Remarkable facts of the week in promotional catalogues for
DEODORANTE
1
2026-W28
Executive Summary
Market : Hot
Promo pressure above 4-week average — intense promotional activity.
Promo Pressure
% SKUs on promo / total universe
12.1%
91 promoted SKUs / 755 referenced
▲
1.8 pp
vs Y-1
▼
3.7 pp
vs last 4 weeks
Distinct Operations
Distinct catalogues / POs
35
118 promo occurrences across 35 operations
▲
8
vs Y-1
▼
3
vs last 4 weeks
Average Discount
Ø discount depth
28.9%
▲
3.7 pp
vs Y-1
▼
1.8 pp
vs last 4 weeks
Cumulative Visibility
Σ visibility scores
378
▲
8.0%
vs Y-1
▼
43.6%
vs last 4 weeks
Top 2 Concentration
Visibility share of top 2 producers
68.0%
UNILEVER + BEIERSDORF AG
▲
20.6 pp
vs Y-1
▲
2.1 pp
vs last 4 weeks
BOLTON GROUP SRL
Promo Pressure
% SKUs on promo / total universe
12.5%
4 promoted SKUs / 32 referenced
▲
6.3 pp
vs Y-1
▼
8.6 pp
vs last 4 weeks
Distinct Operations
Distinct catalogues / POs
3
4 promo occurrences across 3 operations
▲
1
vs Y-1
▼
0
vs last 4 weeks
Average Discount
Ø discount depth
35.0%
▲
8.0 pp
vs Y-1
▲
5.7 pp
vs last 4 weeks
Cumulative Visibility
Σ visibility scores
6
▲
50.0%
vs Y-1
▼
82.6%
vs last 4 weeks
BOLTON GROUP SRL shows increased promotional activity in a competitive deodorant market.
BOLTON GROUP SRL's promotional pressure has risen to 12.5%, surpassing the category average of 12.1%.
The average discount depth for BOLTON GROUP SRL is currently at 35.0%, which is higher than the category's average of 28.9%.
Visibility for BOLTON GROUP SRL remains low at a score of 6.0, significantly below the category average of 378.0.
Conclusion
In the deodorant category, BOLTON GROUP SRL has increased its promotional operations to three, reflecting a rise in promotional pressure compared to the previous week. The average discount depth has also seen a notable increase, positioning BOLTON GROUP SRL above the category average. However, visibility remains a critical challenge, with BOLTON GROUP SRL's visibility score significantly lagging behind the overall market average. This situation indicates a need for strategic enhancements in visibility to better compete against leading producers like UNILEVER and BEIERSDORF AG.
2
Promo Pressure by Retailer
118 occurrences • 24 retailersRetailer Promotional Activity Overview
In the current week, SELGROS leads the market with 14 promotional offers, accounting for 11.9% of the total volume. Following closely is DM DROGERIE MARKT with 12 offers, representing 10.2% of the volume. Notably, ATAC BY AUCHAN stands out as the visibility leader with an average visibility score of 10.0, while DR. MAX leads in discounts with an average of 53.0%. The market exhibits a balanced distribution of promotional activity, with the top two retailers together contributing 22.0% to the overall volume.
Visibility and discount leadership are held by different retailers.
| # | Retailer | SKU in Promo Occurrences | Visibility Σ scores | Avg. Discount Ø depth | SKU Share of Voice |
|---|---|---|---|---|---|
| 1 |  |
14 | 33.0 | 27.7% | 11.9% |
| 2 |  |
12 | 26.0 | – | 10.2% |
| 3 |  |
11 | 50.0 | – | 9.3% |
| 4 |  |
11 | 23.0 | – | 9.3% |
| 5 |  |
9 | 57.0 | 22.6% | 7.6% |
| 6 |  |
7 | 45.0 | 32.3% | 5.9% |
| 7 |  |
6 | 15.0 | 27.3% | 5.1% |
| 8 |  |
5 | 18.0 | 30.8% | 4.2% |
| 9 |  |
5 | 15.0 | 30.0% | 4.2% |
| 10 |  |
5 | 7.0 | 24.0% | 4.2% |
3
Competitive Activity
14 producers • 23 brandsBOLTON GROUP SRL's visibility share is 1.6%.
Top 10 Producers — Visibility
Top 10 Brands — Visibility
In the deodorant category, BOLTON GROUP SRL holds a visibility share of 1.6%, significantly lower than the market leader, UNILEVER, which commands 47.9%. Despite a stable promotional volume of four operations, BOLTON GROUP SRL's visibility remains limited compared to competitors like BEIERSDORF AG and PROCTER & GAMBLE. The overall market concentration is high, with the top three producers accounting for 83.1% of total visibility. This indicates a competitive landscape where BOLTON GROUP SRL must enhance its promotional strategies to improve market presence.
4
Focus BOLTON GROUP SRL
vs marketBOLTON GROUP SRL
1.6%
Visibility share • 4 promo occurrences
Rest of market
98.4%
Visibility share • 114 promo occurrences
| Brand | Visibility | Promo Occurrences | SKUs | Avg. Discount |
|---|---|---|---|---|
| BOROTALCO | 6.0 | 4 | 4 | 35.0% |
5
Promo Price Trends
Scenario: STABLEAvg. promo price / unit [l;m;kg;pcs;m²] (12 weeks)
Avg. discount (12 weeks)
In the deodorant category for the week of July 6 to July 12, 2026, BOLTON GROUP SRL exhibited a stable pricing trend with an average promotional price of 155.28, reflecting a slight increase from the previous week's average of 155.20. The average discount percentage decreased to 28.9%, down from 31.4% in the prior week. In comparison, the overall market average for competitors showed a significantly higher average promotional price of 201.54, accompanied by a more substantial average discount of 35.0%. This indicates that while BOLTON GROUP SRL maintains competitive pricing, its discount intensity is lower than that of its competitors, suggesting a potential opportunity for BOLTON GROUP SRL to enhance its promotional strategies to align more closely with market trends.
6
Promotional Mechanics Mix
Dominant: Promotions without consumer advantages (42.4%)Global Breakdown
| Mechanic | Promos | Share |
|---|---|---|
| Promotions without consumer advantages | 50 | 42.4% |
| Crossed price | 19 | 16.1% |
| X% From the 2nd product (identical) | 12 | 10.2% |
| Price Discount | 11 | 9.3% |
| Card | 10 | 8.5% |
| UNKNOWN | 7 | 5.9% |
| Virtual lots with free products | 6 | 5.1% |
| Lottery/Games | 3 | 2.5% |
7
Top Promotions of the Week
43 lowest prices detected🏷️ Top 10 — Discount Depth
| # | Retailer | Brand | Discount | Price | Vis. | |
|---|---|---|---|---|---|---|
| 1 |  |
REXONA | 55.0% | 59.93 Lei | 3.0 | |
| 2 |  |
URIAGE | 53.0% | 799.8 Lei | 5.0 | ⭐ |
| 3 | |
REXONA | 50.0% | 58.33 Lei | 18.0 | ⭐ |
| 4 | |
REXONA | 50.0% | 58.33 Lei | 18.0 | ⭐ |
| 5 | |
REXONA | 50.0% | 50.75 Lei | 6.0 | |
| 6 | |
REXONA | 50.0% | 50.75 Lei | 6.0 | |
| 7 |  |
REXONA | 50.0% | 24.98 Lei | 3.0 | ⭐ |
| 8 |  |
REXONA | 50.0% | 49.95 Lei | 3.0 | |
| 9 |  |
REXONA | 50.0% | 49.95 Lei | 3.0 | |
| 10 |  |
REXONA | 50.0% | 58.33 Lei | 3.0 | ⭐ |
👁️ Top 10 — Visibility
| # | Retailer | Brand | Vis. | Discount |
|---|---|---|---|---|
| 1 | |
REXONA | 18.0 | 50.0% |
| 2 | |
REXONA | 18.0 | 50.0% |
| 3 | |
DOVE | 10.0 | 37.0% |
| 4 |  |
REXONA | 10.0 | 15.0% |
| 5 |  |
NIVEA | 10.0 | 12.0% |
| 6 | |
DOVE | 10.0 | – |
| 7 | |
OLD SPICE | 9.0 | 26.0% |
| 8 | |
OLD SPICE | 9.0 | 26.0% |
| 9 | |
OLD SPICE | 9.0 | 26.0% |
| 10 | |
OLD SPICE | 9.0 | – |
8
Private Label vs National Brands
Private Label
3.4%
4 promos • 4 SKUs
National Brand
96.6%
114 promos • 87 SKUs
• Discount 28.9%
In the deodorant category for the week of July 6-12, 2026, national brands exhibited significantly higher promotional pressure compared to retailer brands (MDD). National brands accounted for 96.6% of promotional occurrences and 98.9% of visibility, while retailer brands represented only 3.4% of promotional occurrences and 1.1% of visibility. The average discount for national brands was also notably higher at 28.9%.
9
News & Alerts (vs last 24 months)
⚠️ BOROTALCO — BOLTON GROUP SRL
Discount this week: 35.0% (historical avg: 28.3%, delta: +23.5%)
at SUPECO
at SUPECO
⚠️ REXONA — UNILEVER
Discount this week: 50.0% (historical avg: 40.5%, delta: +23.5%)
at KAUFLAND
at KAUFLAND
⚠️ REXONA — UNILEVER
Discount this week: 50.0% (historical avg: 40.5%, delta: +23.5%)
at KAUFLAND
at KAUFLAND
⚠️ REXONA — UNILEVER
Discount this week: 50.0% (historical avg: 41.3%, delta: +21.0%)
at CARREFOUR
at CARREFOUR
📈 📈 Visibility peak — AXE
Visibility score: 6.0 (avg 1.0, factor: x6.0)
📈 📈 Visibility peak — NIVEA
Visibility score: 8.0 (avg 1.5, factor: x5.3)
📈 📈 Visibility peak — ELMIPLANT
Visibility score: 6.0 (avg 1.8, factor: x3.3)
📈 📈 Visibility peak — LADY SPEED STICK
Visibility score: 7.0 (avg 2.2, factor: x3.2)
📈 📈 Visibility peak — OLD SPICE
Visibility score: 24.0 (avg 9.4, factor: x2.6)
🆕 BOROTALCO — New item — BOROTALCO
DEODORANT STICK ORIGINAL (BOLTON GROUP SRL) — CBA NORD VEST
🆕 GARNIER TOTAL — New item — GARNIER TOTAL
DEODORANT CU BILA MINERAL INVISIBLE (L'OREAL GROUP) — SELGROS
🆕 GARNIER TOTAL — New item — GARNIER TOTAL
DEODORANT SPRAY MINERAL INVISIBLE (L'OREAL GROUP) — SELGROS
🆕 GILLETTE — New item — GILLETTE
DEODORANT STICK COOL WAVE (PROCTER & GAMBLE) — SUPECO
🆕 DOVE — New item — DOVE
DEODORANT SPRAY INVISIBLE CARE (UNILEVER) — SUPECO
10
Conclusion & Recommendations
In the week of 2026-W28, the deodorant market in Romania exhibited a hot market temperature, characterized by an increase in discount intensity and higher promotional pressure compared to the previous week. Competitors, particularly SELGROS, led in promotional occurrences, while UNILEVER maintained a strong visibility position with high concentration levels. National brands dominated the promotional landscape, accounting for 96.6% of promotional occurrences, while retailer brands (MDD) showed limited engagement with only 3.4% of the share. This competitive environment necessitates strategic adjustments for BOLTON GROUP SRL to enhance its market presence.
💡 Increase promotional occurrences to boost visibility share within the deodorant category.
💡 Consider competitive pricing strategies to attract consumers amidst rising discount intensity.
💡 Enhance collaboration with retailers to improve promotional activations and visibility concentration.
These strategic initiatives will position BOLTON GROUP SRL more effectively in a competitive market.
📖
How to Read This Newsletter
This guide explains each section and metric used in this weekly newsletter.
1 — Promo Pressure
Promo Pressure — Share of SKUs observed in promotion vs. the total referenced universe.
Promo Pressure — Share of SKUs observed in promotion vs. the total referenced universe.
1 — Distinct Operations
Distinct Operations — Number of distinct catalogues or promotional operations detected during the week.
Distinct Operations — Number of distinct catalogues or promotional operations detected during the week.
1 — Average Discount
Average Discount — Mean discount depth (%) across all promotional occurrences.
Average Discount — Mean discount depth (%) across all promotional occurrences.
1 — Cumulative Visibility
Cumulative Visibility — Sum of all individual visibility scores.
Cumulative Visibility — Sum of all individual visibility scores.
1 — Top 2 Concentration
Top 2 Concentration — Share of total visibility captured by the two most visible producers.
Top 2 Concentration — Share of total visibility captured by the two most visible producers.
2 — Promo Pressure by Retailer
Promo Pressure by Retailer — Table ranking retailers by number of promo occurrences, total visibility, average discount depth, and number of distinct SKUs on promo.
Promo Pressure by Retailer — Table ranking retailers by number of promo occurrences, total visibility, average discount depth, and number of distinct SKUs on promo.
3 — Competitive Activity
Competitive Activity — Horizontal bar charts showing the top 10 producers and brands by cumulative visibility score.
Competitive Activity — Horizontal bar charts showing the top 10 producers and brands by cumulative visibility score.
4 — Focus BOLTON GROUP SRL
Focus Producer — Compares the selected producer's promotional footprint against the rest of the market.
Focus Producer — Compares the selected producer's promotional footprint against the rest of the market.
5 — Promo Price Trends
Promo Price Trends — Line charts tracking the average promotional price per litre and the average discount depth over 12 weeks.
Promo Price Trends — Line charts tracking the average promotional price per litre and the average discount depth over 12 weeks.
6 — Promotional Mechanics Mix
Promotional Mechanics Mix — Doughnut chart and table showing the breakdown of promotion types.
Promotional Mechanics Mix — Doughnut chart and table showing the breakdown of promotion types.
7 — Top Promotions of the Week
Top Promotions — Two tables: (1) Top 10 by discount depth, (2) Top 10 by visibility score.
Top Promotions — Two tables: (1) Top 10 by discount depth, (2) Top 10 by visibility score.
8 — Private Label vs National Brands
Private Label vs National Brands — Compares promotional share, number of SKUs, and average discount.
Private Label vs National Brands — Compares promotional share, number of SKUs, and average discount.
9 — News & Alerts (vs last 24 months)
News & Alerts — Flags unusual discount spikes, visibility surges, and newly listed items.
News & Alerts — Flags unusual discount spikes, visibility surges, and newly listed items.
