Fortified wine inflation in Germany stood at 0.590% 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 46 fortified wine SKUs from companies such as Taylor’s, WG Bötzinger and Cleebronn Güglingen 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 fortified wine category from October through December 2023, followed by Kaufland and LIDL. According to the analysis, the price range of $5 and $10 was the most competitive, with 20 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 fortified wine in Germany 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 lime & raspberry and nectarine & peach as the most popular (by number of SKUs) fortified wine variants. These were priced 96.4% lower 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 EDEKA 24, Kaufland, LIDL, Aldi 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 fortified wine market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, EDEKA 24, Kaufland and LIDL 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 Germany, continuous tracking of SKU pricing over time is necessary.
For a more detailed analysis of pricing trends in the Germany fortified wine market, buy the report here.