Exclusive: First Aid No Longer Top PL Promoted Category

March 23, 2011
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 Cosmetic accessories was the most heavily promoted private label category last week, taking the number one spot held for several weeks by the first aid and wound care category, which dropped to fourth, according to an analysis of food retailer ads for the week ending March 19, 2011 provided exclusively to PLBuyer by Efficient Collaborative Retail Marketing (ECRM). The largest weekly increase in category promotion was for baking goods, which saw a 17.6 percent boost in private label promotion compared to its average promotion for 2010.  


“Baking needs is a very seasonal category, there is always a spike in advertising around the end of March/beginning of April and again around Thanksgiving and Christmas,” says Jason Marshall, CPG promotions business analyst for ECRM. The spike last week could most likely be attributed to baking done for Saint Patrick’s Day parties throughout the country.


Harris Teeter replaced Fresh & Easy as the retailer featuring the highest number of private label products on the front page of its weekly circular, ECRM found. Fresh & Easy dropped to fifth place with six less products on its front page compared with the prior week. Both Dominick’s Finer Foods and Safeway competed for the number two spot with 12 ads each last week.


After sacrificing its private label promotion lead to Aldi the prior week, Wegmans is back to the top of the charts as promoter of private label items in weekly food retailer ad circulars. Aldi not only lost its lead but also showed a 3.1 percent decrease from its average private label weekly promotions for all of last year. Wegmans, on the other hand, showed an 18 percent increase in its promotions compared with last year, with 72 percent of its ads devoted to private label products.

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