Food Lion’s ads for private label offerings in its weekly circular dropped 57.9 percent in the week ending Dec. 9, 2011 as compared with the same week in 2010, finds Chicago-based research firm Market Track in an exclusive analysis of retailer advertising done for PLBuyer’s eReport.
Other retailers that also saw noteworthy declines in private label promotions for the same period include Supervalu-owned Albertson’s with a 36.2 percent drop; Publix with a 27.3 percent drop; Kmart with a 23 percent drop and H-E-B with a 22.6 percent drop.
On the other end of the spectrum, Kroger’s increased its private label promotions by 56.4 percent and Safeway increased its private label promotions by 35.3 percent in the same week for 2011.
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.