How Retailers Promote
Their Own Brands
Review of Private Brands Promotions
November, 2011
Topics Covered
• Private Brand Share of Promos Vs. Year Ago
• Private Brand Ad Support Across Departments
• Top Categories Promoting Private Brands
• Top Retailers Promoting Private Brands
• Private Brand Web Promotions
Private Brand Share of
Weighted Retail Ad Support
19.0% 18.5%
19.7%
19.0%
Private Brand Share of
Promotions Vs. Year Ago
19.7% 20.3%
17.3%
Year Ago
Current
15.9%
15.4%
13.9%
Private brand share of ad
support is down across all
departments except
general merchandise.
All Departments
Grocery
Source: ECRM, 52 Weeks Ending 10/22/2011
General
Merchandise
HBC
Non-Food
Grocery
Percent of Private Brand Promotions
By Product Segment
Share of Total Private Brand Weighted Ad Support
Fresh Foods
20.1%
Food segments
represent 43.8%
of all private
brand promotions
Dry Grocery
13.4%
Non-Food
Grocery
2.9%
Grocery
Perishable
10.3%
Health &
Beauty
12.4%
Apparel
16.3%
Other Gen
Merch
13.8%
Housewares
10.8%
Source: ECRM
52 Weeks Ending 10/22/2011
Excludes Unbranded Promos
Categories with the Most Private Brand Promos
Share of Total Weighted Private Brand Circular Ads
Bedding
Beef
Women's Casual Apparel
Cheese
Entrees
Chicken
Frozen Prepared Food
Men's Casual Shirts
Pork
Kids' Casual Apparel
Frozen Seafood
Internal Analgesics
Breads&Rolls
Hand Tools&Accessories
Deli Meats
3.40%
3.16%
2.99%
2.22%
1.83%
1.66%
1.30%
1.29%
Surprise! Bedding
1.27%
products represent
1.18%
3.4% of weighted
1.14%
retailer ad support.
1.09%
1.05%
1.03%
Source: ECRM,
1.02%
52 Weeks Ending 10/22/2011
Excludes Ads for
Unbranded Products
Categories With Over 90% of
Ads Promoting Private Brands
Private Brands Share of Category Ads
Latex Gloves
100.0%
Alcohol/Peroxide
100.0%
Kitchen/Dining Room Furniture
99.3%
Photo Processing Services
96.6%
Dorm Furniture
96.1%
Beach Furniture / Accessories
95.9%
Vehicle Batteries
95.8%
Cushions & Hammocks
Picnic, Serveware, Drinkware
Holiday Candles
95.4%
94.9%
92.1%
Source: ECRM,
52 Weeks Ending 10/22/2011
Excludes Some Smaller Categories
Categories Increasing Private Brand Promotions
Category
Anti-Diarrheal
Kids' Boots
Flower Pots & Planters
Allergy Liquids
Inline Roller Skates & Access
Shelving & Hooks
Hand Vacs
Eye Medication/Ointment
Free Weights
Doll Accessories/Clothes
Trail Mixes
Photo Processing Services
Lighting
Children's Analgesics
Flashlights
Source: ECRM,
52 Weeks Ending 10/22/2011
Excludes Some Smaller Categories
Year Ago
PB Share
34.2%
55.9%
54.2%
26.2%
23.7%
1.2%
0.0%
3.7%
16.5%
7.3%
32.5%
78.4%
61.2%
44.9%
16.1%
Current
PB Share
76.0%
84.9%
82.8%
54.6%
51.3%
27.4%
25.6%
27.7%
37.3%
26.7%
52.0%
96.6%
79.3%
62.8%
33.8%
Share Pt
Change
+41.9 pts
+29.0 pts
+28.6 pts
+28.4 pts
+27.6 pts
+26.1 pts
+25.6 pts
+24.0 pts
+20.8 pts
+19.5 pts
+19.4 pts
+18.2 pts
+18.1 pts
+17.9 pts
+17.7 pts
Categories Running Fewer
Private Brand Promotions
Category
Floor Mats
Towing Accessories
Poker Accessories
Pressure Washers
Kids' Dress Apparel
Auto Battery Chargers/Cables
Exercise Benches
Filing Supplies/Accessories
Belts
Kids' Furniture
Frozen Juice
Source: ECRM,
Year Ago
PB Share
98.1%
64.0%
62.1%
61.6%
65.9%
79.1%
31.8%
51.1%
53.4%
84.7%
39.7%
52 Weeks Ending 10/22/2011
Excludes Some Smaller Categories
Current
PB Share
67.7%
36.5%
37.4%
38.2%
43.2%
57.1%
9.9%
29.4%
32.7%
67.4%
22.6%
Share Pt
Change
-30.5 pts
-27.4 pts
-24.7 pts
-23.4 pts
-22.7 pts
-22.0 pts
-21.9 pts
-21.7 pts
-20.7 pts
-17.3 pts
-17.1 pts
Top Supermarkets Promoting Private Brands
Private Brand Share of Total Circular Ads
Aldi
Fresh & Easy
Wegmans
Loblaws
Hannaford Brothers
Genuardi's Family Markets
H.E.B.
Shaw's Supermarket
Carrs
Tom Thumb
Randall's Food Markets
Winn Dixie
BI-LO
Dominick's Finer Foods
Food Basics
Pavilions
Vons
Hilander
Scott's Food & Pharmacy
Hy-Vee Food Stores
Pay Less Super Markets
65.44%
61.85%
53.72%
27.39%
26.27%
25.76%
25.33%
24.37%
24.12%
23.99%
23.97%
23.60%
23.45%
23.33%
23.32%
23.21%
23.21%
23.05%
23.02%
23.01%
23.01%
Aldi, Fresh & Easy, and
Wegmans lead all
retailers in private
brand promotions.
Source: ECRM,
52 Weeks Ending 10/29/2011
Supermarkets Committed to Traditional Brands
Private Brand Share
of Total Circular Ads
SunMart Foods
0.08%
Econofoods
0.09%
Met Foods
0.32%
D'Agostino Supermarkets
0.40%
Hillers
0.42%
Marc Glassman
0.54%
Many smaller grocers choose
promote traditional brands
over their own private brands.
Strack & Van Til
1.03%
Ultra Foods
1.08%
Magruder's
ValuMarket
2.23%
2.64%
Source: ECRM,
52 Weeks Ending 10/29/2011
Food Categories with
Highest Private Brand Share of Promotions
Private Brands Share of Category Ads
Dry Beans
87.8%
Frozen Fruit
77.1%
Salads
Carrots
65.1%
55.9%
Sandwich & Hot Dog Buns
53.1%
Sugar&Substitutes
52.6%
Non-Dairy Creamers/Syrups
52.5%
Trail Mixes
52.0%
Eggs
51.4%
RTE Deli Salads
51.4%
Toaster Pastries
50.8%
Source: ECRM,
52 Weeks Ending 10/22/2011
Excludes Some Smaller Categories
Milk
50.7%
Non-Food Grocery Categories with
Highest Private Brand Share of Promotions
Private Brands Share of Category Ads
Coffee Filters
Picnic Tableware
Trash Bags
Food Wraps/Bags
Bleach
Napkins
Paper Towels
Facial Tissue
Toilet Tissue
Scrubbers/Sponges
Household Cleaners
Fabric Softeners
Detergents
50.0%
47.3%
38.4%
32.3%
28.9%
25.6%
19.6%
15.7%
15.6%
15.1%
8.7%
6.8%
Source: ECRM,
52 Weeks Ending 10/22/2011
6.4%
Excludes Some Smaller Categories
Top Retailers Promoting Private Brand Grocery
Private Brand % of Grocery Ads
Aldi
66.5%
Fresh & Easy
63.9%
Wegmans
Shoppers Drug Mart
59.7%
34.4%
Loblaws
28.9%
Genuardi's Family Markets
28.0%
Hannaford Brothers
27.5%
H.E.B.
26.7%
Carrs
26.0%
Tom Thumb
25.8%
Randall's Food Markets
25.8%
Hilander
25.5%
Source: ECRM,
52 Weeks Ending 10/29/2011
Top Drug Chains Promoting Private Brands
Private Brand Share of Total Circular Ads
22.4%
Shoppers Drug Mart
21.2%
Kerr Drug
16.2%
Walgreens
15.7%
Rite Aid
14.1%
Kinney Drugs
Rexall
13.0%
Pharma Plus
12.9%
CVS
12.8%
Duane Reade
Hi-School Pharmacy
Thrifty White Drug Stores
10.9%
9.9%
9.3%
Source: ECRM,
52 Weeks Ending 10/29/2011
HBC Categories with
Highest Private Brand Share of Promotions
Private Brands Share of Category Ads
Latex Gloves
Alcohol/Peroxide
Polish Removers
Medical Compliance
Epsom Salts
Cosmetic Applicators/Removers
Anti-Diarrheal
Reading Glass Accessories
Children's Analgesics
Motion Sickness
Vaporizers/Humidifiers
Allergy Liquids
Hand Sanitizers
100.0%
100.0%
89.4%
87.6%
84.1%
80.3%
76.0%
66.0%
62.8%
57.5%
55.9%
54.6% Source: ECRM,
52 Weeks Ending 10/22/2011
53.6% Excludes Some Smaller Categories
Top Retailers Promoting Private Brand HBC
Private Brand % of HBC Ads
Food City Supermarkets
33.3%
Thrifty White Drug Stores
32.4%
Marsh Supermarkets
31.9%
Thriftway (Seattle)
30.8%
Adams Super Food Stores
30.5%
Super 1 Foods
30.0%
Thriftway (Kansas City)
29.8%
Roche Bros
29.8%
Sack 'N Save
29.0%
Top Food & Drug
28.9%
Foodtown
BI-LO
28.6%
28.1%
Source: ECRM,
52 Weeks Ending 10/29/2011
Private Brand Promotions
Across Mass Merchandisers
Private Brand Share of Total Circular Ads
Kmart
21.6%
Zellers
17.8%
Target Stores
16.6%
Meijer
14.8%
Walmart Canada
13.5%
Shopko Stores
12.9%
Walmart-US
Pamida
Big Lots
8.2%
1.2%
0.1%
Source: ECRM,
52 Weeks Ending 10/29/2011
General Merchandise Categories with
Highest Private Brand Share of Promotions
Private Brands Share of Category Ads
Kitchen&Dining Room…
99.3%
Photo Processing Services
96.6%
Dorm Furniture
96.1%
Beach Furniture & Accessories
95.9%
Vehicle Batteries
95.8%
Cushions&Hammocks
95.4%
Picnic, Serveware, Drinkware
94.9%
Holiday Candles
92.1%
Desk Accessories
88.8%
Braking Systems
88.5%
Rugs
Wall Art
88.1%
87.0%
Source: ECRM,
52 Weeks Ending 10/22/2011
Excludes Some Smaller Categories
Top Retailers Promoting Private Brand
General Merchandise
Private Brand % of Gen Merch Ads
Aldi
60.7%
Food Basics
47.5%
Super 1 Foods
37.5%
Thriftway (Kansas City)
36.4%
Ingles Markets
35.3%
Lucky Supermarkets
31.7%
Save Mart
29.7%
Hornbachers Foods
28.7%
H.E.B.
28.6%
Loblaws
26.8%
Kmart
26.7%
Source: ECRM,
52 Weeks Ending 10/29/2011
Private Brand Share of Web Promotions
Across Key Retailers
% Private Brands Total Web Promos
Supermarkets
Kroger Stores
Albertson's (SV)
Food Lion
H.E.B.
Publix
Safeway
ShopRite
Drug Chains
Rite Aid
Walgreens
CVS
Mass Merchandisers
Kmart
Target Stores
Walmart-US
Meijer
0.1%
0.0%
0.0%
0.0%
0.0%
0.0%
0.0%
945
678
1838
862
485
3190
593
31.6%
13.0%
7.3%
193
1258
977
25.8%
17.6%
2.0%
0.9%
814
2392
1095
216
Leading grocers run very
few web promotions for
private brands.
Source: ECRM
13 Weeks Ending 10/29/11
Select Retailers
Top Categories for Private Brand
Web Promotions
Private Brand % of Web Promotions
Cosmetic Accessories
60.6%
Photo
51.3%
Domestics
44.2%
Women's Apparel
43.7%
Kids' Apparel
39.0%
Diabetes Care
29.7%
Shoes
29.2%
Diagnostics
Cough/Cold
24.7%
22.9%
Source: ECRM
13 Weeks Ending 10/29/11
Select Retailers
Methodology
• Retail ad support measured by number of ad blocks in retailer print
circulars. Ad share is weighted by retailer size.
• Ad counts include branded & private label products, but not unbranded.
• Ad Circular Data Includes U.S. & Canadian Retailers
ECRM’s MarketGate Ad Comparisons
Web Site: www.AdCompare.MarketGate.com
Studies on Retail Promotions: www.PromotionalReflections.com
Contacts:
Scott Whalley
Tom Pirovano
847-482-1793
440-528-0418
scott@ecrm.marketgate.com
tpirovano@ecrm.marketgate.com