Private Label Buyer

Exclusive: Wegmans Keeps Private Label Promotion Lead

March 2, 2011
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Wegmans once again was the leader in promoting private label items in weekly food retailer ad circulars for the week ending Feb. 26, 2011, according to information provided exclusively to PLBuyer by Efficient Collaborative Retail Marketing (ECRM) from its weekly ad comparison.

Wegmans not only held its lead over other retailers but it also devoted  12.4 percent more of its circular to promoting private label items last week than it did, on average, for all of 2010. Of the items features in its most recent ad, 73 percent were private label products. “Wegmans 2/20 ad circular didn’t just promote more private brands -- it promoted the whole Wegmans shopping experience.  Wegmans weekly circular sets the chain apart with sharp photography, recipes, an article on the humane treatment of animals, and news about teen culinary classes,” says Tom Pirovano, vice president, industry insights, at ECRM.  

The big surprise last week came from Raleigh, N.C.-based Kerr Drug breaking into the top five with 42.9 percent of its ads devoted to private label promotions. The company beat out bigger names like Jewel-OSCO and Big Y Foods in featuring private label. The jump represents a 21.2 percent increase compared with last year’s average rate of private label promotion for Kerr, ECRM found.

Cosmetic accessories was the category in which private label products were most heavily promoted last week, ECRM found. First Aid/wound care dropped to second most featured with allergy medications third, perhaps a sign that allergy season is hitting in various parts of the country starting to emerge from winter.

Analgesics had the biggest drop in private label category promotion with 32.4 percent of featured products which is a 2.6 percent decrease since last year, explains ECRM.