Breakfast cereals inflation in Japan stood at -27.030% 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 61 breakfast cereals SKUs from companies such as Quaker, Calbee and Kellogg’s 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 Amazon Japan offered lowest prices of the total SKUs within the breakfast cereals category from April through June 2024, followed by Seiyu and Costco Japan. According to the analysis, the price range of $5 and below was the most competitive, with 29 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, Amazon Japan had greatest share of lowest prices for individual SKUs in breakfast cereals in Japan 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 golden syrup; oats and sweet cinnamon; oats as the most popular (by number of SKUs) breakfast cereals variants. These were priced 10.77% lower than the average price of a breakfast cereals SKU.
Among the e-retailers tracked by GlobalData, the leading ones, based on the number of SKUs, were Amazon Japan, Seiyu, Costco Japan, The Flying Pig and NULL. According to the analysis, Seiyu had the lowest average unit price, while the retailer with the widest product assortment was Amazon Japan.
The report brings attention to the intricate pricing dynamics within the breakfast cereals market, examining both the SKU and retailer levels, and offering invaluable insights for stakeholders. Notably, Amazon Japan, Seiyu and Costco Japan stood out as prominent e-retailers, providing competitive pricing for a substantial number of breakfast cereals SKUs. However, to comprehensively grasp breakfast cereals market in Japan, continuous tracking of SKU pricing over time is necessary.
For a more detailed analysis of pricing trends in the Japan breakfast cereals market, buy the report here.
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