Private Label Buyer

Exclusive: Wegmans Leads in Private Label Promotion

February 10, 2011

Wegmans took the lead in promoting private label items in its weekly circular for the week ending Feb. 5, 2011 according to information provided exclusively to PLBuyer by Efficient Collaborative Retail Marketing (ECRM) from its weekly ad comparison.

Continuing last week’s trend first aid items were the most heavily promoted category for the week ending Feb.5, 2011, Solon, Ohio-based ECRM tells PLBuyer.

According to ECRM’s data 60 percent of items promoted in Wegmans weekly ad insert were private label products. Fresh & Easy, last week’s top promoter, was close behind with 59.3 percent of its weekly ad insert items listed as private label products. Wegmans private label activity was 6 percent greater than its average private label promotion circulars for all of 2010, ECRM states.

In product promotion first aid remained at the top of the charts with 41.2 percent of all private label items promoted. Poultry took the place of paper products this week in the number two spot with 30.5 percent of private label items promoted.

“I think a lot of [the rise in poultry advertisements] had to do with it being the week prior to the Super Bowl when the advertisements went out,” says Tom Pirovano, vice president, industry insights, at ECRM.

PLBuyer will bring you weekly reports courtesy of ECRM regarding private label ad promotional activity. The information should help you better benchmark how your private label ad efforts stack up against the food retailing business as a whole as well as against individual competitors.