Black Haircare - US

Published by: Mintel International Group Ltd.

Published: Aug. 1, 2009 - 80 Pages

Table of Contents

Scope and Themes

What you need to know

Definition

Data sources and methodology

Sales data

Consumer survey data

Advertising clips

Abbreviations and terms

Abbreviations

Terms

Executive Summary

Market at a glance

Shampoo/conditioner is the largest category segment

Mainstream marketers dominate black haircare category

Demographics’ role in buying behavior

Professional haircare struggles during tough times

Mainstream marketers making headway in Hispanic markets

Market Size and Forecast

Black haircare shows slight decline

Key points

Black haircare languishes in 2008

Tough economy damaging to haircare market

Black haircare market size and forecast

Figure 1: FDMx sales and forecast of black haircare products, at current prices, 2004-14

Figure 2: FDMx sales and forecast of black haircare products, at inflation-adjusted prices, 2004-14

Competitive Context

Economic concerns may spell opportunity for traditional retailers

Online shopping still resonates with shoppers

Brand loyalty higher than store loyalty

Hair styling appliances plug into consumers’ hair concerns

Segment Performance

Key points

Shampoo/conditioner remains key component of haircare

Hair coloring sales not quite as gray

Sales of black haircare products by segment

Figure 3: FDMx sales of black haircare products, by segment, 2007 and 2009

Figure 4: FDMx sales and forecast of black haircare, at current prices, by segment, 2004-14

Segment Performance—Shampoo/Conditioner

Key points

Shampoo/conditioner sales suffer slight declines

Latest styles may keep shampoo out of fashion

Sales and forecast

Figure 5: FDMx sales and forecast of shampoo/conditioners, at current prices, 2004-14

Segment Performance—Styling Products

Key points

Styling products not a model of success

New products in vogue

Gels lead the styling products category

Figure 6: FDMx sales and forecast of styling products, at current prices, 2004-14

Segment Performance—Relaxer Kits

Key points

Relaxer sales in sleep mode

Sales and forecast

Figure 7: FDMx sales and forecast of relaxer kits, at current prices, 2004-14

Segment Performance—Hair Color

Key points

Hair coloring sales fade

Women enjoy hair color

Sales and forecast

Figure 8: FDMx sales and forecast of hair color, at current prices, 2004-14

Retail Channels—Drug stores/Other

Key points

Drug stores’ share growing since 2004

Drug stores’ dollar sales peaked in 2007

Sales through drug stores and “other”

Figure 9: U.S. FDMx sales of black haircare products at drug stores and “other,” 2004-09

Market Drivers

Key points

Haircare more than just a fashion statement

Salons/barbershops address more than hair needs

Recession impacting wallets and hair styles

Buying power increasing for blacks

Some Hispanics migrating from black haircare market

Leading Companies

Key points

Mainstream marketers leading but experiencing sales declines

Namasté Laboratories may have found formula for success

Procter & Gamble sells black haircare company

Leading black haircare companies

Figure 10: FDMx sales of leading black haircare companies, 2008 and 2009

Shampoo/conditioner

Key points

Namasté Laboratories posts biggest sales jump

Procter & Gamble sees sales decrease

Figure 11: FDMx manufacturer brand sales of black-targeted shampoo/conditioner in the U.S., 2008 and 2009

Styling Products

Key points

Fantasia’s share gain puts it out front

Few manufacturers post gains

Figure 12: FDM manufacturer brand sales of styling products in the U.S., 2008 and 2009

Relaxer Kits

Key points

SoftSheen-Carson seeing sales declines

Namasté Laboratories moves into third

Figure 13: FDM manufacturer brand sales of relaxer kits in the U.S., 2008 and 2009

Hair Color

Key points

Numbers down for majority of manufacturers and their brands

SoftSheen-Carson continues to control the segment

Figure 14: FDM manufacturer brand sales of hair coloring in the U.S., 2008 and 2009

Brand Qualities

Organic Root Stimulator

Dark and Lovely

Pantene

Innovation and Innovators

Unique challenges to black haircare product introductions

Hair treatments

Shampoo/conditioner

Styling products

Hair coloring

Advertising and Promotion

Overview

Dr. Miracle’s Hair Relaxer

Figure 15: Dr. Miracle’s hair relaxer, March 26, 2009

Dr. Miracle’s Haircare Line

Figure 16: Dr. Miracle’s haircare line, April 4, 2009

Luster’s Pink Moisturizing Hair Lotion

Figure 17: Luster’s pink moisturizing hair lotion, August 9, 2008

Organic Root Stimulator Olive Oil

Figure 18: Organic root stimulator olive oil, January 18, 2009

Bronner Bros. International Hair Show

P&G’s My Black is Beautiful Tour

Ebony Fashion Fair

M&M Products’ ABCs of Hair Styling

Usage of Black Haircare Products

Key points

Overall use of haircare products

Figure 19: Usage of hair products, by gender, October 2007-December 2008

Frequency of product usage in last seven days

Figure 20: Mean number of products used in last seven days, by product, by gender, October 2007-December 2008

Frequency of product usage by women in last 12 months

Figure 21: Mean number of products used in last 12 months, by product, October 2007-December 2008

Permanent/relaxer brands used

Figure 22: Relaxer brands used, October 2007-December 2008

Types of permanent/relaxer brands used

Figure 23: Types of relaxer used, October 2007-December 2008

Hair color brands used

Figure 24: Hair color brands used, October 2007-December 2008

Purchasing Habits and Product Attitudes

Key points

Purchase behavior

Figure 25: Purchasing habits of black haircare products, by age, June 2009

Figure 26: Purchasing habits of black haircare products, by household income, June 2009

Retail destinations for black haircare

Figure 27: Where black haircare products are purchased, by age, June 2009

Figure 28: Where black haircare products are purchased, by household income, June 2009

Purchasing factors for black haircare products

Figure 29: Factors considered before purchase, by age, June 2009

Figure 30: Factors considered before purchase, by household income, June 2009

Patronage of Professional Haircare Services

Key points

Frequency of professional haircare services

Figure 31: Frequency of professional haircare services, by age, June 2009

Figure 32: Frequency of professional haircare services, by household income, June 2009

Frequency of at-home treatment or styling

Figure 33: Frequency of at-home treatment or styling services, by age, June 2009

Figure 34: Frequency of at-home treatment or styling, by household income, June 2009

Frequency of relaxer treatments

Figure 35: Frequency of relaxer treatments, by age, June 2009

Figure 36: Frequency of relaxer treatments, by household income, June 2009

Maintaining Hair after Treatment

Key points

Aftercare treatments

Figure 37: Choice of aftercare treatments, by age, June 2009

Figure 38: Choice of aftercare treatments, by household income, June 2009

Impact of Race/Hispanic Origin

Key points

Hispanics not afraid to try something new

Importance of specific haircare needs spans across ethnic groups

For Hispanics, home is where the haircare is

Figure 39: Attitudes toward haircare products, by Hispanic origin, June 2009

Figure 40: Outlet preference for haircare products, by Hispanic origin, June 2009

Figure 41: Buying influences for haircare products, by Hispanic origin, June 2009

Figure 42: Frequency of professional haircare, by Hispanic origin, June 2009

Figure 43: Frequency of in-home hair treatment/styling, by Hispanic origin, June 2009

Figure 44: Frequency of hair relaxer usage, by Hispanic origin, June 2009

Figure 45: Relaxer aftercare products used, by Hispanic origin, June 2009

APPENDIX: OTHER USEFUL CONSUMER TABLES

Different types of shampoo used by black respondents

Figure 46: Types of shampoo used, by gender, October 2007-December 2008

Different types of styling products used by black respondents

Figure 47: Type of styling products used, by gender, October 2007-December 2008

Different types of hair permanent/relaxers used by black women

Figure 48: Type of hair permanent/relaxer products used, October 2007-December 2008

Impact of education level on purchases

Figure 49: Buying influences, by education level, June 2009

APPENDIX: TRADE ASSOCIATIONS

Abstract

Although salons and beauty parlors have had a strong hold on the black haircare market, traditional retailers are starting to pay more attention to this category. The result is that more consumers are bypassing the more expensive outlets in exchange for FDM retailers. To combat this trend and protect their businesses, marketers of black haircare products that have traditionally not been available in retail outlets might want to rethink their strategy and cast a wider distribution net.

Channel expansion has already happened in other CPG categories, particularly in food aisles. Restaurant chains such as Chili’s, Macaroni Grill, White Castle and others now make retail versions of their products available in FDM outlets. Not only does it provide a sales opportunity, but it is also a marketing opportunity as visibility increases brand awareness, which could also drive traffic to respective commercial locations. For retailers, having high-end haircare products could be perceived as an upgrade to their entire HBC line-up and stimulate additional sales across other categories

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