Hair Care Product Consumption Pattern - Survey Report

We had just over 1000 respondents involved in this survey, to read the pattern consumption or purchase of hair care products. Among those respondents, 52.02% of them are male and 47.98% are female. We will deliver some information of patterns differed by the two genders. The average household spending of the respondents in this survey is 2,875,000 IDR, which might help with the consumption pattern reading. And, most of the respondents in this survey live with their parents.

There are three subcategories that belong to the category of hair care product, which are shampoo, hair conditioner, and hair vitamin. In general, we can already see how the male and female genders have a different pattern of consumption of hair care product. Shampoo: 98.49% of the male respondents admit to use it, as for the female respondents there are 99.80% of them who admit to use it. Hair conditioner: there are only 9.45% of the male respondents who admit to use it; as for the female respondents, there are 34.63% of them who admit to use it. Lastly, hair vitamin: there are only 5.48% of the male respondents who admit to use it, and there are 22.34% of the female respondents who use it.

Here are the top 5 brands of shampoo that are used by the respondents: Clear (18.51%), Pantene (17.72%), Sunsilk (11.29%), Head & Shoulders (10.89%), and Dove (10.79%).

After we found the top 5 brands of shampoo, now we are going to look at the reasons why the respondents choose to trust the brands. We are going to be dividing the findings based on the gender. Top 3 reasons for the male respondents include the aroma (39.35%), to fix oily hair problem (26.30%), and the price (24.95%). And, the top 3 reasons for the female respondents include to fix hair fall problem (46.41%), the aroma (34.29%), and the price (23.82%).

When deciding on which shampoo brand, over 70% of the respondents admit that they buy and choose the brand or product on their own, although we gave an option for if they ask somebody else to do the purchase and choosing. 64.19% of the respondents also admit that they have changed brands of shampoo in the past 2 years, and the main reason to that is trying out a new brand or product.

As for the packaging, 76.39% of the respondents usually buy shampoo in bottle, instead of in sachet, and normally one item at a time of purchase. And, 40.99% of the respondents buy the shampoo at a minimarket. 25.94% say that they buy the shampoo at a supermarket. 18.01% buy it at a kiosk (warung). And, 12.63% buy it at a hypermarket.

Interestingly, majority of the male respondents say that they choose a minty aroma for their shampoo, while the majority of the female respondents admit that they do not have any specific aroma for the shampoo that they choose and use

Now we are moving on to hair conditioner, after talking quite much about shampoo. Here are the top 5 brands of hair conditioner: Pantene (37.44%), Dove (18.72%), Sunsilk (10.05%), Tresemme (6.85%), and L’Oreal (3.65%).

Reasons of choosing hair conditioner brands are varied by the male and female respondents. The male respondents: 38% use a hair conditioner brand to fix hair fall problem. 36% of them say that they choose to use a certain hair conditioner brand because they need to fix oily hair problem. And, 28% of the male respondents choose a hair conditioner brand for the aroma that the product comes with. As for the female respondents: 53.85% of the female respondents use a certain brand of hair conditioner to fix hair fall problem. 36.09% of them use a hair conditioner brand because of the aroma. Lastly, 23.08% of the female respondents use a certain brand of hair conditioner for the price.

Around 90% of the respondents buy and choose a brand of hair conditioner on their own. And, over 50% of the respondents say they have not changed a brand or product of hair conditioner in the past 2 years. That shows loyalty to the brand.

87.67% of the respondents admit that they prefer hair conditioner in bottle, not in sachet. And, 35.90% of the respondents buy their stock of hair conditioner at a minimarket, and spend about 20,000-30,000 IDR at a time of purchase.

Now we are going into the talk of hair vitamin. Only a few number of respondents admit to use hair vitamin and most of the respondents are female. There are three brands of hair vitamin that are popular based on votes from the respondents, including Ellips (23.29%), Makarizo (18.72%), and Sunsilk (10.05%).

We then asked the respondents in the survey about the reasons why they use a certain brand of hair vitamin. 45.65% say that they use a brand of hair vitamin to fix hair fall problem. 35.51% say that they choose to use a certain brand of hair vitamin for the aroma. 24.64% say that they use a certain brand of hair vitamin because of the price. 18.12% also use a hair vitamin brand because they have colored hair. Lastly,14.49% have an oily hair problem to fix therefore they use a certain brand of hair vitamin.

Around 90% of the respondents admit to buy hair vitamin on their own without getting somebody else to buy it. And, 55.07% of them prefer buying the vitamin in bottle, instead of in sachets. 60.87% of the respondents show some level of loyalty by admitting that they have not changed a brand of hair vitamin in the past 2 years.

To end this article, the number one place to buy hair vitamins is a minimarket, as voted by 37.7% of the respondents. And, they spend averagely 20,000-30,000 IDR at a time of purchase.

For more detail you can download XLS report at the button below (bahasa). JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segment preference on each answer.