Toilet paper
The “Toilet paper” 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.
Toilet paper – shopping list additions
793 329in Sep '25–Aug '26
↑ 37.3% YoYYoY = (Sep '25–Aug '26 vs Sep '24–Aug '25)Rank in category
1/4
of 4 subcategoriesOrganic additions
87.2%
Ads 4.7% | Leaflets 8.1%1. “Toilet paper” purchase trends against the category
TrendAll subcategories – monthly additions
| Month | Toilet paper | Paper towels | Tissues | Moist toilet tissue |
|---|---|---|---|---|
| Sep '25 | 48980 | 39985 | 35280 | 6498 |
| Oct '25 | 44044 | 43228 | 36715 | 6606 |
| Nov '25 | 46226 | 42146 | 35371 | 6460 |
| Dec '25 | 52941 | 50642 | 40004 | 7382 |
| Jan '26 | 54749 | 50916 | 45092 | 8081 |
| Feb '26 | 44941 | 43810 | 39080 | 6570 |
| Mar '26 | 68122 | 47486 | 40361 | 7382 |
| Apr '26 | 49414 | 45328 | 39458 | 7509 |
| May '26 | 47512 | 39984 | 33762 | 6673 |
| Jun '26 | 78454 | 76019 | 58491 | 12005 |
| Jul '26 | 124230 | 119791 | 84359 | 19931 |
| Aug '26 | 133716 | 120945 | 90412 | 20102 |
Toilet paper – 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 | Toilet paper – monthly seasonality (index, 100 = average) |
|---|---|
| Jan | 97 |
| Feb | 79 |
| Mar | 103 |
| Apr | 83 |
| May | 83 |
| Jun | 107 |
| Jul | 148 |
| Aug | 157 |
| Sep | 82 |
| Oct | 84 |
| Nov | 84 |
| Dec | 93 |
Toilet paper is growing, but its pace cannot be placed against the other subcategories: it recorded 793,329 additions over 12 months ending August 2026. Growth was 37.3% year over year; the supplied data does not include a precomputed comparison of this pace with the other subcategories.
2. How do Poles plan to buy in the “Toilet paper” subcategory?
SourcesToilet paper – source mix
| Sources | Value |
|---|---|
| From leaflets | 64408 |
| From ads | 37388 |
| Organic | 691533 |
Source mix comparison – all subcategories
| Category | From leaflets | From ads | Organic |
|---|---|---|---|
| Toilet paper | 8.12 | 4.71 | 87.17 |
| Paper towels | 6.84 | 1.24 | 91.92 |
| Tissues | 4.24 | 0.24 | 95.52 |
| Moist toilet tissue | 6.26 | 0.01 | 93.73 |
Toilet paper – source evolution over time
| Month | From leaflets | From ads | Organic |
|---|---|---|---|
| Sep '25 | 1214 | 6248 | 41518 |
| Oct '25 | 1521 | 10 | 42513 |
| Nov '25 | 3739 | 12 | 42475 |
| Dec '25 | 4311 | 6 | 48624 |
| Jan '26 | 6070 | 15 | 48664 |
| Feb '26 | 4904 | 13 | 40024 |
| Mar '26 | 9264 | 16197 | 42661 |
| Apr '26 | 5925 | 927 | 42562 |
| May '26 | 5780 | 2527 | 39205 |
| Jun '26 | 5774 | 503 | 72177 |
| Jul '26 | 8289 | 815 | 115126 |
| Aug '26 | 7617 | 10115 | 115984 |
Brands from the “Toilet paper” subcategory – additions by source over the last year (top 10)
| Brand | From leaflets | From ads | Organic |
|---|---|---|---|
| Queen | 29099 | 0 | 2981 |
| Velvet | 6257 | 24074 | 1159 |
| Regina | 6672 | 2 | 1280 |
| Floralys | 6578 | 0 | 484 |
| Foxy | 1908 | 0 | 310 |
| Mola | 398 | 0 | 55 |
| Alouette | 106 | 0 | 28 |
| Lambi | 2 | 0 | 14 |
Toilet paper is predominantly organic, with relatively greater advertising use: across the 12-month window ending August 2026, organic additions accounted for 87.2%, compared with 4.7% from ads and 8.1% from leaflets. The organic share was below all three other subcategories, including Paper towels at 91.9%, while the ad share was higher than in all three other subcategories.
