private brand retail promotions top line overview october, 2011

Private Brand Retail PromotionsTop Line OverviewOctober, 2011

Top Grocery Retailers Advertising Private Brand

2

Aldi

Fresh & Easy

Wegmans

Loblaws

Hannaford Brothers

H.E.B.

Genuardi's

Winn Dixie

Harris Teeter

Carrs

70%

69%

63%

31%

27%

27%

27%

26%

25%

25%

74%

68%

57%

27%

29%

30%

26%

25%

24%

24%

YTD 2010YTD 2011

Source: ECRM,YTD through 9/17/2011Vs. Year Ago

Private Brand Share of Retail Ads

Private Brand Retail Ad Support Vs. Year Ago

3

Price Chopper (Golub)Wegmans

Hy-Vee Food StoresShaw's Supermarket

BI-LOGiant Food Carlisle

Lowes FoodsCity Market

LoblawsKing Soopers

Smith's MarketplaceBiggs Hypermarket

Hornbachers FoodsJewel-Osco

Ingles Markets

-8 pts

+7 pts

-7 pts

+6 pts

+5 pts

-5 pts

-5 pts

+4 pts

+4 pts

+4 pts

+4 pts

-4 pts

+3 pts

+3 pts

+3 pts

Private Brand Share Point Change Vs. Year Ago

Source: ECRM, YTD through 9/17/2011 Vs. Year Ago

Grocery Retailers RunningFewer Private Brand Ads

4

Marc Glassman

Biggs Hypermarket

Albertsons LLC

Bloom

Dierbergs

Bashas' Markets

Marsh Supermarkets

ShopRite

Harvey's Supermarkets

Food Lion

1.5%

5.7%

6.2%

7.6%

7.8%

8.9%

9.0%

9.1%

10.3%

10.6%

1.4%

10.1%

6.1%

7.4%

8.0%

8.4%

7.4%

9.2%

13.7%

12.3%

YTD 2010YTD 2011



Seasonality of Private Brand Grocery

5

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec16%

17%

18%

19%

20%

21%

22%

YTD 2011YTD 2010



Top Promoted Private Brand Grocery Categories

6

Store Prepared Food

Poultry

Deli

Meat

Dairy

Grocery Bakery

Bakery In-Store

Sauces&Spreads

Condiments&Dressings

Canned Foods

44%

38%

34%

28%

28%

27%

26%

23%

23%

23%

42%

37%

34%

25%

30%

31%

27%

25%

24%

25%

YTD 2010YTD 2011



Social Media & Digital Promotions Showing No Impact on Retail Print Circulars

7

Top food, drug, and mass retailers continue to drive promotions through circulars and coupon books.

Number of Retail Print Ads Vs. Year AgoRetail Banner YTD-2011 YTD-2010 Count ChgAlbertson's (SV) 39 39 -Aldi 38 35 +3CVS 40 39 +1H.E.B. 39 39 -Kmart 48 48 -Kroger 39 39 -Meijer 39 39 -Publix 64 59 +5Rite Aid 49 48 +1Safeway 73 62 +11ShopRite 39 39 -Target 41 39 +2Walgreens 51 49 +2Walmart 29 30 -1

Source: ECRM,YTD through 10/1/2011Vs. Year Ago

private brand retail promotions top line overview october, 2011

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