Article No. 5374
Available on www.roymorgan.com
Link to Roy Morgan Profiles
Wednesday, 15 January 2014
Head & Shoulders a hair’s breadth ahead of Pantene
in shampoo showdown
RELEASE
IMMEDIATE RELEASE
FOR IMMEDIATE
FOR
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
18%
16.7%
16%
15.1%
14.6%
14%
13.2%
13.1%
12%
12.1%
12.3
12.0%
10.6%
10%
8%
7.2%
6%
4%
2%
0%
Oct 08 - Sep 09
Garnier Fructis
Oct 09 - Sep 10
Head & Shoulders
Oct 10 - Sep 11
TOTAL - Palmolive
Oct 11 - Sep 12
TOTAL - Pantene
Oct 12 - Sep 13
Total Tresemme
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
Article No. 5374
Available on www.roymorgan.com
Link to Roy Morgan Profiles
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.
RELEASE
IMMEDIATE RELEASE
FOR IMMEDIATE
FOR
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.”
For comments or more information please contact:
Angela Smith, Group Account Manager - Consumer Products
Office: +61 (2) 9021 9101
Angela.Smith@roymorgan.com
Related research reports
View our extensive range of Shampoo Buyers Profiles, including the Head & Shoulders Buyers Profile, Pantene
Buyers Profile and more. These profiles provide a broad understanding of the target audience, in terms of
demographics, attitudes, activities and media usage in Australia.
About Roy Morgan Research
Roy Morgan Research is the largest independent Australian research company, with offices in each
state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full
service research organisation specialising in omnibus and syndicated data, Roy Morgan Research
has over 70 years’ experience in collecting objective, independent information on consumers.
In Australia, Roy Morgan Research is considered to be the authoritative source of information on
financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research
Article No. 5374
Available on www.roymorgan.com
Link to Roy Morgan Profiles
is a specialist in recontact customised surveys which provide invaluable and effective qualitative
and quantitative information regarding customers and target markets.
Margin of Error
RELEASE
IMMEDIATE RELEASE
FOR IMMEDIATE
FOR
The margin of error to be allowed for in any estimate depends mainly on the number of interviews
on which it is based. Margin of error gives indications of the likely range within which estimates
would be 95% likely to fall, expressed as the number of percentage points above or below the
actual estimate. Allowance for design effects (such as stratification and weighting) should be made
as appropriate.
Sample Size
5,000
7,500
10,000
20,000
50,000
Percentage Estimate
40%-60%
±1.4
±1.1
±1.0
±0.7
±0.4
25% or 75%
±1.2
±1.0
±0.9
±0.6
±0.4
10% or 90%
±0.8
±0.7
±0.6
±0.4
±0.3
5% or 95%
±0.6
±0.5
±0.4
±0.3
±0.2