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Vietnamese shampoo usage survey
- 49% wash hairs without hot water
Survey information
• Vietnamese shampoo usage survey
• 500 male, female above 18 years old
• January, 2015
Executive Summary
• 51% has hot water environment in bathroom
• Female washes her hair once per 2-3 days
• Female usage of Rinse / Conditioner is far higher than male (female 57%, male 16%)
• 57% of female care about the smells after wearing helmet
• More than 30% leaves it after washing hair
• Supermarket (70%) and Grocery store (56%) are the common channels
What do you have in your bathroom?
73%
69%
68%
67%
57%
51%
27%
21%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Shower
Toilet
Pail
Mirror
Sink
Hot water
Bathroom cabinet
Bath tub
51% has hot water environment in bathroom
How often do you wash your hair?
Female washes her hair once per 2-3 days
5%
20%
69%
3%
3%
0%
13%
65%
18%
2%
1%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Twice per day
Once per day
Once per 2 - 3 days
Once per 4 - 5 days
Once per week
Less than once per week
Male Female
What do you use when washing your hair?
80%
18%
57%
3%
8%
82%
17%
16%
9%
9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Shampoo
Rinse-in Shampoo
Rinse or Conditioner
Hair pack treatment (washable)
Hair pack treatment (not for wash)
Male Female
Female usage of Rinse / Conditioner is far higher than male (female 57%, male 16%)
Do you buy shampoos yourself?
95% female buys shampoo for herself
Yes, 95%
Yes, 77%
No, 6%
No, 23%
0% 20% 40% 60% 80% 100%
Female
Male
Are you flexible with brand selection of shampoo?
21%
25%
63%
59%
15%
17%
0% 20% 40% 60% 80% 100%
Male
Female
Always same brand Same brand but sometime flexible Always flexible
Nearly 80% are flexible for brands
How much do you care about the smells of your hair
after wearing helmet?
57% of female care about the smells after wearing helmet
11%
15%
46%
33%
32%
35%
11%
15%
2%
3%
0% 20% 40% 60% 80% 100%
Female
Male
Extremely care Very care Care Less care Do not care
How do you dry your hair?
37%
54%
26%
36%
23%
59%
18%
29%
0% 10% 20% 30% 40% 50% 60% 70%
Dryer
Towel
Fan
I do not do anything
Male Female
More than 30% leaves it after washing hair
Where do you get information about shampoo?
78%
67%
39%
28%
53%
40%
41%
43%
18%
13%
68%
49%
27%
22%
45%
30%
27%
25%
9%
14%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
TVC
Advertisement at supermarket
Promotion girls-boys
Poster, leaflet
Internet Ads
Magazine
Newspaper
Blog
Other
Male Female
Store touch point is more influential to female
Where do you buy shampoos?
70.10%
55.80%
39.20%
34.90%
21.50%
15.10%
8.40%
4.80%
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00%
Supermarket
Grocery
Convenient store
Local market
Shampoo specializing store
Department store
Online shopping
Other
Supermarket (70%) and Grocery store (56%) are the common channels
What do you consider when you purchase
shampoos?
57%
24%
22%
35%
57%
74%
23%
67%
61%
65%
63%
21%
64%
45%
15%
16%
25%
49%
64%
19%
53%
49%
52%
48%
10%
40%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Brand
Type (Package/Bottle)
Size
Promotion
Price
Scent
Froaming
Remove dirt
Prevent itching
Prevent dandruff
Easy for your skin
Rinse-in
Prevent hair loss
Male Female
“Scent (74%)” and “Remove dirt (67%)” are the popular among females
Photo of bathrooms
Female, 20 Female, 35 Male, 28
male, 21 male, 19 female, 21
Photos of bathrooms
male, 19 male, 30 male, 26 male, 21
male, 23 male, 22 male, 23 male, 24 female, 26
female, 31 female, 36 male, 20 male, 20
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