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, TRESemm, Dove & Sunsilk) while in third place sits L'Oreal on 13.7% including leading brands such as Garnier Fructis.
Men comprise more than three-fifths of all H&S shampoo buyers and the research showed "the quintessential 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 position 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-time with an average household income of $115,000, Pantene buyers are slightly older and represent the traditional "middle Australia", the poll showed.
See more at roymorgan.com.
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