Exclusive: Aldi Topples Wegmas as PL Promotion Leader

March 17, 2011
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For the first time in three weeks, Wegmans lost its place as the top promoter of private label items in weekly food retailer ad circulars, according to an analysis of ads for the week ending March 12, 2011 provided exclusively to PLBuyer by Efficient Collaborative Retail Marketing (ECRM).

Aldi took the lead last week with 79.3 percent of its circular devoted to promoting private label items, a 12.2 percent increase from its average private label weekly promotions  for all of last year.

Wegmans came in a close second last week with 78.9 percent of its circular devoted to private label, a 25 percent increase compared to its average promotion level last year.  Wegmans, Aldi and Fresh & Easy all increased private label promotions last week, says Tom Pirovano, vice president, industry insights, at ECRM.

ECRM also has begun analyzing for PLBuyer which retailers promote private label the heaviest on the front pages of their weekly circulars. The heaviest front-page promoters of private label in the March 12 week weren’t the same as those who are most active in promoting private label throughout their ads.

Fresh & Easy led the way in front page promotions with 16 private label products featured in its ad insert. Harris Teeter, which doesn’t often make the top promoter list, came in a close second in front page private label promotion with 14 products last week. Aldi tied Family Dollar for the third spot with 13 products featured.  

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