Your tool for monitoring the FMCG market
Monitor brand popularity and consumer loyalty based on Polish shopping lists in the Listonic and Moja Gazetka apps.
6.4M+
number of shopping lists analyzed annually
1.2M+
Listonic users title shopping lists with the name of the retail chain
1.6M+
active Listonic and Moja Gazetka users annually
1,800+
brands examined for popularity
80M+
products analyzed on shopping lists
11M
including the number of branded products
TRUSTED BY
How to use Brand Performance to monitor brands
Click the icon next to a subcategory in the left menu to see its full analysis: list additions, seasonality, traffic sources and the ranking of brand shares in the category.
Face care
Colour cosmetics / make-up
Hair care
Perfumes
Sun protection
Shopping-list additions95,291↑ 63.8% YoY
Position in category3/11out of 11 subcategories
Organic additions94.4%Ads 0% | Leaflets 5.6%
Purchase trends for "Colour cosmetics / make-up" against the category
Monthly shopping-list additions (Listonic + Moja Gazetka)
All subcategories – monthly additions
Check your category's potential in retail media
Pick a subcategory to see its volume: shopping-list additions, growth dynamics, and the sources behind consumers' purchase data. All without leaving this page.Data refreshed monthly
LIST ADDITIONS
2.0M
in Aug '25–Jul '26
+19.5% YoY
YoY = Aug '25–Jul '26 vs Aug '24–Jul '25
PEAK SEASON
July
POSITION
no. 2 in category
ADDITION SOURCES
Manual entry (organic)94%
Advertising2%
Leaflets4%
Want to check the estimated campaign reach in this category?Talk to the Listonic Ads team →
About the study
Brand Performance is a free analytics tool from Listonic that shows FMCG brand popularity and loyalty based on real shopping lists from Polish users of the Listonic and Moja Gazetka apps, with no registration required.The study is based on 1.6M+ active Listonic and Moja Gazetka users a year, who create 6.4M+ shopping lists. We track over 1,800 brands across dozens of product categories.Brand shares updated every MondayOther data updated once a month
KEY METRIC
Brand Loyalty Index (BLI)
The study's key metric is the Brand Loyalty Index (BLI): the share of products added to shopping lists in a given category that name a specific brand.
BLI
=
products with a brand name
all products in the category
Behavioral data, not declarative. Real purchase intent, not declarations
PANEL RESEARCH
Traditional panel research (e.g. Kantar, GfK) relies on declarative data: surveys and interviews where a respondent says what they bought.surveypost-purchase measurementdeclaration
VS
BRAND PERFORMANCE
Brand Performance is behavioral data: we analyze real shopping lists from the Listonic and Moja Gazetka apps — actual actions, not declarations.real shopping listpre-purchase measurementaction
It's the foundation of reliable shopper marketing — planning campaigns based on what people actually buy. Adding a product to a list is a direct signal of purchase intent, before the transaction even happens in-store.
list→store→purchase
INSIGHT OF THE MONTH
Insight of the month: a purchase trend worth knowing
In Aug '25–Jul '26, the fastest-growing subcategory by momentum was chocolate bars and wafers, with list additions up +363.1% YoY. A good example of seasonality visible in purchase data in near real time.
See the full data for the Chocolate bars and wafers subcategory →+363.1%
list additions YoY
Chocolate bars and wafers
Chocolate bars and wafers
Case studies
Full list of case studies →RETAIL CHAINS
7.73x
ROAS
List additions24,000+
ATL costPLN 1.70
OTC
+89%
CTR
ROAS2.27x
Basket strength+25.4%
CONFECTIONERY
2.67x
ROAS
Brand loyalty+53%
EffectTrial and loyalty
Want to show these results to your team?Download media kit (PDF, 5 pages) →
WHAT MEDIA HOUSES SAY
“
Thanks to banner placements on shopping lists, the client's products reach users' shopping lists. I especially appreciate the smooth communication, regular reports, and post-buy data throughout the collaboration.KK
Karolina Kuziemka
Senior Communications Planner · Publicis Groupe, Starcom
“
Listonic Ads stays focused on delivering KPIs, with the added value of analytics on how the advertised products perform on shopping lists.PG
Paulina Goździk
Junior Product Specialist · IPG Mediabrands, REPRISE
“
The Listonic team stands out for its professional approach, reliable delivery, and comprehensive reports that often go beyond market standards.TP
Tomasz Płatek
Head of Digital · MediaContext.pl
The only study that shows how an ATL campaign affects brand awareness
1
We check the brand/category's position: share, seasonality, addition sources. This shapes the recommended format and KPIs.BEFORE THE CAMPAIGN
Brand Performance → recommendation
→
2
Shopping-list additions made from ad banners are pulled into the specific subcategory in the Brand Performance study.DURING THE CAMPAIGN
ATL campaign → ad additions in BP
→
3
An advertising campaign lifts the brand’s share in its subcategory – and with it, brand awareness among users.AFTER THE CAMPAIGN
Campaign effect → higher brand awareness
Check for free how your brand performs in its category
If you want to grow your brand's market share, let's talk about an FMCG ad campaign tailored to your data that taps the full potential of retail media on Listonic and Moja Gazetka.Frequently asked questions
Methodology, data sources, and study scope in short.
Let's talk about a campaign
Tell us a few words about your campaign goal, product category, and rough budget, and we'll propose a format and KPIs tailored to your brief.
