H&S above the rest

MORE than 15.7 million Australians aged 14+ bought shampoo in an average six months in the year to Mar 2019, with Head & Shoulders (H&S) on top at 16.4% of market share, according to data from a Roy Morgan Single Source survey.

The H&S share is up 1.9% from four years ago the survey indicated, followed by Alberto (13.8% up 1.2%), TRESemme (13.6% also up 1.2%), Pantene (12.8% up0.7%) and Dove (6.6% up 1.7%).

Proctor and Gamble is the leading manufacturer with its brands H&S, Pantene and Clairol Herbal Essences bought by almost one third of shampoo buyers (32.4%).

Unilever has 23.7% of the market (Alberto, TRESemmé, Dove & Sunsilk) while in third place sits L’Oreal on 13.7% including leading brands such as Garnier Fruc s.

Men comprise more than three‐ fi[hs of all H&S shampoo buyers and the research showed “the quintessen al buyer of Australia’s leading shampoo brand is a Millennial man aged between 25‐ 34 years old”.

The demographic data revealed he is a family man, with children aged between 0‐11 years old and holding down a skilled or semi‐ skilled posi on with an average household income of $110,000.

Alberto is the leading shampoo brand for women with over 1.35 million Australian women comprising nearly two‐thirds of the brand’s market.

The woman who buys Alberto is likely to be aged 35‐49 years old and work in a white‐collar job full‐

me with an average household income of $115,000, Pantene buyers are slightly older and represent the tradi onal “middle Australia”, the poll showed.

See more at roymorgan.com.