The data revealed by YouGov is collected on an ongoing basis. The figures for this study were not collected on a specific date, nor from a specially constituted panel.

45% of adults say they always use the same brand of shampoo. This preference is slightly more pronounced among men (48%) than women (43%).

To choose the right shampoo, consumers pay particular attention to:
• The smell of the product (22%)
• Whether the product was recommended by their hairdresser (16%) or a friend (13%)
• Price (13%)

“Advertising and recommendations appear to be less effective in influencing consumer decisions. Only 5% of those surveyed said they had been influenced by advertising when buying a shampoo,” comments YouGov.

When it comes to choosing a mask or conditioner, brand loyalty falls to 34%, although it is more pronounced among women (37%) than men (31%).

Here again, fragrance (19%), a hairdresser’s recommendation (15%) or a friend’s recommendation (13%) top the list of selection criteria.

YouGov also took a closer look at the hair brands most likely to be purchased by Americans when they visit the supermarket.
They are, in order:
• Dove (36.4%)
• Pantene (24.8%)
• Head & Shoulders (23.8%)
• TRESemmé …