Breakfast cereals inflation in the UAE stood at -0.002% 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 436 breakfast cereals SKUs from companies such as Kellogg’s, Quaker and Weetabix 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 Choithrams offered the lowest prices of the total SKUs within the breakfast cereals category from April through June 2023, followed by Trolley and Lulu Webstore. According to the analysis, the price range of $5 and $10 was the most competitive, with 254 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, Choithrams had the greatest share of lowest prices for individual SKUs in breakfast cereals in the UAE in Q2 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 chocolate and original as the most popular (by number of SKUs) breakfast cereals variants. These were priced 33.89% lower 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 Choithrams, Trolley, Lulu Webstore, Organic And Real and Supermart. According to the analysis, Lulu Webstore had the lowest average unit price, while the retailer with the widest product assortment was Choithrams.

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, Choithrams, Trolley and Lulu Webstore stood out as prominent e-retailers, providing competitive pricing for a substantial number of breakfast cereals SKUs. However, to comprehensively grasp the breakfast cereals market in the UAE, continuous tracking of SKU pricing over time is necessary.

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

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