- Shampoo is a toiletry essential with near universal penetration regardless of demographic nominators. Frequency of use does, however, vary by consumer group and is highest amongst under-35s, full-time workers, higher earners and larger households with children.
- Shampoo for normal hair is the most popular product type, with anti-dandruff varieties also commonly used by men and shampoos for coloured hair by women.
- Due to shampoo’s inherent commodity nature, price promotions play an important role behind consumers’ purchasing decisions.
- Thanks to consumer concerns about the use of synthetic chemicals in beauty products, plant-based products are increasingly popular and botanical/herbal formulation is the most commonly used claim in new launches.
- Products with moisturisation claims and repairing properties are also of growing importance, with increased focus on preventing and treating hair damage.
The products covered in this report include shampoos for the hair, for both men and women. Shampoos may be standard, 2-in-1 or dry formulations, and also include products intended for babies and children as well as adults.The report excludes multifunctional body and hair washes.