HENKEL KGAA — Detergent Lichid Vase

In the Liquid Dish Detergent category, there are currently 7 manufacturers and 7 brands active in promotional leaflets. HENKEL KGAA holds the top position with a share of voice (SOV) of 46.2%, which is equal to the market leader, HENKEL KGAA, indicating a highly competitive landscape with no difference in visibility. The brand PUR is the most visible in promotional materials, highlighting its strong market presence. Notably, the top three producers dominate the category, accounting for 95.5% of total visibility, underscoring a concentrated market structure. Additionally, SANO ROMANIA SRL is emerging as a significant competitor, showing a sharp increase in visibility, which could pose a challenge to established players.

In W39, HENKEL KGAA's average minimum advertised promo price (MAP) per unit stands at 11.37 Lei, reflecting a -6.2% gap compared to the category benchmark of 12.12 Lei. Over the past 12 weeks, HENKEL KGAA has consistently maintained a competitive price advantage with an average price of 11.21 Lei, compared to 12.38 Lei for the overall category. The analysis of promotional volatility indicates that W34 experienced the highest level, with HENKEL KGAA achieving an average maximum discount of 35.0%, significantly higher than the market average of 27.6%, coinciding with the lowest unit price of 11.05 Lei observed during the period. Furthermore, the data reveals a strong inverse correlation (r = -0.12) between discount depth and unit price, indicating that as discounts increase, unit prices tend to decrease. After a stabilization phase characterized by moderate discounting between W27 and W30, HENKEL KGAA adjusted its promotional discount to 23.9% in W39, aligning closely with the market average of 28.2%.

In the current week's leaflets, national brands dominate the promotional landscape with 98.1% of promotional volume, represented by 53 occurrences across 31 SKUs, and a substantial 98.9% share of voice. In contrast, private labels account for only 1.9% of volume, with just 1 occurrence across 1 SKU, translating to a mere 1.1% share of voice. Pricing analysis reveals that private labels maintain an average maximum discount of 0% (MAP: 3.99 Lei), while national brands offer a competitive average maximum discount of 28.2% (MAP: 10.35 Lei). The share of voice for private labels remains stable with a negligible change of +0 pp compared to the previous week.

The upward momentum in promotional leaflet distribution indicates a strengthening market presence, with a share of voice at 46.2%. This suggests effective competitive positioning against the market leader, although continuous monitoring and strategic adjustments are essential to maintain and enhance this advantage.