Private Label Buyer

Exclusive: Retailers Continue To See Decreases In PL Advertising

May 24, 2012

The majority of retailers saw decreases in their private label advertising this week when compared with a year ago, Market Track exclusively told PLBuyer’s eReport.

Jacksonville, Fla.-based Winn-Dixie (-47.4%) saw the highest decline in its private label promotional share this week when compared to the same week prior year. Besides Winn-Dixie, Salisbury, N.C.-based Food Lion (-31.5%) and Hoffman Estates, Ill.-based Kmart, part of Sears Holdings (-28.6%) saw significant decreases in their private label promotions.


On the other hand, Deerfield, Ill.-based Walgreens (+49.8%) and Albertsons-SV (+46%) saw substantial increases in their private label promotions for the same week year over 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 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. 


Market Track graphic 5-24