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Black Haircare - US - June 2007

SCOPE AND THEMES
What you need to know
Definition
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Highlights
Population and buying power grow
More products for Hispanics draw former consumers out of black haircare market
Changes in styling trends drive sales down
Market growing?
Top suppliers are mainstream manufacturers
Promotion on a smaller level most successful
Channels outside FDM more important than in mainstream
Use of conditioner and relaxers significantly different than others
Consumer purchasing decisions
Outlook for future is mixed
MARKET DRIVERS
Differences in hair type
Demographics favor growth
Figure 1: Population, by race and Hispanic origin, 2002-12
Figure 2: U.S. black or African-American population, by age and gender, 2005
Buying power increasing for minorities
Figure 3: U.S. buying power statistics, by race/ethnicity, 1990-2011
Mainstream draws Hispanics out of black haircare market
Growing interest in natural styles drives sales down
Improving economy increases money for discretionary purchases
MARKET SIZE AND TRENDS
Figure 4: Total U.S. retail sales of haircare products formulated for black hair, at current and constant prices, 2001-06
Black haircare trends
Natural ingredients key
Mature relaxer category seeking new names for products and breakage is new focus
Black men’s haircare lines continue to be introduced
Trading chemicals for heat
MARKET SEGMENTATION
Figure 5: FDM sales of black haircare products, segmented by type, 2004 and 2006
Shampoo/conditioner
Figure 6: FDM sales of shampoo/conditioner formulated for black hair, at current and constant prices, 2001-06
Figure 7: FDM sales of shampoo/conditioner formulated for black hair, by product type, 2001-06
Relaxer kits
Figure 8: FDM sales of relaxer kits formulated for black hair, at current and constant prices, 2001-06
Styling products
Figure 9: FDM sales of styling products formulated for black hair, at current and constant prices, 2001-06
Hair color
Figure 10: FDM sales of hair color formulated for black hair, at current and constant prices, 2001-06
SUPPLY STRUCTURE
 COMPANIES AND BRANDS
Figure 11: FDM manufacturer sales of black haircare products in the U.S., 2004 and 2006
Shampoo/conditioner
Figure 12: FDM manufacturer brand sales of black-targeted shampoo/conditioner in the U.S., 2004 and 2006
Relaxer kits
Figure 13: FDM manufacturer brand sales of black-targeted relaxer kits in the U.S., 2004 and 2006
Styling products
Figure 14: FDM manufacturer brand sales of black-targeted styling products in the U.S., 2004 and 2006
Hair color
Figure 15: FDM manufacturer brand sales of black-targeted hair color in the U.S., 2004 and 2006
ADVERTISING AND PROMOTION
L’Oréal (SoftSheen-Carson)
Feria hair color
Dark & Lovely
SoftSheen-Carson Optimum Care
General SoftSheen-Carson
Mizani
The Alberto-Culver Company
Pro-Line Barber Select
Soft & Beautiful
TCB
Motions
Procter & Gamble
Pantene Pro-V Relaxed & Natural
Figure 16: Pantene Pro-V Relaxed & Natural
Pantene Pro-V Daily Moisture
Figure 17: Pantene Pro-V Daily Moisture
Clairol Textures & Tones
Bronner Bros.
Luster Products, Inc.
RETAIL DISTRIBUTION
Figure 18: U.S. retail sales of haircare products formulated for black hair, by channel, 2004 and 2006
Beauty and barber supply stores
Professional salons
FDM retailers
Figure 19: FDM sales of haircare products formulated for black hair, by source, 2001-06
Internet
THE CONSUMER:  INCIDENCE AND FREQUENCY OF PRODUCT USE
Introduction
Summary
Usage of haircare products—overview
Figure 20: Hair product usage, by race/ethnicity, January-October 2006
Figure 21: Hair product usage—black adults, by gender, January-October 2006
Shampoo brands used
Figure 22: Shampoo brand usage—black adults, by gender, January-October 2006
Conditioner brands used
Figure 23: Conditioner brand usage—black adults, by gender, January-October 2006
Figure 24: Frequency of conditioner usage—black adults, by gender, January-October 2006
Hair styling gels/creams/lotions types used
Figure 25: Hair styling products type usage—black adults, by gender, January-October 2006
Hair styling gels/creams/lotions brands used
Figure 26: Hair styling products brand usage—black adults, by gender, January-October 2006
Hair styling gels/creams/lotions frequency of usage
Figure 27: Frequency of hair styling gels/creams/lotions usage—black adults, by gender, January-October 2006
Home permanent/relaxer brands used
Figure 28: Home permanent or relaxers brand usage—black adults, by gender, January-October 2006
Hair color brands used
Figure 29: Hair coloring product brand usage—black adults, by gender, January-October 2006
THE CONSUMER: PURCHASING DECISIONS AND SPENDING
Summary
Black haircare product purchasing patterns
Figure 30: Purchasing patterns for haircare products among black adults, May 2007
Figure 31: Purchasing patterns for haircare products among black adults, by gender, May 2007
Figure 32: Purchasing patterns for haircare products among black adults, by age, May 2007
Figure 33: Purchasing patterns for haircare products among black adults, by presence of children in household, May 2007
Where haircare products are purchased
Figure 34: Source of haircare products for black women, 2005 and 2007
Figure 35: Source of haircare products, by gender, May 2007
Considerations when buying haircare products
Figure 36: Factors taken into consideration when buying haircare products by black women, May 2007
Monthly expenditures on haircare
Figure 37: Monthly expenditures for haircare by black women, May 2007
Frequency of professional hair services
Figure 38: Frequency of having hair done professionally by black women, May 2007
FUTURE AND FORECAST
 FUTURE TRENDS
All black hair is not created equal
Innovation necessary for mature market
Population growth may not grow sales
 MARKET FORECAST
Black haircare products
Figure 39: Forecast of total U.S. sales of black haircare products, at current and constant prices, 2006-11
Black haircare shampoo and conditioner
Figure 40: Forecast of U.S. FDM sales of black haircare shampoo and conditioner, at current and constant prices, 2006-11
Black haircare relaxer kits
Figure 41: Forecast of U.S. FDM sales of black haircare relaxer kits, at current and constant prices, 2006-11
Black haircare styling products
Figure 42: Forecast of U.S. FDM sales of black haircare styling products, at current and constant prices, 2006-11
Black haircare color products
Figure 43: Forecast of U.S. FDM sales of black haircare color products, at current and constant prices, 2006-11
Forecast factors
APPENDIX: TRADE ASSOCIATIONS

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