SuperValu Ireland, carbonated soft drinks. Daily since 4 June 2026; updated 6 October 2026.
Coca-Cola charges a full-sugar premium on every pack; Pepsi undercuts it on eight of ten matched packs
Shelf prices read every day, split into regular and promotional prices, normalised per litre and matched pack for pack. Competitor prices cover 10 days so far, so the competitive read is a first snapshot that firms up as history builds.
Key messages
What changed in the last seven days
Sugar tax
How far the full-sugar Coca-Cola premium sits above or below Ireland's levy on full-sugar drinks, pack by pack.
The full-sugar premium exceeds the sugar levy on six of eight packs, and triples it on the 330 ml can
Regular price per litre of Coca-Cola Zero Sugar and Original in the same pack. The shaded band adds the levy on full-sugar drinks (€0.30 per litre incl. VAT) to the Zero price: an Original dot beyond the band is a premium larger than the tax.
View data
In the one day since Budget 2027, no Coca-Cola pack changed its full-sugar premium; no change to the levy was announced
Pepsi gap before and after
Pack architecture
How price per litre steps down as packs get larger, where Pepsi sits on the same ladder, and whether any pack breaks the ladder.
Pack size cuts the Original price per litre by 71%, from €5.61 for a 330 ml can to €1.63 for 2 × 2 L bottles
Regular price per litre by pack volume (log scale), Coca-Cola by container and sugar tier. Grey dots show Pepsi's price paid today in comparable cola packs.
One Coca-Cola pack costs more per litre than a smaller pack of the same range
A ladder inversion is a larger pack costing more per litre than a smaller pack of the same range (brand, container, sugar class). Retailers most often break ladders on fast-moving packs.
Promotions
When each SKU was on promotion, with which mechanic, and what shoppers actually paid.
Four Coca-Cola SKUs were on promotion on at least 90% of days, all of them 2 L bottles
Promotion calendar: one row per SKU, one column per day. Blank cells are days without a promotion; hatched cells are days the SKU was not listed.
Shoppers could buy the 2 L Original below its regular price on 121 of 125 days, and the 2 L Zero Sugar on 125 of 125
Coca-Cola 2 L bottle, price per litre paid by shoppers (solid) against the regular price (dashed). Multibuys are measured per unit when the offer is taken.
Promotion statistics by SKU
Competition
Each Coca-Cola system brand against its direct rival, pack for pack, on the price shoppers pay today. Energy is shown separately as an adjacent category.
Pepsi is cheaper than Coca-Cola on eight of ten matched packs; Coca-Cola is cheaper on the other two
Pepsi price paid today against the Coca-Cola equivalent in the same pack and sugar tier, per unit. Multibuys are per unit when the offer is taken.
View data
Coca-Cola is the only brand pricing full sugar clearly above no sugar: a median +15% per litre, against 0% for Pepsi
Median premium of each brand's full-sugar packs over its own no-sugar packs, per litre, at today's prices, across formats where the brand sells both.
7UP is cheaper than Sprite on one of four packs; Club is cheaper than Fanta on two of eight packs
Rival price paid today against the Coca-Cola system brand in the same pack and sugar tier: 7UP against Sprite, Club Orange against Fanta Orange.
Red Bull costs about 2.1× Monster per litre at the median price
Energy drinks, price per litre paid today, one dot per SKU; the line marks each brand's median. Pack sizes differ (Red Bull mostly 250 ml cans, Monster 500 ml), so this compares price levels, not matched packs.
Methodology
How the data is collected and modelled, and what the numbers can and cannot say.
Collection
Once a day, an automated job reads SuperValu Ireland's public search results for a fixed set of cola, lemon-lime, orange and energy-drink queries, at human rate (one page every 3–7 seconds) and without logging in. Each product card yields the price shown, any promotion badge, the pack size and the brand label. Nothing personal is collected.
A run is refused if it returns fewer than half the products of the past week, so a broken or partial page never enters the history. Re-running a day replaces that day's rows. Obvious retailer typos in pack volume (for example "1.75 ml" for 1.75 L) are corrected and flagged.
Pricing model
- Price per litre divides the price by the total volume of the pack.
- Regular price: on days without a promotion, or with a multibuy, the card shows the shelf price. On price-cut, Rewards-price and value-badge days the regular price is carried forward from the latest clean day, and is unknown until one is observed.
- Price paid today applies the promotional price, or the per-unit price of a multibuy when the offer is taken. Rewards prices require a free SuperValu Real Rewards card and are marked.
- Like-for-like means same pack size, pack count, container and sugar tier. Cola comparisons exclude flavoured and caffeine-free variants.
Events
Dated events, such as Budget 2027 on 6 October 2026, are marked on the time series and studied automatically: before the date, the latest 14 days of regular prices are held as a baseline; from the date, the 14 days before are compared with the days after. The levy used in every benchmark is the rate in force on the latest run date. A change after an event is reported as a change, not attributed to the event.
What the numbers do and do not say
The levy ratio compares the full-sugar premium with the tax per litre. It is a benchmark, not a measured pass-through: each premium also reflects pricing strategy. Shelf prices show three of the four revenue-growth-management levers — price, pack and mix, promotion. Trade investment, volumes, margins and promotional ROI are not observable here, and no finding claims them. Competitor collection began on 27 September 2026; competitive findings strengthen as history accumulates.
Source, compliance and ownership
Source: shop.supervalu.ie public search results. Compliance statement: COMPLIANCE.md. Code and full change history: github.com/Gadiel-Analytics/fmcg-price-intelligence.
© 2026 Gadiel Guadarrama. All rights reserved. The source code is available for viewing and evaluation; reuse requires written permission — see COPYRIGHT.md. Not affiliated with SuperValu, Musgrave or any brand owner shown.