The shampoo battle between Pantene and Head & Shoulders sees the popular anti-dandruff shampoo come out on top.
Where Pantene had previously been the number one brand for consumers 14 years and over during the past five years, Head & Shoulders have crept up to steal the title of most popular shampoo.
In the 12 months to September 2013, Head & Shoulders’ popularity rose, seeing 15.1% of Aussies turning to the anti-dandruff shampoo.
In the same time period, only 14.6% of Aussies purchased Pantene, down from its 16.7% five years ago.
According to Roy Morgan research, shampoo purchases differ between men and women.
Men appear to purchase Head & Shoulders more often than women, with women often choosing the Pantene brand instead.
The research suggests that while Head & Shoulders now has the title of the most popular brand in Australia, this is due to its popularity among men (21.1% of whom have bought it in an average six months).
“It is interesting to see that even in such a brand-saturated market, the leading brands within each different age and gender group remain consistent,” Angela Smith, group account manager of consumer products at Roy Morgan Research said.