Prepared meals inflation in the Netherlands stood at 0.000% 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 238 prepared meals SKUs from companies such as AH, Chef Martin and Dr. Oetker 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 Albert Heijn offered the lowest prices of the total SKUs within the prepared meals category from April through June 2023, followed by Ekirana and Hollandshop24. According to the analysis, the price range of $5 and below was the most competitive, with 158 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, Albert Heijn had the greatest share of lowest prices for individual SKUs in prepared meals in the Netherlands in Q2 2023.

Analysis of the quarterly price data showed that Albert Heijn offered the highest number of SKUs on discount among the listed SKUs for each retailer. Among variants, the tracker revealed dutch; kale stew and bolognese; lasagne as the most popular (by number of SKUs) prepared meals variants. These were priced 16.61% higher than the average price of a prepared meals SKU.

Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were Albert Heijn, Ekirana, Hollandshop24, and . According to the analysis, Hollandshop24 had the lowest average unit price, while the retailer with the widest product assortment was Albert Heijn.

The report brings attention to the intricate pricing dynamics within the prepared meals market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, Albert Heijn, Ekirana and Hollandshop24 stood out as prominent e-retailers, providing competitive pricing for a substantial number of prepared meals SKUs. However, to comprehensively grasp the prepared meals market in the Netherlands, continuous tracking of SKU pricing over time is necessary.

For a more detailed analysis of pricing trends in the the Netherlands's prepared meals market, buy the report here.

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