PLADIS GLOBAL — Biscuiti Glazurati/Umpluti
E-Commerce insights of the week for
1
2026-W36
Executive Summary
Market : Cold
Item diversity well below 4-week average — commercial activity in retreat.
Item Diversity
% SKUs seen in the week / total active items since 2 years
53.5%
144 SKUs with offers / 269 referenced
▼
9.0 pp
vs Y-1
▲
5.5 pp
vs last 4 weeks
Active E-Stores
Distinct e-stores with active offers
11
242 active offers across 11 e-stores
▼
3
vs Y-1
▼
0
vs last 4 weeks
Average max discount
Ø max discount
18.5%
▼
3.4 pp
vs Y-1
▼
1.9 pp
vs last 4 weeks
Total Active Offers
Number of active commercial offers
242
▼
15.7%
vs Y-1
▲
18.9%
vs last 4 weeks
Top 2 Concentration
Offer share of top 2 producers
32.6%
MONDELEZ INTERNATIONAL + DOBROGEA GRUP
▼
0.2 pp
vs Y-1
▲
1.2 pp
vs last 4 weeks
PLADIS GLOBAL
Item Diversity
% SKUs seen in the week / total active items since 2 years
57.1%
8 SKUs with offers / 14 referenced
▼
7.2 pp
vs Y-1
▲
7.1 pp
vs last 4 weeks
Active E-Stores
Distinct e-stores with active offers
4
10 active offers across 4 e-stores
=
0
vs Y-1
▲
0
vs last 4 weeks
Average max discount
Ø max discount
—
Total Active Offers
Number of active commercial offers
10
▼
23.1%
vs Y-1
▲
22.0%
vs last 4 weeks
Executive Summary W36: PLADIS GLOBAL captures 4.1% online offer share (8 active SKUs).
The manufacturer PLADIS GLOBAL activates 57.1% of its reference catalog online, which is above the 53.5% category average.
PLADIS GLOBAL's assortment is selectively distributed across a focused set of e-stores, achieving a 4.1% offer share with 8 SKUs.
Products from PLADIS GLOBAL are currently listed across 4 active e-stores out of 11 overall, indicating a 36.4% e-commerce network coverage.
Conclusion
Online discount depth for PLADIS GLOBAL is 0%, aligning with category benchmarks of 18.5%.
2
Offer Pressure by E-Store
242 offers • 11 e-storesIn the BISCUITI GLAZURATI/UMPLUTI category, online offer exposure is predominantly influenced by FRESHFUL and AUCHAN, which collectively account for 60.7% of the total offer volume across 11 active e-stores. FRESHFUL leads with 76 offers, while AUCHAN follows closely with 71 offers. For PLADIS GLOBAL, the online presence is limited to 4 e-stores, showcasing a total of 10 offers. AUCHAN is the primary retailer for PLADIS GLOBAL, contributing 4 offers, which represents 40.0% of the manufacturer's total offers.
| # | E-Store | Active Offers | Avg max discount Ø max discount | Avg. Price per unit (lit, kg, m, ..) | Offer Share |
|---|---|---|---|---|---|
| 1 |  |
76 | 12.3% | 64.06 Lei | 31.4% |
| 2 |  |
71 | 21.5% | 49.52 Lei | 29.3% |
| 3 |  |
24 | 20.0% | 60.17 Lei | 9.9% |
| 4 | SHOP & GO | 24 | 20.0% | 60.17 Lei | 9.9% |
| 5 |  |
11 | — | 52.98 Lei | 4.5% |
| 6 |  |
10 | 10.0% | 86.4 Lei | 4.1% |
| 7 |  |
8 | — | 80.0 Lei | 3.3% |
| 8 |  |
7 | — | 75.53 Lei | 2.9% |
| 9 |  |
6 | 15.0% | 115.17 Lei | 2.5% |
| 10 |  |
4 | 16.0% | 39.0 Lei | 1.7% |
3
Competitive Activity
30 producers • 43 brandsPLADIS GLOBAL ranks #7 with a 4.1% offer share.
Top 10 Producers — Offer Count
Top 10 Brands — Offer Count
In the e-commerce sector for BISCUITI GLAZURATI/UMPLUTI, PLADIS GLOBAL occupies the seventh position with a 4.1% share of the total offers, comprising 10 distinct products. The market leader, MONDELEZ INTERNATIONAL, commands a significant lead with a 21.5% offer share, creating a gap of 17.4 percentage points. This analysis highlights the competitive dynamics within the segment, emphasizing the need for strategic initiatives to enhance market presence and offer diversification.
4
Focus PLADIS GLOBAL
vs marketPLADIS GLOBAL
4.1%
Offer share • 10 active offers
Rest of market
95.9%
Offer share • 232 active offers
| Brand | Offers | SKUs | Avg max discount | Avg. Price per unit (lit, kg, m, ..) |
|---|---|---|---|---|
| MC VITIE'S | 6 | 5 | — | 40.17 Lei |
| ULKER | 4 | 3 | — | 110.58 Lei |
5
Unit Price Trends
Scenario: STABLEAvg. unit price per unit (lit, kg, m, ..) (12 weeks)
Avg. max discount (12 weeks)
The average minimum advertised promo price per unit (MAP) for PLADIS GLOBAL currently stands at 68.33 Lei, indicating a notable +11.4% gap compared to the overall e-commerce market average of 61.33 Lei. This positioning suggests that PLADIS GLOBAL's pricing strategy is relatively premium within the market context. Over a 12-week horizon, the average online price for PLADIS GLOBAL is recorded at 61.81 Lei, which is slightly below the category average of 61.94 Lei. This data highlights a competitive pricing strategy that aligns closely with market trends while maintaining a premium MAP, suggesting potential areas for optimization in pricing to enhance competitiveness.
7
Top Offers of the Week
Top 10 by discount depth and Top 10 by multi-store presence🏷️ Top 10 — Discount Depth
| # | E-Store | Brand | Discount | Price | |
|---|---|---|---|---|---|
| 1 | |
ROSHEN | 30.0% | 23.0 Lei | ⭐ |
| 2 | |
AUTENTIC ROM | 30.0% | 41.0 Lei | |
| 3 | |
AUTENTIC ROM | 30.0% | 42.0 Lei | |
| 4 | |
MILKA TOTAL | 27.0% | 37.0 Lei | |
| 5 | |
EUGENIA DOBROGEA | 23.0% | 36.0 Lei | |
| 6 | |
OREO | 23.0% | 36.0 Lei | |
| 7 | |
EUGENIA DOBROGEA | 23.0% | 36.0 Lei | |
| 8 | |
EUGENIA DOBROGEA | 23.0% | 36.0 Lei | |
| 9 | |
EUGENIA DOBROGEA | 23.0% | 36.0 Lei | |
| 10 | |
EUGENIA DOBROGEA | 23.0% | 36.0 Lei |
🌐 Top 10 — Multi-Store Presence
| # | Brand | Presence | Price | Discount |
|---|---|---|---|---|
| 1 | OREO | 5 sites | 36.0 Lei | 23.0% |
| 2 | EUGENIA DOBROGEA | 5 sites | 36.0 Lei | 23.0% |
| 3 | EUGENIA DOBROGEA | 5 sites | 36.0 Lei | 23.0% |
| 4 | LEIBNIZ | 5 sites | 71.0 Lei | 15.0% |
| 5 | LEIBNIZ | 5 sites | 71.0 Lei | — |
| 6 | OREO | 4 sites | 35.0 Lei | 20.0% |
| 7 | MILKA TOTAL | 4 sites | 44.0 Lei | — |
| 8 | OREO | 4 sites | 45.0 Lei | — |
| 9 | NUTELLA | 4 sites | 75.0 Lei | — |
| 10 | SCHAR | 4 sites | 100.0 Lei | — |
8
Private Label vs National Brands
Private Label
1.7%
4 offers • 2 SKUs
National Brand
98.3%
238 offers • 142 SKUs
• Max Discount 18.4%
Private labels account for 1.7% of e-commerce offers in the category, with 4 offers and an average minimum advertised price per unit (MAP) of 70.0 Lei. In contrast, national brands dominate with 98.3% of the market, comprising 238 offers and an average MAP of 61.18 Lei. The online share of private label offers has shown a negligible decline of -0.1 percentage points compared to the previous week.
9
News & Alerts (vs last 24 months)
⚠️ EUGENIA DOBROGEA — DOBROGEA GRUP
Discount this week: 23.0% (historical avg: 19.0%, delta: +21.1%)
at AUCHAN
at AUCHAN
📈 📈 Presence spike — MILKA TOTAL
Present on 3 e-stores (avg 1.0, factor: x3.0)
🆕 DR. GERARD — New item — DR. GERARD
DR GERARD ROMANIA SRL — AUCHAN — 59.0 Lei
10
Conclusion & Recommendations
The e-commerce presence of PLADIS GLOBAL shows a solid foundation, yet there is a need for ongoing attention to unit pricing discipline and the depth of e-store distribution.
💡 Expand coverage on key e-commerce platforms where presence is currently limited to enhance visibility.
💡 Increase the proportion of online offers relative to the activated reference catalog to better align with market demand.
💡 Monitor and adjust minimum advertised prices (MAP) to ensure competitiveness against direct market benchmarks.
A strategic focus on these areas will strengthen the overall e-commerce performance.
📖
How to Read This Newsletter
This guide explains each section and metric used in this weekly e-commerce newsletter.
1 — Item Diversity
Item Diversity — Share of SKUs seen in the week vs. the total unique items observed over 2 years. A higher value indicates an offer breadth.
Item Diversity — Share of SKUs seen in the week vs. the total unique items observed over 2 years. A higher value indicates an offer breadth.
1 — Active E-Stores
Active E-Stores — Number of distinct online stores with active offers in the category during the week.
Active E-Stores — Number of distinct online stores with active offers in the category during the week.
1 — Average max discount
Average Discount — Mean discount depth (%) across all active commercial offers.
Average Discount — Mean discount depth (%) across all active commercial offers.
1 — Total Active Offers
Total Active Offers — Count of all individual commercial offers detected during the week across all e-stores.
Total Active Offers — Count of all individual commercial offers detected during the week across all e-stores.
1 — Top 2 Concentration
Top 2 Concentration — Share of total offers captured by the two most active producers. High concentration signals a market dominated by a few players.
Top 2 Concentration — Share of total offers captured by the two most active producers. High concentration signals a market dominated by a few players.
2 — Offer Pressure by E-Store
Offer Pressure by E-Store — Table ranking online stores by number of active offers, average discount depth, average unit price, and offer share.
Offer Pressure by E-Store — Table ranking online stores by number of active offers, average discount depth, average unit price, and offer share.
3 — Competitive Activity
Competitive Activity — Horizontal bar charts showing the top 10 producers and brands by number of active offers.
Competitive Activity — Horizontal bar charts showing the top 10 producers and brands by number of active offers.
4 — Focus PLADIS GLOBAL
Focus Producer — Compares the selected producer's offer footprint (offer share, active offers) against the rest of the market, and lists its top brands.
Focus Producer — Compares the selected producer's offer footprint (offer share, active offers) against the rest of the market, and lists its top brands.
5 — Unit Price Trends
Unit Price Trends — Line charts tracking the average unit price and the average discount depth over 12 weeks. Hover over data points for exact values.
Unit Price Trends — Line charts tracking the average unit price and the average discount depth over 12 weeks. Hover over data points for exact values.
7 — Top Offers of the Week
Top Offers — Two tables: (1) Top 10 by discount depth, (2) Top 10 by multi-store presence. ⭐ marks the lowest observed price.
Top Offers — Two tables: (1) Top 10 by discount depth, (2) Top 10 by multi-store presence. ⭐ marks the lowest observed price.
8 — Private Label vs National Brands
Private Label vs National Brands — Compares offer share, number of SKUs, and average discount between private-label and national brands.
Private Label vs National Brands — Compares offer share, number of SKUs, and average discount between private-label and national brands.
9 — News & Alerts (vs last 24 months)
News & Alerts — Flags unusual discount spikes, presence surges, and newly listed items compared to historical averages.
News & Alerts — Flags unusual discount spikes, presence surges, and newly listed items compared to historical averages.
