Cakes, pastries & sweet pies inflation in the UK stood at 0.090% 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 274 cakes, pastries & sweet pies SKUs from companies such as Mr Kipling, Tesco and Morrisons 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 Tesco offered the lowest prices of the total SKUs within the cakes, pastries & sweet pies category from April through June 2023, followed by ASDA and Morrisons. According to the analysis, the price range of $5 and below was the most competitive, with 251 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, Tesco had the greatest share of lowest prices for individual SKUs in cakes, pastries & sweet pies in the UK in Q2 2023.

Analysis of the quarterly price data showed that no discounts were offered for cakes, pastries & sweet pies category by the retailers tracked by GlobalData. Among variants, the tracker revealed chocolate and bramley; apple pie as the most popular (by number of SKUs) cakes, pastries & sweet pies variants. These were priced 24.95% lower than the average price of a cakes, pastries & sweet pies SKU.

Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were Tesco, ASDA, Morrisons, Bestway and Ocado. According to the analysis, Poundland had the lowest average unit price, while the retailer with the widest product assortment was Tesco.

The report brings attention to the intricate pricing dynamics within the cakes, pastries & sweet pies market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, Tesco, ASDA and Morrisons stood out as prominent e-retailers, providing competitive pricing for a substantial number of cakes, pastries & sweet pies SKUs. However, to comprehensively grasp the cakes, pastries & sweet pies 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's cakes, pastries & sweet pies market, buy the report here.

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GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article.

GlobalData’s online price intelligence platform helps users analyze price leadership and price gaps, as well as visualize product variants at the SKU level, across multiple geographies, retailers, and categories. The platform, a product of Consumer Intelligence Center provides price insights from more than 370 online retailers across 44 countries.