Alcohols
The Alcohols category contains 7 subcategories on Polish shopping lists. Data updated weekly.
Skyr — TOTAL additions (23 mo.)
871,134↑ +32.9%
YoY (Jul'24–May'25 vs Jul'25–May'26)Skyr vs natural/Greek yogurts
67%
of natural/Greek yogurt volume — 2nd category among yogurtsOrganic % in Skyr
92.2%
Ads 4.5% | Leaflets 3.2%Listonic vs Moja Gazetka
96.7%
Listonic dominates; MG rising (0% → 7.4%)1. Skyr purchase trends against yogurt categories
TrendAll yogurt categories — monthly additions
YoY growth by category (Jul'24–May'25 vs Jul'25–May'26)
Skyr — monthly seasonality (index, 100 = average)
Index calculated as % deviation from the period's monthly average
Key takeaway: Skyr is growing +32.9% YoY — the fastest of all yogurt categories. For comparison: natural/Greek yogurts only +2.9%, kefirs +9.8%. January is a clear peak (new-year resolutions), December a seasonal low.
2. How do Poles plan to buy Skyr?
SourcesSkyr — source mix (23-month total)
Source mix comparison — all categories
Skyr — source evolution over time
Skyr brands — additions volume by source
Skyr is an organic category: a full 92.2% of additions come from consumers themselves — with no advertising impulse. Ads generate 4.5% of additions, leaving strong incremental potential for the ad budget in this category.
Leaflets are accelerating: the leaflet share in Skyr grew from ~0.2% (summer 2024) to ~9% in May 2026. Fruvita and Piątnica benefit most from retail leaflets — a sign that price promotions build purchase habits.
3. Platform split: Listonic vs Moja Gazetka
PlatformsSkyr — L vs MG (total)
All categories — L vs MG %
Skyr MG — source mix
MG share in Skyr additions over time — rising trend
Listonic vs MG — source mix (Skyr)
| Platform | Ads | Leaflets | Organic | TOTAL | % Organic |
|---|---|---|---|---|---|
| Listonic | 36,510 (4.3%) | 5,407 (0.6%) | 800,647 (95.0%) | 842,564 | 95.0% |
| Moja Gazetka | 3,050 (10.7%) | 22,615 (79.2%) | 2,905 (10.2%) | 28,570 | 10.2% |
Two distinct platform roles: Listonic is the organic-demand engine — 95% of additions are the consumer’s own decision. Moja Gazetka is a promotional platform — 79% of MG additions come from retail leaflets.
Advertising implication: combining both channels (Listonic ad + MG leaflet) delivers a full funnel: habit building + price activation.
