Brandy inflation in Germany stood at 1.340% in April 2023, according to GlobalData’s report on the prices of stock keeping units (SKUs) supplied through online retailers. In Q4 2023, GlobalData monitored the pricing of 62 brandy SKUs from companies such as Alpenschnaps, Fies and Schwarzwaldhof that were sold by e-retailers. Buy the report here.
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 brandy category from October through December 2023, followed by Aldi and Kaufland. According to the analysis, the price range of $20 and $50 was the most competitive, with 23 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 brandy in Germany in Q4 2023.
Analysis of the quarterly price data showed that no discounts were offered for brandy category by the retailers tracked by GlobalData. Among variants, the tracker revealed 36% alcohol and 35% alcohol; orange as the most popular (by number of SKUs) brandy variants. These were priced 3.42% lower than the average price of a brandy SKU.
Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were EDEKA 24, Aldi, Kaufland, and . According to the analysis, Aldi 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 brandy market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, EDEKA 24, Aldi and Kaufland stood out as prominent e-retailers, providing competitive pricing for a substantial number of brandy SKUs. However, to comprehensively grasp brandy market in Germany, continuous tracking of SKU pricing over time is necessary.
For a more detailed analysis of pricing trends in the Germany brandy market, buy the report here.