COLGATE-PALMOLIVE — GEL DE DUS
E-Commerce insights of the week for
1
2026-W40
Executive Summary
Market : Moderate
Item diversity near 4-week average — market within normal range.
Item Diversity
% SKUs seen in the week / total active items since 2 years
13.8%
270 SKUs with offers / 1952 referenced
▼
38.8 pp
vs Y-1
▼
26.4 pp
vs last 4 weeks
Active E-Stores
Distinct e-stores with active offers
4
281 active offers across 4 e-stores
▼
24
vs Y-1
▼
11
vs last 4 weeks
Average max discount
Ø max discount
28.7%
▲
0.9 pp
vs Y-1
▲
2.3 pp
vs last 4 weeks
Total Active Offers
Number of active commercial offers
281
▼
85.0%
vs Y-1
▼
79.6%
vs last 4 weeks
Top 2 Concentration
Offer share of top 2 producers
20.6%
FARMEC SA + PRODUCATOR NECUNOSCUT
▲
1.5 pp
vs Y-1
▲
0.2 pp
vs last 4 weeks
COLGATE-PALMOLIVE
Item Diversity
% SKUs seen in the week / total active items since 2 years
9.8%
13 SKUs with offers / 132 referenced
▼
32.6 pp
vs Y-1
▼
28.4 pp
vs last 4 weeks
Active E-Stores
Distinct e-stores with active offers
2
14 active offers across 2 e-stores
▼
7
vs Y-1
▼
3
vs last 4 weeks
Average max discount
Ø max discount
—
Total Active Offers
Number of active commercial offers
14
▼
87.0%
vs Y-1
▼
83.4%
vs last 4 weeks
Executive Summary W40: COLGATE-PALMOLIVE captures 5.0% online offer share (13 active SKUs).
The manufacturer COLGATE-PALMOLIVE activates 9.8% of its reference catalog online, which is below the 13.8% category average.
COLGATE-PALMOLIVE's online offer volume is directly proportional to its active assortment, achieving a 5.0% offer share with 13 SKUs.
Products from COLGATE-PALMOLIVE are currently listed across 2 active e-stores out of 4 overall, resulting in 50.0% e-commerce network coverage.
Conclusion
Online discount depth for COLGATE-PALMOLIVE is at 0%, which aligns with category benchmarks of 28.7%.
2
Offer Pressure by E-Store
281 offers • 4 e-storesIn the GEL DE DUS category, online offer exposure is predominantly driven by DR. MAX, which has 131 offers, and AUCHAN, with 124 offers. Together, these retailers account for 90.7% of the total offer volume across 4 active e-stores. For COLGATE-PALMOLIVE, online availability is limited to 2 e-stores, featuring a total of 14 offers. AUCHAN leads in this segment with 10 offers, representing 71.4% of the manufacturer's total offers.
| # | E-Store | Active Offers | Avg max discount Ø max discount | Avg. Price per unit (lit, kg, m, ..) | Offer Share |
|---|---|---|---|---|---|
| 1 |  |
131 | 27.7% | 225.89 Lei | 46.6% |
| 2 |  |
124 | 32.1% | 50.72 Lei | 44.1% |
| 3 |  |
21 | 28.3% | 74.38 Lei | 7.5% |
| 4 |  |
5 | 19.0% | 27.95 Lei | 1.8% |
3
Competitive Activity
48 producers • 55 brandsCOLGATE-PALMOLIVE ranks #6 in e-commerce with a 5.0% offer share.
Top 10 Producers — Offer Count
Top 10 Brands — Offer Count
In the e-commerce sector for GEL DE DUS, COLGATE-PALMOLIVE occupies the sixth position with a 5.0% offer share, comprising 14 distinct offers. The current leader in the market, FARMEC SA, holds a significantly higher share at 13.2%, creating a gap of 8.2 percentage points. This positioning highlights the competitive dynamics within the sector and underscores the need for strategic initiatives to enhance market presence.
4
Focus COLGATE-PALMOLIVE
vs marketCOLGATE-PALMOLIVE
5.0%
Offer share • 14 active offers
Rest of market
95.0%
Offer share • 267 active offers
| Brand | Offers | SKUs | Avg max discount | Avg. Price per unit (lit, kg, m, ..) |
|---|---|---|---|---|
| PALMOLIVE TOTAL | 14 | 13 | — | 46.0 Lei |
5
Unit Price Trends
Scenario: STABLEAvg. unit price per unit (lit, kg, m, ..) (12 weeks)
Avg. max discount (12 weeks)
The current average minimum advertised promo price (MAP) per unit for COLGATE-PALMOLIVE is positioned at 46.0 Lei, which indicates a significant -65.6% gap when compared to the e-commerce market average of 133.75 Lei. Over the past 12 weeks, COLGATE-PALMOLIVE has sustained an average online price of 38.71 Lei, markedly lower than the category average of 163.92 Lei. This pricing strategy highlights COLGATE-PALMOLIVE's competitive positioning within the e-commerce landscape, suggesting an aggressive approach to capture market share while maintaining a substantial price differential relative to competitors.
7
Top Offers of the Week
Top 10 by discount depth and Top 10 by multi-store presence🏷️ Top 10 — Discount Depth
| # | E-Store | Brand | Discount | Price | |
|---|---|---|---|---|---|
| 1 | |
DOVE | 42.0% | 50.0 Lei | ⭐ |
| 2 | |
EVOLUDERM | 39.0% | 50.0 Lei | |
| 3 | |
AXE | 35.0% | 27.0 Lei | ⭐ |
| 4 | |
AXE | 35.0% | 27.0 Lei | ⭐ |
| 5 | |
AXE | 35.0% | 31.0 Lei | ⭐ |
| 6 | |
AXE | 35.0% | 31.0 Lei | ⭐ |
| 7 | |
EVOLUDERM | 34.0% | 40.0 Lei | |
| 8 | |
EVOLUDERM | 34.0% | 40.0 Lei | |
| 9 | |
EVOLUDERM | 34.0% | 40.0 Lei | |
| 10 | |
STR8 | 33.0% | 28.0 Lei |
🌐 Top 10 — Multi-Store Presence
| # | Brand | Presence | Price | Discount |
|---|---|---|---|---|
| 1 | GEROVITAL TOTAL | 2 sites | 26.0 Lei | 30.0% |
| 2 | GEROVITAL TOTAL | 2 sites | 26.0 Lei | 30.0% |
| 3 | ELMIPLANT | 2 sites | 31.58 Lei | 18.0% |
| 4 | GEROVITAL TOTAL | 2 sites | 36.0 Lei | 30.0% |
| 5 | GEROVITAL TOTAL | 2 sites | 36.0 Lei | 30.0% |
| 6 | GEROVITAL TOTAL | 2 sites | 40.0 Lei | 30.0% |
| 7 | PALMOLIVE TOTAL | 2 sites | 48.0 Lei | — |
| 8 | GEROVITAL TOTAL | 2 sites | 66.0 Lei | 30.0% |
| 9 | GEROVITAL TOTAL | 2 sites | 125.0 Lei | 25.0% |
| 10 | GEROVITAL TOTAL | 2 sites | 147.0 Lei | 25.0% |
8
Private Label vs National Brands
Private Label
0.7%
2 offers • 2 SKUs
National Brand
99.3%
279 offers • 268 SKUs
• Max Discount 28.7%
Private labels constitute 0.7% of e-commerce offerings in the category, with 2 offers and an average minimum advertised price per unit (MAP) of 20.5 Lei. In contrast, national brands dominate with 99.3% of the market, featuring 279 offers and an average MAP of 134.56 Lei. The online share of private label offerings remains stable with no significant change (+0 pp) compared to the previous week.
9
News & Alerts (vs last 24 months)
⚠️ GEROVITAL TOTAL — FARMEC SA
Discount this week: 30.0% (historical avg: 22.9%, delta: +30.9%)
at SPRING FARMA
at SPRING FARMA
⚠️ GEROVITAL TOTAL — FARMEC SA
Discount this week: 20.0% (historical avg: 15.7%, delta: +27.7%)
at SPRING FARMA
at SPRING FARMA
⚠️ GEROVITAL TOTAL — FARMEC SA
Discount this week: 30.0% (historical avg: 23.9%, delta: +25.8%)
at SPRING FARMA
at SPRING FARMA
⚠️ GEROVITAL TOTAL — FARMEC SA
Discount this week: 30.0% (historical avg: 23.9%, delta: +25.8%)
at SPRING FARMA
at SPRING FARMA
⚠️ STR8 — SARANTIS ROMANIA
Discount this week: 33.0% (historical avg: 26.8%, delta: +23.3%)
at AUCHAN
at AUCHAN
10
Conclusion & Recommendations
The current e-commerce performance indicates a stable foundation for COLGATE-PALMOLIVE, yet highlights the necessity for enhanced unit pricing strategies and broader e-store distribution.
💡 Increase coverage on underrepresented e-commerce platforms to enhance visibility and accessibility.
💡 Evaluate and optimize the online offering to ensure a higher proportion of active references compared to the total catalog.
💡 Monitor and adjust the minimum advertised price (MAP) to remain competitive against direct market benchmarks.
These actions will support a more robust e-commerce strategy moving forward.
📖
How to Read This Newsletter
This guide explains each section and metric used in this weekly e-commerce newsletter.
1 — Item Diversity
Item Diversity — Share of SKUs seen in the week vs. the total unique items observed over 2 years. A higher value indicates an offer breadth.
Item Diversity — Share of SKUs seen in the week vs. the total unique items observed over 2 years. A higher value indicates an offer breadth.
1 — Active E-Stores
Active E-Stores — Number of distinct online stores with active offers in the category during the week.
Active E-Stores — Number of distinct online stores with active offers in the category during the week.
1 — Average max discount
Average Discount — Mean discount depth (%) across all active commercial offers.
Average Discount — Mean discount depth (%) across all active commercial offers.
1 — Total Active Offers
Total Active Offers — Count of all individual commercial offers detected during the week across all e-stores.
Total Active Offers — Count of all individual commercial offers detected during the week across all e-stores.
1 — Top 2 Concentration
Top 2 Concentration — Share of total offers captured by the two most active producers. High concentration signals a market dominated by a few players.
Top 2 Concentration — Share of total offers captured by the two most active producers. High concentration signals a market dominated by a few players.
2 — Offer Pressure by E-Store
Offer Pressure by E-Store — Table ranking online stores by number of active offers, average discount depth, average unit price, and offer share.
Offer Pressure by E-Store — Table ranking online stores by number of active offers, average discount depth, average unit price, and offer share.
3 — Competitive Activity
Competitive Activity — Horizontal bar charts showing the top 10 producers and brands by number of active offers.
Competitive Activity — Horizontal bar charts showing the top 10 producers and brands by number of active offers.
4 — Focus COLGATE-PALMOLIVE
Focus Producer — Compares the selected producer's offer footprint (offer share, active offers) against the rest of the market, and lists its top brands.
Focus Producer — Compares the selected producer's offer footprint (offer share, active offers) against the rest of the market, and lists its top brands.
5 — Unit Price Trends
Unit Price Trends — Line charts tracking the average unit price and the average discount depth over 12 weeks. Hover over data points for exact values.
Unit Price Trends — Line charts tracking the average unit price and the average discount depth over 12 weeks. Hover over data points for exact values.
7 — Top Offers of the Week
Top Offers — Two tables: (1) Top 10 by discount depth, (2) Top 10 by multi-store presence. ⭐ marks the lowest observed price.
Top Offers — Two tables: (1) Top 10 by discount depth, (2) Top 10 by multi-store presence. ⭐ marks the lowest observed price.
8 — Private Label vs National Brands
Private Label vs National Brands — Compares offer share, number of SKUs, and average discount between private-label and national brands.
Private Label vs National Brands — Compares offer share, number of SKUs, and average discount between private-label and national brands.
9 — News & Alerts (vs last 24 months)
News & Alerts — Flags unusual discount spikes, presence surges, and newly listed items compared to historical averages.
News & Alerts — Flags unusual discount spikes, presence surges, and newly listed items compared to historical averages.