Butter

Butter is the clear scale leader and is expanding: 2,720,755 additions in the recent 12-month period rank it first, versus 194,953 for Margarines and mixes and 3,106 for Masła, margaryny wegańskie. Its 20.2% year-over-year growth matches the positive direction of Margarines and mixes (+28.5%), but diverges from Masła, margaryny wegańskie (-67.0%). Seasonality is pronounced: the index ranges from 81 in January to 134 in April, with August at 115, indicating stronger late-summer volume than the January trough.

Butter is primarily organic, so paid activation has a smaller role: 89.50% of its volume comes from organic additions, compared with 62.38% for Margarines and mixes and 29.92% for Masła, margaryny wegańskie. Ads account for 5.64% and leaflets for 4.86%, versus 29.47% and 8.15% respectively in Margarines and mixes; Masła, margaryny wegańskie is more advertising- and leaflet-led at 52.75% and 17.33%. This source structure is distinct from both peers, especially in its much higher organic share.