Table of Contents
Overview
-
- What you need to know
- Definition
Executive Summary
-
-
- Figure 1: Expenditures and forecast expenditures by Black consumers for haircare products, by segment, at current prices, 2011-16
- The issues
- Natural ingredients are the “greens fees” for product purchase and usage
-
- Figure 2: Ingredient claims within Black haircare products, July 2011-July 2016
- Social media and WOM drive product use, hair maintenance routine, education
- Regimen product lines based on specific hair challenges, styling choices, texture growing in prominence
-
- Figure 3: MULO sales of Black haircare products, by leading companies, rolling 52-weeks 2015 and 2016
- Wearing a variety of styles can damage hair; products promising hair health resonate
-
- Figure 4: Hairstyles worn in the past year – Nets, by number of styles worn, April 2016
-
- Figure 5: KeraCare, Coconut & Monoi Quenchers, print ad, October 2015
- Millennials and Boomers adopting natural styles
-
- Figure 6: Hairstyles worn in the past year – Natural (Net) and relaxed, by generation, April 2016
- Relaxer sales are falling, innovation is not saving the category
-
- Figure 7: Expenditures by Black consumers for at-home relaxers, 2011-16
- Consumers perceive Black-targeted hair brands shifting to multicultural positioning
-
- Figure 8: SheaMoisture, print ad, October 2015
- Basic maintenance creates the canvas for styling versatility
-
- Figure 9: Haircare regimen – Shampoo, condition, style, by gender, April 2016
- The opportunities
- Demonstrate efficacy, results and push advocacy within product messaging and consumer engagement
- Regimen messaging featuring “cocktail” product options for women seeking versatility
-
- Figure 10: Reasons for using haircare products, by hairstyles worn in the past year – Nets, April 2016
- In store point-of-purchase displays to direct shoppers by hair condition or treatment
- Expand product offerings, especially for natural hair within dollar stores
-
- Figure 11: Where haircare products are purchased, by gender, April 2016
- Offer alternative uses for the same product to maximize use regardless of style
- Ensure realistic representation messaging across all hair textures and length
-
- Figure 12: Cantu, African Pride, Revlon/Colomer – Creme of Nature, print ads, October 2015
- Black consumers driving new business strategies across independent and mainstream players
- What it means
-
The Market – What You Need to Know
-
- Black haircare grows modestly
- Natural ingredient infusions are not saving home relaxer sales’ free fall
- Category growth shifting from styling to shampoo/conditioner products
Market Size and Forecast
-
- Black haircare to grow at same pace as mainstream haircare
-
- Figure 13: Expenditures and fan chart forecast expenditures by Black consumers for haircare products, at current prices, 2011-16
- Figure 14: Expenditures and forecast expenditures by Black consumers for haircare products, at current prices, 2011-16
Market Breakdown
-
- Innovation within base maintenance products drive sales
-
- Figure 15: Expenditures by Black consumers for haircare products, by segment, at current prices, 2014 and 2016
- Figure 16: Expenditures and forecast expenditures by Black consumers for haircare products, by segment, at current prices, 2011-21
- Shampoo sales show steady increase
-
- Figure 17: Expenditures and fan chart forecast expenditures by Black consumers for shampoo, at current prices, 2011-16
- Conditioners are on a similar, but more positive path
-
- Figure 18: Expenditures and fan chart forecast expenditures by Black consumers for conditioner, at current prices, 2011-16
- Relaxers continue to decline
-
- Figure 19: Expenditures and fan chart forecast expenditures by Black consumers for relaxers, at current prices, 2011-16
- Styling products growth to pick up
-
- Figure 20: Expenditures and fan chart forecast expenditures by Black consumers for styling products, at current prices, 2011-16
- Hair color to fall slightly
-
- Figure 21: Expenditures and fan chart forecast expenditures by Black consumers for hair color, at current prices, 2011-16
Market Factors
-
- New niche and independent players geared toward natural bypass traditional outlets
- Higher price points for natural products not a deterrent for Black shoppers
-
- Figure 22: SheaMoisture and Pantene price points, May 2014-May 2016
- Private equity firm chooses a Black brand as their sole haircare brand within their portfolio
Key Players – What You Need to Know
-
- Category sales growth powered by new regimen-focused lines for naturals
- Natural products are the new standard
- Black brands are encroaching on mainstream brands
- Independent players are the new frontier for private investment
Manufacturer Sales of Black Haircare Products
-
- “Natural” haircare lines surge in expenditures YOY
-
- Figure 23: MULO sales of Black haircare products by leading companies, rolling 52-weeks 2015 and 2016
Breakdown of Manufacturer Sales of Black Haircare Products
-
- Regimen product sales are brisk and the main category drivers
-
- Figure 24: MULO sales of Black haircare products, by segment, rolling 52-weeks 2015 and 2016
- Shampoo, conditioners are the new battlefield for Black haircare sales
-
- Figure 25: MULO sales of Black shampoo, by leading companies and brands, rolling 52-weeks 2015 and 2016
-
- Figure 26: MULO sales of Black shampoo, by leading companies and brands, rolling 52-weeks 2015 and 2016
- Styling products remain the anchor for Black consumers
-
- Figure 27: MULO sales of Black styling products, by leading companies and brands, rolling 52-weeks 2015 and 2016
- Novelty hair color is the current trend, sales suggest cannibalization
-
- Figure 28: MULO sales of Black hair color products, by leading companies and brands, rolling 52-weeks 2015 and 2016
- Traditional no-lye relaxers are past maturity in the product cycle and will continue to slide
-
- Figure 29: MULO sales of Black hair relaxers, by leading companies and brands, rolling 52-weeks 2015 and 2016
What’s Working?
-
- Base maintenance products specifically for Black hair
- Natural ingredients within products that address dryness
- Expanded distribution in traditional retail outlets
- 2016 will see the first $100 million dollar brand
-
- Figure 30: SheaMoisture: Break the Walls #BREAKTHEWALLS, April 2016
- Realistic representation within communication to Black consumers
- Carol’s Daughter poised to reach ethnicities beyond Black women
What’s Struggling?
-
- Relaxer sales continue to drag legacy brands
- Chemically-laden base and styling products are seen as harmful
What’s Next?
-
- Natural moisturizing-based products will continue to flourish
-
- Figure 31: Natural moisturizer product launches among leading Black haircare brands, July 2011-June 2016
- Figure 32: Natural moisturizer product launches – rolling years, July 2011-June 2016
- “Texlaxing” and at-home Keratin, Brazilian treatments making gains
- Natural and temporary straighteners slowly replace no-lye relaxers
- Increased number of products for protective and transitioning hairstyles
The Consumer – What You Need to Know
-
- Haircare attitudinal segments drive product selection and usage
- Hairstyle versatility is the new normal, especially for Black women
- Do-it-yourself maintenance and styling is the domain of natural hair
- Product selection and usage driven by expected efficacy
- Overcoming dryness and related issues is the #1 hair challenge
- Physical retail outlets continue to dominate haircare purchases
Black Consumer Haircare Segments: Overview
-
- Mintel-defined segments synthesize hair attitudes and behavior into personas
-
- Figure 33: Overview of the four Black female haircare segments, April 2016
-
- Figure 34: Overview of the three Black male haircare segments, April 2016
Black Hair Texture Categorization
-
- Self-perception, heredity, shape Black hair texture categorization
-
- Figure 35: Natural hair texture categories
-
- Figure 36: Natural hair texture, April 2016
- Figure 37: Natural hair texture, by gender, April 2016
Black Hairstyles Worn in the Last 12 Months
-
- Natural hairstyles are the dominant choice for Black adults
-
- Figure 38: Hairstyles worn in the last 12 months, April 2016
- Hairstyle choice based on preference instead of texture
-
- Figure 39: Natural hair texture, by hairstyle, April 2016
- Natural hairstyles staying power has shifted from a fad to a way of life
-
- Figure 40: Hairstyles worn in the last 12 months – Nets, by gender, April 2016
- Figure 41: Hairstyles worn in the last 12 months – Details, by gender, April 2016
- Desire to set trends drive style choice and variability
-
- Figure 42: Hairstyles worn in the last 12 months – Nets, by haircare segments, April 2016
Black Haircare Products Used at Home
-
- Basic home maintenance is widespread, but abstinence from chemical treatments at home runs across all style choices
-
- Figure 43: Haircare products used in the last 12 Months – Detail by gender, April 2016
- Desired hair results determine product usage
-
- Figure 44: Hair products used, by reasons for using haircare products, April 2016
- Relaxed and color hairstyle wearers use at-home hair products more than natural hair wearers
- Some natural hairstyle wearers are open to using mild chemical treatments at home
-
- Figure 45: Haircare products used in the last 12 months – Nets, by hairstyle, April 2016
- Hair texture and style determine at-home styling and chemical application
-
- Figure 46: Haircare products used in the last 12 months – Details, by hair texture, April 2016
- Hair, style-involved haircare segments more likely to use products at home
-
- Figure 47: Haircare products used in the last 12 months – Details, by female haircare segments, April 2016
Reasons for Using Haircare Products
-
- Product usage centered on course correction
-
- Figure 48: Reasons for using haircare products, April 2016
- Black women drive product usage to treat hair conditions
-
- Figure 49: Reasons for using haircare products, by gender, April 2016
- Hair challenges affect everyone, but those with chemically treated hair and extensions are especially prone
-
- Figure 50: Reasons for using haircare products – Trying to treat part I, by hairstyle, April 2016
-
- Figure 51: Reasons for using haircare products – Trying to treat part II, by hairstyle, April 2016
-
- Figure 52: Reasons for using haircare products – Trying to accomplish, by hairstyle, April 2016
- All-in-one treatment product could address most pressing hair challenges
-
- Figure 53: TURF Analysis – Reasons for using haircare products, April 2016
Black Haircare Regimen at Home
-
- Haircare maintenance mainly a weekly ritual
-
- Figure 54: Haircare regimen, April 2016
- Women shampoo less often than men, but use more as part of a process
-
- Figure 55: Haircare regimen, by gender, April 2016
- Trendier Black adults drive at-home styling frequency
-
- Figure 56: Haircare regimen, by haircare segments, April 2016
- Home styling frequency varies greatly depending on hairstyle worn
-
- Figure 57: Haircare regimen – Flat iron, straighten, or curl, by hairstyle (nets), April 2016
Brand and Shopping Preferences
-
- Mainstream brands cover basic maintenance; targeted products deliver the finished look
-
- Figure 58: Preferred haircare brand categories, by product type, April 2016
- Mass market brands top the list of favorites
-
- Figure 59: Top 15 preferred haircare brands mentioned, April 2016
- Shampoo and conditioner brands
- Broad number of collections and solutions
- Inclusion of Black hair needs and talent within communications
-
- Figure 60: Dove Love Your Curls | How we can help girls learn to love their curls, January 2015
-
- Figure 61: L’Oréal Garnier Fructis targeted print ads, August 2016
- Value brands flourish among more specialized and expensive offerings
- Black product lines approved by consumers and stylists top the list
-
- Figure 62: Preferred shampoo and conditioner brands – All brands, April 2016
- Figure 63: Preferred shampoo and conditioner brands – Mainstream brands, April 2016
-
- Figure 64: Preferred shampoo and conditioner brands – African American brands, April 2016
- Styling brands
- Top brands focus primarily on all things natural, ingredients, and hairstyles
-
- Figure 65: Preferred styling brands – All brands, April 2016
-
- Figure 66: Preferred styling brands – Mainstream and African American brands, April 2016
- Purchase location matches product preference
-
- Figure 67: Where haircare products are purchased, April 2016
-
- Figure 68: Where haircare products are purchased, by urban area, April 2016
- Product type and outlet proximity determine preferred purchase location
-
- Figure 69: Where haircare products are purchased, by gender, April 2016
Appendix – Data Sources and Abbreviations
-
- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – Market
-
-
- Figure 70: Expenditures and forecast expenditures by Black consumers for haircare, at inflation-adjusted prices, 2011-21
- Figure 71: Expenditures and forecast expenditures by Black consumers for haircare products, by segment, at current prices, 2014 and 2016
- Figure 72: Expenditures and forecast expenditures by Black consumers for shampoo, at current prices, 2011-21
- Figure 73: Expenditures and forecast expenditures by Black consumers for shampoo, at inflation-adjusted prices, 2011-21
-
- Figure 74: Expenditures and forecast expenditures by Black consumers for conditioner, at current prices, 2011-21
- Figure 75: Expenditures and forecast expenditures by Black consumers for conditioner, at inflation-adjusted prices, 2011-21
- Figure 76: Expenditures and forecast expenditures by Black consumers for styling products, at current prices, 2011-21
- Figure 77: Expenditures and forecast expenditures by Black consumers for styling products, at inflation-adjusted prices, 2011-21
-
- Figure 78: Expenditures and forecast expenditures by Black consumers for relaxers, at current prices, 2011-21
- Figure 79: Expenditures and forecast expenditures by black consumers for relaxers, at inflation-adjusted prices, 2011-21
- Figure 80: Expenditures and forecast expenditures by Black consumers for home hair color, at current prices, 2011-21
- Figure 81: Expenditures and forecast expenditures by Black consumers for home hair color, at inflation-adjusted prices, 2011-21
-
Appendix – Key Players
-
-
- Figure 82: MULO sales of black shampoo and conditioner, by leading companies and brands, rolling 52-weeks 2015 and 2016
-
Appendix – Consumer
-
-
- Figure 83: Preferred brands of shampoo, conditioner, and hair styling products mentioned, April 2016
-
Back to top