Toothpastes
The “Toothpastes” subcategory includes 18 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.
Toothpastes – shopping list additions
343 795in Sep '25–Aug '26
↑ 31.9% YoYYoY = (Sep '25–Aug '26 vs Sep '24–Aug '25)Rank in category
1/3
of 3 subcategoriesOrganic additions
91.6%
Ads 2.6% | Leaflets 5.8%1. “Toothpastes” purchase trends against the category
TrendAll subcategories – monthly additions
| Month | Toothpastes | Toothbrushes, dental floss | Mouthwashes |
|---|---|---|---|
| Sep '25 | 19316 | 12247 | 2016 |
| Oct '25 | 19142 | 4960 | 2398 |
| Nov '25 | 20783 | 5283 | 2405 |
| Dec '25 | 31312 | 10431 | 2730 |
| Jan '26 | 25186 | 6395 | 2704 |
| Feb '26 | 20464 | 16964 | 2759 |
| Mar '26 | 20768 | 5274 | 2478 |
| Apr '26 | 21141 | 5566 | 2225 |
| May '26 | 20460 | 22358 | 2255 |
| Jun '26 | 34970 | 10856 | 4195 |
| Jul '26 | 55663 | 18439 | 6654 |
| Aug '26 | 54590 | 18318 | 5816 |
Toothpastes – 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 | Toothpastes – monthly seasonality (index, 100 = average) |
|---|---|
| Jan | 98 |
| Feb | 80 |
| Mar | 84 |
| Apr | 81 |
| May | 84 |
| Jun | 109 |
| Jul | 152 |
| Aug | 148 |
| Sep | 79 |
| Oct | 82 |
| Nov | 93 |
| Dec | 109 |
Toothpastes grew, while its standing against the other subcategories is unavailable: over the 12-month window ending August 2026, the subcategory recorded 343,795 additions with 31.9% year-over-year growth. Growth cannot be compared with the other subcategories because the supplied comparison verdict and growth rank are unavailable.
2. How do Poles plan to buy in the “Toothpastes” subcategory?
SourcesToothpastes – source mix
| Sources | Value |
|---|---|
| From leaflets | 19786 |
| From ads | 8957 |
| Organic | 315052 |
Source mix comparison – all subcategories
| Category | From leaflets | From ads | Organic |
|---|---|---|---|
| Toothpastes | 5.76 | 2.61 | 91.63 |
| Toothbrushes, dental floss | 4.08 | 28.84 | 67.08 |
| Mouthwashes | 10.88 | 0.02 | 89.1 |
Toothpastes – source evolution over time
| Month | From leaflets | From ads | Organic |
|---|---|---|---|
| Sep '25 | 502 | 0 | 18814 |
| Oct '25 | 483 | 2 | 18657 |
| Nov '25 | 1484 | 0 | 19299 |
| Dec '25 | 1367 | 8912 | 21033 |
| Jan '26 | 1813 | 3 | 23370 |
| Feb '26 | 1892 | 0 | 18572 |
| Mar '26 | 1822 | 1 | 18945 |
| Apr '26 | 1820 | 0 | 19321 |
| May '26 | 1604 | 0 | 18856 |
| Jun '26 | 1856 | 2 | 33112 |
| Jul '26 | 2829 | 14 | 52820 |
| Aug '26 | 2314 | 23 | 52253 |
Brands from the “Toothpastes” subcategory – additions by source over the last year (top 10)
| Brand | From leaflets | From ads | Organic |
|---|---|---|---|
| Sensodyne | 2321 | 8946 | 2731 |
| Elmex | 3410 | 2 | 6309 |
| Colgate | 5389 | 0 | 3830 |
| Lacalut | 1595 | 0 | 1924 |
| Blend-a-med | 2305 | 0 | 676 |
| Aquafresh | 776 | 0 | 597 |
| Tołpa | 483 | 0 | 453 |
| Oral B | 419 | 0 | 368 |
| Meridol | 57 | 0 | 524 |
| BlanX | 40 | 0 | 280 |
Organic additions dominate Toothpastes, while advertising sits between the other subcategories: across the 12-month window, organic additions accounted for 91.6%, ads for 2.6%, and leaflets for 5.8% of the subcategory's volume. The organic share was higher than in both other subcategories: 89.1% in Mouthwashes and 67.1% in Toothbrushes, dental floss. The advertising share was higher than in Mouthwashes and lower than in Toothbrushes, dental floss.
