Fortified wine inflation in Australia stood at -10.440% 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 12 fortified wine SKUs from companies such as Martini, Maxwell and Valdespino 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 Copper And Oak offered lowest prices of the total SKUs within the fortified wine category from October through December 2023, followed by Coles and Dan Murphys. According to the analysis, the price range of $10 and $15 was the most competitive, with 7 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, Copper And Oak had greatest share of lowest prices for individual SKUs in fortified wine in Australia in Q4 2023.

Analysis of the quarterly price data showed that no discounts were offered for fortified wine category by the retailers tracked by GlobalData. Among variants, the tracker revealed rosso; vermouth and pedro ximenez; sherry as the most popular (by number of SKUs) fortified wine variants. These were priced 22.54% higher than the average price of a fortified wine SKU.

Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were Copper And Oak, Coles, Dan Murphys, and . According to the analysis, Coles had the lowest average unit price, while the retailer with the widest product assortment was Copper And Oak.

The report brings attention to the intricate pricing dynamics within the fortified wine market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, Copper And Oak, Coles and Dan Murphys stood out as prominent e-retailers, providing competitive pricing for a substantial number of fortified wine SKUs. However, to comprehensively grasp fortified wine market in Australia, continuous tracking of SKU pricing over time is necessary.

For a more detailed analysis of pricing trends in the Australia fortified wine market, buy the report here.

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