Paper towels
The “Paper towels” subcategory includes 8 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.
Paper towels – shopping list additions
720 280in Sep '25–Aug '26
↑ 38.8% YoYYoY = (Sep '25–Aug '26 vs Sep '24–Aug '25)Rank in category
2/4
of 4 subcategoriesOrganic additions
91.9%
Ads 1.2% | Leaflets 6.8%1. “Paper towels” purchase trends against the category
TrendAll subcategories – monthly additions
| Month | Paper towels | Toilet paper | Tissues | Moist toilet tissue |
|---|---|---|---|---|
| Sep '25 | 39985 | 48980 | 35280 | 6498 |
| Oct '25 | 43228 | 44044 | 36715 | 6606 |
| Nov '25 | 42146 | 46226 | 35371 | 6460 |
| Dec '25 | 50642 | 52941 | 40004 | 7382 |
| Jan '26 | 50916 | 54749 | 45092 | 8081 |
| Feb '26 | 43810 | 44941 | 39080 | 6570 |
| Mar '26 | 47486 | 68122 | 40361 | 7382 |
| Apr '26 | 45328 | 49414 | 39458 | 7509 |
| May '26 | 39984 | 47512 | 33762 | 6673 |
| Jun '26 | 76019 | 78454 | 58491 | 12005 |
| Jul '26 | 119791 | 124230 | 84359 | 19931 |
| Aug '26 | 120945 | 133716 | 90412 | 20102 |
Paper towels – 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 | Paper towels – monthly seasonality (index, 100 = average) |
|---|---|
| Jan | 95 |
| Feb | 81 |
| Mar | 87 |
| Apr | 85 |
| May | 79 |
| Jun | 112 |
| Jul | 155 |
| Aug | 159 |
| Sep | 78 |
| Oct | 86 |
| Nov | 85 |
| Dec | 97 |
Paper towels grew over the window, but its comparative pace is not reported: the subcategory recorded 720,280 additions over 12 months. Year-over-year growth was 38.8%, but the supplied comparative verdict and growth rank are unavailable, so its pace against the other subcategories cannot be established.
2. How do Poles plan to buy in the “Paper towels” subcategory?
SourcesPaper towels – source mix
| Sources | Value |
|---|---|
| From leaflets | 49278 |
| From ads | 8918 |
| Organic | 662084 |
Source mix comparison – all subcategories
| Category | From leaflets | From ads | Organic |
|---|---|---|---|
| Paper towels | 6.84 | 1.24 | 91.92 |
| Toilet paper | 8.12 | 4.71 | 87.17 |
| Tissues | 4.24 | 0.24 | 95.52 |
| Moist toilet tissue | 6.26 | 0.01 | 93.73 |
Paper towels – source evolution over time
| Month | From leaflets | From ads | Organic |
|---|---|---|---|
| Sep '25 | 1022 | 4 | 38959 |
| Oct '25 | 2021 | 385 | 40822 |
| Nov '25 | 2949 | 7 | 39190 |
| Dec '25 | 4013 | 7 | 46622 |
| Jan '26 | 3637 | 1289 | 45990 |
| Feb '26 | 5180 | 9 | 38621 |
| Mar '26 | 6496 | 1 | 40989 |
| Apr '26 | 4374 | 1298 | 39656 |
| May '26 | 3539 | 1032 | 35413 |
| Jun '26 | 4334 | 1500 | 70185 |
| Jul '26 | 5851 | 3266 | 110674 |
| Aug '26 | 5862 | 120 | 114963 |
Brands from the “Paper towels” subcategory – additions by source over the last year (top 10)
| Brand | From leaflets | From ads | Organic |
|---|---|---|---|
| Queen | 24726 | 0 | 2175 |
| Foxy | 5233 | 3513 | 860 |
| Velvet | 3253 | 3125 | 654 |
| Floralys | 3171 | 0 | 199 |
| Regina | 521 | 0 | 192 |
| Mola | 301 | 0 | 38 |
| Alouette | 28 | 0 | 18 |
| Lambi | 5 | 0 | 5 |
Organic additions dominate Paper towels, while advertising is underused: the 12-month split was 91.9% organic additions, 1.2% additions from ads, and 6.8% additions from leaflets. The organic share was below that of two of the three other subcategories, including Moist toilet tissue at 93.7%, and above one, including Toilet paper at 87.2%. Its ad share was below that of two of the three other subcategories and above one, indicating that advertising is underused relative to most of the other subcategories.
