Remarkable facts of the week for

In RO deodorants, BEIERSDORF AG remained a relevant promotional player, but clearly trailed the market leader. UNILEVER dominated visibility with 55.7% and 52 promotional occurrences, while BEIERSDORF AG delivered 9.0% visibility from 21 promotional occurrences, ahead of PROCTER & GAMBLE but behind SARANTIS ROMANIA and the second-ranked producer. BEIERSDORF AG’s visibility declined by 14.8% and its visibility share fell 2.3 points, indicating weaker momentum than competitors such as COLGATE-PALMOLIVE and SARANTIS ROMANIA, both expanding strongly. At brand level, NIVEA ranked fourth, well behind REXONA and DOVE, confirming a highly concentrated market, with the top three producers capturing 78.1% of visibility.

In DEODORANTE, the category average promotional price eased to 135.67 in 2026-W24 from 147.54 in the previous week, while the average discount depth remained broadly stable at 29.2% versus 28.9%. Promotional activity also expanded, with 123 promotional occurrences versus 106 a week earlier, indicating a slightly denser promotional environment. Against this backdrop, BEIERSDORF AG traded below the category average on price, with an average promotional price of 111.44, and matched the category on discount depth at 29.2%. Compared with the category trend, BEIERSDORF AG therefore maintained a more accessible price position while keeping discounting aligned with the market benchmark. Over the recent weeks, the category has shown a relatively stable discount pattern with some volatility in price, whereas BEIERSDORF AG has followed a clearer downward price trajectory from earlier higher levels, while discount intensity has moderated from the peak seen in 2026-W20. This suggests BEIERSDORF AG is currently competing on a sharper price point without relying on deeper-than-market discounting.

In Romania’s deodorants category, national brands dominated promotional pressure in week 24, accounting for 94.3% of promotional occurrences and 98.1% of visibility share. Retailer brands (MDD) remained limited at 5.7% of promotional occurrences and 1.9% of visibility share. National brands also carried a deeper average discount than retailer brands, indicating stronger promotional intensity and broader shelf presence.

In week 2026-W24, the deodorant category in Romania remained in a hot market environment, with promo pressure increasing versus both last week and the 4-week average. Promotional activity was led by DCN EU, while visibility remained highly concentrated, with UNILEVER holding the strongest share. The promotional landscape was dominated by national brands, which accounted for most promotional occurrences and visibility, while retailer brands (MDD) stayed marginal despite a slight week-on-week improvement. Pricing and discount levels were broadly stable, although the market still showed a high number of lowest-price flags and several visibility spikes, indicating an active and competitive trading week for BEIERSDORF AG.