An independent consumer survey released today by Canstar Blue revealed 34% of Australian women purchase low chemical or chemical free shampoo.
“We were surprised to see that 34% of both male and female respondents opted for a chemical free or low chemical shampoo when choosing the best hair cleaning product for their needs,” said Canstar Blue Manager Rebecca Logan.
“The market has seen a boom in eco-friendly hair products based on increasing consumer awareness and demand for products which are kinder to human health and the environment.”
“The results also showed consumers from Western Australia were the most eco-conscious Australians where shampoo is concerned, with 42% of residents choosing no or low chemical shampoos compared with only 18% of Tasmanian residents surveyed.”
“Interestingly, the survey showed that 31% of consumers surveyed made the thrifty choice to purchase budget shampoo brands to save money. Generation Y respondents were far more likely to choose budget shampoo brands (38% of respondents) than Baby Boomer respondents (28% of respondents).
When it came to the shampoo brand with the most satisfied customers, it was Australian challenger brand Natures Organics which was the clear leader.
Natures Organics beat Garnier, L’Oreal, Dove, TRESemmé, Herbal Essences, Pantene, Head & Shoulders, Schwarzkopf, Palmolive and Sunsilk in the categories of overall satisfaction, value, consistency and effectiveness as voted by its customers.
“Our results show Natures Organics successfully deliver their customers with effective, eco-friendly shampoo at the right price.” Natures Organics were the first company in Australia and New Zealand to produce recycled PET bottles for haircare and household cleaning products. They also use sustainable, compostable packaging made from plant-based ingredients.
Canstar Blue commissions Colmar Brunton to survey 2,500 Australian consumers across a range of categories every few months to measure and track customer satisfaction.
The winning brands reported are the results from the 2171 shampoo customers within the survey group. To qualify, the customer has to have purchased shampoo in the last 12 months. Brands must receive at least 30 responses to be included.
“We launched Canstar Blue to give Australians a free online resource to help them with their key purchasing decisions by making it simple for them to learn from the experiences of other consumers. It is essentially a guide to product excellence as voted by customers,” Ms Logan said.
The independent survey was undertaken in conjunction with professional market researchers, Colmar Brunton.
The full Canstar Blue results are available at www.canstarblue.com.au.