Remarkable facts of the week for

UNILEVER ranked third by visibility in Romanian detergents, with 146.0 visibility points and a 12.4% share, behind HENKEL KGAA and PROCTER & GAMBLE. Its DERO SURF brand also placed third among brands, confirming UNILEVER as a relevant but distant challenger to the two leaders. Visibility improved versus the previous period, with UNILEVER up 15.9% and DERO SURF up 24.8%, although the brand remained well below PERSIL and ARIEL. Market concentration remained high, as the top three producers captured 76.9% of visibility, indicating a strongly concentrated promotional environment.

In Romania’s detergent category, the average promotional price remained broadly stable week on week for UNILEVER, moving from 14.11 in W24 to 14.49 in W25, while the category average also edged up from 14.11 to 14.49, indicating a flat pricing environment overall. UNILEVER’s promotional price trajectory has been more volatile over the recent period than the category average, with several sharper swings in prior weeks, but the latest movement suggests a return to stability. On discounting, UNILEVER’s average discount depth increased marginally from 29.5% to 29.7%, in line with the category’s near-flat movement from 29.5% to 29.7%. However, UNILEVER continues to operate at a materially higher discount level than the category benchmark across most of the recent history, reflecting a more aggressive promotional stance versus the market. Promotional activity also expanded slightly, with UNILEVER’s promotional occurrences rising from 166 to 173, supporting sustained visibility in a stable but still promotional market. Overall, UNILEVER is maintaining a competitive price position, but its discount intensity remains above the category average, suggesting continued reliance on deeper promotional support than the broader market.

In Romania’s detergent category, UNILEVER operates in a market where national brands dominate promotional pressure, accounting for 96.5% of promotional occurrences and 95.5% of visibility share. Retailer brands (MDD) remain marginal at 3.5% of promotional occurrences and 4.5% of visibility share, although they show higher average visibility per activation. Average discount depth is identical at 29.7% for both segments, indicating no price advantage for either side.

In RO DETERGENT, week 2026-W25 remained highly promotional, with discount depth increasing and promo pressure staying above both last week and the 4-week benchmark. KAUFLAND led promotional pressure, while HENKEL KGAA retained the strongest visibility, confirming a concentrated competitive environment. Retailer brands (MDD) remained marginal versus national brands, with only limited promotional occurrence and visibility share, while national brands expanded their promotional footprint. Price and discount levels were broadly stable overall, but the market still showed several new items, price anomalies, and visibility spikes, indicating an active and competitive trading week for UNILEVER.