Exclusive: Aldi Leads Retailers Promoting Private Label Products

February 17, 2011
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 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.





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