Live demo · Kroger, Oct 16 price check
Yogurt on Kroger’s shelf, and what Shelfprice finds
Real data, no sign-in. This is the whole yogurt category; in your workspace the same checks run on your own packs.
Words used here (tap)
- Pack:
- One size of a product, such as the 32oz tub. Flavors of one brand and size are one pack.
- Price per ounce:
- A pack's price divided by its size, so small and big packs compare fairly.
- Regular price:
- The price without any deal. A deal is a promotion price below it.
- Price check:
- One pull of Kroger's prices from the store on one day.
- Product type:
- The kind of product within a category, such as Regular, Greek or Kefir yogurt. "Regular" here is a kind of yogurt, not a price.
- Single-serve, multi-serve, multipack:
- Single-serve: one portion, such as a cup. Multi-serve: a tub shared over servings. Multipack: several units sold together.
- Opportunity:
- A specific change to a price or pack range that would improve a brand's position against rivals. Shelfprice reports it; it changes nothing on the shelf.
- Store brand:
- The retailer's own brand, such as Kroger's. Also called private label.
How to read it. Each dot is one yogurt pack on Kroger’s shelf, colored by maker. Further right is a bigger pack; higher is pricier per ounce. A dot well above its neighbors is expensive for its size; an empty stretch along the bottom is a size nobody sells.
The curves
Each dashed curve joins packs that cost the same in total, whatever their size. Dots use regular prices unless you tick “Show deal prices”.
What’s changed since the last price check
Last checked: Oct 16Every price move, promotion, stock change and new or missing product in the category.
Prices & promotions
No price or promotion changes since the last price check.
Stock
Oikos 3 products, each with a stock change (High → Low)Show the 3 products
Chobani 4 products, each with a stock change (Low → High)Show the 4 products
Chobani 5 products, each with a stock change (High → Low)Show the 5 products
New & missing products
No new or missing products since the last price check.
Dot color = who makes it:ChobaniDanoneFageHain Celestialand 4 more (see Filters and options)
What this means
Kroger yogurt today. Click a finding to highlight its packs on the chart.
A size is missing between two packs in the same range.
Product type: Regular
No size between 14oz and 30oz
Regular: sizes 14oz to 30oz, nothing observed between — 2.1x (Danimals $5.49, GoGo Squeez $10.29).
Each dot is a pack size on sale. Shaded: no pack between 14oz and 30oz.
- What to do
- Launch a pack between 14oz and 30oz.
- Why it matters
- Adds a size without taking sales from the sizes either side
A bigger pack costs more per ounce than the smaller pack.
Product type: Regular
Activia 21.2oz costs 1% more per oz than the 16oz
Activia (Regular): 21.2oz runs $0.2212/oz vs 16oz at $0.2181/oz.
Price per ounce, regular price: the 16oz pack $0.22, the 21.2oz pack $0.22.
- What to do
- Cut the 21.2oz pack to $4.62.
- Why it matters
- Buying bigger costs more, so shoppers pick the 16oz pack.
A size group where few or no brands sell.
Product type: Regular
Few brands at 8–24oz
Only 2 brands sell cups of 8–24oz in Regular; 11 brands sell cups of under 8oz.
Brands selling in each size group: 11 in small size (under 8oz); 2 in mid size (8–24oz). Dashed bar: the emptiest group.
- What to do
- Consider a cup at 8–24oz, after checking demand.
- Why it matters
- A cup at 8–24oz would have 2 rivals, against 11 brands at under 8oz. Few rivals may be an opening or may mean no demand. Shelf data has no sales: check demand first.
A type of pack that rivals sell and the brand does not.
Product type: Regular
No Activia multi-serve pack sold singly
Competitors have 18 packs in multi-serve singles in Regular; Activia holds none. Danone and Lactalis lead it.
Number of packs: Activia 0, rivals 18, in multi-serve singles.
- What to do
- Launch an Activia multi-serve pack sold singly.
- Why it matters
- Adds mix without cannibalizing Activia's existing formats
A brand that is only near the typical price while on deal.
Product type: Regular
GoGo Squeez's regular price is 20% above the Regular median, any size; deals bring it to 7% above
Without deals, GoGo Squeez costs 20% more per oz than the median pack in Regular (the median across all sizes, not the same-size comparison Price tiers makes). With deals, 7% above the median.
Price per ounce against the typical (median) price in the segment: regular price 20% above, on deal 7% above.
- What to do
- Decide whether the regular price holds without deals, or should come down toward the median.
- Why it matters
- When deals end, GoGo Squeez is 20% above the median again and the extra volume may go.