Milk inflation in Germany stood at -1.490% 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 36 milk SKUs from companies such as Alnatura, Gut Bio and Yfood 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 Aldi offered lowest prices of the total SKUs within the milk category from October through December 2023, followed by Alnatura and EDEKA 24. According to the analysis, the price range of $5 and below was the most competitive, with 35 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, Aldi had greatest share of lowest prices for individual SKUs in milk in Germany in Q4 2023.
Analysis of the quarterly price data showed that no discounts were offered for milk category by the retailers tracked by GlobalData. Among variants, the tracker revealed chocolate and fresh; whole milk as the most popular (by number of SKUs) milk variants. These were priced 15.38% higher than the average price of a milk SKU.
Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were Aldi, Alnatura, EDEKA 24, World Of Sweets and Rossmann. According to the analysis, Rossmann had the lowest average unit price, while the retailer with the widest product assortment was Aldi.
The report brings attention to the intricate pricing dynamics within the milk market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, Aldi, Alnatura and EDEKA 24 stood out as prominent e-retailers, providing competitive pricing for a substantial number of milk SKUs. However, to comprehensively grasp milk market in Germany, continuous tracking of SKU pricing over time is necessary.
For a more detailed analysis of pricing trends in the Germany milk market, buy the report here.