Remarkable facts of the week for

In RO tablet chocolate, MONDELEZ INTERNATIONAL is the clear competitive leader, delivering 81.5% of visibility and 42 promotional occurrences, far ahead of KANDIA EXCELENT SA and ROSHEN ROMANIA, each at 3.6%. MONDELEZ INTERNATIONAL also leads brand performance through MILKA TOTAL, which captures 81.0% of visibility, while AFRICANA remains marginal. Visibility for MONDELEZ INTERNATIONAL increased by 12.4% versus the previous period, with share up 2.9 points, confirming strengthening momentum. The market remains highly concentrated, as the top three producers account for 88.7% of visibility, leaving limited room for smaller competitors.

In CIOCOLATA TABLETE in Romania, the category promotional price averaged 68.97 in 2026-W22, down from 76.48 in the previous week, while average discount depth increased to 31.4% from 27.7%. This indicates a softer promotional price level across the category, supported by a stronger discount environment, even though the overall price trend is assessed as stable. MONDELEZ INTERNATIONAL remained below the category average on promotional price at 62.07, versus 68.97 for the category, and delivered a materially deeper average discount of 38.3%, compared with the category benchmark of 31.4%. Versus the previous week, MONDELEZ INTERNATIONAL also moved to a lower promotional price and a higher discount depth, suggesting a more aggressive promotional stance than the market average. Over the recent weeks, the category has shown a gradual easing in price after the earlier peak, while MONDELEZ INTERNATIONAL has maintained a consistently more promotional position than competitors, with discount intensity strengthening further in the latest week.

In Romania’s chocolate tablets category, national brands clearly dominate promotional pressure, accounting for 94.8% of promotional occurrences and 96.9% of visibility share. Retailer brands (MDD) remain marginal at 5.2% of promotional occurrences and 3.1% of visibility share. National brands also show stronger visibility intensity and a higher average discount depth, indicating a much broader and more aggressive promotional environment than retailer brands.

In week 2026-W22, the Romanian tablet chocolate market remained hot, with promo pressure increasing versus both last week and the 4-week average. MONDELEZ INTERNATIONAL retained the visibility lead in a highly concentrated competitive environment, reinforcing its strong in-market presence. Promotional pricing and discount levels were broadly stable, suggesting that competitors are expanding promotional activity more through breadth and visibility than through deeper price cuts. National brands continued to dominate promotional occurrences and visibility, while retailer brands (MDD) remained limited but slightly more active than the prior week. New item introductions and visibility spikes indicate a market still seeking attention and differentiation.