Iced/rtd tea drinks inflation in Germany stood at -15.940% in April 2023, according to GlobalData’s report on the prices of stock keeping units (SKUs) supplied through online retailers. In Q1 2024, GlobalData monitored the pricing of 39 iced/rtd tea drinks SKUs from companies such as Messmer, Arizona and BraTee 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 World Of Sweets offered lowest prices of the total SKUs within the iced/rtd tea drinks category from January through March 2024, followed by EDEKA 24 and Kaufland. According to the analysis, the price range of $5 and below was the most competitive, with 34 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, World Of Sweets had greatest share of lowest prices for individual SKUs in iced/rtd tea drinks in Germany in Q1 2024.
Analysis of the quarterly price data showed that no discounts were offered for iced/rtd tea drinks category by the retailers tracked by GlobalData. Among variants, the tracker revealed lemon and peach as the most popular (by number of SKUs) iced/rtd tea drinks variants. These were priced 9.68% higher than the average price of a iced/rtd tea drinks SKU.
Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were World Of Sweets, EDEKA 24, Kaufland, Alnatura and . According to the analysis, Alnatura had the lowest average unit price, while the retailer with the widest product assortment was World Of Sweets.
The report brings attention to the intricate pricing dynamics within the iced/rtd tea drinks market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, World Of Sweets, EDEKA 24 and Kaufland stood out as prominent e-retailers, providing competitive pricing for a substantial number of iced/rtd tea drinks SKUs. However, to comprehensively grasp iced/rtd tea drinks market in Germany, continuous tracking of SKU pricing over time is necessary.
For a more detailed analysis of pricing trends in the Germany iced/rtd tea drinks market, buy the report here.
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