News

Exclusive: Wegmans Leads in Private Label Promotion

February 10, 2011
/ Print / Reprints /
ShareMore
/ Text Size+


Wegmans took the lead in promoting private label items in its weekly circular for the week ending Feb. 5, 2011 according to information provided exclusively to PLBuyer by Efficient Collaborative Retail Marketing (ECRM) from its weekly ad comparison.

Continuing last week’s trend first aid items were the most heavily promoted category for the week ending Feb.5, 2011, Solon, Ohio-based ECRM tells PLBuyer.

According to ECRM’s data 60 percent of items promoted in Wegmans weekly ad insert were private label products. Fresh & Easy, last week’s top promoter, was close behind with 59.3 percent of its weekly ad insert items listed as private label products. Wegmans private label activity was 6 percent greater than its average private label promotion circulars for all of 2010, ECRM states.

In product promotion first aid remained at the top of the charts with 41.2 percent of all private label items promoted. Poultry took the place of paper products this week in the number two spot with 30.5 percent of private label items promoted.

“I think a lot of [the rise in poultry advertisements] had to do with it being the week prior to the Super Bowl when the advertisements went out,” says Tom Pirovano, vice president, industry insights, at ECRM.

PLBuyer will bring you weekly reports courtesy of ECRM regarding private label ad promotional activity. The information should help you better benchmark how your private label ad efforts stack up against the food retailing business as a whole as well as against individual competitors.


Did you enjoy this article? Click here to subscribe to Private Label Buyer.

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

September 2014 New Food Products

This month's new food products include cane sugars, barbeque sauce, condiments in squeeze bottles, cinnamon snack seasoning, and jalapeno tzatziki, ice cream, herb toasts, corn puffs, instant coffee, coconut water, and a water enhancer.

Podcasts

Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

More Podcasts

Private Label Buyer Magazine

PLB September 2014 cover

September 2014

The September 2014 issue of Private Label Buyer includes a convenience channel update, as well as category insights on frozen store brand trends and health and beauty items. Check it out today!

Table Of Contents Subscribe

Private Label Segments

Which segment of private label will see the biggest growth over the next year?
View Results Poll Archive

Clear Seas Research

Clear Seas ResearchWith access to over one million professionals and more than 60 industry-specific publications,Clear Seas Research offers relevant insights from those who know your industry best. Let us customize a market research solution that exceeds your marketing goals.

PLB Marketplace

STAY CONNECTED

facebook_40px twitter_40px  youtube_40pxlinkedin_40pxgoogle+ icon 40px