The global consumption of shampoos is expected to grow at an annual CAGR of 3.6% between 2021 and 2028. According to a report by Fortune Business Insights, the shampoo market globally was worth 30.09 billion USD in 2020. This is expected to grow to 39.58 billion USD by 2028.
Given the sheer size of the market and the growing prominence of the Direct-to-Consumer (D2C) business model, it is tough to estimate and predict the actual number of shampoo brands available today in the United States, as well as globally.
As of 2022, there are a total of 500 brands of shampoo listed on Walmart with top brands like Head & Shoulders owning more than 430 different SKUs while others like Pantene, Dove, Garnier, Suave, and L’Oreal owning more than 200 SKUs each.
Here is a list of the best-selling shampoos on Walmart at the time of publication:
- TRESemme Moisturizing Shampoo and Conditioner Set
- Aussie Miracle Moist Shampoo and Conditioner Hair Set
- Garnier Fructis Fortifying Shampoo and Conditioner Set with Argan Oil
- L’Oreal Paris Elvive Repairing Shampoo and Conditioner Set
- Garnier Whole Blends Repairing Shampoo and Conditioner Set with Honey
On Amazon, there are over 20,000 unique SKUs of shampoo and shampoo+conditioner sets. While we do not have the exact list of shampoo brands on sale on Amazon, some of the best-selling brands include
How Expensive Are These Shampoos?
Shampoos, like other personal care products, enjoy a high level of brand loyalty among consumers. According to one study, more than 68% of American women were brand-loyal and purchased the same shampoo products.
Consequently, shampoos tend to be priced quite reasonably on average. On Amazon, there are only about 150 shampoos that are priced over $200 a bottle, while there were over 640 shampoos priced between $100 and $200.
In comparison, there were over 10,000 SKUs of shampoos that were priced under $25. Here is a quick summary of various price points and what percentage of shampoos were sold in this price bracket.
|Price Point (USD)||Percentage of shampoos|
Shampoo Product Categories (Percentage-Split)
While shampoos and conditioners are typically marketed and sold together, today, we have several other categories of shampoo products. This includes 2-in-1 shampoo+conditioners, 3-in-1 shampoo+conditioner+body wash, deep conditioners, dry shampoos, and regular shampoo-conditioner sets.
We studied these different product categories on Amazon to understand their percentage-wise split. Here is a quick summary of what we found.
|Shampoo Product Categories||SKUs on Amazon|
|2-in-1 Shampoo+Conditioner||870 (3.44%)|
|3-in-1 Shampoo+Conditioner+Body Wash||117 (0.46%)|
|Deep Conditioners||534 (2.11%)|
|Dry Shampoo||723 (2.86%)|
|Shampoo Conditioner Sets||3000 (11.88%)|
Shampoos For Different Hair Types (Percentage Split)
Color and chemically treated hair have by far the least number of options on Amazon. In contrast, dry hair has the highest number of shampoo products available to consumers (close to 40%). While oily hair may be one of the most common types, less than 8% of shampoo products on Amazon cater to this hair type.
|Hair Type||Number of Shampoos|
|Dry hair||5000 (39.8%)|
|Normal hair||2000 (15.9%)|
|Curly hair||2000 (15.9%)|
|Oily hair||1000 (7.9%)|
|Fine hair||1000 (7.9%)|
|Wavy hair||504 (4.0%)|
|Textured hair||473 (3.7%)|
|Straight hair||432 (3.4%)|
|Color & Chemically treated hair||133 (1.06%)|
Number of Shampoos For Men & Women
When it comes to hair care products, women are by far the dominating target segment. On Amazon, there are more than 4000 SKUs of shampoo products catering uniquely to women while only 3000 odd shampoos that cater mainly to men.
Having said that, an overwhelming majority of shampoo products are unassigned to any specific gender (although 2000 products are uniquely marked as Unisex).
Number of Shampoos For Different Hair Problems
Damaged hair has by far the highest representation among the problems that shampoos try to target. There are over 2000 shampoos on Amazon for damaged hair. In contrast, there are only 631 shampoos to treat dandruff, and 111 shampoos for thinning hair.
Here is a list of different hair-related concerns and the number of shampoos we found for each of these categories.
|Hair Concern||Number of shampoos|