The Boston Globe did an article comparing Whole Foods to other local grocery stores after it was announced that WF was replacing a local store. They went to 4-5 stores and bought the same list of groceries. While WF was high on some items they were low on others. And overall they were not the most expensive store. I personally like WF, find their customer service to be fabulous, love their meats/seafood. One way you can save a bit of money at WF is their case discount. You buy a whole case of something (just about any product) and you get 10% off. So since I already buy lots of yogurt for my family of 4 I buy it by the case and save. I buy our granola bars by the case, etc.