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Elmex

Name: Elmex market share in Toothpastes – monthly data
Creator: Listonic

Toothpastes

to receive information about changes in the popularity of this brand.

BRAND CHARTS

Udział procentowy marek w kategorii Toothpastes
Marka	Udział procentowy
Elmex	27.91%
Colgate	25.57%
Sensodyne	14.09%
Lacalut	11.60%
Blend-a-med	5.39%
Aquafresh	3.13%
Tołpa	2.86%
Oral B	2.30%
Meridol	1.97%
Elgydium	1.44%
BlanX	1.15%
Ziaja	0.82%
Parodontax	0.72%
Jordan	0.39%
UltraBlanc	0.29%
Colodent	0.19%
Prokudent	0.10%
Signal	0.08%

Brand Elmex percentage share in the category Toothpastes in the last month

Show data up to:

The chart shows data for the 4 weeks leading up to the selected date. The information is updated every Monday and includes data up to Sunday.

27.91%Elmex

ALL BRANDS

Historical market share of brands in the Toothpastes category (monthly)
Month	Colgate	Blend-a-med	Aquafresh	Elmex	Sensodyne	Signal	Oral B	Jordan	Prokudent	Lacalut	Meridol	Colodent	Parodontax	BlanX	Elgydium	UltraBlanc	Tołpa	Ziaja
November 2024	10.63%	5.11%	1.89%	10.23%	65.27%	0.02%	0.36%	0.19%	0.02%	2.75%	0.59%	0.17%	0.21%	0.38%	0.36%	0.02%	1.36%	0.42%
December 2024	5.79%	3.59%	1.17%	10.57%	72.11%	0.00%	0.18%	0.22%	0.02%	3.17%	0.67%	0.13%	0.22%	0.35%	0.67%	0.07%	0.69%	0.38%
January 2025	22.81%	11.95%	4.42%	25.70%	17.16%	0.04%	0.70%	0.74%	0.04%	9.02%	1.40%	0.18%	0.39%	0.66%	1.31%	0.00%	2.41%	1.05%
February 2025	19.49%	7.89%	3.83%	27.62%	18.55%	0.12%	0.82%	0.82%	0.12%	7.95%	1.53%	0.12%	0.71%	1.00%	1.18%	0.06%	6.60%	1.59%
March 2025	19.84%	8.58%	2.86%	25.50%	19.33%	0.06%	1.43%	1.14%	0.00%	10.81%	1.60%	0.57%	0.97%	1.60%	1.66%	0.11%	2.69%	1.26%
April 2025	16.04%	7.15%	4.61%	33.22%	16.31%	0.07%	0.60%	0.47%	0.20%	12.50%	1.80%	0.27%	0.80%	1.20%	1.00%	0.07%	2.61%	1.07%
May 2025	23.29%	8.76%	4.64%	29.66%	11.55%	0.00%	1.13%	0.80%	0.07%	11.21%	1.92%	0.33%	1.00%	1.46%	1.06%	0.00%	1.46%	1.66%
June 2025	14.47%	10.87%	2.52%	30.74%	19.94%	0.00%	1.37%	0.29%	0.00%	10.87%	2.38%	0.29%	0.94%	0.79%	1.73%	0.07%	1.80%	0.94%
July 2025	22.79%	6.31%	3.43%	27.51%	20.10%	0.06%	0.92%	0.25%	0.12%	10.17%	2.33%	0.25%	0.92%	1.41%	1.10%	0.06%	1.47%	0.80%
August 2025	22.62%	6.93%	2.36%	31.45%	14.78%	0.15%	1.29%	0.38%	0.00%	10.05%	2.44%	0.46%	0.69%	1.52%	2.13%	0.08%	1.68%	0.99%
September 2025	23.07%	8.40%	3.87%	28.59%	15.77%	0.12%	0.67%	0.92%	0.25%	9.14%	3.07%	0.12%	0.67%	1.04%	0.98%	0.00%	3.01%	0.31%
October 2025	22.34%	7.71%	4.79%	29.72%	12.70%	0.00%	1.20%	1.20%	0.20%	10.51%	2.59%	0.53%	0.66%	1.60%	1.33%	0.00%	2.26%	0.66%
November 2025	23.52%	7.62%	4.27%	23.71%	22.38%	0.04%	0.65%	0.76%	0.00%	8.35%	1.33%	0.84%	0.72%	0.69%	0.84%	0.04%	4.04%	0.19%
December 2025	5.80%	2.69%	0.75%	5.36%	81.12%	0.01%	0.18%	0.04%	0.01%	2.43%	0.31%	0.06%	0.11%	0.35%	0.19%	0.00%	0.45%	0.14%
January 2026	16.89%	22.86%	4.45%	22.51%	12.63%	0.00%	0.98%	0.16%	0.03%	12.41%	1.39%	0.09%	0.47%	0.51%	0.95%	0.00%	3.13%	0.54%
February 2026	30.26%	6.01%	2.02%	26.84%	14.74%	0.04%	0.66%	1.36%	0.08%	8.36%	2.02%	0.62%	1.03%	1.44%	0.95%	0.00%	3.25%	0.33%
March 2026	30.54%	8.40%	2.85%	22.54%	16.19%	0.00%	1.21%	0.47%	0.11%	9.68%	1.35%	1.13%	0.44%	1.24%	0.73%	0.04%	2.56%	0.51%
April 2026	23.49%	13.84%	5.29%	24.67%	11.20%	0.04%	6.94%	0.40%	0.15%	8.11%	1.73%	0.51%	0.37%	0.62%	0.37%	0.00%	1.98%	0.29%
May 2026	22.06%	9.97%	1.95%	34.89%	8.32%	0.13%	3.51%	0.22%	0.09%	9.41%	1.34%	0.61%	0.65%	0.52%	0.52%	0.00%	5.24%	0.56%
June 2026	25.94%	4.03%	4.17%	25.89%	17.35%	0.00%	4.09%	0.20%	0.25%	11.31%	1.60%	0.50%	0.34%	0.95%	1.12%	0.00%	1.62%	0.64%
July 2026	22.95%	2.66%	5.71%	37.77%	12.60%	0.05%	1.97%	0.38%	0.05%	10.46%	1.23%	0.34%	0.65%	0.78%	0.51%	0.04%	1.17%	0.67%
August 2026	35.18%	4.45%	2.35%	21.81%	14.57%	0.06%	2.27%	2.43%	0.26%	8.60%	1.76%	0.22%	0.61%	0.59%	0.69%	0.00%	2.97%	1.17%
September 2026	23.40%	13.11%	1.82%	22.50%	15.03%	0.00%	2.59%	0.50%	0.06%	10.70%	2.32%	0.21%	0.81%	2.42%	0.93%	0.06%	2.53%	1.01%
October 2026	27.58%	7.27%	4.05%	26.68%	10.77%	0.07%	2.75%	0.40%	0.11%	11.10%	2.35%	0.31%	0.56%	0.96%	0.96%	0.23%	3.18%	0.67%

Percentage share of tagged brands in individual months

How the share of the selected brands in the Toothpastes category has changed over the months

The method of counting additions changed in June 2026 – comparisons with periods before that date may not be fully reliable.

SUBCATEGORY CHARTS

Time to store

Shows how much time passes from adding a product from a given subcategory to a shopping list to the moment of purchase

91.2 h(4 days)

Toothpastes

Type Planned | Over 72 h

Products added well in advance and purchased during planned, less frequent shopping trips. The long time from list to purchase reflects a deliberate, cyclical decision.

Comparison with the other subcategories in “Hygiene”

Shaving and hair removal products

Toothbrushes, dental floss

Toilet paper

Moist toilet tissue

Toothpastes

Tissues

Mouthwashes

64.2 h (3 days)

80.3 h (3 days)

86.1 h (4 days)

88.8 h (4 days)

91.2 h (4 days)

91.4 h (4 days)

91.6 h (4 days)

Median of the Hygiene category: 94 h (4 days)

Deodorants and antiperspirants

Sanitary pads, tampons, panty liners and period underwear

Paper towels

Soaps

Shower gels and bath foams

Razors

Intimate hygiene washes, foams and gels

96.4 h (4 days)

105.6 h (4 days)

112.5 h (5 days)

130.1 h (5 days)

132.7 h (6 days)

152.4 h (6 days)

188.4 h (8 days)

Real Purchase Rate – Annual data for the Toothpastes subcategory compared with the other subcategories in Hygiene.
Subcategory	RPR (%)
Moist toilet tissue	92%
Paper towels	90%
Tissues	90%
Toothpastes	89%
Toilet paper	88%
Soaps	88%
Mouthwashes	87%
Sanitary pads, tampons, panty liners and period underwear	86%
Shower gels and bath foams	86%
Deodorants and antiperspirants	86%
Intimate hygiene washes, foams and gels	86%
Toothbrushes, dental floss	85%
Razors	84%
Shaving and hair removal products	84%

Real Purchase Rate (RPR)

Shows what percentage of products added to shopping lists were actually purchased. Annual data for the Toothpastes subcategory compared with the other subcategories in Hygiene.

Brand Loyalty Index (BLI) marki w kategorii Toothpastes (miesięcznie)
Miesiąc	BLI (%)
2024-11-01T00:00:00	20.13%
2024-12-01T00:00:00	19.23%
2025-01-01T00:00:00	9.47%
2025-02-01T00:00:00	8.54%
2025-03-01T00:00:00	8.03%
2025-04-01T00:00:00	7.56%
2025-05-01T00:00:00	6.95%
2025-06-01T00:00:00	6.99%
2025-07-01T00:00:00	7.80%
2025-08-01T00:00:00	6.54%
2025-09-01T00:00:00	8.44%
2025-10-01T00:00:00	7.86%
2025-11-01T00:00:00	12.62%
2025-12-01T00:00:00	36.26%
2026-01-01T00:00:00	12.57%
2026-02-01T00:00:00	11.87%
2026-03-01T00:00:00	13.18%
2026-04-01T00:00:00	12.88%
2026-05-01T00:00:00	11.28%
2026-06-01T00:00:00	10.22%
2026-07-01T00:00:00	9.94%
2026-08-01T00:00:00	9.26%
2026-09-01T00:00:00	9.97%
2026-10-01T00:00:00	10.10%

-10.00%

BLI - Brand Loyalty Index

The Brand Loyalty Index (BLI) indicates the degree of Listonic app users attachment to individual brands. It shows what percentage of products in category Toothpastes added to the Listonic shopping list are entered with the brand.

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Range:

Bezwzględna liczba dodań produktów z kategorii Toothpastes (miesięcznie)
Miesiąc	Dodania z marką	Wszystkie dodania z kategorii
2024-11-01T00:00:00	5229	25980
2024-12-01T00:00:00	4511	23461
2025-01-01T00:00:00	2284	24109
2025-02-01T00:00:00	1698	19879
2025-03-01T00:00:00	1749	21770
2025-04-01T00:00:00	1496	19778
2025-05-01T00:00:00	1507	21698
2025-06-01T00:00:00	1389	19878
2025-07-01T00:00:00	1632	20917
2025-08-01T00:00:00	1313	20074
2025-09-01T00:00:00	1630	19316
2025-10-01T00:00:00	1504	19142
2025-11-01T00:00:00	2623	20783
2025-12-01T00:00:00	11355	31312
2026-01-01T00:00:00	3167	25186
2026-02-01T00:00:00	2429	20464
2026-03-01T00:00:00	2737	20768
2026-04-01T00:00:00	2724	21141
2026-05-01T00:00:00	2307	20460
2026-06-01T00:00:00	3573	34970
2026-07-01T00:00:00	5533	55663
2026-08-01T00:00:00	5057	54590
2026-09-01T00:00:00	5170	51868
2026-10-01T00:00:00	5532	54771

Additions of a product from category Toothpastes

Absolute data on adding products from category Toothpastes with a brand compared to all additions from the category.

The method of counting additions changed in June 2026 – comparisons with periods before that date may not be fully reliable.

Show data up to:

Range:

Number of additions Toothpastes

Number of additions Toothpastes with the brand

The data for the analysis comes from shopping lists in Listonic and Moja Gazetka. The study has been supplemented with data from Moja Gazetka since October 2024.From June 2026 the method of counting additions has been refined: re-marking a product as to buy after it was previously checked off as bought (an "uncheck") now also counts as an addition to the list. This change affects data from June 2026 onwards – worth bearing in mind when comparing with earlier periods.

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