Comparing the prices of dairy drinks
Behind the numbers
Flavoured milk sales in convenience stores are worth £224m and have grown by 31% annually, compared to total category growth of 25%. The opportunity for retailers is apparent, but how are they pricing the category?
This week’s data shows some scope to review pricing to various extents across 10 of the 12 lines examined, most evidently with Galaxy Chocolate. Fifty-one per cent of retailers are pricing above the most-common price of £1.29 set by 45%, with some going as high as £1.85. Not far behind is Frijj Chocolate, which 50% are selling above its most-common price of £1, with some going as high as £2.63, a 163% increase.
The most inflexible line this week is Chocomel’s 250ml format, sold by 94% of retailers at its most-common price of £1.69, just 10p lower than the 1l format. Forty-one per cent of retailers are selling the 1l pack above the most-common price of £1.79, with some going as high as £2.99.
