Top shampoo players clean up

In the regular shampoo category, Unilever and Procter & Gamble hold significant market share. Of the top nine manufacturers in the regular shampoo category, Unilever and its subsidiaries constitute $647 million, P&G $598 million, L’Oréal $334 million and Vogue International $135 million. The top revenue regular shampoo brands for these manufacturers were Suave Professionals for Unilever at $65 million, Pantene Pro V Moisture Renewal for P&G at $45 million, Garnier Fructis Sleek and Shine for L’Oréal at $38 million and OGX for Vogue International at $97 million.

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The regular shampoo category had mediocre growth of 0.89% during the 12-month period ended February 2016. However, the top five Pantene Pro V brands saw significant gains of 21% on average. OGX grew 8.3% over the same period, top Garnier Fructis products stayed nearly the same, and leading Suave products fell by 8.5%.



According to CPR, as of March 2016, OGX was clearly an outlier for retail margins, with nearly double the average margin vs. competitors in the mass channel, seven percentage points to nine percentage points higher average margins in food, and five percentage points to 10 percentage points higher average margins in drug. Larger manufacturers L’Oréal, Unilever and P&G’s leading brands all held competitive retailer margins; Suave Professionals had lower average retail margins in drug by five percentage points, and Pantene Pro V had lower average retail margins in food by two percentage points.



According to MarketTrack, the food channel saw significantly more circular ads than the drug channel for the shampoo category, with 94 in the drug channel against the 625 in the food channel for the top regular shampoo brands. Of the top brands, Pantene Pro V had the highest circular ad count with 317 in the food channel. Garnier Fructis followed with 173, Suave Professionals had 75 and OGX had just 74. Pantene Pro V’s food channel ad count for the period reflected a decrease of 52 from the same period last year, yet still maintained the highest ad count.



DSN has partnered with Competitive Promotion Report (CPR), IRI and MarketTrack to create a series of exclusive reports. This article highlights the market performance of major manufacturers in the shampoo category. The results in this study reflect the leading brands/ manufacturers in the category in terms of retail sales, list price changes, average retailer margins and promotional ad activity.



CPR is a leading provider of competitive market intelligence and insights in the health, beauty and wellness industry. Learn more by visiting competitivepromotion.com.