Energy drinks inflation in Australia stood at 10.990% in April 2023, according to GlobalData’s report on the prices of stock keeping units (SKUs) supplied through online retailers. In Q2 2024, GlobalData monitored the pricing of 40 energy drinks SKUs from companies such as V Energy, Mother and Red Bull 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 Spar Australia offered lowest prices of the total SKUs within the energy drinks category from April through June 2024, followed by Harris Farm and International Groceries. According to the analysis, the price range of $5 and below was the most competitive, with 33 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, Spar Australia had greatest share of lowest prices for individual SKUs in energy drinks in Australia in Q2 2024.
Analysis of the quarterly price data showed that NULL offered the highest number of SKUs on discount among the listed SKUs for each retailer. Among variants, the tracker revealed guarana; original and standard as the most popular (by number of SKUs) energy drinks variants. These were priced 18.48% lower than the average price of a energy drinks SKU.
Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were Spar Australia, Harris Farm, International Groceries, Copper And Oak and NULL. According to the analysis, Copper And Oak had the lowest average unit price, while the retailer with the widest product assortment was Spar Australia.
The report brings attention to the intricate pricing dynamics within the energy drinks market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, Spar Australia, Harris Farm and International Groceries stood out as prominent e-retailers, providing competitive pricing for a substantial number of energy drinks SKUs. However, to comprehensively grasp energy drinks market in Australia, continuous tracking of SKU pricing over time is necessary.
For a more detailed analysis of pricing trends in the Australia energy drinks 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.
