Private Label Buyer

Exclusive: Winn-Dixie, Food Lion See Significant Decreases In PL Promotions

August 8, 2012

This week, eight out of the 15 retailers tracked by Chicago-based research firm Market Track exclusively for PLBuyer’s eReport saw decreases in their private label advertising when compared with the corresponding week last year.

Jacksonville, Fla.-based Winn-Dixie (-37%) and Salisbury, N.C.-based Food Lion (-34.2%) saw significant declines in their private label promotions when compared to the corresponding week previous year. Also, Woonsocket R.I.-based CVS (-24.8%), Minneapolis-based Target (-22.4%) and Camp Hill, Pa.-based Rite-Aid (-21.3%) were among the advertisers who experienced drops in excess of 20% in their private label advertising year over year.

Meanwhile, Bentonville, Ark.-based Walmart (+70.9%) and Giant-Landover (+65.4%) saw prominent increases in their private label promotions when compared year-over-year for the same week. Apart from the aforementioned advertisers, Deerfield, Ill.-based Walgreens (+35.6%) also witnessed a noteworthy increase.

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.