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
374 822in Oct '25–Sep '26
↑ 44.6% YoYYoY = (Oct '25–Sep '26 vs Oct '24–Sep '25)Rank in category
1/3
of 3 subcategoriesOrganic additions
91.8%
Ads 2.4% | Leaflets 5.8%1. “Toothpastes” purchase trends against the category
TrendAll subcategories – monthly additions
| Month | Toothpastes | Toothbrushes, dental floss | Mouthwashes |
|---|---|---|---|
| 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 |
| Sep '26 | 50343 | 14363 | 6076 |
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 | 93 |
| Feb | 76 |
| Mar | 81 |
| Apr | 77 |
| May | 80 |
| Jun | 104 |
| Jul | 145 |
| Aug | 141 |
| Sep | 132 |
| Oct | 79 |
| Nov | 88 |
| Dec | 104 |
Toothpastes: 374 822 additions in the period, 44.6% YoY. Ranked 1 of 3 subcategories in the category.
2. How do Poles plan to buy in the “Toothpastes” subcategory?
SourcesToothpastes – source mix
| Sources | Value |
|---|---|
| From leaflets | 21657 |
| From ads | 8982 |
| Organic | 344183 |
Source mix comparison – all subcategories
| Category | From leaflets | From ads | Organic |
|---|---|---|---|
| Toothpastes | 5.78 | 2.4 | 91.82 |
| Toothbrushes, dental floss | 4.26 | 23.65 | 72.09 |
| Mouthwashes | 10.75 | 0.02 | 89.23 |
Toothpastes – source evolution over time
| Month | From leaflets | From ads | Organic |
|---|---|---|---|
| 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 |
| Sep '26 | 2373 | 25 | 47945 |
Brands from the “Toothpastes” subcategory – additions by source over the last year (top 10)
| Brand | From leaflets | From ads | Organic |
|---|---|---|---|
| Sensodyne | 2520 | 8971 | 3008 |
| Elmex | 3631 | 2 | 6748 |
| Colgate | 5720 | 0 | 4269 |
| Lacalut | 1803 | 0 | 2116 |
| Blend-a-med | 2779 | 0 | 726 |
| Aquafresh | 779 | 0 | 621 |
| Tołpa | 523 | 0 | 495 |
| Oral B | 489 | 0 | 415 |
| Meridol | 62 | 0 | 586 |
| BlanX | 115 | 0 | 311 |
Source mix: organic 91.8%, from ads 2.4%, from leaflets 5.8%.
