Personal care research

Key findings

1. 76% buy when a product runs out and 71% when it is on discount; only 19% buy in bulk. Shampoo is not bought on discount.
2. Women mostly buy from personal care stores (87%), men mostly online (78%).
3. The desire to try new products is highest for shampoo (73%); women are more curious in most categories, men mainly try new deodorants.
4. Elidor and Pantene lead shampoo and hair care; Taft leads styling; Colgate, İpana and Signal lead oral care.
5. NIVEA is the clear first choice in skin care and facial cleansing; Flormar leads colour cosmetics and Gillette shaving and hair removal.
6. Half change their care routine by season; a quarter have pre-summer rituals such as masks and skin care.
7. Quality (93%), reliability (92%) and ingredients (91%) drive choice; young people follow trends, middle-aged consumers brand awareness.

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