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Retailers ramped up private label promotions last week, according to an exclusive report forPLBuyer’s eReport by Chicago-based market research firm Market Track.
Eleven of the 15 retailers followed by Market Track showed gains in private label promotions last week from the same period a year ago, many of them heavy gains. Food Lion (+91.7%) nearly doubled its promotions from a year ago, while Publix (+59.1%) took the opportunity to promote fresh products such as Publix Premium ribeye steaks and Publix Deli Tea. Target (+61.7%) promoted items such as Market Pantry hamburger buns and Room Essentials plates and bowls.
Walmart (-39.4%) and Rite-Aid (-39.3%) led the way among retailers cutting back on private label promotions from a year ago.
Market Track’s analysis reflects regional versioning and market specific differences in circulars. This is accomplished through an extensive collections process, including physically obtaining the ads from the various markets in which they are distributed. In instances where retailers send additional circulars to a limited number of markets, Market Track’s information reflects these nuances to give a view of what is happening nationally.