Private Label Buyer

HEB Makes Big Private Label Promotion Move

May 1, 2013

HEB pushed forward last week with a major increase in private label promotions, according to Chicago-based market research firm Market Track in an exclusive report for PLBuyer’s eReport.

HEB nearly doubled its private label promotions last week from a year ago, a 94.8 percent increase year-over-year. Its biggest promotion for the week was a Meal Deal, a full page of HEB private label products on sale for one week only.

Target also had a major year-over-year increase, up 96.7 percent, but was running less than half the promotions last week that HEB did.

Conversely, Safeway dropped 30 percent year-over-year, but had one of the highest numbers of private label promotions at this time last week. This year, despite the decrease, it ran the same amount of promotions last week as HEB did, and both were just ahead of Kroger’s total (Kroger increased 44.1 percent from last year).

Overall, eight of the 15 retailers followed by Market Track showed declines in promotions last week from the same time a year ago.

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.

PL Promotions 5-1-13