Cupcakes, muffins, waffles
The “Cupcakes, muffins, waffles” subcategory includes 4 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.
Cupcakes, muffins, waffles – shopping list additions
51 712in Sep '25–Aug '26
↑ 62.8% YoYYoY = (Sep '25–Aug '26 vs Sep '24–Aug '25)Rank in category
2/2
of 2 subcategoriesOrganic additions
64.7%
Ads 29.2% | Leaflets 6.1%1. “Cupcakes, muffins, waffles” purchase trends against the category
TrendAll subcategories – monthly additions
| Month | Cupcakes, muffins, waffles | The cakes are ready |
|---|---|---|
| Sep '25 | 2069 | 5142 |
| Oct '25 | 2463 | 6731 |
| Nov '25 | 2753 | 6322 |
| Dec '25 | 2574 | 11890 |
| Jan '26 | 2474 | 8734 |
| Feb '26 | 2481 | 9591 |
| Mar '26 | 7109 | 20818 |
| Apr '26 | 3797 | 17060 |
| May '26 | 2440 | 9973 |
| Jun '26 | 6022 | 18304 |
| Jul '26 | 10040 | 26478 |
| Aug '26 | 7490 | 26140 |
Cupcakes, muffins, waffles – 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 | Cupcakes, muffins, waffles – monthly seasonality (index, 100 = average) |
|---|---|
| Jan | 67 |
| Feb | 63 |
| Mar | 135 |
| Apr | 96 |
| May | 134 |
| Jun | 117 |
| Jul | 177 |
| Aug | 138 |
| Sep | 58 |
| Oct | 75 |
| Nov | 70 |
| Dec | 69 |
The subcategory grew year over year, but its pace versus other subcategories cannot be assessed: over 12 months, it recorded 51,712 additions, with 62.8% year-over-year growth.
2. How do Poles plan to buy in the “Cupcakes, muffins, waffles” subcategory?
SourcesCupcakes, muffins, waffles – source mix
| Sources | Value |
|---|---|
| From leaflets | 3146 |
| From ads | 15087 |
| Organic | 33479 |
Source mix comparison – all subcategories
| Category | From leaflets | From ads | Organic |
|---|---|---|---|
| Cupcakes, muffins, waffles | 6.08 | 29.18 | 64.74 |
| The cakes are ready | 11.85 | 28.84 | 59.31 |
Cupcakes, muffins, waffles – source evolution over time
| Month | From leaflets | From ads | Organic |
|---|---|---|---|
| Sep '25 | 5 | 1 | 2063 |
| Oct '25 | 10 | 1 | 2452 |
| Nov '25 | 5 | 592 | 2156 |
| Dec '25 | 4 | 207 | 2363 |
| Jan '26 | 257 | 0 | 2217 |
| Feb '26 | 516 | 3 | 1962 |
| Mar '26 | 701 | 3791 | 2617 |
| Apr '26 | 316 | 727 | 2754 |
| May '26 | 288 | 0 | 2152 |
| Jun '26 | 304 | 2141 | 3577 |
| Jul '26 | 295 | 5499 | 4246 |
| Aug '26 | 445 | 2125 | 4920 |
Brands from the “Cupcakes, muffins, waffles” subcategory – additions by source over the last year (top 10)
| Brand | From leaflets | From ads | Organic |
|---|---|---|---|
| Dan Cake | 309 | 16297 | 154 |
| Dr. Oetker | 360 | 0 | 345 |
| Delecta | 600 | 0 | 25 |
| Gellwe | 275 | 0 | 27 |
Organic additions dominate, while paid impulse is slightly stronger than in the other subcategory: across the 12-month window, organic additions accounted for 64.7%, ads for 29.2%, and leaflets for 6.1%. The organic share was higher than in subcategory The cakes are ready, at 59.3%, while the ad share was slightly higher than its 28.8%, so paid impulse was not underused relative to the available comparison.
