Shampoo is one product that is arguably relevant to the masses. But how and what kind is a more personal question. To better understand shampoo preferences, CivicScience asked more than 2,800 U.S. adults about their hair care and purchasing habits. 

As the data show, 43% of U.S. adults wash their hair several times a week, while 34% wash theirs daily.

Despite the frequency of use, 42% of respondents spend under $10 on shampoo and conditioner. 

Younger consumers are second most likely (right behind the over 55 crowd) age group spending under $10 on shampoo and conditioner. What’s notable is the 8% of Gen Z who spend between $30 and $40 on their hair wash, which is a larger percentage than any other age group.

And when it comes to brand loyalty, price may not be the highest priority, with 38% indicating that they sometimes mix brands when buying shampoo and conditioner.

Gen Z does the most mixing and matching.

Top Brands Revealed 

Of course, just because some consumers mix shampoo brands doesn’t mean that brand is irrelevant.

Among the brands studied, Suave is the most used and liked brand for U.S. adults (39%). Pantene and Head & Shoulders are not far behind, with 35% and 31% of U.S. adults, respectively, feeling positively about their experience with these household hair care names. 

Dove, TRESemmé, and Clairol Herbal Essences are in a similar tier, with 23-26% of U.S. adults approving of these brands. It’s also worth noting that of the brands included in the survey, Dove has the highest percentage of consumers who intend to use it, suggesting potential for a change in overall favorability. Paul Mitchell and Garnier both claim 18% of respondents who have used and liked the brand. While they may be at the bottom of this list, there’s still ample approval of these hair care brands. 

Given the fact that the majority of American consumers wash their hair with relative frequency, it’s clear that demand for shampoo and conditioner will continue to be strong. However, that demand is not strong enough to convince the majority of consumers to spend more than $20 on their hair care products. As a result, companies that can deliver a quality product at the right price may stand the best chance of increasing their favorability in the months to come.