INTERSNACK ROMANIA — Snacking

In the current promotional landscape of the Snacking category, 35 manufacturers and 56 brands are actively participating, with INTERSNACK ROMANIA holding a significant 34.6% share of voice (SOV). This positions INTERSNACK ROMANIA as a key player, effectively tied with the market leader, thereby indicating a highly competitive environment. The visibility is predominantly concentrated among the top three producers, which collectively account for 60.5% of the total category visibility. Notably, CHIO emerges as the most visible brand within promotional leaflets. Additionally, EUROPEAN FOODS is identified as the fastest-growing competitor in terms of visibility, suggesting a potential shift in market dynamics that could impact INTERSNACK ROMANIA's positioning moving forward.

In W34, INTERSNACK ROMANIA's average minimum advertised promo price (MAP) stands at 54.15 Lei, reflecting a significant +13.9% gap compared to the category benchmark of 47.56 Lei. Over the past 12 weeks, INTERSNACK ROMANIA has consistently maintained a competitive price advantage, averaging 50.75 Lei compared to 48.25 Lei for the category. The analysis of promotional volatility indicates that W27 experienced the highest peak, with an average maximum discount of 27.8% for INTERSNACK ROMANIA, surpassing the market average of 24.5%, coinciding with its lowest unit price point of 49.4 Lei. Furthermore, the data reveals a strong inverse correlation (r = -0.26) between discount depth and unit price, suggesting that as the discount increases, the unit price tends to decrease. Following a stabilization phase characterized by moderate discounting between W27 and W30, INTERSNACK ROMANIA has adjusted its promotional discount to 21.8% in W34, aligning closely with the market average of 24.3%.

In this week's leaflets, national brands dominate with 84.2% of promotional volume (230 occurrences across 149 SKUs) and 84.3% share of voice, while private labels account for 15.8% of volume (43 occurrences across 39 SKUs) and 15.7% share of voice. The average maximum discount for private labels is 19.5% (MAP: 10.01 Lei), whereas national brands offer a higher average maximum discount of 24.7% (MAP: 5.68 Lei). Notably, private label share of voice shows a negligible decline of -1.8 pp compared to the previous week.

The significant downturn in leaflet promotional exposure indicates a need for strategic reassessment to enhance visibility and competitiveness in the market.