PROCTER & GAMBLE — SAMPOANE
E-Commerce insights of the week for
1
2026-W41
Executive Summary
Market : Cold
Item diversity well below 4-week average — commercial activity in retreat.
Item Diversity
% SKUs seen in the week / total active items since 2 years
10.3%
254 SKUs with offers / 2457 referenced
▼
48.1 pp
vs Y-1
▼
20.6 pp
vs last 4 weeks
Active E-Stores
Distinct e-stores with active offers
3
262 active offers across 3 e-stores
▼
25
vs Y-1
▼
8
vs last 4 weeks
Average max discount
Ø max discount
22.7%
▼
1.2 pp
vs Y-1
▲
0.8 pp
vs last 4 weeks
Total Active Offers
Number of active commercial offers
262
▼
90.6%
vs Y-1
▼
79.7%
vs last 4 weeks
Top 2 Concentration
Offer share of top 2 producers
17.2%
L'OREAL GROUP + LABORATORUL COSMETIC DR. IRENA ERIS
▼
2.2 pp
vs Y-1
▼
2.0 pp
vs last 4 weeks
PROCTER & GAMBLE
Item Diversity
% SKUs seen in the week / total active items since 2 years
6.0%
13 SKUs with offers / 218 referenced
▼
50.9 pp
vs Y-1
▼
25.2 pp
vs last 4 weeks
Active E-Stores
Distinct e-stores with active offers
2
13 active offers across 2 e-stores
▼
11
vs Y-1
▼
3
vs last 4 weeks
Average max discount
Ø max discount
22.3%
▼
0.7 pp
vs Y-1
▲
0.4 pp
vs last 4 weeks
Total Active Offers
Number of active commercial offers
13
▼
95.1%
vs Y-1
▼
88.7%
vs last 4 weeks
Executive Summary W41: PROCTER & GAMBLE captures 5.0% online offer share (13 active SKUs).
The manufacturer PROCTER & GAMBLE activates 6.0% of its reference catalog online, which is below the 10.3% category average.
Its online offer volume is directly proportional to its active assortment, achieving a 5.0% offer share with 13 SKUs.
Products from PROCTER & GAMBLE are currently listed across 2 active e-stores out of 3 overall, resulting in 66.7% e-commerce network coverage.
Conclusion
Online discount depth for PROCTER & GAMBLE stands at 22.3%, which aligns closely with category benchmarks of 22.7%.
2
Offer Pressure by E-Store
262 offers • 3 e-storesIn the SAMPOANE category, online offer exposure is predominantly influenced by DR. MAX and AUCHAN, with DR. MAX contributing 179 offers and AUCHAN providing 72 offers. Together, these retailers account for 95.8% of the total offer volume across 3 active e-stores. For PROCTER & GAMBLE, the online availability is present in 2 e-stores, totaling 13 offers. AUCHAN leads this distribution with 11 offers, representing 84.6% of the manufacturer’s total offers, highlighting a significant concentration of offers within a limited number of retailers.
| # | E-Store | Active Offers | Avg max discount Ø max discount | Avg. Price per unit (lit, kg, m, ..) | Offer Share |
|---|---|---|---|---|---|
| 1 |  |
179 | 18.9% | 349.76 Lei | 68.3% |
| 2 |  |
72 | 26.3% | 75.67 Lei | 27.5% |
| 3 |  |
11 | — | 79.05 Lei | 4.2% |
3
Competitive Activity
49 producers • 64 brandsProcter & Gamble ranks #5 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 SAMPOANE, Procter & Gamble occupies the fifth position with a 5.0% share of offers, comprising 13 distinct offers. The current leader in the market, L'Oréal Group, commands a significant 10.3% offer share, indicating a gap of 5.3 percentage points. This competitive positioning highlights the need for strategic initiatives to enhance visibility and market share within the e-commerce domain.
4
Focus PROCTER & GAMBLE
vs marketPROCTER & GAMBLE
5.0%
Offer share • 13 active offers
Rest of market
95.0%
Offer share • 249 active offers
| Brand | Offers | SKUs | Avg max discount | Avg. Price per unit (lit, kg, m, ..) |
|---|---|---|---|---|
| HEAD & SHOULDERS | 11 | 11 | 22.3% | 74.01 Lei |
| PANTENE | 2 | 2 | — | 87.0 Lei |
5
Unit Price Trends
Scenario: STABLEAvg. unit price per unit (lit, kg, m, ..) (12 weeks)
Avg. max discount (12 weeks)
The average minimum advertised promo price per unit (MAP) for PROCTER & GAMBLE currently stands at 76.01 Lei, indicating a significant -71.1% gap when compared to the overall e-commerce market average of 262.74 Lei. Over the past 12 weeks, PROCTER & GAMBLE has sustained an average online price of 78.44 Lei, which is notably lower than the category average of 261.15 Lei. This pricing strategy positions PROCTER & GAMBLE competitively within the e-commerce landscape, highlighting a strong value proposition for consumers while also reflecting the brand's commitment to maintaining affordability in a highly competitive market.
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 | |
GLISS | 37.0% | 37.0 Lei | ⭐ |
| 2 | |
GLISS | 37.0% | 37.0 Lei | ⭐ |
| 3 | |
SCHAUMA | 29.0% | 30.0 Lei | |
| 4 | |
SCHAUMA | 29.0% | 30.0 Lei | ⭐ |
| 5 | |
CLEAR | 29.0% | 61.0 Lei | |
| 6 | |
CLEAR | 29.0% | 61.0 Lei | |
| 7 | |
CLEAR | 29.0% | 61.0 Lei | |
| 8 | |
CLEAR | 29.0% | 61.0 Lei | |
| 9 | |
CLEAR | 29.0% | 61.0 Lei | |
| 10 | |
CLEAR | 29.0% | 61.0 Lei |
🌐 Top 10 — Multi-Store Presence
| # | Brand | Presence | Price | Discount |
|---|---|---|---|---|
| 1 | GLISS | 2 sites | 37.0 Lei | 37.0% |
| 2 | WASH & GO | 2 sites | 45.0 Lei | — |
| 3 | TOTAL SYOSS | 2 sites | 53.0 Lei | — |
| 4 | GEROVITAL TOTAL | 2 sites | 55.0 Lei | — |
| 5 | BATISTE | 2 sites | 67.0 Lei | — |
| 6 | L'OREAL PARIS TOTAL | 2 sites | 69.0 Lei | — |
| 7 | GARNIER TOTAL | 2 sites | 74.0 Lei | — |
| 8 | L'OREAL PARIS TOTAL | 2 sites | 240.0 Lei | — |
| 9 | COSMIA | 1 sites | 15.0 Lei | — |
| 10 | KALLOS | 1 sites | 15.99 Lei | — |
8
Private Label vs National Brands
Private Label
3.4%
9 offers • 9 SKUs
National Brand
96.6%
253 offers • 245 SKUs
• Max Discount 22.7%
Private labels account for 3.4% of e-commerce offers in the category, with 9 offers and an average minimum advertised price per unit (MAP) of 44.0 Lei. In contrast, national brands dominate with 96.6% market share, featuring 253 offers and an average MAP of 270.55 Lei. The online share of private label offerings shows a negligible increase of +0.7 percentage points compared to the previous week.
9
News & Alerts (vs last 24 months)
⚠️ CLEAR — UNILEVER
Discount this week: 29.0% (historical avg: 12.1%, delta: +139.2%)
at AUCHAN
at AUCHAN
⚠️ DUCRAY — LABORATOIRES PIERRE FABRE
Discount this week: 25.0% (historical avg: 14.9%, delta: +67.4%)
at DR. MAX
at DR. MAX
⚠️ VICHY — L'OREAL GROUP
Discount this week: 27.0% (historical avg: 21.7%, delta: +24.3%)
at DR. MAX
at DR. MAX
⚠️ GLISS — HENKEL KGAA
Discount this week: 37.0% (historical avg: 30.3%, delta: +22.0%)
at AUCHAN
at AUCHAN
10
Conclusion & Recommendations
The current e-commerce performance indicates a stable presence, yet there is a critical need to enhance unit pricing strategies and expand distribution across e-stores.
💡 Increase coverage on underrepresented e-commerce platforms to maximize visibility and sales opportunities.
💡 Evaluate and adjust the share of online offerings to ensure alignment with the activated reference catalog.
💡 Monitor and optimize the minimum advertised price (MAP) to remain competitive against market benchmarks and direct competitors.
Implementing these recommendations will strengthen the e-commerce strategy and drive improved performance.
📖
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 PROCTER & GAMBLE
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.