Fun fact: Slotting fees for end-caps are largely waived at EDLP retailers (a business model much of the industry is moving towards, compared to the more traditional "Hi-Lo" pricing strategy) in favor of better pricing from suppliers. End cap placement is largely driven by the agenda of category managers, which depends on the metric du jour of the directors of grocery merchandising/VP. If promoting a product in the circular or putting it on an end-cap will increase units or gross for the category overall, that decision will be made whether or not there is some sort of supplier concession.