• During analyzed period, 31,4% of Romanian households purchased the Bunica brand at least once.
• Among the Bunica buyers 33,1% purchased equally Argus brand and 30,9% Muntenia brand (the highest level of cross-usage). 93,6% of Bunica buyers bought equally other brands.
• Bunica had relatively strong position in portfolio of its buyers. Bunica satisfied 37,5% of category needs of its buyers. The second strongest brand in category purchases of Bunica buyers was Argus responsible for 11,6% of category volume.
• Average Bunica buyers purchased 5,8l of the brand and 9,6l of competitive brands. Generally, Bunica buyers were less intensive than average category buyer (intensity index=94,5).
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