Breakfast cereals inflation in the UK stood at 0.040% 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 576 breakfast cereals SKUs from companies such as Kellogg’s, Quaker and Jordans 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 ASDA offered lowest prices of the total SKUs within the breakfast cereals category from April through June 2023, followed by Morrisons and Tesco. According to the analysis, the price range of $5 and below was the most competitive, with 500 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, ASDA had greatest share of lowest prices for individual SKUs in breakfast cereals in the UK 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 original and corn flake as the most popular (by number of SKUs) breakfast cereals variants. These were priced 0.67% 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 ASDA, Morrisons, Tesco, Ocado and Holland And Barrett. According to the analysis, Boots had the lowest average unit price, while the retailer with the widest product assortment was ASDA.
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, ASDA, Morrisons and Tesco 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 the UK, continuous tracking of SKU pricing over time is necessary.
For a more detailed analysis of pricing trends in the the UK breakfast cereals market, buy the report here.