Iced/rtd tea drinks inflation in Italy stood at -1.460% 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 16 iced/rtd tea drinks SKUs from companies such as Estathé, Flavour Drink Bubble Tea and FuzeTea 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 Etailian Food offered lowest prices of the total SKUs within the iced/rtd tea drinks category from April through June 2024, followed by Carrefour Italia and Supermarket Italy. According to the analysis, the price range of $5 and below was the most competitive, with 10 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, Etailian Food had greatest share of lowest prices for individual SKUs in iced/rtd tea drinks in Italy 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 peach and lemon as the most popular (by number of SKUs) iced/rtd tea drinks variants. These were priced 37.02% lower than the average price of a iced/rtd tea drinks SKU.
Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were Etailian Food, Carrefour Italia, Supermarket Italy, NULL and NULL. According to the analysis, Etailian Food had the lowest average unit price, while the retailer with the widest product assortment was Etailian Food.
The report brings attention to the intricate pricing dynamics within the iced/rtd tea drinks market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, Etailian Food, Carrefour Italia and Supermarket Italy stood out as prominent e-retailers, providing competitive pricing for a substantial number of iced/rtd tea drinks SKUs. However, to comprehensively grasp iced/rtd tea drinks market in Italy, continuous tracking of SKU pricing over time is necessary.
For a more detailed analysis of pricing trends in the Italy iced/rtd tea 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.
