Remarkable facts of the week for

In the detergent market, UNILEVER holds a visibility share of 15.3%, ranking third among producers. HENKEL KGAA leads with a visibility share of 35.5%, despite a decline of 14.2% in visibility. PROCTER & GAMBLE follows closely with a visibility share of 27.8%, showing a growth of 9.8%. UNILEVER's promotional operations have increased visibility by 28.6%, indicating a positive trend. The overall market concentration is high, with the top three producers accounting for 78.6% of total visibility.

In the detergent category for the week ending June 28, 2026, UNILEVER's average promotional price was recorded at 14.85, reflecting a slight decrease from the previous week's average of 14.95. The average discount percentage for UNILEVER's offerings was 28.2%, which is a decrease from 29.5% observed in the prior week. This indicates a stable pricing trend for UNILEVER, while the discount intensity has also shown a slight reduction. In comparison, the overall market average for competitors demonstrated a higher average promotional price of 14.55 and a discount depth of 30.6%. This suggests that UNILEVER's pricing strategy remains competitive, albeit with a lower discount intensity compared to the market average. The stability in both price and discount trends for UNILEVER indicates a consistent approach in its promotional strategy, aligning with the broader market dynamics.

In the Detergent Rufe category, national brands exhibit significantly higher promotional pressure compared to retailer brands (MDD). National brands account for 89.8% of promotional occurrences and maintain a visibility share of 93.9%. In contrast, retailer brands achieve only 10.2% of promotional occurrences with a visibility share of 6.1%. Additionally, the average discount for national brands is 29.5%, surpassing the 17.3% average discount for retailer brands.

In the current week, the market for detergents in Romania is characterized by heightened promotional pressure, surpassing both the previous week and the four-week average. The discount intensity has increased, with SELGROS emerging as the leader in promotional operations. Competitors such as HENKEL KGAA maintain a strong visibility concentration, highlighting the competitive landscape. While retailer brands (MDD) have shown a notable increase in promotional occurrences, national brands dominate overall visibility and promotional share, indicating a challenging environment for UNILEVER to enhance its market presence.