Last year, an MSW Research report had readers intrigued. We spotted an anomaly in the shampoo category:

In 2023, 50% of consumers didn’t buy their preferred brand.

This is unusual, you would normally expect 25-30% not buying their preferred brand.

In 2024, instead of a return to normalcy, the figure rose even further.

⌖ The biggest factors? Pricing and availability. Last year, 44% cited cost as the reason for switching brands, while 22% could not find their brand or a variant of their brand. That availability issue has increased.

⌖ This year, pricing concerns dropped slightly, but availability issues surged to 30%.

There is something going on in shampoo as a result of pricing, availability, and other factors.

Stay tuned as we dive deeper into these trends over the next two days, and don’t miss our upcoming blog for a detailed analysis!