Remarkable facts of the week in promotional catalogues for
LEGUME CONGELATE
1
W29
Executive Summary
Promo pressure
39
▲
+14 (Δ vs Y-1)
Σ promo occurrences
Maximum discount
-41%
▲
+11 pts stronger (vs Y-1)
Highest observed discount
Frequent MAP Range
7,9 RON (±1,2 RON)
➡
STABLE (vs Y-1)
The most frequent price (MAP) range of the week in the category
Promotions with advantages
79.5%
▲
+11,5 pts (vs Y-1)
Weight of promotions with advantages (100% minus promotions without advantages)
Dominant advantage
Y-1: Crossed price,Price Discount
The most frequent consumer advantage in the category
Promotions with discount
74.4%
▲
+6,4 pts (vs Y-1)
Weight of promotions with a discount this week in the category
Frequent Discount Range
-20% (±3 pt)
▼
-2 pts weaker (vs Y-1)
The most frequent discount range this week in the category
By producer and brand
This week, the promotional landscape has shown a significant focus on clear advantages, with a high percentage of promotions offering substantial discounts. Carrefour leads the activity, indicating a competitive push in the market. The prevalence of a maximum discount of 41% across many offers suggests aggressive pricing strategies aimed at driving volume. Additionally, the most common price points reveal a concentration around mid-range pricing, which may reflect consumer preferences for value-driven purchases.
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2
Competitive Activity
KAUFLAND vs Rest of market| Rank | Total LEGUME CONGELATE |
|
|
|
|
|---|---|---|---|---|---|
| promo occurrences | 39 | 4 | 8 | 5 | 5 |
| Visibility share | 100% | 10.3% | 20.5% | 12.8% | 12.8% |
| Mechanic | Crossed price,Price Discount | Overfill | Crossed price,Price Discount | Crossed price,Price Discount | Crossed price,Price Discount |
| Most frequent MAP range | 7.89 | 16.99 | 6.79 | 7.59 | 4.99 |
| Discount | 20% | -% | 20% | 22% | 15% |
| % Discount | 74.4% | 0.0% | 100.0% | 100.0% | 100.0% |
🏆 Retailer promotional championship — KAUFLAND
Average ranks on the 5 key indicators (Share of voice, Mechanics mix, MAP range, Discount depth, Share of promotions with displayed discount). The first place (#1) represents the highest performance.
2024
#5
#4
#3
#2
#1
Winner: CBA NORD VEST C&C
KAUFLAND : Rank #2
KAUFLAND : Rank #2
2025
#6
...
#4
#3
#2
#1
Winner: CBA NORD VEST C&C
KAUFLAND : Rank #6
KAUFLAND : Rank #6
2026
#9
...
#4
#3
#2
#1
Winner: CARREFOUR
KAUFLAND : Rank #9
KAUFLAND : Rank #9
KAUFLAND currently holds the 4th position for share of voice among the four retailers analyzed, with a promotional share of voice of 10.3%. The retailer's dominant price/MAP of 16.99 RON is significantly higher than the market's dominant price of 7.89 RON, indicating a premium positioning that may limit its competitive appeal in terms of pricing. Additionally, KAUFLAND does not employ any promotional discounts, contrasting sharply with its competitors, who utilize substantial discount strategies. This absence of discounting presents a notable opportunity for KAUFLAND to enhance its promotional effectiveness and improve its competitive standing.
3
Promo Pressure by Retailer
39 promo occurrences| Retailer | W29 (2026) | W28 (2026) | Avg W24-28 (2026) | W29 (2025) | W29 (2024) | Trend (Sparkline) |
|---|---|---|---|---|---|---|
| Total LEGUME CONGELATE | 39 | 39 | 34.4 | 25 | 12 | |
|
KAUFLAND
|
10.3% | 15.4% | 9.9% | 0.0% | 8.3% | |
|
CARREFOUR
|
20.5% | 10.3% | 16.9% | 48.0% | 33.3% | |
|
ANNABELLA
|
12.8% | 0.0% | 2.9% | 0.0% | 0.0% | |
|
DIANA
|
12.8% | 0.0% | 4.7% | 0.0% | 0.0% | |
|
PRIVAT
|
10.3% | 0.0% | 1.7% | 0.0% | 0.0% | |
|
CBA NORD VEST C&C
|
10.3% | 2.6% | 4.7% | 20.0% | 41.7% | |
KREDIANIS
|
5.1% | 0.0% | 1.2% | 4.0% | 0.0% | |
AUCHAN
|
5.1% | 0.0% | 2.9% | 4.0% | 0.0% | |
LIDL
|
5.1% | 7.7% | 8.1% | 8.0% | 0.0% | |
MERKUR
|
2.6% | 2.6% | 2.3% | 0.0% | 0.0% | |
|
KAUFLAND (Rank)
|
#4 | #1 | #2 | #6 | #3 | - |
In week 29, KAUFLAND's promotional pressure stood at 10.3%, a notable decline from 15.4% in the previous week and slightly above the 5-week average of 9.9%. This level of activity is significantly lower than competitors such as CARREFOUR, which increased its pressure to 20.5%, and ANNABELLA and DIANA, both at 12.8%. Compared to historical levels, KAUFLAND's current pressure represents a substantial increase from 0.0% a year ago, yet it remains insufficient to defend its competitive positioning in the category against rising pressures from rivals.
4
MAP Frequency Clusters
LEGUME CONGELATE — W29| Retailer | W29 (2026) | W28 (2026) | Avg W24-28 (2026) | W29 (2025) | W29 (2024) | Trend |
|---|---|---|---|---|---|---|
| Total LEGUME CONGELATE | 7.89 RON | 6.99 RON | 8.79 RON | 7.89 RON | 7.40 RON | ▲ Increase |
|
KAUFLAND
|
16.99 RON | 6.79 RON | 15.99 RON | - | 7.99 RON | ▲▲ Increase |
|
CARREFOUR
|
6.79 RON | 10.29 RON | 7.79 RON | 8.49 RON | 7.40 RON | ▼ Decrease |
|
ANNABELLA
|
7.59 RON | - | 7.99 RON | - | - | ➡ STABLE |
|
DIANA
|
4.99 RON | - | 4.69 RON | - | - | ➡ STABLE |
|
PRIVAT
|
8.29 RON | - | 9.15 RON | - | - | ➡ STABLE |
|
CBA NORD VEST C&C
|
5.49 RON | 7.49 RON | 7.49 RON | 4.99 RON | 3.29 RON | ▲▲ Increase |
|
KREDIANIS
|
3.75 RON | - | 3.35 RON | 3.79 RON | - | ▼ Decrease |
|
AUCHAN
|
6.99 RON | - | 12.99 RON | 6.19 RON | - | ▲▲ Increase |
|
LIDL
|
6.99 RON | 5.79 RON | 8.99 RON | 4.59 RON | - | ▲▲ Increase |
|
MERKUR
|
6.99 RON | 6.99 RON | 6.99 RON | - | - | ➡ STABLE |
|
KAUFLAND (Rank)
|
#10 | #2 | #10 | - | #3 | - |
The overall trend in the market indicates a rising price positioning, as evidenced by the upward movement in the dominant MAP values across several retailers. KAUFLAND's current dominant MAP of 16.99 places it significantly above the market's central price corridor, suggesting a premium pricing strategy relative to its competitors. Within the frequency clusters of observed MAP, KAUFLAND's pricing is notably higher than that of Carrefour, which displays the lowest price levels at 6.79. This positioning may reflect KAUFLAND's strategy to target a different consumer segment willing to pay more for perceived value.
5
Promotional Mechanics Mix
LEGUME CONGELATE — W29| Retailer | Advantage Weight | W29 (2026) | W28 (2026) | Avg W24-28 (2026) | W29 (2025) | W29 (2024) | Profile |
|---|---|---|---|---|---|---|---|
| Total LEGUME CONGELATE | 79.5% | Crossed price,Price Discount | Crossed price,Price Discount | Crossed price,Price Discount | Crossed price,Price Discount | Crossed price,Price Discount | Conservative |
|
KAUFLAND
|
50.0% | Overfill | Crossed price,Price Discount | Crossed price,Price Discount | - | Crossed price,Price Discount | Conservative |
|
CARREFOUR
|
100.0% | Crossed price,Price Discount | Crossed price,Price Discount | Crossed price,Price Discount | Crossed price,Price Discount | Crossed price,Price Discount | Conservative |
|
ANNABELLA
|
100.0% | Crossed price,Price Discount | - | Crossed price,Price Discount | - | - | Conservative |
|
DIANA
|
100.0% | Crossed price,Price Discount | - | Crossed price,Price Discount | - | - | Conservative |
|
PRIVAT
|
0.0% | Without advantage | - | Without advantage | - | - | Conservative |
|
CBA NORD VEST C&C
|
100.0% | Crossed price | Crossed price,Price Discount | Crossed price | Crossed price | Crossed price | Conservative |
|
KREDIANIS
|
0.0% | Without advantage | - | Without advantage | Without advantage | - | Conservative |
|
AUCHAN
|
100.0% | Crossed price,Price Discount | - | Crossed price,Price Discount | Crossed price,Price Discount | - | Conservative |
|
LIDL
|
100.0% | Price Discount App | Crossed price,Price Discount | Crossed price,Price Discount | Crossed price,Price Discount | - | Conservative |
|
MERKUR
|
100.0% | Crossed price,Price Discount | Crossed price,Price Discount | Crossed price,Price Discount | - | - | Conservative |
|
KAUFLAND (Rank)
|
- | #8 | #4 | #7 | #5 | #1 | - |
The dominant promotional mechanic across the market is the 'Crossed price' and 'Price Discount', utilized by a majority of retailers. KAUFLAND distinguishes itself by employing 'Overfill' as a primary mechanic, resulting in a lower percentage of promotions with consumer advantages at 50.0%, compared to competitors like CARREFOUR and ANNABELLA, which achieve 100.0%. Overall, the market demonstrates a stronger reliance on price-based mechanics rather than value-based approaches.
6.1
Discount Depth Clusters
LEGUME CONGELATE — W29| Retailer | W29 (2026) | W28 (2026) | Avg W24-28 (2026) | W29 (2025) | W29 (2024) | Trend |
|---|---|---|---|---|---|---|
| Total LEGUME CONGELATE | -20% | -19% | -23% | -22% | -18% | ▲▲ Increase |
|
KAUFLAND
|
- | -20% | -22% | - | -20% | ➡ STABLE |
|
CARREFOUR
|
-20% | -20% | -22% | -20% | -20% | ➡ STABLE |
|
ANNABELLA
|
-22% | - | -27% | - | - | ➡ STABLE |
|
DIANA
|
-15% | - | -32% | - | - | ➡ STABLE |
|
PRIVAT
|
- | - | - | - | - | ➡ STABLE |
|
CBA NORD VEST C&C
|
-14% | -25% | -16% | -25% | -17% | ▼▼ Decrease |
|
KREDIANIS
|
- | - | - | - | - | ➡ STABLE |
|
AUCHAN
|
-13% | - | -20% | -21% | - | ▼▼ Decrease |
|
LIDL
|
-30% | -21% | -18% | -22% | - | ▲▲ Increase |
|
MERKUR
|
-28% | -46% | -29% | - | - | ➡ STABLE |
|
KAUFLAND (Rank)
|
- | #4 | #4 | - | #1 | - |
This week is characterized by a mix of moderate and deep discounts across the market, with a notable presence of retailers employing aggressive discount strategies. KAUFLAND's published discount remains at -20%, aligning with its previous week's performance and positioning it as less aggressive compared to competitors like LIDL, which has adopted a more assertive stance with a dominant discount of -30%. Other retailers such as ANNABELLA and DIANA also leverage deeper discounts, utilizing discount depth as a significant offensive lever this week.
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6.2
Promotions with discount
LEGUME CONGELATE — W29| Retailer | W29 (2026) | W28 (2026) | Avg W24-28 (2026) | W29 (2025) | W29 (2024) | Trend |
|---|---|---|---|---|---|---|
| Total LEGUME CONGELATE | 74.4% | 69.2% | 75.0% | 68.0% | 75.0% | ➡ STABLE |
|
KAUFLAND
|
0.0% | 83.3% | 58.8% | 0.0% | 100.0% | ▼▼ Decrease |
|
CARREFOUR
|
100.0% | 100.0% | 100.0% | 50.0% | 75.0% | ▲▲ Increase |
|
ANNABELLA
|
100.0% | 0.0% | 100.0% | 0.0% | 0.0% | ➡ STABLE |
|
DIANA
|
100.0% | 0.0% | 100.0% | 0.0% | 0.0% | ➡ STABLE |
|
PRIVAT
|
0.0% | 0.0% | 0.0% | 0.0% | 0.0% | ➡ STABLE |
|
CBA NORD VEST C&C
|
100.0% | 100.0% | 100.0% | 100.0% | 100.0% | ➡ STABLE |
|
KREDIANIS
|
0.0% | 0.0% | 0.0% | 0.0% | 0.0% | ➡ STABLE |
|
AUCHAN
|
100.0% | 0.0% | 100.0% | 100.0% | 0.0% | ➡ STABLE |
|
LIDL
|
100.0% | 66.7% | 50.0% | 100.0% | 0.0% | ➡ STABLE |
|
MERKUR
|
100.0% | 100.0% | 100.0% | 0.0% | 0.0% | ➡ STABLE |
|
KAUFLAND (Rank)
|
#8 | #4 | #7 | #5 | #1 | - |
KAUFLAND's current share of promotions with an explicitly displayed discount percentage stands at 0.0%, significantly below the market average of 74.4% and its main competitors such as Carrefour and Annabella, which maintain a 100.0% ratio. This stark contrast highlights a declining trend in KAUFLAND's promotional strategy, as evidenced by its drop from 83.3% in the previous week and a historical average of 58.8%. The overall market appears to be moving towards more transparent pricing, emphasizing the need for KAUFLAND to reassess its activation strategy to enhance price competitiveness.
7
News & Alerts (vs last 24 months)
11 new items🆕 New this week (Unseen promotions over 24 months)
ANNABELLA
4
- • AMESTEC LEGUME CONGELATE MEXICAN MIX VAPEUR
- • CARTOFI CONGELATI ORIGINAL
- • MAZARE VERDE VAPEUR CONGELATA
- • FASOLE VERDE INTREAGA CONGELATA AMBALATA
CARREFOUR
1
- • CARTOFI AROMATIZATI CU BOIA DE ARDEI PREPRAJITI CONGELATI
CBA NORD VEST C&C
1
- • GALBIORI CONGELATI AMBALATI
DIANA
2
- • CARTOFI PREPRAJITI CRINKLE FRIES-ONDULATI CONGELAT
- • AMESTEC LEGUME CONGELATE STIRFRY
KAUFLAND
2
- • MAZARE FINA CONGELATA
- • FASOLE VERDE INTREAGA CONGELATA AMBALATA
PRIVAT
1
- • AMESTEC LEGUME CONGELATE CU MORCOVI BABY
🔔 Out-of-Trend Alerts
Promotional pressure
KAUFLAND: share of voice sharply up at 10.3%, well above its historical average of 4.2%.
Current: 10.3% | Standard: 4.2% (hist. avg.)
Promotional price (MAP)
The most frequent MAP price of KAUFLAND stands at 16.99 RON, i.e. 112.6% above its historical average (7.99 RON).
Current: 16.99 RON | Standard: 7.99 RON
Promotional pressure
CARREFOUR: share of voice sharply down at 20.5%, well below its historical average of 40.6%.
Current: 20.5% | Standard: 40.6% (hist. avg.)
Promotional pressure
CBA NORD VEST C&C: share of voice sharply down at 10.3%, well below its historical average of 30.9%.
Current: 10.3% | Standard: 30.9% (hist. avg.)
Promotional price (MAP)
The most frequent MAP price of CBA NORD VEST C&C stands at 5.49 RON, i.e. 32.6% above its historical average (4.14 RON).
Current: 5.49 RON | Standard: 4.14 RON
