Whiskey inflation in China stood at -45.030% 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 83 whiskey SKUs from companies such as Ballantine’s, Chivas Regal and Glenfiddich 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 GZ Grocery offered lowest prices of the total SKUs within the whiskey category from October through December 2023, followed by Epermarket and My dmart. According to the analysis, the price range of $20 and $50 was the most competitive, with 28 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, GZ Grocery had greatest share of lowest prices for individual SKUs in whiskey in China in Q4 2023.
Analysis of the quarterly price data showed that no discounts were offered for whiskey category by the retailers tracked by GlobalData. Among variants, the tracker revealed aged 12 years; single malt; scotch and 12 years aged as the most popular (by number of SKUs) whiskey variants. These were priced 14% higher than the average price of a whiskey SKU.
Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were GZ Grocery, Epermarket, My dmart, JD and . According to the analysis, My dmart had the lowest average unit price, while the retailer with the widest product assortment was GZ Grocery.
The report brings attention to the intricate pricing dynamics within the whiskey market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, GZ Grocery, Epermarket and My dmart stood out as prominent e-retailers, providing competitive pricing for a substantial number of whiskey SKUs. However, to comprehensively grasp whiskey market in China, continuous tracking of SKU pricing over time is necessary.
For a more detailed analysis of pricing trends in the China whiskey market, buy the report here.