Baby milks inflation in the US stood at -0.003% in April 2023, according to GlobalData’s report on the prices of stock keeping units (SKUs) supplied through online retailers. In Q2 2023, GlobalData monitored the pricing of 64 baby milks SKUs from companies such as Enfamil, Similac and Nutramigen 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 Walgreen offered lowest prices of the total SKUs within the baby milks category from April through June 2023, followed by Wegmans and Coborns Delivers. According to the analysis, the price range of $20 and $50 was the most competitive, with 31 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, Walgreen had greatest share of lowest prices for individual SKUs in baby milks in the US in Q2 2023.

Analysis of the quarterly price data showed that Hannaford offered the highest number of SKUs on discount among the listed SKUs for each retailer. Among variants, the tracker revealed gentlease; infant formula; 0-12 months and infant formula; 0-12 months as the most popular (by number of SKUs) baby milks variants. These were priced 19.85% higher than the average price of a baby milks SKU.

Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were Walgreen, Wegmans, Coborns Delivers, Hannaford and . According to the analysis, Hannaford had the lowest average unit price, while the retailer with the widest product assortment was Walgreen.

The report brings attention to the intricate pricing dynamics within the baby milks market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, Walgreen, Wegmans and Coborns Delivers stood out as prominent e-retailers, providing competitive pricing for a substantial number of baby milks SKUs. However, to comprehensively grasp baby milks market in the US, continuous tracking of SKU pricing over time is necessary.

For a more detailed analysis of pricing trends in the the US baby milks market, buy the report here.

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