter earnings marked $259.00 million with a profit margin of 0.92%. Profit margin remained stable a -0.22% compared to previous quarter when profit margin was 1.15%. When comparing sales to same quarter last year, Kroger sales marked a shocking drop down and dropped a -9.47%.
KR quarterly Sales and Income evolution
2017-Q2$36,290 M-$301 M0.8%-
2017-Q3$27,597 M-23.95%$353 M1.3%17.28%
2017-Q4$27,749 M0.55%$397 M1.4%12.46%
2018-Q1$31,031 M11.83%$854 M2.8%115.11%
2018-Q2$37,530 M20.94%$2,026 M5.4%137.24%
2018-Q3$27,869 M-25.74%$508 M1.8%-74.93%
2018-Q4$27,672 M-0.71%$317 M1.1%-37.60%
2019-Q1$28,091 M1.51%$259 M0.9%-18.30%

Kroger ownership

When you are planning to invest in shares of a stock, it's worth to overview its ownership structure.

Kroger shares owned by insiders (that is, founders, CEO, CTO, main executives or other management staff) currently counts a 0.70% of all shares.

Bearish positions for KR stock account 0.00%, no big difference from last month.

The following table compares ownership indicators for other stocks related to Kroger:

Market cap$18.8 B$530.5 M$2.1 B$318.9 B
Total shares806.7 M14.2 M118.0 M2,850.0 M
Float shares791.9 M14.1 M117.3 M1,410.0 M
  - Institutional holdings (%)84.5%91.9%102.3%30.3%
  - Insider holdings (%)0.7%0.4%3.4%52.0%
Shares in short selling0.0%0.0%0.0%0.0%

Kroger summary

Friday, August 23rd, 2019
Day range$23.22 - $23.69
Previous close$23.67
Session gain-1.56%
Average true range$0.65
50d mov avg$22.10
100d mov avg$23.27
200d mov avg$25.45
Daily pattern
Weekly pattern lt03a

Kroger performance

Performance as an absolute value is never valid if it's not benchmarked against competitors or related stocks in the industry. We selected Ingles Markets, Sprouts Farmers Market and Walmart as the bechmarking frame for Kroger stock.
IMKTAIngles Markets20.83%25.08%5.20%
SFMSprouts Farmers M...-12.51%-23.42%-28.08%

Kroger competitors

We chose a few stocks to conform a list of Kroger competitors to review if you are interested in investing in KR:

Latest Kroger stock news