DELACO DISTRIBUTION SRL — Brânzeturi
E-Commerce insights of the week for
1
2026-W42
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
29.3%
788 SKUs with offers / 2693 referenced
▼
25.5 pp
vs Y-1
▼
8.5 pp
vs last 4 weeks
Active E-Stores
Distinct e-stores with active offers
4
914 active offers across 4 e-stores
▼
12
vs Y-1
▼
1
vs last 4 weeks
Average max discount
Ø max discount
14.8%
▼
2.0 pp
vs Y-1
▼
0.4 pp
vs last 4 weeks
Total Active Offers
Number of active commercial offers
914
▼
58.8%
vs Y-1
▼
29.7%
vs last 4 weeks
Top 2 Concentration
Offer share of top 2 producers
28.8%
HOCHLAND ROMANIA SRL + DELACO DISTRIBUTION SRL
▲
2.8 pp
vs Y-1
▲
0.9 pp
vs last 4 weeks
DELACO DISTRIBUTION SRL
Item Diversity
% SKUs seen in the week / total active items since 2 years
41.7%
85 SKUs with offers / 204 referenced
▼
15.7 pp
vs Y-1
▼
6.0 pp
vs last 4 weeks
Active E-Stores
Distinct e-stores with active offers
4
111 active offers across 4 e-stores
▼
6
vs Y-1
▼
0
vs last 4 weeks
Average max discount
Ø max discount
22.4%
▲
2.8 pp
vs Y-1
▼
0.1 pp
vs last 4 weeks
Total Active Offers
Number of active commercial offers
111
▼
56.5%
vs Y-1
▼
25.1%
vs last 4 weeks
Executive Summary W42: DELACO DISTRIBUTION SRL captures 12.1% online offer share (85 active SKUs).
The manufacturer DELACO DISTRIBUTION SRL activates 41.7% of its reference catalog online, which is above the 29.3% category average.
The online offer volume is directly proportional to the active assortment, with DELACO DISTRIBUTION SRL achieving a 12.1% offer share with 85 SKUs.
Products from DELACO DISTRIBUTION SRL are listed across 4 active e-stores out of 4 overall, indicating 100.0% e-commerce network coverage.
Conclusion
With an average online discount of 22.4%, which is 7.6 percentage points above the market average, DELACO DISTRIBUTION SRL applies deeper discounts across its active catalog.
2
Offer Pressure by E-Store
914 offers • 4 e-storesIn the BRANZETURI category, online offer exposure is predominantly influenced by METRO and SEZAMO, which collectively account for 81.5% of the total offer volume across 4 active e-stores. METRO leads with 468 offers, while SEZAMO follows with 277 offers. For DELACO DISTRIBUTION SRL, the online availability is distributed across the same 4 e-stores, featuring a total of 111 offers, with METRO being the primary channel, presenting 54 offers, which constitutes 48.6% 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 |  |
468 | — | 61.35 Lei | 51.2% |
| 2 |  |
277 | 12.4% | 98.02 Lei | 30.3% |
| 3 |  |
164 | 20.1% | 81.85 Lei | 17.9% |
| 4 |  |
5 | 26.2% | 86.0 Lei | 0.5% |
3
Competitive Activity
98 producers • 145 brandsDELACO DISTRIBUTION SRL maintains a strong position in the e-commerce market.
Top 10 Producers — Offer Count
Top 10 Brands — Offer Count
In the e-commerce sector for BRANZETURI, DELACO DISTRIBUTION SRL ranks second with a notable 12.1% share of offers, totaling 111 listings. The current leader, HOCHLAND ROMANIA SRL, commands a larger share at 16.6%, creating a gap of 4.5 percentage points. This positioning indicates a competitive environment where DELACO DISTRIBUTION SRL has the opportunity to enhance its market presence and potentially close the gap with the leader.
4
Focus DELACO DISTRIBUTION SRL
vs marketDELACO DISTRIBUTION SRL
12.1%
Offer share • 111 active offers
Rest of market
87.9%
Offer share • 803 active offers
| Brand | Offers | SKUs | Avg max discount | Avg. Price per unit (lit, kg, m, ..) |
|---|---|---|---|---|
| DELACO | 85 | 63 | 22.2% | 65.26 Lei |
| ILE DE FRANCE | 14 | 10 | 20.0% | 123.93 Lei |
| CASTELLO | 5 | 5 | 29.0% | 127.39 Lei |
| ARLA | 2 | 2 | — | 38.0 Lei |
| BERGADER (BERGADER PRIVATKÄSEREI) | 2 | 2 | — | 71.5 Lei |
| CAPRICE DES DIEUX | 1 | 1 | 20.0% | 85.04 Lei |
| MILKANA | 1 | 1 | — | 69.0 Lei |
| STEFFEL (BERGADER PRIVATKÄSEREI) | 1 | 1 | — | 89.0 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 DELACO DISTRIBUTION SRL is currently positioned at 75.5 Lei, indicating a -1.0% gap relative to the e-commerce market average of 76.28 Lei. This slight underperformance suggests that DELACO DISTRIBUTION SRL is competitively priced, but there is room for improvement to align more closely with market expectations. Over the past 12 weeks, the average online price for DELACO DISTRIBUTION SRL has been 76.75 Lei, which is notably lower than the category average of 80.3 Lei. This positioning not only highlights DELACO DISTRIBUTION SRL's competitive pricing strategy but also emphasizes the potential for increased market share by optimizing promotional pricing tactics.
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 | |
OLYMPUS | 50.0% | 51.95 Lei | |
| 2 | |
LA COLLINE | 36.0% | 108.0 Lei | ⭐ |
| 3 | |
MEDITERRANEA | 34.0% | 125.0 Lei | ⭐ |
| 4 | |
DELACO | 30.0% | 38.0 Lei | ⭐ |
| 5 | |
DELACO | 30.0% | 38.0 Lei | |
| 6 | |
AUCHAN | 30.0% | 58.0 Lei | ⭐ |
| 7 | |
DELACO | 29.0% | 38.0 Lei | |
| 8 | |
DELACO | 29.0% | 55.4 Lei | |
| 9 | |
MEDITERRANEA | 29.0% | 81.0 Lei | ⭐ |
| 10 | |
CASTELLO | 29.0% | 115.0 Lei |
🌐 Top 10 — Multi-Store Presence
| # | Brand | Presence | Price | Discount |
|---|---|---|---|---|
| 1 | HOCHLAND | 3 sites | 36.0 Lei | — |
| 2 | DELACO | 3 sites | 38.0 Lei | 30.0% |
| 3 | NUCET | 3 sites | 43.0 Lei | — |
| 4 | HOCHLAND | 3 sites | 45.0 Lei | — |
| 5 | DELACO | 3 sites | 56.0 Lei | — |
| 6 | HOCHLAND | 3 sites | 65.0 Lei | — |
| 7 | HOCHLAND | 3 sites | 69.0 Lei | — |
| 8 | DELACO | 3 sites | 72.0 Lei | — |
| 9 | DELACO | 3 sites | 72.0 Lei | — |
| 10 | GALBANI | 3 sites | 100.0 Lei | — |
8
Private Label vs National Brands
Private Label
15.2%
139 offers • 139 SKUs
• Max Discount 10.8%
National Brand
84.8%
775 offers • 649 SKUs
• Max Discount 16.7%
Private labels account for 15.2% of e-commerce offers in the FMCG category, with 139 offers and an average minimum advertised price per unit (MAP) of 57.14 Lei. In contrast, national brands dominate with 84.8% of the market, totaling 775 offers and an average MAP of 79.71 Lei. The online share of private label offerings remains stable, showing no significant change (+0 pp) compared to the previous week.
9
News & Alerts (vs last 24 months)
No significant alerts this week.
10
Conclusion & Recommendations
The current e-commerce landscape for DELACO DISTRIBUTION SRL indicates a robust foundation, yet highlights the necessity for enhanced unit pricing discipline and deeper distribution across e-stores.
💡 Expand the presence on additional active e-commerce platforms to increase visibility and accessibility.
💡 Increase the share of online offerings relative to the activated reference catalog to better meet consumer demand.
💡 Monitor and adjust the minimum advertised price (MAP) to ensure competitiveness against direct market benchmarks.
These strategic actions will support the optimization of e-commerce 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 DELACO DISTRIBUTION SRL
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.