Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market for Black haircare products estimated to be worth $774 million
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- Figure 1: Total US retail sales and fan chart forecast of Black haircare products, at current prices, 2009-19
- The consumer
- Attitudes toward haircare and beauty
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- Figure 2: Black consumers’ attitudes toward haircare/beauty, by gender, May 2014
- Hair and scalp condition
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- Figure 3: Hair/scalp condition they’re treating, by gender, May 2014
- Haircare routine
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- Figure 4: Frequency of doing hair at home and going to salon – Any done, May 2014
- Hair products used
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- Figure 5: Mainstream versus Black haircare brand usage, by haircare product, May 2014
- Pretreatment brands used
- Shampoo brands used
- Conditioner brands used
- Styling product brands used
- Hairstyling tools used
- Shavers and trimmers used
- Home remedies used
- Receptivity to new haircare products
- Scent preferences for haircare products
- What we think
Issues and Insights
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- What are some of the top concerns Black consumers face when it comes to their hair?
- The issues
- The implications
- Is natural hair here to stay? How does it impact the haircare industry?
- The issues
- The implications
- How important is targeted advertising when it comes to haircare products? How does it impact their opinion of the brand?
- The issues
Trend Application
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- Trend: Factory Fear
- Trend: Who are the Joneses
- Trend: Prepare for the Worst
Market Size and Forecast
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- Key points
- The market for Black haircare is estimated at $774 million in 2014
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- Figure 6: Total US retail sales and forecast of Black haircare products, at current prices, 2009-19
- Figure 7: Total US retail sales and forecast of Black haircare products, at inflation-adjusted prices, 2009-19
- Fan chart forecast
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- Figure 8: Total US retail sales and fan chart forecast of Black haircare products, at current prices, 2009-19
Market Drivers
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- Key points
- Natural hair
- Human hair weave/extensions
- Products for men and children
- More stores to shop
- Celebrity influence
Competitive Context
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- Key points
- Most home remedies strengthen hair and add moisture and shine
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- Figure 9: Home remedy ingredients used, by gender, May 2014
- The internet may influence high usage of home remedies among those aged 18-34
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- Figure 10: SheaMoisture Agave Nectar post on Facebook
- Figure 11: Home remedy ingredients used, by age, May 2014
- Olive oil, coconut oil and shea butter are top ingredients, regardless of hair/scalp condition
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- Figure 12: Home remedy ingredients used, by hair/scalp condition they are treating, May 2014
Segment Overview
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- Key points
- Relaxer sales continue to decline, all others increase
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- Figure 13: Total US retail sales and forecast of Black haircare market, by segment, 2009-19
- Styling products continue to hold largest market share in the category
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- Figure 14: Total US retail sales of Black haircare market, by segment, 2012 and 2014
Segment Performance – Shampoo and Conditioner
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- Key points
- Sales are forecast to increase 26% from 2014-19 to reach $368 million
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- Figure 15: Total US retail sales and forecast of Black haircare – Shampoo and conditioner, at current prices, 2009-19
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- Figure 16: Total US retail sales and forecast of Black haircare – Shampoo and conditioner, at inflation-adjusted prices, 2009-19
Segment Performance – Styling Products
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- Key points
- Sales are forecast to increase 25% from 2014-19 to reach $389 million
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- Figure 17: Total US retail sales and forecast of Black haircare – Styling products, at current prices, 2009-19
- Figure 18: Total US retail sales and forecast of Black haircare – Styling products, at inflation-adjusted prices, 2009-19
Segment Performance – Relaxer
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- Key points
- Sales are forecast to decline 45% from 2014-19 to reach $72 million
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- Figure 19: Total US retail sales and forecast of Black haircare – Relaxer, at current prices, 2009-19
- Figure 20: Total US retail sales and forecast of Black haircare – Relaxer, at inflation-adjusted prices, 2009-19
Segment Performance – Hair Color
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- Key points
- Sales are forecast to increase 21% from 2014-19 to reach $47 million
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- Figure 21: Total US retail sales and forecast of Black haircare – Hair color, at current prices, 2009-19
- Figure 22: Total US retail sales and forecast of Black haircare – hair color, at inflation-adjusted prices, 2009-19
Innovations and Innovators
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- Key innovations promote healthy hair, include anti-aging, scalp exfoliators
- Anti-aging
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- Figure 23: SheaMoisture’s Yucca & Baobab line of products, July 2013
- Scalp exfoliators
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- Figure 24: Example of scalp exfoliating products, 2014
Marketing Strategies
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- Overview of the advertising landscape
- Brand analysis: SheaMoisture
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- Figure 25: SheaMoisture advertising and sponsorship initiatives, 2013-14
- Figure 26: SheaMoisture for Men campaigns, 2013-214
- Brand analysis: Carol’s Daughter
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- Figure 27: Carol’s Daughter advertising efforts, 2013-14
- Brand analysis: Dark & Lovely
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- Figure 28: Dark & Lovely/Au Naturale ads, 2013-14
- Overview of Mintel’s Black advertising segments
- Cluster #1: Cultural Activist (47% of the Black population)
- Cluster #2: Cultural-listics (34% of the Black population)
- Cluster #3: Cultural Advocates (19% of the Black population)
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 29: Key performance indicators, selected Black haircare brands July 28, 2013-July 27, 2014
- Brand usage and awareness
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- Figure 30: Brand usage and awareness of Black haircare brands, May 2014
- Interaction with brands
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- Figure 31: Interaction with Black haircare brands, May 2014
- Leading online campaigns
- “My Black is Beautiful”
- Increasing fan engagement
- What we think
- Online conversations
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- Figure 32: Online mentions, selected Black haircare brands July 28, 2013-July 27, 2014
- Where are people talking about Black haircare brands?
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- Figure 33: Mentions by page type, selected Black haircare brands July 28, 2013-July 27, 2014
- What are people talking about online?
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- Figure 34: Mentions by topic of conversation, selected Black haircare brands July 28, 2013-July 27, 2014
Attitudes toward Haircare and Beauty
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- Key points
- Blacks believe beauty is in the eye of the beholder, driven by confidence
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- Figure 35: How Black consumers define beauty and attitudes toward beauty products, by gender, May 2014
- Natural hair is here to stay
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- Figure 36: Attitudes toward natural hair, by gender, May 2014
- Teeny weeny afros twice as appealing to women than men
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- Figure 37: Black consumer’s attitudes toward men’s grooming and short afros on women, by gender, May 2014
- Younger women want more haircare products for Blacks
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- Figure 38: Women’s attitudes toward haircare/beauty, by age, May 2014
- More than one third of men 55+ years want more products for Black men
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- Figure 39: Men’s attitudes toward haircare/beauty, by age, May 2014
Hairstyles and Scalp Condition
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- Key points
- Two thirds of women have worn their hair natural in the past year
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- Figure 40: Hairstyle have worn in last year, by gender, May 2014
- More women planning to wear hair in an unnatural style in next year
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- Figure 41: Hairstyles plan to wear in next year, by gender, May 2014
- Many have been wearing natural hairstyles for more than five years
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- Figure 42: Length of time wearing natural hairstyle, by gender, May 2014
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- Figure 43: Length of time wearing natural hairstyle, by age, May 2014
- Men want dandruff control, women want to add moisture
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- Figure 44: Hair/scalp condition they’re treating, by gender, May 2014
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- Figure 45: Detailed hair/scalp condition they’re treating, by gender, May 2014
Haircare Routine
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- Key points
- Older people (aged 55+) less likely to use styling products
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- Figure 46: Types of haircare products used, by gender, May 2014
- Figure 47: Types of haircare products used, by age, May 2014
- Six out of 10 Blacks go to a salon, but some are doing salon services at home
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- Figure 48: Frequency of doing hair at home and going to salon, May 2014
- Many go to the salon at least once a month
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- Figure 49: Frequency of doing hair at home and going to a salon, May 2014
- Men more likely than women to go to salon or barber shop
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- Figure 50: Frequency of doing hair at home and going to a salon – Once a month or more, by gender, May 2014
- Young Blacks are far more involved with their hair
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- Figure 51: Frequency of doing hair at home and going to a salon – Once a month or more, by age, May 2014
- Strong opportunity for marketers to promote brands, particularly among naturals with color
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- Figure 52: Frequency of doing hair at home and going to a salon – Once a month or more , by natural hairstyle have worn/plan to wear in next year, May 2014
- People bald by choice enjoy experimenting with different hairstyles
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- Figure 53: Frequency of doing hair at home and going to a salon – Once a month or more, by low-cut/fade and bald hairstyle have worn/plan to wear in next year, May 2014
- Strong opportunity for products geared to people with locs, twists, braids
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- Figure 54: Frequency of doing hair at home and going to a salon – Once a month or more, by locs, braids or twists, by locs, braids or twists style have worn/plan to wear in next year, May 2014
- People with dry hair less likely to go to the salon
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- Figure 55: Frequency of doing hair at home and going to a salon – Once a month or more, by hair/scalp condition they are treating, May 2014
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- Figure 56: Frequency of doing hair at home and going to a salon – Once a month or more, by hair/scalp condition they are treating, May 2014 (continued)
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- Figure 57: Frequency of doing hair at home and going to a salon – Once a month or more, by hair/scalp condition they are treating, May 2014 (continued)
Haircare Brand Usage
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- Key points
- Blacks use mainstream shampoo/conditioner, but Black styling products
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- Figure 58: Mainstream versus Black haircare brand usage, by haircare product, May 2014
- Twice as many Blacksuse P&G products than they do other parent company’s brands
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- Figure 59: Mainstream versus Black haircare brands use, by gender, May 2014
- Figure 60: Mainstream parent company brands Blacks use, by gender, May 2014
- Women are more drawn to Black haircare brands
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- Figure 61: Top Black haircare brands used, by gender, May 2014
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- Figure 62: Haircare brands used – Any brand usage, by hairstyle have worn/plan to wear in next year, May 2014
- Figure 63: Haircare brands used – Any brand usage, by hairstyle have worn/ plan to wear in next year, May 2014 (continued)
Pretreatment Brand Usage
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- Key points
- Majority of Blacks use pretreatments, deep conditioning is tops
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- Figure 64: Types of pretreatments used, by gender, May 2014
- People aged 35-54 are more likely to put relaxer and color in their hair
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- Figure 65: Types of pretreatments used, by age, May 2014
- African Pride is the leader among men, women use it too, but Dark & Lovely follows closely
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- Figure 66: Pretreatment brands used at home, by gender, May 2014
- Figure 67: Black pretreatment brands used most often, by gender, May 2014
- Pantene is the leading mainstream brand
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- Figure 68: Pretreatment brands used at home – Any mainstream brands, May 2014
Shampoo Brand Usage
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- Key points
- Blacks prefer mainstream shampoo brands over Black brands
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- Figure 69: Haircare brands used – Shampoo, by gender, May 2014
- Pantene and Head & Shoulders are the leading shampoo brands
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- Figure 70: Top 10 mainstream shampoos used by Black consumers, by gender, May 2014
- People with long locs more likely to prefer Black shampoo brands
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- Figure 71: Haircare brands used – Shampoo, by hairstyle have worn/plan to wear in next year, May 2014
- Scalp condition has little impact on preferences for Black shampoo brands
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- Figure 72: Mainstream and Black shampoo brand usage, by scalp condition they are treating, May 2014
- Level of hair damage has little impact on preference for Black shampoo brands
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- Figure 73: Mainstream and Black shampoo brand usage, by hair damage condition they are treating, May 2014
- Naturally curly people less likely to use Black shampoo brands
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- Figure 74: Mainstream and Black shampoo brand usage, by appearance of hair they are treating, May 2014
Conditioner Brand Usage
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- Key points
- Pantene and Suave are leading in conditioner brands
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- Figure 75: Top 10 mainstream conditioner brands Blacks use, by gender, May 2014
- People with natural braids, twists, and long locs have stronger preference for Black brands
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- Figure 76: Mainstream and Black hair conditioner brand usage, by hairstyle have worn/plan to wear in next year, May 2014
- Scalp condition has little impact on preference for mainstream and Black conditioners
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- Figure 77: Mainstream and Black conditioner brand usage, by scalp condition they are treating, May 2014
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- Figure 78: Mainstream and Black conditioner brand usage, by hair condition they are treating, May 2014
- Equal appeal for mainstream and Black brands among hair growth and straightening seekers
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- Figure 79: Mainstream and Black conditioner brand usage, by hair appearance they are treating, May 2014
Styling Product Brand Usage
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- Key points
- Blacks use styling products for Black hair
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- Figure 80: Mainstream and Black styling product brand usage, by gender, May 2014
- L’Oréal leads in styling products, attributed to its Black haircare subsidiaries
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- Figure 81: Leading parent company brands in the styling product category among Blacks, May 2014
- Blacks trust Black styling products to deliver, others may not be worth the risk
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- Figure 82: Mainstream and Black styling product usage, by hairstyle have worn/plan to wear in next year, May 2014
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- Figure 83: Haircare brands used – Styling products, by scalp condition they are treating, May 2014
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- Figure 84: Haircare brands used – Styling products, by hair condition they are treating, May 2014
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- Figure 85: Haircare brands used – Styling products, by hair appearance they are treating, May 2014
Styling Tools Brand Usage
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- Key points
- Vast majority of women use electric hair tools to straighten or curl hair
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- Figure 86: Types of haircare tools women use, May 2014
- Fewer women aged 55+ use electric appliances
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- Figure 87: Types of haircare tools women use, by age, May 2014
- Men are significantly more likely than women to use shavers and trimmers
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- Figure 88: Types of haircare tools men use, by age, May 2014
- Conair leads in dryer category, while Belson wins in flat irons and curlers
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- Figure 89: Parent company electric haircare tools used by women, by type of electric hair tool, May 2014
- Figure 90: Brand of haircare tools used by women, by type of electric hair tool, May 2014
- Conair is the leader among young Blacks
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- Figure 91: Brand of haircare tools used by women – Any tool, by age, May 2014
Shavers and Trimmers Brand Usage
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- Key points
- Women use Gillette, while men use Wahl shavers and trimmers
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- Figure 92: Brands of shavers/trimmers used, by gender, May 2014
- Young Blacks use Gillette, brand has strong heritage and for everyone
- Gillette brand personification
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- Figure 93: Brands of shavers/trimmers used, by age, May 2014
Receptivity to New Haircare Products
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- Key points
- Women are very interested in trying new products, especially co-washes and conditioning shampoos
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- Figure 94: Types of hair products used and interest in trying – Any interest, by gender, May 2014
- Interest in trying different products varies by age for some products
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- Figure 95: Types of hair products used and interest in trying – Any interest, by age, May 2014
Scent Preferences for Haircare Products
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- Key point
- Seven out of 10 Blacks prefer scented haircare products
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- Figure 96: Scents Black consumer prefer in haircare products, by gender, May 2014
- Young Blacks are strong scent enthusiasts
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- Figure 97: Scents Black consumers prefer in haircare products by age, May 2014
Appendix – The US Black Population
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- Key points
- Buying power
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- Figure 98: Buying power trends among Black consumers, 1990-2018 (projections)
- Black buying power is growing at a faster rate than that of White consumers
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- Figure 99: Changes in buying power, by race, June 2013
- Black buying power more than $1 trillion
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- Figure 100: Top 10 states or areas ranked by share of Black buying power, 2013
- Top 10 states with highest buying power represent two thirds of buying power
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- Figure 101: Top 10 states ranked by value of Black buying power, 2013
- Population statistics
- Black population growing at a faster rate than Whites
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- Figure 102: Population by race and Hispanic origin, 2009-19
- Black population growth slows
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- Figure 103: Asian, Black, and Hispanic populations, 1970-2020
- Children <18 years old account for 27% of Black population
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- Figure 104: Black population, by age, 2009-19
- Geographic concentration
- Majority of Blacks reside in the South; a different marketing approach may be needed
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- Figure 105: Black geographic concentration, by region, 2010
- Population grows in the South, reverse migration may be occurring
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- Figure 106: Top 20 states or areas with highest Black population and percentage change from 2000-10, 2010
- New York, Chicago, Philadelphia, Detroit, and Houston are top Black metros
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- Figure 107: Top 10 cities with the largest number of Blacks, 2010
- More than 80% of Detroit’s and Jackson’s population is Black
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- Figure 108: Top 10 cities with the highest percentage of Blacks, 2010
- Gender
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- Figure 109: Men by race and Hispanic origin, 2009-19
- Figure 110: Women by race and Hispanic origin, 2009-19
- Generations
- iGeneration and Millennials represent nearly half of Black population
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- Figure 111: Population of generations, by race/Hispanic origin, 2014
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- Figure 112: Distribution of population by race and generation, 2014
- Marital status
- Only one third of Blacks are married, compared to 50% or more of others
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- Figure 113: Percentage of married and not married people aged 18 or older, by race and Hispanic origin, 2013
- Blacks twice as likely never to marry
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- Figure 114: Marital status of adults aged 18 or older, by race/Hispanic origin, 2013
- Figure 115: Marital status of Blacks, by age, 2013
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- Figure 116: Marital status of Black adults, by gender, 2013
- Parental status
- One third of Black households are headed by women
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- Figure 117: Households type, by race of householder, 2013
- More Black children born to unmarried women in 2012
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- Figure 118: Fertility rate, by race and Hispanic origin of mother, 2002-12
- Figure 119: Percentage of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
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- Figure 120: Households with own children, by race and Hispanic origin of householder, 2013
- Figure 121: Who children live with, by race and Hispanic origin, 2012
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- Figure 122: Black households, by presence and ages of own children, 2013
- Education
- Majority of Blacks seek college, while others may be relying on entrepreneurship
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- Figure 123: Educational attainment of Blacks aged 25 or older, by age, 2012
- Income
- Blacks have lower household incomes, attributed to several factors besides occupation
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- Figure 124: Median household income, by race and Hispanic origin of householder, 2012
- Figure 125: Household income distribution by race and Hispanic origin of householder, 2012
Appendix – Market Data
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- Figure 126: Multi Outlet (MULO) dollar sales, by year, August 2014
- Figure 127: Food/Drug dollar sales, by year, August 2014
- Figure 128: Nonfood/drug MULO dollar sales, by year, August 2014
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Appendix – Information Resources, Inc. Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix – Social Media
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- Brand analysis
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- Figure 129: Key social media indicators of selected Black haircare brands, July 2014
- Online conversations
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- Figure 130: Online mentions, selected black haircare brands July 28, 2013-July 27, 2014
- Brand usage or awareness
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- Figure 131: Brand usage or awareness, May 2014
- Figure 132: SheaMoisture usage or awareness, by demographics, May 2014
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- Figure 133: Mixed Chicks usage or awareness, by demographics, May 2014
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- Figure 134: Miss Jessie’s usage or awareness, by demographics, May 2014
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- Figure 135: Carol’s Daughter usage or awareness, by demographics, May 2014
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- Figure 136: Jane Carter Solution usage or awareness, by demographics, May 2014
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- Figure 137: Pantene Truly Natural usage or awareness, by demographics, May 2014
- Activities done
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- Figure 138: Social media activities done, by haircare brand, May 2014
Appendix – Other Useful Consumer Tables
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- Attitudes toward haircare and beauty
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- Figure 139: Attitudes toward haircare/beauty – Women, by household income, May 2014
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- Figure 140: Attitudes toward haircare/beauty – Women, by region, May 2014
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- Figure 141: Attitudes toward haircare/beauty – Men, by household income, May 2014
- Hairstyles
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- Figure 142: Hairstyles have worn and plan to wear in next year, May 2014
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- Figure 143: Hairstyle have worn, by household income, May 2014
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- Figure 144: Hairstyle have worn, by region, May 2014
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- Figure 145: Hairstyle have worn, by age, May 2014
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- Figure 146: Hairstyles plan to wear in next year, by age, May 2014
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- Figure 147: Length of time wearing natural hairstyle, by household income, May 2014
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- Figure 148: Length of time wearing natural hairstyle, by hairstyle have worn/plan to wear in the next year, May 2014
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- Figure 149: Length of time wearing natural hairstyle, by hairstyle have worn/plan to wear in the next year, May 2014 (continued)
- Scalp condition
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- Figure 150: Hair/scalp condition they’re treating, by age, May 2014
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- Figure 151: Hair/scalp condition they’re treating, by household income, May 2014
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- Figure 152: Hair/scalp condition they’re treating, by region, May 2014
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- Figure 153: Hair/scalp condition they're treating, by hairstyle have worn/plan to wear in the next year, May 2014
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- Figure 154: Hair/scalp condition they’re treating, by hairstyle have worn/plan to wear in the next year, May 2014 (continued)
- Haircare routine
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- Figure 155: Haircare done in the last year, by household income, May 2014
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- Figure 156: Haircare done in the last year, by region, May 2014
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- Figure 157: Haircare done in the last year, by hairstyle have worn/plan to wear in the next year, May 2014
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- Figure 158: Haircare done in the last year, by hairstyle have worn/plan to wear in the next year, May 2014 (continued)
- Haircare products used
- Type
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- Figure 159: Types of haircare products used, by household income, May 2014
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- Figure 160: Types of haircare products used, by region, May 2014
- Brands
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- Figure 161: Haircare brands used – Any brand usage, by household income, May 2014
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- Figure 162: Haircare brands used – Any brand usage, by region, May 2014
- Pretreatment products used
- Type
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- Figure 163: Types of pretreatments used, by hairstyle have worn/plan to wear in the next year, May 2014
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- Figure 164: Types of pretreatments used, by region, May 2014
- Brand
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- Figure 165: Pretreatment brands used at home, by household income, May 2014
- Shampoo brands used
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- Figure 166: Haircare brands used – Shampoo, by household income, May 2014
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- Figure 167: Haircare brands used – Shampoo, by region, May 2014
- Conditioner brands used
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- Figure 168: Haircare brands used – Conditioner, by household income, May 2014
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- Figure 169: Haircare brands used – Conditioner, by region, May 2014
- Styling product brands used
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- Figure 170: Haircare brands used – Styling products, by household income, May 2014
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- Figure 171: Haircare brands used – Styling products, by region, May 2014
- Styling tools used – Types
- Women
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- Figure 172: Types of haircare tools used – Women, May 2014
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- Figure 173: Types of haircare tools used – Women, by age, May 2014
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- Figure 174: Types of haircare tools used – Women, by household income, May 2014
- Men
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- Figure 175: Types of haircare tools used – Men, May 2014
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- Figure 176: Types of haircare tools used – Men, by age, May 2014
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- Figure 177: Types of haircare tools used – Men, by household income, May 2014
- Styling tools used – Brands
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- Figure 178: Brand of haircare tools used – Any brand – Women, by household income, May 2014
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- Figure 179: Brand of haircare tools used – Any brand – Women, by region, May 2014
- Electric flat iron
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- Figure 180: Brand of haircare tools used – Electric flat iron – Women, May 2014
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- Figure 181: Brand of haircare tools used – Electric flat iron – Women, by age, May 2014
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- Figure 182: Brand of haircare tools used – Electric flat iron – Women, by household income, May 2014
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- Figure 183: Brand of haircare tools used – Electric flat iron – Women, by region, May 2014
- Hair dryers
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- Figure 184: Brand of haircare tools used – Hair dryers – Women, May 2014
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- Figure 185: Brand of haircare tools used – Hair dryers – Women, by age, May 2014
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- Figure 186: Brand of haircare tools used – Hair dryers – Women, by household income, May 2014
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- Figure 187: Brand of haircare tools used – Hair dryers – Women, by region, May 2014
- Shaver and trimmer brand use
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- Figure 188: Brands of shavers/trimmers used, by household income, May 2014
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- Figure 189: Brands of shavers/trimmers used, by region, May 2014
- Home remedy ingredient use
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- Figure 190: Home remedy ingredients used, by household income, May 2014
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- Figure 191: Home remedy ingredients used, by region, May 2014
- Receptivity to new haircare products
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- Figure 192: Types of hair products used and interest in trying – Any interest, by household income, May 2014
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- Figure 193: Types of hair products used and interest in trying – Any interest, by region, May 2014
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- Figure 194: Types of hair products used and interest in trying – Any interest, by hairstyle have worn/plan to wear in the next year, May 2014
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- Figure 195: Types of hair products used and interest in trying – Any interest, by hairstyle have worn/plan to wear in the next year, May 2014 (continued)
Appendix – Trade Associations
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