Breakfast cereals inflation in Germany stood at -5.100% 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 131 breakfast cereals SKUs from companies such as Alnatura, GLETSCHERKRONE and KÖLLN 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 Alnatura offered lowest prices of the total SKUs within the breakfast cereals category from October through December 2023, followed by EDEKA 24 and Rossmann. According to the analysis, the price range of $5 and below was the most competitive, with 112 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, Alnatura had greatest share of lowest prices for individual SKUs in breakfast cereals in Germany in Q4 2023.

Analysis of the quarterly price data showed that no discounts were offered for breakfast cereals category by the retailers tracked by GlobalData. Among variants, the tracker revealed organic; oat flakes and organic; berry; muesli as the most popular (by number of SKUs) breakfast cereals variants. These were priced 11.66% higher than the average price of a breakfast cereals SKU.

Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were Alnatura, EDEKA 24, Rossmann, Amazon Germany and Aldi. According to the analysis, Aldi had the lowest average unit price, while the retailer with the widest product assortment was Alnatura.

The report brings attention to the intricate pricing dynamics within the breakfast cereals market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, Alnatura, EDEKA 24 and Rossmann stood out as prominent e-retailers, providing competitive pricing for a substantial number of breakfast cereals SKUs. However, to comprehensively grasp breakfast cereals market in Germany, continuous tracking of SKU pricing over time is necessary.

For a more detailed analysis of pricing trends in the Germany breakfast cereals market, buy the report here.

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