Kroger Lags the Pack in PL Pet Food Promos, Exclusive Analysis Finds

June 1, 2011
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Cincinnati, Ohio-based retailer Kroger has not promoted any private label pet food products in its print circulars in the first four months of this year while major retailers H-E-B, Publix and Meijer all have devoted more than 10 percent of their print ad circular space to the category.


These findings emerged in an analysis of private label print promotions done exclusively for PLBuyer's eReport by Chicago-based research firm MarketTrack.


“Kroger does have private label pet food, so it is likely that this is possibly a smaller category for them and perhaps they do not see the sales volume here that they do in other categories,” explains Ali Lipson, marketing analyst for MarketTrack. “Or, they feel that this is not a driver to stores where food items are. Typically, consumers look at the circulars to make decisions about items that they always purchase and see which retailers have the lowest prices on those items. Pet food may be purchased less often, therefore it’s not promoted as frequently.”


On the other end of the promotion spectrum, San Antonio, Texas-based retailer H-E-B has devoted 11 percent of its private label print space to health and beauty care products while other big name retailers like Publix and Kroger only devoted 1 percent to the category, reports MarketTrack which looked at the amount of weekly private label promotions in print circulars for the four U.S. retailers.


“H-E-B has more promotions in health and beauty as they just launched a private label line of hand sanitizers and soaps called Orchid in May of this year. They are likely increasing promotions around this to generate awareness,” explains Lipson.

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