Rum inflation in Germany stood at 4.260% 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 128 rum SKUs from companies such as Bacardi, Captain Morgan and Havana Club 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 Kaufland offered lowest prices of the total SKUs within the rum category from October through December 2023, followed by EDEKA 24 and Aldi. According to the analysis, the price range of $20 and $50 was the most competitive, with 69 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, Kaufland had greatest share of lowest prices for individual SKUs in rum in Germany in Q4 2023.
Analysis of the quarterly price data showed that no discounts were offered for rum category by the retailers tracked by GlobalData. Among variants, the tracker revealed 40% alcohol and 35% alcohol; spiced as the most popular (by number of SKUs) rum variants. These were priced 16.72% lower than the average price of a rum SKU.
Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were Kaufland, EDEKA 24, Aldi, and . According to the analysis, Aldi had the lowest average unit price, while the retailer with the widest product assortment was Kaufland.
The report brings attention to the intricate pricing dynamics within the rum market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, Kaufland, EDEKA 24 and Aldi stood out as prominent e-retailers, providing competitive pricing for a substantial number of rum SKUs. However, to comprehensively grasp rum market in Germany, continuous tracking of SKU pricing over time is necessary.
For a more detailed analysis of pricing trends in the Germany rum market, buy the report here.