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    How New Wellness Products and Instacart Cake Delivery Could Reframe Costco’s (COST) Membership Growth Story

    Simply Wall St·08/30/2026 06:28:06
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    • In recent weeks, Sports Research announced the rollout of its new creatine capsules and upcoming Creatine + Electrolytes line at Costco, while Costco and Instacart enabled nationwide online ordering and delivery of custom cakes and party platters through Instacart and sameday.costco.com.
    • Together, these moves highlight Costco’s effort to broaden its wellness assortment and deepen digital convenience as in-warehouse traffic growth moderates.
    • Next, we’ll examine how Costco’s new Instacart-enabled custom cake and platter delivery reshapes its investment narrative around membership and growth.

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    Costco Wholesale Investment Narrative Recap

    To own Costco, you typically need to believe in its membership model, disciplined cost structure, and ability to grow sales without aggressive store expansion. Recent news around slower traffic growth and modestly reduced warehouse openings highlights that the key short term catalyst is now execution in digital and convenience, while a major risk remains cost pressure from labor, supply chain, and tariffs. The new cake and wellness launches do not materially change those core drivers today.

    The new Instacart enabled nationwide delivery of custom cakes and party platters is especially relevant here, because it leans into Costco’s e commerce catalyst while in warehouse visit growth moderates. By making high demand, event driven items available online, Costco is tying its membership value more tightly to digital channels, which could help support recurring fee income and order frequency even if physical trips slow.

    Yet even if membership looks resilient today, investors should be aware that Costco’s dependence on renewal rates and fee income could become a headwind if...

    Read the full narrative on Costco Wholesale (it's free!)

    Costco Wholesale's narrative projects $363.2 billion revenue and $11.6 billion earnings by 2029. This requires 7.4% yearly revenue growth and about a $2.8 billion earnings increase from $8.8 billion today.

    Uncover how Costco Wholesale's forecasts yield a $1083 fair value, a 15% upside to its current price.

    Exploring Other Perspectives

    COST 1-Year Stock Price Chart
    COST 1-Year Stock Price Chart

    Some of the most optimistic analysts were already expecting Costco to reach about US$376,800,000,000 in revenue and roughly US$12,600,000,000 in earnings by 2029, so when you weigh this new Instacart and wellness news against those assumptions, you can see how their very bullish story about faster digital adoption and stronger membership economics could either be reinforced or challenged in ways more cautious forecasts do not fully reflect.

    Explore 17 other fair value estimates on Costco Wholesale - why the stock might be worth less than half the current price!

    Form Your Own Verdict

    Disagree with existing narratives? Extraordinary investment returns rarely come from following the herd, so go with your instincts.

    • A great starting point for your Costco Wholesale research is our analysis highlighting 2 key rewards that could impact your investment decision.
    • Our free Costco Wholesale research report provides a comprehensive fundamental analysis summarized in a single visual - the Snowflake - making it easy to evaluate Costco Wholesale's overall financial health at a glance.

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    This article by Simply Wall St is general in nature. We provide commentary based on historical data and analyst forecasts only using an unbiased methodology and our articles are not intended to be financial advice. It does not constitute a recommendation to buy or sell any stock, and does not take account of your objectives, or your financial situation. We aim to bring you long-term focused analysis driven by fundamental data. Note that our analysis may not factor in the latest price-sensitive company announcements or qualitative material. Simply Wall St has no position in any stocks mentioned.