PROCTER & GAMBLE — SAMPOANE

In the SAMPOANE category, there are 14 manufacturers and 21 brands actively participating in promotional leaflets this week. PROCTER & GAMBLE holds the #1 position with a share of voice (SOV) of 28.7%, which is equal to that of the market leader, indicating a highly competitive environment. The brand CLEAR emerges as the most visible in these promotional materials, highlighting its significance within the category. Notably, the top three producers collectively account for 60.8% of the total visibility, underscoring a concentrated market structure. Additionally, JOHNSON & JOHNSON is identified as the fastest-growing competitor in terms of visibility, suggesting a potential shift in market dynamics.

In W41, the average minimum advertised promo price per unit (MAP, per liter/kg/unit) for PROCTER & GAMBLE stands at 56.74 Lei, which reflects a +5.1% gap compared to the category benchmark of 53.97 Lei. Over the past 12 weeks, PROCTER & GAMBLE has consistently maintained a competitive price advantage with an average MAP of 55.1 Lei, compared to 58.88 Lei for the category. The historical trend indicates that promotional volatility peaked in W32, where the average maximum discount for PROCTER & GAMBLE reached 28.7%, slightly below the market average of 29.2%, coinciding with its lowest unit price point of 59.89 Lei. Furthermore, the analysis reveals a strong inverse correlation (r = -0.04) between discount depth and unit price. Following a stabilization phase under moderate discounting from W27 to W30, PROCTER & GAMBLE has adjusted its promotional discount to 21.3% in W41, aligning closely with the market average of 25.2%.

In the latest promotional leaflets, national brands dominate with 88.7% of promotional volume, represented by 55 occurrences across 45 SKUs, and achieve a substantial 93.5% share of voice. In contrast, private labels account for only 11.3% of volume with 7 occurrences across 7 SKUs, resulting in a mere 6.5% share of voice. Pricing analysis reveals that private labels offer an average maximum discount of 23.0% (MAP: 7.92 Lei), while national brands provide a higher average maximum discount of 25.4% (MAP: 18.01 Lei). The share of voice for private labels shows a negligible increase of +0.8 percentage points compared to the previous week.

The significant decline in leaflet promotional exposure indicates a critical need for strategic reassessment of promotional tactics and distribution partnerships to enhance market visibility and competitiveness.