How popular isPantene?
In September 2026, people searched for Pantene by name about 3,600 times in Australia, about the same as the previous year. These searches made up 2.6% of all Australia shampoo and haircare brand searches, placing Pantene 11th out of 15 brands. When we asked both ChatGPT and Google AI Overviews about shampoo and haircare brands, Pantene did not appear in any of the answers.
Pantene is the 11th most searched of 15 competitors and not listed in any AI answer.
KérastaseShare of searches 36.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
OlaplexShare of searches 13.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
RedkenShare of searches 8.9%Mentioned in 2 of 5 AI answersPlace in AI recommendations 2nd
MoroccanoilShare of searches 5.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
PanteneShare of searches 2.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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Top shampoo and haircare brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Pantene did not appear in any of the five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Olaplex4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Kérastase2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Redken2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
OGX2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Kevin.Murphy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Davroe1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Pureology1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Moroccanoil0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Head & Shoulders0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Pantene0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about shampoo and haircare brands
5 answers
Asked ChatGPT
“Which shampoo should I buy in Australia?”
Asked ChatGPT
“What are the best shampoo brands in Australia?”
Asked ChatGPT
“What's the best shampoo for dry, damaged hair?”
Searched Google, AI Overview
“shampoo”
Searched Google, AI Overview
“best shampoo”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Which shampoo and haircare brands compete with Pantene?
Share of searches by month for Kérastase, Olaplex, Redken, Moroccanoil, Head & Shoulders, Kevin.Murphy, OGX, Dove, Sukin, Davroe, Pantene, Pureology, TRESemmé. The figures are in the table below the chart.
View monthly share of searches table
| Month | Kérastase | Olaplex | Redken | Moroccanoil | Head & Shoulders | Kevin.Murphy | OGX | Dove | Sukin | Davroe | Pantene | Pureology | TRESemmé | Herbal Essences | ELEVEN Australia |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 43.7% | 13.1% | 7.2% | 5.9% | 3.9% | 4.8% | 3.2% | 1.7% | 3.2% | 3.2% | 2.6% | 2.6% | 2.1% | 1.7% | 1.2% |
| Nov 2025 | 47.7% | 17.4% | 6.4% | 5.2% | 2.3% | 4.3% | 2.3% | 1.5% | 2.3% | 2.8% | 1.9% | 2.3% | 1.3% | 1% | 1.3% |
| Dec 2025 | 41.9% | 18.8% | 6.9% | 5.6% | 2.5% | 4.6% | 3% | 2% | 3% | 3% | 2% | 2.5% | 1.7% | 1.1% | 1.3% |
| Jan 2026 | 42% | 12.6% | 8.4% | 5.6% | 3.7% | 4.6% | 3.7% | 2.5% | 4.6% | 3.1% | 2.5% | 2.5% | 1.7% | 1.3% | 1.3% |
| Feb 2026 | 41.6% | 12.4% | 8.3% | 5.5% | 3.7% | 4.5% | 3.7% | 3% | 3.7% | 3.7% | 2.4% | 2.4% | 2% | 1.6% | 1.3% |
| Mar 2026 | 40.2% | 14.7% | 9.8% | 4.4% | 3.6% | 4.4% | 2.9% | 3.6% | 3.6% | 2.9% | 2.4% | 2.4% | 1.9% | 1.9% | 1.3% |
| Apr 2026 | 38.1% | 13.9% | 9.3% | 5.1% | 4.2% | 5.1% | 3.4% | 4.2% | 3.4% | 3.4% | 2.8% | 2.2% | 1.8% | 1.8% | 1.2% |
| May 2026 | 37.1% | 16.6% | 7.4% | 6.1% | 4% | 4.9% | 4% | 3.3% | 3.3% | 3.3% | 2.7% | 2.7% | 1.8% | 1.4% | 1.2% |
| Jun 2026 | 37.1% | 13.6% | 9.1% | 6.1% | 4% | 4.9% | 4% | 3.3% | 4% | 4% | 2.7% | 2.7% | 1.8% | 1.4% | 1.2% |
| Jul 2026 | 36.2% | 13.2% | 8.9% | 5.9% | 4% | 4.8% | 4.8% | 4% | 4% | 4% | 2.6% | 2.6% | 2.1% | 1.8% | 1.2% |
| Aug 2026 | 40.1% | 14.7% | 8% | 5.4% | 4.4% | 4.4% | 3.6% | 3.6% | 3.6% | 2.9% | 2.4% | 2.4% | 1.9% | 1.6% | 1.1% |
| Sep 2026 | 36.3% | 13.3% | 8.9% | 5.9% | 4.8% | 4.8% | 4.8% | 4% | 4% | 3.2% | 2.6% | 2.6% | 2.1% | 1.4% | 1.2% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 36.3% | 49.5K | -18.2% | -3.8 points | |
| 2, held 2nd | 13.3% | 18.1K | -18.5% | -1.5 points | |
| 3, held 3rd | 8.9% | 12.1K | 0% | +0.8 points | |
| 4, held 4th | 5.9% | 8.1K | 0% | +0.6 points | |
| 5, held 5th | 4.8% | 6.6K | 0% | +0.5 points | |
| 6, held 6th | 4.8% | 6.6K | 0% | +0.5 points | |
| 7, moved from 8th to 7th | 4.8% | 6.6K | +22.2% | +1.3 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 4% | 5.4K | 0% | +0.4 pointsmoved from 7th to 8th | |
| 9, held 9th | 4% | 5.4K | 0% | +0.4 points | |
| 10, held 10th | 3.2% | 4.4K | 0% | +0.3 points | |
| 11, held 11th | 2.6% | 3.6K | 0% | +0.3 points | |
| 12, held 12th | 2.6% | 3.6K | 0% | +0.3 points | |
| 13, held 13th | 2.1% | 2.9K | 0% | +0.2 points | |
| 14, held 14th | 1.4% | 1.9K | -20.8% | -0.2 points | |
| 15, held 15th | 1.2% | 1.6K | 0% | +0.1 points |
36.3%
Held 1st. 49.5K estimated branded searches, -18.2% vs prior month. Share -3.8 points.
2.
Olaplex13.3%
Held 2nd. 18.1K estimated branded searches, -18.5% vs prior month. Share -1.5 points.
3.
Redken8.9%
Held 3rd. 12.1K estimated branded searches, 0% vs prior month. Share +0.8 points.
5.9%
Held 4th. 8.1K estimated branded searches, 0% vs prior month. Share +0.6 points.
4.8%
Held 5th. 6.6K estimated branded searches, 0% vs prior month. Share +0.5 points.
4.8%
Held 6th. 6.6K estimated branded searches, 0% vs prior month. Share +0.5 points.
7.
OGX4.8%
Moved from 8th to 7th. 6.6K estimated branded searches, +22.2% vs prior month. Share +1.3 points.
8.
Dove4%
Moved from 7th to 8th. 5.4K estimated branded searches, 0% vs prior month. Share +0.4 points.
9.
Sukin4%
Held 9th. 5.4K estimated branded searches, 0% vs prior month. Share +0.4 points.
10.
Davroe3.2%
Held 10th. 4.4K estimated branded searches, 0% vs prior month. Share +0.3 points.
11.
Pantene2.6%
Held 11th. 3.6K estimated branded searches, 0% vs prior month. Share +0.3 points.
12.
Pureology2.6%
Held 12th. 3.6K estimated branded searches, 0% vs prior month. Share +0.3 points.
13.
TRESemmé2.1%
Held 13th. 2.9K estimated branded searches, 0% vs prior month. Share +0.2 points.
1.4%
Held 14th. 1.9K estimated branded searches, -20.8% vs prior month. Share -0.2 points.
1.2%
Held 15th. 1.6K estimated branded searches, 0% vs prior month. Share +0.1 points.
Sukin sells other things too, so only its searches that name this product count here, like “sukin shampoo”.
Compare popularity between Pantene and its closest rivals
Every comparison with Pantene
14 comparisons
How has branded search demand for Pantene changed in Australia over the last 12 months?
2 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Pantene in Australia held steady at 3.6K.
- Across the 12 months ending September 2026, Pantene fell from 10th to 11th among shampoo and haircare brands in Australia.
How did search popularity change for Australia shampoo and haircare brands in September 2026?
6 changes
In September 2026, OGX overtook Dove to rank 7th among shampoo and haircare brands in Australia, with 4.8% of the searches.
In September 2026, Redken gained share of searches among shampoo and haircare brands in Australia, from 8% to 8.9%.
In September 2026, Moroccanoil gained share of searches among shampoo and haircare brands in Australia, from 5.4% to 5.9%.
In September 2026, Kérastase lost share of searches among shampoo and haircare brands in Australia, from 40.1% to 36.3%.
In September 2026, Olaplex lost share of searches among shampoo and haircare brands in Australia, from 14.7% to 13.3%.
Estimated monthly branded searches for Dove in Australia rose 125% over 12 measured months, from 2.4K to 5.4K in September 2026.
How are Pantene’s branded searches counted?
1 search term
Brandwave collects information about searches that people make online using Pantene’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.
- pantene
Who owns Pantene?
Pantene is owned by 
Procter & Gamble. Brandwave also tracks 
Native, 
Braun, 
Gillette, Head & Shoulders, 
Old Spice, 
Oral-B and 
Pampers, owned by the same company, in Australia.
Do you work for Pantene? To request corrections or removal please contact us via our support page and we will be happy to assist.
Is Pantene your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.