Wednesday, January 15th, 2014

In a shampoo market awash with options, Australians are spoiled for choice when it comes to keeping their hair clean and shiny. Yet over the last five years, the title of Australia’s most popular shampoo has come down to two brands, Pantene and Head & Shoulders.

In the 12 months to September 2013, 15.1% of Australians aged 14+ who bought shampoo in an average six-month period bought Head & Shoulders (an increase from 13.2% in 2009), ending Pantene’s long reign as the top-selling shampoo brand.

In the 12 months to September 2013, 14.6% of Australian shampoo buyers purchased Pantene – down from 16.7% five years ago.

Over the last five years, Tresemmé has made great gains in popularity, overtaking stalwart Palmolive to become Australia’s third most purchased brand. In the 12 months to September 2013, 12.1% of shampoo buyers purchased Tresemmé, compared to Palmolive’s 12.0%.

Top shampoo brands bought in an average 6-month period

Source: Roy Morgan Single Source (Australia), Bought Shampoo in the last 6 months October 2008 – September 2013, average annual sample size: n=13,830. Base: Australians 14+ who have bought shampoo in last 6 months

As for so many consumer products, the popularity of certain shampoo brands varies between men and women. Roy Morgan Research has found that while Head & Shoulders is the most popular brand in Australia, this is primarily due to its popularity among male shampoo buyers (21.1% of whom have bought it in an average six months). Pantene’s overall popularity owes much to the fact that it’s favoured by 17.4% of female shampoo buyers.

Shampoo preferences also differ between different age groups. Head & Shoulders is the most popular brand for Australians under 35, while Pantene is the preferred brand for those aged 35+.

Angela Smith, Group Account Manager - Consumer Products, Roy Morgan Research, says:

“It is interesting to see that even in such a brand-saturated market, the leading brands within each different age and gender group remain consistent.


“However, gender and age are broad categories and Roy Morgan’s in-depth new profiling tool, Helix Personas, can assist marketers to refine their search for a more targeted market.


“For instance, 21.6% of Aspiring Immigrants — typically young, ethnically diverse families living in metropolitan areas — have bought Head & Shoulders Shampoo in the last six months, compared to 15.1% of Australian shampoo buyers. On the other hand, 22.2% of Making the Rent individuals  low income, suburban singles often living at home with their parents  have bought Pantene in the last six months, a significantly higher rate than the national average.”

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Roy Morgan Research

Roy Morgan Research is Australia's best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Samantha Wilson
P: (03) 9224 5268


shampoo, head & shoulders, pantene, haircare, beauty, fmcg




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