From brand loyalty to smell – What shapes US consumer’s hair care choices?

When it comes to choosing hair care products, many American adults are brand loyal according to data from YouGov Profiles. Some 45% of adults say they always use the same shampoo brand. This preference for consistency is slightly higher among men (48%) than women (43%). However, when it comes to conditioner, brand loyalty drops to 34%, though it is more pronounced among women (37%) compared to men (31%). 

The smell of the product ranks as the second most influential factor for both shampoos and conditioners, but it has a stronger impact on women. For shampoo, 27% of women consider scent a key influence, while only 16% of men agree. The gap persists with conditioner, where 25% of women are influenced by the smell compared to just 12% of men.

Hairdresser recommendations also shape purchasing choices, particularly among women. While 16% of all shampoo buyers take advice from their hairdressers, this figure rises to 19% for women. Similarly, 18% of women consider hairdresser advice when selecting conditioner, compared to 12% of men. Recommendations from friends and family members generally impact 12-14% of adults, with slight gender variations. Cost-consciousness plays a consistent role, with 13% of shampoo buyers and 10% of conditioner buyers preferring cheaper options, showing a steady influence across genders.

Advertising and endorsements appear less effective in swaying consumer decisions. Only 5% of respondents report being influenced by ads when buying shampoo, with a nearly identical figure for conditioners. Celebrity endorsements are even less significant, impacting just 2% of consumers for both products.

Looking at brand performance, data from YouGov BrandIndex over the past year (November 1, 2023, to November 1, 2024) highlights Dove as the top-ranked brand in terms of consumer Consideration, with a score of 36.4. Dove leads with men (39.6) and maintains a strong standing among women (33.8). Pantene follows, with women showing higher preference (30.4) compared to men (18.2). Head & Shoulders ranks third overall but stands out among men, with a consideration score of 31.2, significantly higher than its score among women (17.7). TRESemmé and Herbal Essences round out the top five, both appealing more to women than men.

These insights suggest that gender differences in scent preference, brand loyalty, and trust in professional recommendations shape consumer behavior. Marketers and brands can leverage these details using YouGov Profiles and BrandIndex to create targeted campaigns that speak directly to the needs of their audiences.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race.

YouGov BrandIndex collects data on thousands of brands every day. A brand’s Consideration score is based on the question 'When you are in the market next to make a purchase, which brands would you consider?' and delivered as a percentage.