Fabric softeners and fragrances
The “Fabric softeners and fragrances” subcategory includes 11 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.
Fabric softeners and fragrances – shopping list additions
267 370in Sep '25–Aug '26
↑ 40.3% YoYYoY = (Sep '25–Aug '26 vs Sep '24–Aug '25)Rank in category
1/5
of 5 subcategoriesOrganic additions
80.7%
Ads 7.7% | Leaflets 11.7%1. “Fabric softeners and fragrances” purchase trends against the category
TrendAll subcategories – monthly additions
| Month | Fabric softeners and fragrances | Liquids and gels for laundry | Powdered laundry detergents | Laundry capsules | Stain removers and bleaches |
|---|---|---|---|---|---|
| Sep '25 | 17452 | 9700 | 6098 | 3518 | 2504 |
| Oct '25 | 19404 | 9661 | 4187 | 3485 | 2220 |
| Nov '25 | 20098 | 10113 | 5455 | 4113 | 2183 |
| Dec '25 | 18862 | 10990 | 5207 | 4756 | 2123 |
| Jan '26 | 21759 | 15502 | 5021 | 4910 | 2282 |
| Feb '26 | 16887 | 10595 | 5627 | 4339 | 1820 |
| Mar '26 | 18075 | 10674 | 4912 | 4447 | 2486 |
| Apr '26 | 17322 | 11299 | 4113 | 5355 | 2468 |
| May '26 | 17083 | 10577 | 5228 | 4568 | 2800 |
| Jun '26 | 24274 | 16340 | 7231 | 6738 | 4969 |
| Jul '26 | 37962 | 24058 | 10399 | 9518 | 6688 |
| Aug '26 | 38192 | 27056 | 10554 | 10176 | 6724 |
Fabric softeners and fragrances – 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 | Fabric softeners and fragrances – monthly seasonality (index, 100 = average) |
|---|---|
| Jan | 104 |
| Feb | 83 |
| Mar | 90 |
| Apr | 85 |
| May | 88 |
| Jun | 105 |
| Jul | 136 |
| Aug | 137 |
| Sep | 84 |
| Oct | 94 |
| Nov | 101 |
| Dec | 93 |
Fabric softeners and fragrances grew year over year, but its pace cannot be compared with the other subcategories: over the 12-month reporting window, it recorded 267,370 additions at 40.3% year over year. The available data does not provide a precomputed comparison of its growth against the other subcategories.
2. How do Poles plan to buy in the “Fabric softeners and fragrances” subcategory?
SourcesFabric softeners and fragrances – source mix
| Sources | Value |
|---|---|
| From leaflets | 31190 |
| From ads | 20506 |
| Organic | 215674 |
Source mix comparison – all subcategories
| Category | From leaflets | From ads | Organic |
|---|---|---|---|
| Fabric softeners and fragrances | 11.67 | 7.67 | 80.66 |
| Liquids and gels for laundry | 12.07 | 3.41 | 84.52 |
| Powdered laundry detergents | 17.14 | 7.07 | 75.79 |
| Laundry capsules | 23.72 | 1.67 | 74.61 |
| Stain removers and bleaches | 9.48 | 0.02 | 90.5 |
Fabric softeners and fragrances – source evolution over time
| Month | From leaflets | From ads | Organic |
|---|---|---|---|
| Sep '25 | 626 | 3679 | 13147 |
| Oct '25 | 1222 | 3677 | 14505 |
| Nov '25 | 2539 | 3653 | 13906 |
| Dec '25 | 2538 | 1055 | 15269 |
| Jan '26 | 3828 | 1479 | 16452 |
| Feb '26 | 2612 | 1041 | 13234 |
| Mar '26 | 3063 | 1186 | 13826 |
| Apr '26 | 3253 | 348 | 13721 |
| May '26 | 2644 | 1343 | 13096 |
| Jun '26 | 2354 | 8 | 21912 |
| Jul '26 | 3832 | 1326 | 32804 |
| Aug '26 | 2679 | 1711 | 33802 |
Brands from the “Fabric softeners and fragrances” subcategory – additions by source over the last year (top 10)
| Brand | From leaflets | From ads | Organic |
|---|---|---|---|
| Lenor | 11019 | 3020 | 5803 |
| Coccolino | 7482 | 6568 | 3115 |
| Sofin | 589 | 9345 | 130 |
| Silan | 4488 | 1081 | 2230 |
| Lovela | 62 | 0 | 1323 |
| E | 296 | 0 | 192 |
| Softlan | 158 | 0 | 70 |
| Frosch | 45 | 0 | 45 |
| Perlux | 39 | 0 | 8 |
| Persil | 0 | 0 | 19 |
Organic additions dominate, while paid impulse is highest among the compared subcategories: across the same 12-month window, organic additions accounted for 80.7%, compared with 7.7% from ads and 11.7% from leaflets. The organic share was higher than in two other subcategories and lower than in two; it was below the share in the subcategory Liquids and gels for laundry at 84.5% and above the share in the subcategory Powdered laundry detergents at 75.8%. The ad share was higher than in all four other subcategories.
