Remarkable facts of the week for

In RO coffee, JACOBS DOUWE EGBERTS ranked third by visibility, with 133.0 visibility points and a 13.4% share, behind STRAUSS ROMANIA SRL and NESTLE ROMANIA SRL. STRAUSS ROMANIA SRL remained the clear leader, combining the highest promotional occurrence volume with the strongest visibility gain, while NESTLE ROMANIA SRL held second place despite a slight visibility decline. JACOBS DOUWE EGBERTS outperformed several competitors in promotional reach, but its visibility declined 11.9% versus the previous period, and its share fell 3.9 points. At brand level, JACOBS led several smaller competitor brands, but remained below DONCAFE and NESCAFE. Market concentration was moderate, with the top three producers accounting for 56.9% of visibility.

In RO CAFEA, JACOBS DOUWE EGBERTS showed a stable pricing and discount profile in 2026-W25 versus 2026-W24, with the average promotional price edging up slightly to 90.38 and the average discount easing marginally to 23.5%. The category average followed the same stable pattern, also moving only slightly week on week, from 89.73 to 90.38 in promotional price and from 23.7% to 23.5% in discount depth. Against the broader category, JACOBS DOUWE EGBERTS remained above the market average on promotional price and broadly in line on discount intensity, indicating a premium positioning without a meaningful change in promotional aggressiveness. The promotional offer volume for JACOBS DOUWE EGBERTS was also stable at 161 promotional occurrences, versus 160 in the previous week. Over the recent history, the category has fluctuated within a relatively narrow band, while JACOBS DOUWE EGBERTS has generally operated with higher average promotional prices and deeper discounts than the category benchmark, particularly in the more promotional weeks of the period.

In week 25, National brands dominated promotional pressure in JACOBS DOUWE EGBERTS’ coffee category, accounting for 89.1% of promotional occurrences and 92.9% of visibility share. Retailer brands (MDD) remained limited at 10.9% of promotional occurrences and 7.1% of visibility share. Discount depth was broadly similar, at 22.1% for retailer brands versus 22.7% for National brands, while National brands also delivered higher average visibility per activation.

In Romania’s coffee category, the week closed with a hot market temperature and promo pressure rising above both last week and the 4-week average, confirming an increasingly competitive environment for JACOBS DOUWE EGBERTS. Carrefour led promotional pressure, while visibility remained moderately concentrated, with Strauss Romania SRL holding the strongest visibility position. National brands dominated both promotional occurrences and visibility, while retailer brands (MDD) lost share versus the prior week. Pricing and discount levels were broadly stable, but the presence of new items, price anomalies and visibility spikes suggests a market still in active adjustment. For JACOBS DOUWE EGBERTS, the priority is to defend visibility and sharpen promotional execution in a crowded field.