News

Exclusive: Aldi Leads Retailers Promoting Private Label Products

February 17, 2011
/ Print / Reprints /
ShareMore
/ Text Size+


 Aldi lead the way in promoting private label items in its weekly circular for the week ending Feb.13, 2011, according to information provided exclusively to PLBuyer by Efficient Collaborative Retail Marketing (ECRM) from its weekly ad comparison.

 

“I think Aldi’s jump in promotion is a reflection of where they have traditionally been,” says Tom Pirovano, vice president, industry insights, at ECRM. “Now they are getting back to the powerhouses of the market they used to be.”

 

The week before and the week after the Super Bowl tend to be very slow for private label promotions, Pirovano says. While the event means big promotional spending by national brands, private label products tend to get left behind, Pirovano states.

 

Approximately 70.6 percent of the items promoted in Aldi’s circular were private label products, ECRM finds. This is a significant boost from last week when Aldi private label product promotions accounted for only 56.3 percent of its circular.

 

Fresh & Easy is holding steady in its number two spot for the second week in a row. Aldi’s PL ads represents a 3.5 percent increase from its 2010 average while Fresh & Easy’s numbers represent a 7.6 percent increase from last year, ECRM states.

 

Looking at product categories, first aid items again were the most heavily promoted category for the week ending Feb.13, 2011 as they were the prior week, Solon, Ohio-based ECRM tells PLBuyer.

 

 

 

 

Did you enjoy this article? Click here to subscribe to Private Label Buyer.

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

August 2014 New Food Products

This month’s new food products are organic coffee, hatch green chili tzatziki, cultured soy, kernel cooking oils, snack seasoning, thin Swiss cheese, tea and lemonade blend, crispy fish shapes, mole rojo braising sauce, sausage & cheese pita pocket, and chicken club pizza.

Podcasts

Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

Private Label Buyer Magazine

PLB August 2014 cover

August 2014

The August 2014 issue of Private Label Buyer includes articles on non-food grocery items, as well as category insights on store brand spreads, healthcare, and personal care. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

PLB Marketplace

STAY CONNECTED

facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px