Energy drinks inflation in Germany stood at 5.300% in April 2023, according to GlobalData’s report on the prices of stock keeping units (SKUs) supplied through online retailers. In Q2 2024, GlobalData monitored the pricing of 15 energy drinks SKUs from companies such as Red Bull, Rockstar and Booster that were sold by e-retailers. Buy the report here.
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Pricing is crucial, especially in a challenging economic climate, as competitive pricing and price leadership impact consumers’ choices. GlobalData’s pricing analysis reveals that EDEKA 24 offered lowest prices of the total SKUs within the energy drinks category from April through June 2024, followed by Aldi and Rossmann. According to the analysis, the price range of $5 and below was the most competitive, with 15 SKUs.
The chart below illustrates price leadership among the covered retailers which offer the highest number of low-priced products in the category. Of all retailers, EDEKA 24 had greatest share of lowest prices for individual SKUs in energy drinks in Germany in Q2 2024.
Analysis of the quarterly price data showed that NULL offered the highest number of SKUs on discount among the listed SKUs for each retailer. Among variants, the tracker revealed standard and 0% sugar as the most popular (by number of SKUs) energy drinks variants. These were priced 9.52% higher than the average price of a energy drinks SKU.
Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were EDEKA 24, Aldi, Rossmann, NULL and NULL. According to the analysis, Rossmann had the lowest average unit price, while the retailer with the widest product assortment was EDEKA 24.
The report brings attention to the intricate pricing dynamics within the energy drinks market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, EDEKA 24, Aldi and Rossmann stood out as prominent e-retailers, providing competitive pricing for a substantial number of energy drinks SKUs. However, to comprehensively grasp energy drinks market in Germany, continuous tracking of SKU pricing over time is necessary.
For a more detailed analysis of pricing trends in the Germany energy drinks market, buy the report here.
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GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.
GlobalData’s online price intelligence platform helps users analyze price leadership and price gaps, as well as visualize product variants at the SKU level, across multiple geographies, retailers, and categories. The platform, a product of Consumer Intelligence Center provides price insights from more than 370 online retailers across 44 countries.
