Costco's treasure-hunt reputation still pulls in crowds, but a growing number of longtime members say some of the warehouse club's most-hyped sections have quietly stopped being the bargain they once were.
It's that certain aisles now carry price tags that rival — or beat — regular grocery stores on a per-unit basis, and shoppers are noticing.
Costco's bulk bags of berries, apples, and salad kits look cheap at the register, but a family of two or three often tosses half before it's eaten.
Once spoiled food gets factored in, the "savings" can vanish.
Shoppers who track their waste say smaller grocery-store packs frequently cost less in real terms.
Those giant muffins and sheet cakes are a steal per calorie — until you remember you don't need 24 muffins.
Freezer space is finite, and baked goods don't improve with age.
Costco's own return policy softens the blow, but most people won't drive back over a stale croissant.
Prepared and rotisserie items are another soft spot.
The $4.99 rotisserie chicken remains one of the best deals in retail, but the surrounding deli case — pasta salads, dips, party trays — is priced for convenience, not value.
Per pound, many of those items cost more than making the same thing at home, and they don't freeze well.
Paper goods and cleaning supplies still reward bulk buying, but only if you have storage.
Members in small apartments report that 30 rolls of toilet paper and a gallon of detergent eat closet space that could hold things they actually use weekly.
Bulk isn't a discount if it sits unused for two years.
The aisles that still hold up: pharmacy and optical, gas, frozen proteins, coffee, and Kirkland Signature staples like olive oil and nuts.
Those categories consistently beat supermarket prices on quality and unit cost.
The lesson isn't to quit Costco — it's to stop assuming every aisle is a deal.
A simple fix is to shop with a per-unit mindset.
Divide the price by ounces or servings before it hits your cart.
If the number isn't clearly better than your local store, and you can't finish it before it expires, leave it.
Costco wins on selective stocking, not blanket savings.
Membership math still favors most households, especially with gas and pharmacy factored in.
But the club's magic depends on discipline.
The shoppers saving the most aren't buying everything — they're buying the right things and walking past the rest without guilt.
Our take: Costco is still worth the annual fee for most families, but the "everything's cheaper here" assumption costs people real money.
Final Thoughts
Treat the membership like a tool, not a treasure hunt, and the savings show up where they always did — in the categories you actually use.