Key insights:

  • 21% of Americans do not use hair conditioner but frequency increases among those with frizzy (35%) and wavy hair (33%).
  • 15% of higher-income adults spend between $25-$55 on conditioner, twice more than general population (7%)
  • This group is also more likely to buy hair care products from salons (14% vs. 8% gen pop).

New YouGov Profiles data reveals a hair-care category where spending habits, product use and retail choices vary meaningfully across income groups and hair types. For marketers and brand strategists, these differences offer a picture of who buys what, and where growth opportunities may lie.

1. Hair type strongly shapes how often Americans use conditioner

Unlike shampoo, which most Americans use on a regular schedule (86% use it at least once a week), conditioner usage varies.

  • One in five Americans (21%) never use conditioner.
  • The most common routine is 2-3 times a week (24%).
  • This is followed by once a week (13%), every other day (9%), and daily use (14%).

People with hair types that typically require more moisture, including frizzy, wavy and thick hair, show higher frequency of conditioner use:

  • 35% of consumers with frizzy hair use conditioner 2-3 times a week, compared with 24% overall.
  • 33% of those with wavy hair also condition 2–3 times a week.
  • Those with thick hair follow a similar pattern (27%).

By contrast, consumers with fine or oily hair are far more likely to skip conditioner entirely:

  • 16% of people with fine hair never use a conditioner (vs. 21% overall).
  • 18% of those with oily hair also say they never use it.

2. Retail channel choice differs across income groups

Most Americans buy hair care from grocery stores (46%) and mass merchants (38%), followed by drugstores (25%) and department stores (23%). Smaller proportions buy from specialty haircare stores (10%) or salons (8%). Higher-income consumers also rely heavily on mainstream channels, but they stand out in several places when compared with the national average and with lower-income groups:

  • Mass merchants: 46% (vs. 38% overall, 35% lower income).
  • Specialty haircare stores: 14% (vs. 10% overall, 8% lower income).
  • Salons: 14% (vs. 8% overall, 6% lower income).

While grocery and mass are widely used across all income groups, lower-income consumers show the strongest tilt toward:

  • Department stores: 26% (vs. 23% overall, 21% higher income).
  • Drugstores: 24% (vs. 25% overall, 19% higher income).

3. Premium hair-care spending skews toward higher-income consumers

Across the general population, the dominant spending band for shampoo and conditioner is $5-$15, and this holds true across income groups. Where income does show a meaningful difference is at the premium end of the market.

Higher-income consumers are more likely to appear in the top spending tiers:

  • 16% spend $15-$25 on conditioner (vs. 13% overall)
  • 16% spend $15-$25 on shampoo (vs. 14% overall)

They are also the only income group consistently represented in the $40+ ranges for both products.

What this means for marketers

  • Hair type is a strong behavioral segment, ideal for targeted messaging or benefit-led product ranges.
  • Channel strategy matters, particularly for premium and professional products.
  • Income-linked premium spending is real, but the mass market remains centered in the mid-price range

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 the US and weighted by age, gender, education, region, and race.

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