Vodka inflation in Australia stood at 1.000% 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 154 vodka SKUs from companies such as Absolut, Smirnoff and Old Young’s 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 Dan Murphys offered lowest prices of the total SKUs within the vodka category from October through December 2023, followed by Copper And Oak and Coles. According to the analysis, the price range of $20 and $50 was the most competitive, with 100 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, Dan Murphys had greatest share of lowest prices for individual SKUs in vodka in Australia in Q4 2023.
Analysis of the quarterly price data showed that no discounts were offered for vodka category by the retailers tracked by GlobalData. Among variants, the tracker revealed 40% alcohol and vodka as the most popular (by number of SKUs) vodka variants. These were priced 11.85% lower than the average price of a vodka SKU.
Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were Dan Murphys, Copper And Oak, Coles, and . According to the analysis, Coles had the lowest average unit price, while the retailer with the widest product assortment was Dan Murphys.
The report brings attention to the intricate pricing dynamics within the vodka market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, Dan Murphys, Copper And Oak and Coles stood out as prominent e-retailers, providing competitive pricing for a substantial number of vodka SKUs. However, to comprehensively grasp vodka market in Australia, continuous tracking of SKU pricing over time is necessary.
For a more detailed analysis of pricing trends in the Australia vodka market, buy the report here.