Shampoos
The “Shampoos” subcategory includes 32 brands present on Polish shopping lists in the Listonic and Moja Gazetka apps. Click a brand to see its detailed analysis, or scroll down to check the subcategory's overall shopping trends, its position relative to others, and the source of additions. Data updated monthly.
Shampoos – shopping list additions
51 704in Oct '25–Sep '26
↑ 85.8% YoYYoY = (Oct '25–Sep '26 vs Oct '24–Sep '25)Rank in category
3/6
of 6 subcategoriesOrganic additions
71.2%
Ads 11.1% | Leaflets 17.7%1. “Shampoos” purchase trends against the category
TrendAll subcategories – monthly additions
| Month | Shampoos | Hair styling products | Conditioners, hair masks, and oils | Dry shampoos | Hair colorization | Scalp peelings |
|---|---|---|---|---|---|---|
| Oct '25 | 2089 | 4778 | 2973 | 2086 | 1136 | 262 |
| Nov '25 | 2198 | 4943 | 3153 | 2131 | 1176 | 252 |
| Dec '25 | 2182 | 5703 | 3062 | 2254 | 1406 | 294 |
| Jan '26 | 3357 | 5040 | 3554 | 2280 | 1290 | 330 |
| Feb '26 | 2420 | 5277 | 2896 | 1980 | 1239 | 235 |
| Mar '26 | 2613 | 5065 | 3240 | 2195 | 1349 | 233 |
| Apr '26 | 2668 | 5382 | 7348 | 2156 | 1123 | 205 |
| May '26 | 2948 | 5418 | 10853 | 2034 | 1148 | 307 |
| Jun '26 | 4105 | 8639 | 8114 | 3226 | 1882 | 371 |
| Jul '26 | 13067 | 13680 | 10950 | 4970 | 2792 | 492 |
| Aug '26 | 6938 | 12733 | 8952 | 4857 | 2992 | 511 |
| Sep '26 | 7119 | 11946 | 8236 | 4791 | 2417 | 442 |
Shampoos – monthly seasonality (index, 100 = average)
Shows which months are "hot" or "slow" for this category. Same-named months from different years are averaged together (e.g. every January), then each of those averages is compared to the average across all months. 100 = typical level, above 100 = peak season, below 100 = slower season, 0 = no data for that month.
| Month | Shampoos – monthly seasonality (index, 100 = average) |
|---|---|
| Jan | 89 |
| Feb | 67 |
| Mar | 72 |
| Apr | 72 |
| May | 78 |
| Jun | 96 |
| Jul | 239 |
| Aug | 138 |
| Sep | 137 |
| Oct | 70 |
| Nov | 71 |
| Dec | 70 |
Shampoos are growing faster than one of the five comparable subcategories: over the past 12 months, they recorded 51,704 additions, up 85.8% year over year. The seasonal index peaks in July at 239 and bottoms out in February at 67.
2. How do Poles plan to buy in the “Shampoos” subcategory?
SourcesShampoos – source mix
| Sources | Value |
|---|---|
| From leaflets | 9173 |
| From ads | 5739 |
| Organic | 36792 |
Source mix comparison – all subcategories
| Category | From leaflets | From ads | Organic |
|---|---|---|---|
| Shampoos | 17.74 | 11.1 | 71.16 |
| Hair styling products | 11.65 | 0.01 | 88.34 |
| Conditioners, hair masks, and oils | 6.02 | 21.9 | 72.08 |
| Dry shampoos | 5.89 | 0.01 | 94.1 |
| Hair colorization | 12.26 | 0.01 | 87.73 |
| Scalp peelings | 4.91 | 0 | 95.09 |
Shampoos – source evolution over time
| Month | From leaflets | From ads | Organic |
|---|---|---|---|
| Oct '25 | 34 | 3 | 2052 |
| Nov '25 | 31 | 1 | 2166 |
| Dec '25 | 36 | 0 | 2146 |
| Jan '26 | 999 | 2 | 2356 |
| Feb '26 | 610 | 2 | 1808 |
| Mar '26 | 719 | 1 | 1893 |
| Apr '26 | 753 | 0 | 1915 |
| May '26 | 867 | 0 | 2081 |
| Jun '26 | 711 | 0 | 3394 |
| Jul '26 | 1523 | 5569 | 5975 |
| Aug '26 | 1094 | 126 | 5718 |
| Sep '26 | 1796 | 35 | 5288 |
Brands from the “Shampoos” subcategory – additions by source over the last year (top 10)
| Brand | From leaflets | From ads | Organic |
|---|---|---|---|
| Radical | 189 | 5731 | 408 |
| Head&Shoulders | 4104 | 2 | 1995 |
| Elsève | 2023 | 3 | 2036 |
| Garnier | 1246 | 0 | 1637 |
| Pantene | 1216 | 0 | 1075 |
| Ziaja | 102 | 0 | 729 |
| Isana | 41 | 0 | 575 |
| Joanna | 193 | 0 | 352 |
| Cien | 269 | 0 | 226 |
| Syoss | 139 | 0 | 356 |
Consumer-led activity dominates, but the subcategory already relies on paid prompts: organic additions account for 71.2%, leaflet-driven additions for 17.7%, and ads for 11.1% of additions over the past 12 months. The advertising share is higher than in four of the five comparable subcategories.
