Joanita Wibowo


What your choice of shampoo says about you

What your choice of shampoo says about you

Your choice of shampoo could predict your age, occupation, hobbies and even political views, a new research has found.

Roy Morgan’s latest market research has found the most popular shampoo brands in Australia and what the consumers of each brand look like on average.

Head & Shoulders was found to be the most widely purchased brand among 15.7 million Aussie shampoo buyers, with 16.4 per cent of customers picking up the product from retailers.

Following in number two was Alberto, which was bought by 13.8 per cent of buyers. TRESemmé, Pantene and Palmolive rounded up the top five with a market share of 13.6 per cent, 12.8 per cent and 9.9 per cent respectively.

While more women than men buy shampoo, most of the blokes who do pick Head & Shoulders as their go-to brand. The research discovered that the quintessential Head & Shoulders customer is aged between 25 and 34 years old and working full-time with an average household earning of $110,000. They are also more likely to have only completed Year 11 or 12 as their highest level of education.

They are far more likely than the average Aussie to hold conservative views in social and financial matters – for example, being more concerned about financial security and interest rates as well as believing that “homosexuality is immoral” and “obedience and respect for authority are the most important virtues children should learn”. They are also a lot more inclined to order pizza for a home delivery and play video games at home.

On the other hand, the average Alberto buyer is a mother aged 35 to 49 who lives in Queensland or Victoria. Alberto shampoo users in general tend to be more well-educated and have a full-time, white-collar job. With an average household income of $115,000, they prefer eating out and enjoy going to music concerts and travelling to big cities. They are also more supportive of gay couple’s rights to adopt children.

Pantene customers have a wider age range – two-thirds are women, and over half of all buyers are between 35 and 64 years old. Pantene women are more likely to be family-minded and willing to pay higher prices for products from well-established brands, which indicate consistent value and quality. Compared to the average Australian, they are more likely to frequent cafes, work in their garden and watch horse racing. They are generally optimistic about the state of the economy, but tend to believe that “crime is a growing problem in [their] community”.