Private Label Buyer

Food Lion Makes Promotional Splash

May 22, 2013

On the heels of revamping 178 stores in its chain, Food Lion doubled its private label promotions last week from a year earlier, according to a report exclusively for PLBuyer’s eReport by Chicago-based market research firm Market Track.

Among the changes coming in the store makeovers, the company said, were lower prices on private label products, including Food Lion’s My Essentials flagship brand. Food Lion had the fourth-highest amount of private label promotions last week among the 15 retailers watched by Market Track.

Seven of the 15 ran more promotions than a year ago, with CVS (+40.8%) and Kroger (+37.2%) also showing strong gains.

Albertsons (-47.2%) and Target (-39.4%) showed the largest declines from a year earlier.

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 5-22-13