DANONE P.D.P.A. SRL — IAURTURI
E-Commerce insights of the week for
1
2026-W37
Executive Summary
Market : Hot
Item diversity above 4-week average — intense commercial activity.
Item Diversity
% SKUs seen in the week / total active items since 2 years
77.7%
686 SKUs with offers / 883 referenced
▲
17.1 pp
vs Y-1
▲
6.0 pp
vs last 4 weeks
Active E-Stores
Distinct e-stores with active offers
11
1359 active offers across 11 e-stores
▼
2
vs Y-1
▼
0
vs last 4 weeks
Average max discount
Ø max discount
17.6%
▼
1.1 pp
vs Y-1
▲
0.8 pp
vs last 4 weeks
Total Active Offers
Number of active commercial offers
1359
▲
30.4%
vs Y-1
▲
16.1%
vs last 4 weeks
Top 2 Concentration
Offer share of top 2 producers
41.6%
DANONE P.D.P.A. SRL + ALBALACT SA
▼
0.9 pp
vs Y-1
▲
1.2 pp
vs last 4 weeks
DANONE P.D.P.A. SRL
Item Diversity
% SKUs seen in the week / total active items since 2 years
78.3%
162 SKUs with offers / 207 referenced
▲
10.2 pp
vs Y-1
▲
6.7 pp
vs last 4 weeks
Active E-Stores
Distinct e-stores with active offers
7
396 active offers across 7 e-stores
▼
1
vs Y-1
▼
0
vs last 4 weeks
Average max discount
Ø max discount
18.1%
▼
3.1 pp
vs Y-1
▲
1.2 pp
vs last 4 weeks
Total Active Offers
Number of active commercial offers
396
▲
30.7%
vs Y-1
▲
21.3%
vs last 4 weeks
Executive Summary W37: DANONE P.D.P.A. SRL captures 29.1% online offer share (162 active SKUs).
The manufacturer DANONE P.D.P.A. SRL activates 78.3% of its reference catalog online, which is aligned with the 77.7% category average.
DANONE P.D.P.A. SRL's products benefit from strong multi-listing across partner e-stores, capturing 29.1% of total online offer share with 162 listed SKUs.
The average online discount for DANONE P.D.P.A. SRL stands at 18.1%, compared to the market benchmark of 17.6%, maintaining a competitive price positioning.
Conclusion
Products from DANONE P.D.P.A. SRL are currently listed across 7 active e-stores out of 11 overall, resulting in a 63.6% e-commerce network coverage.
2
Offer Pressure by E-Store
1359 offers • 11 e-storesIn the IAURTURI category, online offer exposure is significantly concentrated, with FRESHFUL and AUCHAN leading the market. FRESHFUL accounts for 442 offers, while AUCHAN provides 291 offers, together making up 53.9% of the total offer volume across 11 active e-stores. For DANONE P.D.P.A. SRL, the online availability is present in 7 e-stores, totaling 396 offers. FRESHFUL is the primary retailer for DANONE, showcasing 121 offers, which constitutes 30.6% of the manufacturer's total offers. This concentration highlights the importance of these key retailers in driving online visibility and availability in the IAURTURI category.
| # | E-Store | Active Offers | Avg max discount Ø max discount | Avg. Price per unit (lit, kg, m, ..) | Offer Share |
|---|---|---|---|---|---|
| 1 |  |
442 | 19.0% | 27.67 Lei | 32.5% |
| 2 |  |
291 | 24.5% | 25.97 Lei | 21.4% |
| 3 |  |
186 | 11.9% | 33.21 Lei | 13.7% |
| 4 |  |
175 | — | 20.56 Lei | 12.9% |
| 5 |  |
133 | 3.0% | 21.05 Lei | 9.8% |
| 6 |  |
61 | 10.0% | 28.77 Lei | 4.5% |
| 7 | SHOP & GO | 61 | 10.0% | 28.77 Lei | 4.5% |
| 8 |  |
7 | — | 17.43 Lei | 0.5% |
| 9 |  |
1 | 25.0% | 17.0 Lei | 0.1% |
| 10 |  |
1 | — | 75.0 Lei | 0.1% |
3
Competitive Activity
61 producers • 92 brandsLeading with 29.1% Offer Share
Top 10 Producers — Offer Count
Top 10 Brands — Offer Count
In the competitive e-commerce landscape for IAURTURI, DANONE P.D.P.A. SRL stands out as the market leader with a significant 29.1% offer share, comprising 396 active offers. This positions the manufacturer with a substantial advantage of 16.6 percentage points over its nearest rival, ALBALACT SA, which holds a 12.5% offer share. The strong performance underscores DANONE's strategic positioning and robust presence in the market.
4
Focus DANONE P.D.P.A. SRL
vs marketDANONE P.D.P.A. SRL
29.1%
Offer share • 396 active offers
Rest of market
70.9%
Offer share • 963 active offers
| Brand | Offers | SKUs | Avg max discount | Avg. Price per unit (lit, kg, m, ..) |
|---|---|---|---|---|
| ACTIVIA | 120 | 50 | 13.2% | 23.3 Lei |
| DANONE | 84 | 30 | — | 17.0 Lei |
| ACTIMEL | 76 | 36 | 22.0% | 30.28 Lei |
| YOPRO | 34 | 11 | 19.0% | 43.64 Lei |
| DANONINO | 33 | 14 | 25.0% | 35.74 Lei |
| CREMOSSO | 32 | 13 | — | 26.31 Lei |
| CASA BUNA | 11 | 4 | — | 13.27 Lei |
| CREMOSSO DUO | 4 | 2 | — | 41.73 Lei |
5
Unit Price Trends
Scenario: STABLEAvg. unit price per unit (lit, kg, m, ..) (12 weeks)
Avg. max discount (12 weeks)
The average minimum advertised promo price per unit (MAP) for DANONE P.D.P.A. SRL is currently positioned at 26.21 Lei, indicating a -1.4% gap relative to the e-commerce market average of 26.57 Lei. Over the past 12 weeks, DANONE P.D.P.A. SRL has sustained an average online price of 26.33 Lei, which is notably lower than the category average of 26.93 Lei. This pricing strategy suggests a competitive positioning within the e-commerce landscape, highlighting the potential for enhanced market penetration while maintaining price integrity.
7
Top Offers of the Week
Top 10 by discount depth and Top 10 by multi-store presence🏷️ Top 10 — Discount Depth
| # | E-Store | Brand | Discount | Price | |
|---|---|---|---|---|---|
| 1 | |
OLYMPUS | 43.0% | 30.0 Lei | ⭐ |
| 2 | |
OLYMPUS | 43.0% | 30.0 Lei | ⭐ |
| 3 | |
OLYMPUS | 43.0% | 30.0 Lei | ⭐ |
| 4 | |
ZUZU | 40.0% | 9.0 Lei | ⭐ |
| 5 | |
OLYMPUS | 35.0% | 27.44 Lei | |
| 6 | |
STAY STRONG | 35.0% | 29.0 Lei | ⭐ |
| 7 | |
OLYMPUS | 34.0% | 17.0 Lei | ⭐ |
| 8 | |
OLYMPUS | 31.0% | 28.0 Lei | |
| 9 | |
OLYMPUS | 31.0% | 28.0 Lei | |
| 10 | |
COVALACT DE TARA | 30.0% | 16.0 Lei | ⭐ |
🌐 Top 10 — Multi-Store Presence
| # | Brand | Presence | Price | Discount |
|---|---|---|---|---|
| 1 | ZUZU | 7 sites | 10.0 Lei | — |
| 2 | OLYMPUS | 7 sites | 17.0 Lei | 25.0% |
| 3 | ZUZU | 7 sites | 17.0 Lei | — |
| 4 | DANONE | 7 sites | 19.0 Lei | — |
| 5 | ZUZU STORS | 7 sites | 22.0 Lei | 23.0% |
| 6 | DANONE | 6 sites | 10.0 Lei | — |
| 7 | ZUZU | 6 sites | 11.0 Lei | — |
| 8 | COVALACT DE TARA | 6 sites | 14.0 Lei | 12.0% |
| 9 | ZUZU | 6 sites | 17.0 Lei | — |
| 10 | MULLER MILCH | 6 sites | 18.0 Lei | 20.0% |
8
Private Label vs National Brands
Private Label
4.0%
54 offers • 49 SKUs
• Max Discount 10.2%
National Brand
96.0%
1305 offers • 637 SKUs
• Max Discount 19.2%
Private labels account for 4.0% of e-commerce offers in the category, with 54 offers and an average minimum advertised price per unit (MAP) of 16.79 Lei. In contrast, national brands dominate with 96.0% market share, featuring 1305 offers and an average MAP of 26.97 Lei. The online share of private label offers shows a negligible decline of -0.2 percentage points compared to the previous week.
9
News & Alerts (vs last 24 months)
⚠️ NAPOLACT — FRIESLAND CAMPINA
Discount this week: 25.0% (historical avg: 12.3%, delta: +102.7%)
at FRESHFUL
at FRESHFUL
⚠️ ACTIMEL — DANONE P.D.P.A. SRL
Discount this week: 22.0% (historical avg: 11.3%, delta: +94.1%)
at AUCHAN
at AUCHAN
⚠️ OLYMPUS — FABRICA DE LAPTE BRASOV SA
Discount this week: 28.0% (historical avg: 14.8%, delta: +89.0%)
at AUCHAN
at AUCHAN
⚠️ SILVANIA BIO — FERMELE ECOLOGICE SILVANIA
Discount this week: 30.0% (historical avg: 16.1%, delta: +85.9%)
at FRESHFUL
at FRESHFUL
⚠️ ACTIMEL — DANONE P.D.P.A. SRL
Discount this week: 22.0% (historical avg: 12.0%, delta: +83.3%)
at AUCHAN
at AUCHAN
10
Conclusion & Recommendations
The e-commerce presence of DANONE P.D.P.A. SRL shows a solid foundation but highlights the need for ongoing attention to unit pricing discipline and e-store distribution depth.
💡 Enhance coverage by identifying and targeting additional active e-commerce platforms for product listing.
💡 Increase the share of online offerings to align more closely with the activated reference catalog.
💡 Monitor and adjust minimum advertised prices (MAP) to ensure competitiveness against market benchmarks and direct competitors.
These actions will support a more robust e-commerce strategy moving forward.
📖
How to Read This Newsletter
This guide explains each section and metric used in this weekly e-commerce newsletter.
1 — Item Diversity
Item Diversity — Share of SKUs seen in the week vs. the total unique items observed over 2 years. A higher value indicates an offer breadth.
Item Diversity — Share of SKUs seen in the week vs. the total unique items observed over 2 years. A higher value indicates an offer breadth.
1 — Active E-Stores
Active E-Stores — Number of distinct online stores with active offers in the category during the week.
Active E-Stores — Number of distinct online stores with active offers in the category during the week.
1 — Average max discount
Average Discount — Mean discount depth (%) across all active commercial offers.
Average Discount — Mean discount depth (%) across all active commercial offers.
1 — Total Active Offers
Total Active Offers — Count of all individual commercial offers detected during the week across all e-stores.
Total Active Offers — Count of all individual commercial offers detected during the week across all e-stores.
1 — Top 2 Concentration
Top 2 Concentration — Share of total offers captured by the two most active producers. High concentration signals a market dominated by a few players.
Top 2 Concentration — Share of total offers captured by the two most active producers. High concentration signals a market dominated by a few players.
2 — Offer Pressure by E-Store
Offer Pressure by E-Store — Table ranking online stores by number of active offers, average discount depth, average unit price, and offer share.
Offer Pressure by E-Store — Table ranking online stores by number of active offers, average discount depth, average unit price, and offer share.
3 — Competitive Activity
Competitive Activity — Horizontal bar charts showing the top 10 producers and brands by number of active offers.
Competitive Activity — Horizontal bar charts showing the top 10 producers and brands by number of active offers.
4 — Focus DANONE P.D.P.A. SRL
Focus Producer — Compares the selected producer's offer footprint (offer share, active offers) against the rest of the market, and lists its top brands.
Focus Producer — Compares the selected producer's offer footprint (offer share, active offers) against the rest of the market, and lists its top brands.
5 — Unit Price Trends
Unit Price Trends — Line charts tracking the average unit price and the average discount depth over 12 weeks. Hover over data points for exact values.
Unit Price Trends — Line charts tracking the average unit price and the average discount depth over 12 weeks. Hover over data points for exact values.
7 — Top Offers of the Week
Top Offers — Two tables: (1) Top 10 by discount depth, (2) Top 10 by multi-store presence. ⭐ marks the lowest observed price.
Top Offers — Two tables: (1) Top 10 by discount depth, (2) Top 10 by multi-store presence. ⭐ marks the lowest observed price.
8 — Private Label vs National Brands
Private Label vs National Brands — Compares offer share, number of SKUs, and average discount between private-label and national brands.
Private Label vs National Brands — Compares offer share, number of SKUs, and average discount between private-label and national brands.
9 — News & Alerts (vs last 24 months)
News & Alerts — Flags unusual discount spikes, presence surges, and newly listed items compared to historical averages.
News & Alerts — Flags unusual discount spikes, presence surges, and newly listed items compared to historical averages.