Research data from YouGov Profiles shows that 54% of Brits use at least one type of hair-styling product, making hair care a firmly embedded part of everyday routines. Within this landscape, shampoo remains a near-universal staple, but conditioner use varies far more widely suggesting that while caring for hair is broadly important, how people maintain it differs considerably.

Nearly nine in 10 Brits use shampoo at least once a week (88%). Conditioner use is far less consistent:  55% use it weekly, and more than a quarter (27%) don’t use conditioner at all. Men are far more likely to not use conditioner than women (46% vs. 6%). These broad differences raise a key question: who is driving regular conditioner use and who is opting out?

Once we look at the hair type, the variation becomes much clearer. People with hair types that tend to need more moisture or support, such as frizzy (45% using conditioner 2-3 times a week), wavy (42%), dry (35%) or thick hair (31%), are far more likely to use conditioner frequently. By contrast, those with straight (25% never use conditioner) or fine hair (21% never use) are much more likely to skip conditioner altogether. This pattern shows that conditioner habits are closely tied to the physical characteristics of hair rather than general personal-care routines.

Once we understand who is most likely to use conditioner, the next question becomes how these consumers decide which product to buy. Here, brand familiarity plays the biggest role for consumers. Two in five (43%) say they always buy the same brand. In-store promotions (17%) and choosing a conditioner that matches their shampoo (16%) are the next most common drivers, followed by sensory preferences such as smell (13%) and price sensitivity, with 12% selecting products because they are cheaper than alternatives. Ingredient considerations also matter for some shoppers (12%), as do personal recommendations from hairdressers (11%), family (10%) and friends (9%).

Together, these patterns show that conditioner behaviour in Britain is shaped by a combination of hair needs, routine, and familiarity. Usage is driven by what consumers' hair requires, and purchasing decisions are grounded in the brands they trust and the practical cues they rely on in-store.

Methodology: YouGov Profiles is based on continuously collected data through rolling surveys, rather than a single limited questionnaire. Figures are drawn from responses collected between November 2024 – November 2025 using a 52-week dataset updated weekly. Data is nationally representative of adults (18+) in Great Britain and weighted by age, gender, region, education, and social grade.

Cover picture: Getty Images

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