Head & Shoulders Consumer Insights

Who buys Head & Shoulders? A Head & Shoulders consumer is generally very low income, Asian, and adolescent age. Head & Shoulders consumers are more likely to purchase Head & Shoulders during larger pantry stocking trips. Brands such as TRESemme, Olay, and Dove also tend to be purchased in the same trip. Sample consumer insights data below.

Head & Shoulders Basket Penetration

The sample data below comes from real shopping receipts. InfoScout has America's largest purchase panel, and captures 1 in every 500 shopping trips. Learn more about our data

Data shown is from 2014-2015. Contact us for real-time data.

Brand $ per Basket
$5.49
% of Basket $ (median)
10.3%
Total Basket $ (median)
$53.56

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  • Omnichannel data (online & offline)
  • Real-time consumer and shopper insights
  • Behavioral data
  • Attitudinal surveys
  • Recent demographic data

Head & Shoulders Consumer Demographics

demographic
index
Female
100
Male
98
<24
188
25-34
124
35-44
93
45-54
88
55-64
68
65+
58
African American
43
Asian
228
Caucasian
79
Hispanic
196
demographic
index
Has Kids
101
No Kids
97
- $20k
147
$20k-40k
113
$40k-60k
105
$60k-80k
93
$80k-100k
92
$100k-125k
82
$125k +
79
No College
114
College
101
Adv. Degree
81

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Head & Shoulders Basket Affinity & Size

brand
basket affinity
TRESemme 10.9x
Olay 8.9x
Dove 8.1x
Secret 7.9x
basket size
index
Urgent Need (1-2 Items)
13
Express Lane (3-10 Items)
71
Fill Up (11-20 Items)
168
Pantry Stocking (21+ Items)
326

Where is Head & Shoulders Purchased?

channels
index
Beauty
115
Club
106
Dollar
86
Drug
178
Food
42
Gas & Convenience
2
Mass
134
regions
hover to view index

What Else Do They Buy?

brand
household affinity
Yoplait Light 1.2x
Listerine 1.2x
Ruffles 1.2x
Monster Energy 1.2x

How Did They Pay?

method
index
Cash
104
Credit
82
Debit
109
Food Stamps
45

When is Head & Shoulders Purchased?

day of week
Sun
18.5%
Mon
12.3%
Tue
12.8%
Wed
11.8%
Thu
12.1%
Fri
14.8%
Sat
17.7%
time of day
Morning
13.4%
Noon
16.0%
Afternoon
33.7%
Evening
29.1%
Late
7.8%

Data shown is from 2014-2015. Contact us for real-time data.

Get Better Data

Contact our sales team for real-time data and deeper insights.

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Real-time purchase and demographic data

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What other brands do Head & Shoulders consumers purchase?

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Why do Head & Shoulders consumers try new brands?

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Where do Head & Shoulders consumers prefer to shop?

Clients

Example InfoScout clients

Data Highlights

Real Time Shopper and Consumer Data

Daily, Not Quarterly
Rapid consumer and shopper insights.

More Shopping Trips Captured

1 in every 500 Shopping Trips
InfoScout captures 15 times more shopping trips daily than legacy panels.

Balanced Panel

The Real America
Our panel includes traditionally hard-to-reach segments like young mothers, high-income households and male millennials.

Examples of different retailer types

Omnichannel Visibility
Every retailer, from Big Box to Bodegas to Online.

Research the Head & Shoulders Target Market

Arrow and target

Who actually buys Head & Shoulders? Do these consumers match the intended target market of Head & Shoulders?

Thought bubble

What motivates the target market to purchase Head & Shoulders?

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What other target market should Head & Shoulders look at?

venn diagram

Which other brands have a similar target market?

Where Does Our Data Come From?

InfoScout has America's largest purchase panel. We capture 1 in every 500 shopping trips because over 300,000 users upload their shopping receipts (paper and electronic) through our mobile apps. Additional data is collected through behaviorally triggered surveys taken in our apps.

Learn more about our data

What Does InfoScout Do?

InfoScout provides next generation consumer insights that explain why people buy in an omnichannel world. Our solutions include shopper profile reports, consumer surveys, buy & why studies, and insights subscriptions.

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