Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Consumer Expenditure Survey
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
- Definitions
Executive Summary
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- Category overview
- Slow economic recovery hampers growth
- Hairstyles are changing
- Drug stores face increasing competition from within and without
- L’Oréal is market leader, but “other” group tells growth story
- The power of the little guy
- Key findings from Mintel’s consumer research
Insights and Opportunities
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- Take it to YouTube
- Recognize that not all shoppers for Black haircare products will be Black
- Manufacturers will need to reach out to curly-haired people of all backgrounds
- Work to remove the stigma attached to kinky hair
- What women want to know
- Go beyond damage repair to growth
- Don’t forget men
Inspire Insights
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- Trend: “A Simple Balance for Health”
- Trend: “Green Technology”
Market Size and Forecast
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- Key points
- 2011 marks a period of recovery
- Sales and forecast of Black haircare products
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- Figure 1: FDMx sales and forecast of Black haircare products, at current prices, 2006-16
- Figure 2: FDMX sales and forecast of Black haircare products, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 3: FDMx sales and fan chart forecast of Black haircare products, at current prices, 2006-16
Market Drivers
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- Key points
- There’s bad news … and there’s more bad news
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- Figure 4: National seasonally adjusted unemployment rates, by race/Hispanic origin, June 2010-June 2011
- Personal care expenditures down slightly among Black consumer units
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- Figure 5: Average annual expenditures—Black CUs, by expenditure category, 2002-10
- Hairstyle trends are changing
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- Figure 6: Hairstyles worn by Black women, May 2010 vs. April 2011
Competitive Context
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- Ethnic haircare products are important to Black consumers
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- Figure 7: Use of ethnic personal care products, by gender, October 2010
- Consumers asking for more from traditional Black haircare products
- Haircare products sold outside of FDMx threaten sales
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- Figure 8: Where haircare products are bought, by gender, April 2011
Segment Performance
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- Key points
- Styling products overtake shampoo/conditioners
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- Figure 9: FDMx sales of Black haircare products, by type, 2009 and 2011
Segment Performance—Styling Products
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- Key points
- Natural hair requires styling products
- Sales and forecast of styling products
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- Figure 10: FDMx sales and forecast of styling products, at current prices, 2006-16
Segment Performance—Shampoo and Conditioner
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- Key points
- Shampoo/conditioner sales level out in 2011
- Sales and forecast of shampoo and conditioner
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- Figure 11: FDMx sales and forecast of shampoo and conditioner, at current prices, 2006-16
Segment Performance—Relaxer Kits
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- Key points
- Relaxers take a hit as hairstyles change
- Sales and forecast of relaxer kits
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- Figure 12: FDMx sales and forecast of relaxer kits, at current prices, 2006-16
Segment Performance—Hair Color
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- Key points
- Hair color sales on the rise
- Sales and forecast of hair color
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- Figure 13: FDMx sales and forecast of hair color, at current prices, 2006-16
Retail Channels
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- Drug stores lose share to other channels
- FDMx becoming stiffer competition for beauty supply stores
- Black haircare aisle becomes multiethnic haircare aisle?
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- Figure 14: FDMx sales of Black haircare products, by retail channel, 2009 and 2011
Retail Channels—Drug stores
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- Drug stores losing share to mass merchandisers
- Walgreens offers its own brand, partners with manufacturers
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- Figure 15: FDMx drug store sales of Black haircare products, at current prices, 2006-11
Retail Channels—All Other FDMx Channels
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- Market share gains by “other” channels fueled by mass merchandisers
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- Figure 16: All other FDMx channel sales of Black haircare products, at current prices, 2006-11
Leading Companies
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- Key points
- Top five companies lose share
- The power of the little guy
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- Figure 17: Manufacturer sales of Black haircare products at FDMx, 2010 and 2011
Brand Share—Styling Products
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- Fantasia leads the styling products segment, but loses share
- “Other” companies gain nearly eight share points
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- Figure 18: Selected brand sales and market share of styling products at FDMx, 2010 and 2011
Brand Share—Shampoo and Conditioner
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- Namasté leads segment sales
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- Figure 19: Selected brand sales and market share of shampoo and conditioner at FDMx, 2010 and 2011
Brand Share—Relaxer Kits
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- Relaxer sales down across brands
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- Figure 20: Selected brand sales and market share of relaxer kits at FDMx, 2010 and 2011
Brand Share—Hair Color
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- Ailing economy likely boosted hair color sales
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- Figure 21: Selected brand sales and market share of hair color at FDMx, 2010 and 2011
Innovations and Innovators
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- Deep conditioners most popular new products
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- Figure 22: U.S. new product introductions in Black haircare, by subcategory, 2006-11
- Ethical claims rise significantly
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- Figure 23: U.S. new Black haircare product introductions, by top claims, 2005-11
- Figure 24: Types of ethical claim made in U.S. new Black haircare product introductions, 2010-11
- Products for babies
- What’s old is new
Marketing Strategies
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- Overall brand landscape
- Advertising review
- Dark and Lovely Healthy Gloss 5 Relaxer
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- Figure 25: Dark and Lovely, Healthy Gloss 5 relaxer, 2011
- Pink Smooth Touch Olive Oil Relaxer
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- Figure 26: Pink Smooth Touch Relaxer with Olive Oil, 2010
- Motions Relaxer
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- Figure 27: Motions Silkening Shine Relaxer, 2011
- Organic Root Stimulator
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- Figure 28: Organic Root Stimulator, 2011
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- Figure 29: Organic Root Stimulator, 2011
- Websites and social media
- Dark and Lovely (SoftSheen-Carson)
- Roots of Nature (SoftSheen-Carson)
- Optimum (SoftSheen-Carson)
- Organic Root Stimulator (Namasté Laboratories)
- Pink Smooth Touch (Luster Products)
- SheaMoisture (Sundial Brands)
- Miss Jessie’s
Haircare Products Used
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- Key points
- Shampoo and conditioner most commonly used products
- Relaxer use drops off with age
- Incidence of hair color use significantly higher among $75K+
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- Figure 30: Haircare products used, Black women, by age, April 2011
- Most women wash and condition hair at least once a week
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- Figure 31: How frequently haircare products are used, Black women, April 2011
- 25-34s seek a wide variety of ingredients in their haircare products
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- Figure 32: Ingredients sought in haircare products, Black women, by age, April 2011
- Women want the same things in their haircare products, regardless of income
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- Figure 33: Ingredients sought in haircare products, Black women, by household income, April 2011
Where Haircare Products are Purchased
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- Key points
- Beauty supply stores are tops with haircare shoppers
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- Figure 34: Where Black women buy haircare products, by age, April 2011
- Where black women buy haircare products, by household income
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- Figure 35: Where Black women buy haircare products, by household income, April 2011
Haircare Purchase Habits and Opinions
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- Key points
- Most Black women are brand loyal, but those brands aren’t necessarily Black-specific
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- Figure 36: Haircare purchase and use habits, Black women, by age, April 2011
- Women aged 25-34 prefer nontraditional sources of information on haircare products
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- Figure 37: Sources of information on haircare products, Black women, by age, April 2011
- Hair, confidence, and image are intertwined for Black women
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- Figure 38: How hair impacts image and confidence, Black women, by age, April 2011
- As income rises, so does importance of hairstyling
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- Figure 39: How hair impacts image and confidence, Black women, by household income, April 2011
Salon Visits vs. At-home Care
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- Key points
- One in five women say they never visit a salon
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- Figure 40: Frequency of having hair done professionally vs. having it done at home, Black women, April 2011
- Older women twice as likely to never have hair done professionally
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- Figure 41: Frequency of having hair done professionally, Black women, by age, April 2011
- Frequency of salon visits rises with income
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- Figure 42: Frequency of having hair done professionally, Black women, by household income, April 2011
- Women aged 55+ also most likely to never style their hair at home
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- Figure 43: Frequency of doing hair at home, Black women, by age, April 2011
- Affluent women more likely to care for their hair once a week
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- Figure 44: Frequency of doing hair at home, Black women, by household income, April 2011
- Younger women more likely to only relax their hair at home; older women more likely to not relax their hair at all
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- Figure 45: Where relaxers are done, Black women, by age, April 2011
- Women in lowest income group more likely to only relax at home
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- Figure 46: Where relaxers are done, Black women, by household income, April 2011
How Economy Has Impacted Haircare Purchases
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- Key points
- Majority say haircare purchases not affected by economy
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- Figure 47: How economy has impacted purchase of haircare products, Black women, by age, April 2011
- Going natural to save money
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- Figure 48: How economy has impacted purchase of haircare products, Black women, by household income, April 2011
- Salon routine remains unchanged for more than half
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- Figure 49: How economy has impacted salon visits, Black women, by age, April 2011
- Figure 50: How economy has impacted salon visits, Black women, by household income, April 2011
Black Men and Haircare
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- Key points
- Opportunity exists in increasing use of hair moisturizers, oils, and pomades
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- Figure 51: How frequently haircare products are used, Black men, by age, April 2011
- Figure 52: How frequently haircare products are used, Black men, April 2011
- Walmart is men’s top destination for haircare products
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- Figure 53: Where Black men buy haircare products, by age, April 2011
- Younger men have favorite products, but are open to trial
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- Figure 54: Haircare purchase and use habits, Black men, by age, April 2011
- Nearly half of men say they don’t have their hair done at all
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- Figure 55: Frequency of having hair done professionally vs. having it done at home, Black men, April 2011
Cluster Analysis
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- Unrelaxed and Unstyled
- Characteristics
- Demographics
- Opportunity
- Professional Budgeters
- Characteristics
- Demographics
- Opportunity
- Salonless Spenders
- Characteristics
- Demographics
- Opportunity
- Cluster characteristic tables
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- Figure 56: Black haircare clusters, April 2011
- Figure 57: Opinion on haircare products, by Black haircare clusters, April 2011
- Figure 58: How often hair done professionally/treated at home, by Black haircare clusters, April 2011
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- Figure 59: Attitude toward relaxing users hair, by Black haircare clusters, April 2011
- Figure 60: Influence of the economy on haircare, by Black haircare clusters, April 2011
- Cluster demographic tables
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- Figure 61: Black haircare clusters, by age, April 2011
- Figure 62: Black haircare clusters, by household income, April 2011
- Figure 63: Black haircare clusters, by Hispanic origin, April 2011
- Cluster methodology
Appendix—Other Useful Consumer Tables
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- Figure 64: Hairstyles worn in the last six months by Black women, by age, April 2011
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- Figure 65: Haircare purchase and use habits, by gender, April 2011
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- Figure 66: Haircare purchase and use habits, Black women, by household income, April 2011
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- Figure 67: Haircare purchase and use habits, by gender, April 2011
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Appendix—Trade Associations
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