Soaps
The “Soaps” subcategory includes 19 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.
Soaps – shopping list additions
295 036in Sep '25–Aug '26
↑ 28.7% YoYYoY = (Sep '25–Aug '26 vs Sep '24–Aug '25)Rank in category
1/3
of 3 subcategoriesOrganic additions
94.7%
Ads 0% | Leaflets 5.3%1. “Soaps” purchase trends against the category
TrendAll subcategories – monthly additions
| Month | Soaps | Shower gels and bath foams | Deodorants and antiperspirants |
|---|---|---|---|
| Sep '25 | 17754 | 13589 | 7253 |
| Oct '25 | 17934 | 14028 | 3651 |
| Nov '25 | 18441 | 13435 | 4045 |
| Dec '25 | 20017 | 12668 | 970 |
| Jan '26 | 20198 | 15670 | 3430 |
| Feb '26 | 17883 | 15095 | 4601 |
| Mar '26 | 18365 | 15856 | 13654 |
| Apr '26 | 18447 | 15951 | 1667 |
| May '26 | 18240 | 16191 | 680 |
| Jun '26 | 31548 | 28610 | 173 |
| Jul '26 | 48745 | 42743 | 48558 |
| Aug '26 | 47464 | 43128 | 33876 |
Soaps – 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 | Soaps – monthly seasonality (index, 100 = average) |
|---|---|
| Jan | 91 |
| Feb | 80 |
| Mar | 87 |
| Apr | 86 |
| May | 87 |
| Jun | 115 |
| Jul | 155 |
| Aug | 153 |
| Sep | 85 |
| Oct | 85 |
| Nov | 87 |
| Dec | 90 |
Soaps is growing, but its standing among the other subcategories is not reported: over the 12-month window, it recorded 295,036 additions, with 28.7% year-over-year growth. The pace cannot be compared with the other subcategories because no comparative growth verdict or growth rank is supplied.
2. How do Poles plan to buy in the “Soaps” subcategory?
SourcesSoaps – source mix
| Sources | Value |
|---|---|
| From leaflets | 15678 |
| From ads | 11 |
| Organic | 279347 |
Source mix comparison – all subcategories
| Category | From leaflets | From ads | Organic |
|---|---|---|---|
| Soaps | 5.31 | 0 | 94.69 |
| Shower gels and bath foams | 8.95 | 0.01 | 91.04 |
| Deodorants and antiperspirants | 5.65 | 18.85 | 75.5 |
Soaps – source evolution over time
| Month | From leaflets | From ads | Organic |
|---|---|---|---|
| Sep '25 | 322 | 1 | 17431 |
| Oct '25 | 386 | 2 | 17546 |
| Nov '25 | 1183 | 3 | 17255 |
| Dec '25 | 1385 | 1 | 18631 |
| Jan '26 | 1594 | 0 | 18604 |
| Feb '26 | 1741 | 2 | 16140 |
| Mar '26 | 1471 | 0 | 16894 |
| Apr '26 | 1300 | 1 | 17146 |
| May '26 | 1128 | 0 | 17112 |
| Jun '26 | 1685 | 0 | 29863 |
| Jul '26 | 2042 | 0 | 46703 |
| Aug '26 | 1441 | 1 | 46022 |
Brands from the “Soaps” subcategory – additions by source over the last year (top 10)
| Brand | From leaflets | From ads | Organic |
|---|---|---|---|
| Linda | 5825 | 0 | 1121 |
| Dove | 1368 | 0 | 3772 |
| Luksja | 3192 | 0 | 1469 |
| Biały Jeleń | 52 | 0 | 1910 |
| Cien | 894 | 0 | 386 |
| Bambino | 437 | 0 | 666 |
| Protex | 28 | 0 | 831 |
| Palmolive | 334 | 0 | 362 |
| Isana | 111 | 0 | 181 |
| Carex | 17 | 0 | 255 |
Organic additions dominate Soaps, while advertising is unused: across the 12-month window, the source split was 94.7% organic, 5.3% from leaflets, and 0.0% from ads. The organic share is higher than in both other subcategories, including subcategory Shower gels and bath foams at 91.0%. The channel generated only 11 additions from ads across the window, versus 0.01% in subcategory Shower gels and bath foams and 18.9% in subcategory Deodorants and antiperspirants.
