Exclusive Retailer Spotlight: Safeway Pushes PL Seafood; Kroger Goes with Pork

August 4, 2011
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Safeway seems to have seafood on its mind, heavily promoting private label frozen seafood in its weekly ads. Rival Kroger, on the other hand, has been pushing pork.


Pleasanton, Calif.-based Safeway saw frozen seafood account for 58 percent of its overall frozen seafood print ads for the 52-weeks ending July 30, 2011, according to an analysis provided exclusively to PLBuyer’s eReport by Efficient Collaborative Retail Marketing (ECRM). Private label accounted for only 20 percent of Safeway frozen seafood ads in the prior 52-week period. Seafood was featured in 2.17 percent of Safeway’s ads in the latest 52-week period.


Meanwhile, pork saw the highest market share increase at Cincinnati, Ohio-based Kroger advertising during the 52-week period ended July 23. Private label pork ads accounted for 79 percent of Kroger overall pork product print advertisements compared to 52 percent the previous year, ECRM found. Kroger decreased it advertisements for frozen seafood as Safeway was increasing its seafood promotions. Private label frozen seafood accounts for only 50 percent of Kroger overall frozen seafood ads in the period, down from 63 percent in the prior 52-week period, ECRM discovered.

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