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EXCLUSIVE: Retailers Continue to Cut PL Promo Activity

October 19, 2011
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Eleven of the 14 major U.S. food retailers decreased their private label promotions in mid-October compared with their levels of PL promotions in the same one-week period last year, found an exclusive survey of retailer print ad circulars done for PLBuyer’s eReport by Chicago-based research firm Market Track.

 

 

Bentonville, Ark.-based Walmart showed the most significant drop in private label promotions by not advertising any private labels in the week examined, Market Track found.

 

Of the three retailers to show an increase in private label promotions compared with last year, Pleasanton, Calif.-based Safeway showed the highest level of promotions.

 

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.

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