Remarkable facts of the week in promotional catalogues for

In the detergent category, UNILEVER holds a visibility share of 16.7%, ranking third among producers, behind PROCTER & GAMBLE, which leads with 31.2%. Despite a 20.8% increase in visibility, UNILEVER's promotional activity remains lower than its competitors, with 23 promotional occurrences. The market concentration is notably high, with the top three producers accounting for 68.3% of total visibility. UNILEVER's brand DERO SURF has a visibility share of 14.6%, indicating competitive positioning but still trailing behind leading brands such as ARIEL from PROCTER & GAMBLE.

In the detergent category for the week of June 29 to July 5, 2026, UNILEVER's promotional pricing exhibited a stable trend, with an average promotional price of 12.37 and an average discount percentage of 27.7%. This reflects a decrease in average promotional price compared to the previous week, which was recorded at 14.78, alongside a slight reduction in discount depth from 28.4%. When comparing UNILEVER's performance to that of its competitors, it is notable that the average promotional price for competing producers was higher at 14.87, with a discount intensity of 29.9%. This indicates that while UNILEVER's pricing strategy is becoming more competitive, competitors maintain a higher average price point with slightly deeper discounts. Overall, both UNILEVER and its competitors are experiencing stable trends in discount intensity and pricing, suggesting a consistent market environment in the detergent segment.

In the DETERGENT RUFE category in Romania for the week of June 29 to July 5, 2026, national brands exhibited significantly higher promotional pressure compared to retailer brands (MDD). National brands accounted for 92.1% of promotional occurrences, with a visibility score of 1356.0, while retailer brands had only 7.9% and a visibility score of 72.0. The average discount depth for national brands was also notably higher at 28.7%.

In the current week, the market for detergent products in Romania exhibits a hot temperature, characterized by an increase in discount intensity and higher promotional pressure compared to both the previous week and the four-week average. KAUFLAND leads in promotional activities, while PROCTER & GAMBLE maintains a strong visibility presence. National brands dominate the promotional landscape with a significant share of promotional occurrences and visibility, indicating a competitive environment that UNILEVER must navigate carefully.