FERRERO ROMANIA — Praline
Weekly Leaflet Promo Intelligence
1
2026-W35
Executive Summary
Market : Hot
Promo pressure above 4-week average — intense promotional activity.
Promoted assortment breadth
% SKUs on promo / all SKUs seen in leaflets over the last 24 months
6.2%
22 promoted SKUs / 353 referenced
▲
2.2 pp
vs Y-1
▼
1.8 pp
vs last 4 weeks
Distinct Operations
Distinct catalogues / POs
15
26 promo occurrences across 15 operations
▲
6
vs Y-1
▼
1
vs last 4 weeks
Average max discount
Ø max discount
28.4%
▲
6.3 pp
vs Y-1
▲
1.6 pp
vs last 4 weeks
Top 2 Concentration
?
Visibility share of top 2 producers
67.6%
MONDELEZ INTERNATIONAL + DE SILVA EXCLUSIV
▼
10.1 pp
vs Y-1
▲
5.9 pp
vs last 4 weeks
FERRERO ROMANIA
Promoted assortment breadth
% SKUs on promo / all SKUs seen in leaflets over the last 24 months
5.3%
2 promoted SKUs / 38 referenced
▼
2.6 pp
vs Y-1
▼
0.6 pp
vs last 4 weeks
Distinct Operations
Distinct catalogues / POs
3
3 promo occurrences across 3 operations
▲
1
vs Y-1
▲
0
vs last 4 weeks
Average max discount
Ø max discount
20.0%
▼
10.0 pp
vs Y-1
▼
1.4 pp
vs last 4 weeks
Promo operations penetration rate
Share of category promotional operations
20.0%
▼
2.2 pp
vs Y-1
▲
3.0 pp
vs last 4 weeks
Share of Voice (Visibility)
?
Share of promotional catalogue visibility (weighted score)
3.4%
▼
2.4 pp
vs Y-1
▲
1.1 pp
vs last 4 weeks
Objective Executive Summary W35: Notable Exposure Decline for FERRERO ROMANIA
The manufacturer FERRERO ROMANIA activated 5.3% of its reference catalog in promotions, which is slightly below the category benchmark of 6.2%. Despite this activation, the share of voice (SOV) has notably declined to 3.4% across 2 promoted SKUs.
FERRERO ROMANIA's promotional activities are represented in 3 leaflet occurrences across 3 distinct retail chains, resulting in a network coverage of 27.3%. However, this selective presence does not compensate for the overall loss of exposure in the market.
The average maximum discount offered by FERRERO ROMANIA is 20.0%, which is significantly lower than the market average of 28.4%, reflecting an -8.4 percentage point difference. This indicates a more conservative pricing strategy compared to the category average.
Conclusion
The strategic overview for W35 indicates a concerning decline in exposure for FERRERO ROMANIA, with a share of voice at 3.4%. The manufacturer has activated a modest portion of its catalog for promotions, achieving limited network coverage across three retail chains. Additionally, the pricing strategy reflects a more cautious approach, with discounts below the market average, which may further impact competitive positioning.
2
Promo Pressure by Retailer
26 occurrences • 11 retailersPromotional Activity Analysis in the PRALINE Category
This week, the PRALINE category witnessed a total of 26 promotional occurrences spread across 11 retail chains. FERRERO ROMANIA is represented in 3 retail partners, contributing 3 occurrences to the promotional landscape. The promotional activity is predominantly driven by AUCHAN and MEGA IMAGE, each accounting for 5 occurrences, which collectively represent 38.5% of the total promotional volume. Within FERRERO ROMANIA's partnerships, CARREFOUR emerges as the leading retailer, holding 1 occurrence, which constitutes 33.3% of the manufacturer's promotional efforts. Notably, SUPECO stands out in the category by offering the most significant average maximum discount at 42.5%, significantly surpassing the category benchmark of 27.3%. This aggressive promotional strategy highlights the competitive dynamics within the PRALINE segment.
FERRERO ROMANIA's presence is modest amidst a competitive landscape.
| # | Retailer | SKU in Promo Occurrences | Visibility Σ scores | Avg max discount Ø max discount | SKU Share of Voice |
|---|---|---|---|---|---|
| 1 |  |
5 | 36.0 | 26.5% | 19.2% |
| 2 |  |
5 | 33.0 | 20.0% | 19.2% |
| 3 |  |
5 | 28.0 | 42.5% | 19.2% |
| 4 |  |
3 | 9.0 | 20.0% | 11.5% |
| 5 |  |
2 | 20.0 | 35.0% | 7.7% |
| 6 |  |
1 | 10.0 | 32.0% | 3.8% |
| 7 |  |
1 | 3.0 | 24.0% | 3.8% |
| 8 |  |
1 | 3.0 | — | 3.8% |
| 9 |  |
1 | 1.0 | 18.0% | 3.8% |
| 10 |  |
1 | 1.0 | — | 3.8% |
3
Competitive Activity
9 producers • 11 brandsFERRERO ROMANIA shows significant growth in visibility despite trailing market leader MONDELEZ INTERNATIONAL.
Top 10 Producers — Visibility
Top 10 Brands — Visibility
In the PRALINE category, the competitive landscape is characterized by 9 manufacturers and 11 brands actively participating in promotional leaflets this week. FERRERO ROMANIA holds the 7th position with a 3.4% share of voice (SOV), significantly behind the market leader MONDELEZ INTERNATIONAL, which commands a dominant 44.1% SOV, resulting in a gap of 40.7 percentage points. Notably, POIANA CHOKOTOFF emerges as the most visible brand within the promotional materials. The concentration of visibility among the top three producers is substantial, accounting for 74.4% of the total category visibility. However, FERRERO ROMANIA is experiencing a very sharp increase in visibility, indicating a positive trend and potential for future market share growth.
4
Focus FERRERO ROMANIA
vs marketFERRERO ROMANIA
3.4%
Visibility share • 3 promo occurrences
Rest of market
96.6%
Visibility share • 23 promo occurrences
| Brand | Visibility | Promo Occurrences | SKUs | Avg max discount |
|---|---|---|---|---|
| RAFFAELLO | 5.0 | 3 | 2 | 20.0% |
5
Promo Price Trends
Scenario: MIXEDAvg. promo price / unit [l;m;kg;pcs;m²] (12 weeks)
Avg. max discount (12 weeks)
In W35, FERRERO ROMANIA's average minimum advertised promo price (MAP) stands at 101.72 Lei, reflecting a +3.9% gap compared to the category benchmark of 97.89 Lei. Over the past 12 weeks, FERRERO ROMANIA has consistently maintained a competitive price advantage, averaging 102.5 Lei against the category's 97.87 Lei. The analysis indicates a peak in promotional volatility during W27, where the average maximum discount reached 25.0%, surpassing the market average of 23.2%, coinciding with the lowest unit price of 93.3 Lei. Furthermore, the data reveals a strong inverse correlation (r = 0.0) between discount depth and unit price, indicating that as prices stabilize, promotional discounts are adjusted. In W35, FERRERO ROMANIA's promotional discount is set at 20.0%, aligning with the market average discount of 28.4%.
6
Promotional Mechanics Mix
Dominant: Crossed price (46.2%)Global Breakdown
| Mechanic | Promos | Share |
|---|---|---|
| Crossed price | 12 | 46.2% |
| Promotions without consumer advantages | 7 | 26.9% |
| Card | 4 | 15.4% |
| X% From the 2nd product (identical) | 3 | 11.5% |
7
Top Promotions of the Week
Two Top 10 rankings: discount depth and visibility🏷️ Top 10 — Discount Depth
| # | Retailer | Brand | Discount | Price | Vis. | |
|---|---|---|---|---|---|---|
| 1 | |
GODIVA | 45.0% | 133.62 Lei | 3.0 | ⭐ |
| 2 | |
GODIVA | 45.0% | 135.9 Lei | 3.0 | ⭐ |
| 3 | |
GODIVA | 45.0% | 138.26 Lei | 3.0 | ⭐ |
| 4 | |
POIANA CHOKOTOFF | 35.0% | 58.78 Lei | 30.0 | |
| 5 | |
POIANA CHOKOTOFF | 35.0% | 58.78 Lei | 10.0 | |
| 6 | |
TOFFIFEE | 35.0% | 67.92 Lei | 10.0 | |
| 7 | |
TOFFIFEE | 35.0% | 67.92 Lei | 10.0 | |
| 8 | |
TOFFIFEE | 32.0% | 67.92 Lei | 10.0 | |
| 9 | |
ROSHEN | 31.0% | 75.79 Lei | 1.0 | |
| 10 | |
TOFFIFEE | 30.0% | — | 1.0 |
👁️ Top 10 — Visibility
| # | Retailer | Brand | Vis. | Discount |
|---|---|---|---|---|
| 1 | |
POIANA CHOKOTOFF | 30.0 | 35.0% |
| 2 | |
POIANA CHOKOTOFF | 10.0 | 35.0% |
| 3 | |
TOFFIFEE | 10.0 | 35.0% |
| 4 | |
TOFFIFEE | 10.0 | 35.0% |
| 5 | |
TOFFIFEE | 10.0 | 32.0% |
| 6 | |
MILKA TOTAL | 9.0 | 25.0% |
| 7 | |
PERLE D'OR | 9.0 | 15.0% |
| 8 | |
ROSHEN | 9.0 | — |
| 9 | |
MILKA TOTAL | 6.0 | — |
| 10 | |
POIANA CHOKOTOFF | 6.0 | — |
8
Private Label vs National Brands
National Brand
100.0%
26 promos • 22 SKUs
• Max Discount 28.4%
In the latest promotional leaflets, national brands achieved 100.0% of promotional volume with 26 occurrences across 22 SKUs, maintaining a complete share of voice at 100.0%. Conversely, private labels recorded 0% in both volume and share of voice, with no occurrences or SKUs. The pricing analysis reveals that private labels have an average maximum discount of 0% (MAP: 0 Lei), while national brands offer a significantly higher average maximum discount of 28.4% (MAP: 15.84 Lei). The share of voice for private labels remains negligible, showing no change from the previous week.
9
News & Alerts (vs last 24 months)
⚠️ AFTER EIGHT — NESTLE ROMANIA SRL
Discount this week: 20.0% (historical avg: 11.0%, delta: +81.8%)
at CARREFOUR
at CARREFOUR
⚠️ AFTER EIGHT — NESTLE ROMANIA SRL
Discount this week: 20.0% (historical avg: 11.0%, delta: +81.8%)
at CARREFOUR
at CARREFOUR
🆕 MARLENKA — New item — MARLENKA
PRALINE MIERE (MARLENKA INTERNATIONAL S.R.O.) — KAUFLAND
🆕 LINDOR — New item — LINDOR
PRALINE CIOCOLATA LAPTE-CARAMEL SARAT (NARDO TRADING CO SRL) — AUCHAN
10
Conclusion & Recommendations
The observed 35.9% decrease in leaflet promotional exposure indicates a critical challenge in maintaining visibility and competitive positioning in the market. With only a 3.4% share of voice, it is imperative to reassess promotional strategies to enhance market presence, especially against a dominant market leader.
💡 Increase collaboration with key retailers to secure more prominent placements in their promotional materials.
💡 Develop targeted marketing campaigns that leverage digital platforms to complement traditional leaflet strategies.
💡 Analyze competitor promotional tactics to identify gaps and opportunities for differentiation in messaging and offers.
Immediate action is required to reverse the downward trend and strengthen market positioning.
📖
How to Read This Newsletter
This guide explains each section and metric used in this weekly newsletter.
1 — Promoted assortment breadth
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 max discount
Average max discount — Mean max discount depth (%) across all promotional occurrences.
Average max discount — Mean max 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 — Comparative table of competitive positions across key promotional KPIs for major retailers, with a championship podium ranking.
Competitive Activity — Comparative table of competitive positions across key promotional KPIs for major retailers, with a championship podium ranking.
4 — Focus FERRERO ROMANIA
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 — Table comparing the most frequent price ranges (MAP) across retailers over 5 periods, with trend indicators.
Promo Price Trends — Table comparing the most frequent price ranges (MAP) across retailers over 5 periods, with trend indicators.
6 — Promotional Mechanics Mix
Promotional Mechanics Mix — Table showing the breakdown of promotion types with mini pie chart indicators for each retailer.
Promotional Mechanics Mix — Table showing the breakdown of promotion types with mini pie chart indicators for each retailer.
7 — Top Promotions of the Week
Top promotions of the week — Two Top 10 rankings: by maximum discount depth (with ⭐ lowest observed price flags over 24 months) and by leaflet visibility score.
Top promotions of the week — Two Top 10 rankings: by maximum discount depth (with ⭐ lowest observed price flags over 24 months) and by leaflet visibility score.
8 — Private Label vs National Brands
Displayed Discount Rate — Share of promotions that explicitly display a numerical discount percentage. Comparison across retailers over 5 periods, with trend indicators.
Displayed Discount Rate — Share of promotions that explicitly display a numerical discount percentage. Comparison across retailers over 5 periods, with trend indicators.
9 — News & Alerts (vs last 24 months)
News & Alerts — Flags products appearing in promotion for the first time within 24 months and unusual KPI deviations.
News & Alerts — Flags products appearing in promotion for the first time within 24 months and unusual KPI deviations.
