Rum inflation in the Ukraine stood at 1.100% 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 66 rum SKUs from companies such as Captain Morgan, Bacardi and Appleton Estate 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 Metro offered lowest prices of the total SKUs within the rum category from October through December 2023, followed by MegaMarket and Takfur. According to the analysis, the price range of $10 and $15 was the most competitive, with 26 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, Metro had greatest share of lowest prices for individual SKUs in rum in the Ukraine in Q4 2023.
Analysis of the quarterly price data showed that Metro offered the highest number of SKUs on discount among the listed SKUs for each retailer. Among variants, the tracker revealed 40% alcohol; white and 35% alcohol; original; spiced gold as the most popular (by number of SKUs) rum variants. These were priced 8.33% 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 Metro, MegaMarket, Takfur, and . According to the analysis, MegaMarket had the lowest average unit price, while the retailer with the widest product assortment was Metro.
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, Metro, MegaMarket and Takfur stood out as prominent e-retailers, providing competitive pricing for a substantial number of rum SKUs. However, to comprehensively grasp rum market in the Ukraine, continuous tracking of SKU pricing over time is necessary.
For a more detailed analysis of pricing trends in the the Ukraine rum market, buy the report here.