Exclusive: PL Promotions Show Decline From Same Time Last Year

August 31, 2011
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Major food retailers cut back dramatically on their advertising of private label goods in the week ending Aug. 26 as compared to the same week last year, reveals an exclusive survey of retailer print ad circulars done for PLBuyer’s eReport by Chicago-based research firm Market Track.


Of the 13 retailers examined, nine showed a decrease in private label print promotions across all major product categories.


Camp Hill, Pa.-based Rite Aid showed the most significant decrease in promotions with 4.8 percent of its promotional print space for the week of August 26, 2011 devoted to private labels. Looking at a year earlier, the retailer devoted 13.2 percent of its promotional space to private label ads.


Not all retailers showed a decrease. Jacksonville, Fla.-based Winn-Dixie devoted 27.5 percent of its weekly circular space to private label promotions for the week of August 26, 2011, a 45 percent share increase from last year.


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 when 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.

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