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Grand Rapids, Mich.-based retailer Meijer has consistently promoted private label health care products in its print ads this year while Fresh Market has pushed home consumables each month. Retailing giant Walmart has done relatively little promotion of its private label offerings in its print ads, however.
These findings emerged in an analysis of year-to-date 2011 month-by-month private label promotions done exclusively for PLBuyer's eReport by Chicago-based research firm MarketTrack.
Home consumables are defined by MarketTrack as including all non-health, non-beauty, non-food center store items such as paper products, cleaning products, pet food and laundry items.
HyVee led all retailers in terms of how much of its ads were devoted to promoting private label. From 20 percent to 23 percent of its ads each month have been for private label products, MarketTrack finds.
“It is surprising that Meijer does not vary [its promotional focus] month over month due to the number of departments across the store,” says Ali Lipson, marketing analyst for MarketTrack. “It will be interesting to see if this trend continues over the next few months or if they shift a greater share of private label promotions to other departments.”
Since the first of the year, Walmart has devoted a very low percentage of space to private label promotion, ranging from 2 percent to 6 percent, coming in just under levels found in ads from CVS and Dollar Tree. “Perhaps national brands and Walmart’s own Great Value brand awareness is enough to drive traffic to stores. Walmart also likely focuses on in-store promotions for these products,” says Lipson.
To produce its findings, MarketTrack analyzed the amount of weekly print promotions containing individual private label products for each retailer since the first of the year on a month-by-month basis.