Remarkable facts of the week for

Competitive activity in Romanian fresh milk remained highly concentrated in 2026-W22, with the top three producers accounting for 76.0% of visibility across 27 promotional occurrences. ALBALACT SA led clearly, delivering 37.0% visibility through 11 promotional occurrences and expanding visibility by 12.1%, while its ZUZU brand also ranked first at 34.0% visibility. FABRICA DE LAPTE BRASOV SA posted the fastest growth, with visibility up 242.9% to 24.0%, narrowing the gap to the leader despite a much smaller promotional footprint. ARLA FOODS followed at 15.0%, whereas the remaining producers were materially smaller, indicating a strongly concentrated and leader-driven market.

In week 2026-W22, the category LAPTE PROASPAT in Romania remained broadly stable on price and discounting, with the average promo price edging up marginally to 9.8 versus 9.79 in the previous week, while average discount depth increased slightly to 23.5% from 23.2%. The median discount stayed unchanged at 21.0%, indicating that the promotional environment remained consistent at the centre of the market. Promotional occurrences declined to 27 from 39, suggesting a lower activation volume despite stable average mechanics. Against this category backdrop, MOLKEREI ALOIS MÜLLER GMBH & CO KG cannot be benchmarked on its own price curve from the available data, as producer-specific averages are not disclosed; however, the category trend indicates a steady promotional climate rather than a material shift in pricing or discount intensity. Over the recent history, the category has moved within a relatively narrow band, with the current week sitting at the upper end of the observed promo price range and discount depth remaining close to the recent high levels.

In MOLKEREI ALOIS MÜLLER GMBH & CO KG’s category, national brands dominated promotional pressure in Romania during week 22, accounting for 92.6% of promotional occurrences versus 7.4% for retailer brands (MDD). National brands also delivered much stronger visibility share at 88.0%, while retailer brands remained limited at 12.0%. Discount depth was broadly similar, with retailer brands at 23.0% and national brands at 23.5%.

In week 2026-W22, the fresh milk category in Romania remained moderately active, with promotional pressure easing versus both last week and the 4-week average, while discount intensity became the main market driver. Promotional activity was highly concentrated, led by MEGA IMAGE on volume and ALBALACT SA on visibility, indicating that competitors continue to secure the strongest shelf presence through selective but impactful activations. Retailer brands (MDD) lost momentum sharply versus the previous week, while national brands dominated both promotional occurrences and visibility. For MOLKEREI ALOIS MÜLLER GMBH & CO KG, the environment suggests room to defend value through disciplined pricing while targeting more visible, retailer-relevant activations.