Sunsilk vs. Pantene: Which is More Popular in Indonesia?

According to a Kurious survey from the Katadata Insight Center (KIC), Sunsilk is the most popular shampoo brand in Indonesia.

80% of respondents were aware of the Sunsilk shampoo brand, while brand recognition for Pantene, Lifebuoy, Rejoice, Dove, Head & Shoulders, and other shampoo brands was lower, as shown in the graph.

The majority of respondents (75.8%) remembered a shampoo brand because its products were easily found in shopping centers. A significantly smaller percentage of respondents (28.5%) remembered a brand due to company events or activation activities.

Despite being the most popular, Sunsilk was only used by 39.9% of respondents, less than Pantene, whose user proportion reached 47.5%. Pantene was also the shampoo with the most consumers among all the brands mentioned above.

Kurious-KIC conducted this survey among 555 people spread across various regions of Indonesia, with 50.4% male respondents and 49.6% female respondents.

More than half of the respondents were from Java Island excluding Jakarta (65%), followed by Jakarta (13.2%), and Sumatra (10.9%). Respondents from Kalimantan, Sulawesi, Bali, Nusa Tenggara, Maluku, and Papua had smaller proportions (between 0.1%-3.9%).

Most respondents were aged between 35-44 years (31.1%), followed by the 25-34 year group (28.2%) and the 45-54 year group (21.7%).

The survey was conducted from December 19-26, 2022, using computer-assisted web interviewing (CAWI), with a margin of error of approximately 4.2% and a confidence level of 95%. The full report can be viewed and downloaded at this link.