Deodorants and antiperspirants
The “Deodorants and antiperspirants” subcategory includes 14 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.
Deodorants and antiperspirants – shopping list additions
122 558in Sep '25–Aug '26
↑ 258.7% YoYYoY = (Sep '25–Aug '26 vs Sep '24–Aug '25)Rank in category
3/3
of 3 subcategoriesOrganic additions
75.5%
Ads 18.9% | Leaflets 5.7%1. “Deodorants and antiperspirants” purchase trends against the category
TrendAll subcategories – monthly additions
| Month | Deodorants and antiperspirants | Soaps | Shower gels and bath foams |
|---|---|---|---|
| Sep '25 | 7253 | 17754 | 13589 |
| Oct '25 | 3651 | 17934 | 14028 |
| Nov '25 | 4045 | 18441 | 13435 |
| Dec '25 | 970 | 20017 | 12668 |
| Jan '26 | 3430 | 20198 | 15670 |
| Feb '26 | 4601 | 17883 | 15095 |
| Mar '26 | 13654 | 18365 | 15856 |
| Apr '26 | 1667 | 18447 | 15951 |
| May '26 | 680 | 18240 | 16191 |
| Jun '26 | 173 | 31548 | 28610 |
| Jul '26 | 48558 | 48745 | 42743 |
| Aug '26 | 33876 | 47464 | 43128 |
Deodorants and antiperspirants – 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 | Deodorants and antiperspirants – monthly seasonality (index, 100 = average) |
|---|---|
| Jan | 36 |
| Feb | 37 |
| Mar | 153 |
| Apr | 39 |
| May | 19 |
| Jun | 29 |
| Jul | 418 |
| Aug | 305 |
| Sep | 60 |
| Oct | 35 |
| Nov | 52 |
| Dec | 17 |
Deodorants and antiperspirants grew sharply, but their standing against the other subcategories is not reported: the subcategory generated 122 558 additions over 12 months with 258.7% year-over-year growth. The pace cannot be compared with the other subcategories because no comparison verdict is reported.
2. How do Poles plan to buy in the “Deodorants and antiperspirants” subcategory?
SourcesDeodorants and antiperspirants – source mix
| Sources | Value |
|---|---|
| From leaflets | 6930 |
| From ads | 23100 |
| Organic | 92528 |
Source mix comparison – all subcategories
| Category | From leaflets | From ads | Organic |
|---|---|---|---|
| Deodorants and antiperspirants | 5.65 | 18.85 | 75.5 |
| Soaps | 5.31 | 0 | 94.69 |
| Shower gels and bath foams | 8.95 | 0.01 | 91.04 |
Deodorants and antiperspirants – source evolution over time
| Month | From leaflets | From ads | Organic |
|---|---|---|---|
| Sep '25 | 27 | 2041 | 5185 |
| Oct '25 | 26 | 2 | 3623 |
| Nov '25 | 14 | 1 | 4030 |
| Dec '25 | 8 | 4 | 958 |
| Jan '26 | 446 | 3 | 2981 |
| Feb '26 | 727 | 18 | 3856 |
| Mar '26 | 1114 | 7341 | 5199 |
| Apr '26 | 117 | 0 | 1550 |
| May '26 | 115 | 0 | 565 |
| Jun '26 | 3 | 3 | 167 |
| Jul '26 | 2672 | 13439 | 32447 |
| Aug '26 | 1661 | 248 | 31967 |
Brands from the “Deodorants and antiperspirants” subcategory – additions by source over the last year (top 10)
| Brand | From leaflets | From ads | Organic |
|---|---|---|---|
| Rexona | 2522 | 44895 | 3472 |
| Perspirex | 19 | 23621 | 508 |
| Nivea | 3876 | 1 | 5021 |
| Borotalco | 132 | 7665 | 203 |
| Dove | 2235 | 18 | 2642 |
| Garnier | 1535 | 0 | 2453 |
| Adidas | 1756 | 0 | 1156 |
| Old Spice | 1806 | 0 | 954 |
| Fa | 348 | 1 | 1462 |
| Axe | 385 | 27 | 420 |
Organic additions dominate, while paid impulse is unusually important: over the same 12-month window, organic additions accounted for 75.5%, compared with 18.9% from ads and 5.7% from leaflets. The organic share was below that of subcategory Soaps at 94.7% and subcategory Shower gels and bath foams at 91.0%, while the ad share was above both comparison subcategories, each at 0.0%, indicating stronger reliance on paid impulse in the target.
