Black Haircare - US

Published by: Mintel International Group Ltd.

Published: Aug. 1, 2010 - 65 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definition

Data sources and methodology

Sales data

Consumer survey data

Advertising creative

Abbreviations and terms

Abbreviations

Terms

EXECUTIVE SUMMARY

Market at a glance

Mainstream marketers dominate black haircare category

The black population—growing faster than average

Black retail outlets used when shopping for haircare products

Diversity among blacks calls for targeted marketing strategies

The growing young black adult population

Regional differences

Brands

Innovation driven by claims for purity, premium and ethical positioning

The black haircare consumer

Demographics’ role in buying behavior

MARKET SIZE AND FORECAST

Key points

Black haircare products report slight decline as tight economy hurts sales

Increased mass market distribution may win more volume

Sales and forecast of market

Figure 1: FDMx sales and forecast of black haircare products, at current prices, 2005-15

Figure 2: FDMx sales and forecast of black haircare products, at inflation-adjusted prices, 2005-15

MARKET DRIVERS

Key points

The black population

Figure 3: U.S. population, by race and Hispanic origin, 2005-15

Blacks spend a higher percentage of income on personal care

Figure 4: Average annual expenditures on food, household and personal care products, by race, 2008

Figure 5: U.S. buying power, by race, 2000-13

Figure 6: Top 10 states, by black purchasing power, 2008

COMPETITIVE CONTEXT

Haircare products sold outside the FDMx market threaten sales

Figure 7: Where black haircare products are purchased, by household income, May 2010

Hair salons

Online shopping

Wigs and weaves

Health and safety of relaxers

SEGMENT PERFORMANCE

Key points

Black women keep using at-home hair color despite losses elsewhere

Sales of black haircare products by segment

Figure 8: FDMx sales of black haircare products, by segment, 2008 and 2010

Figure 9: FDMx sales and forecast of black haircare, at current prices, by segment, 2005-15

SEGMENT PERFORMANCE—SHAMPOO/CONDITIONER

Key points

Shampoo/conditioner sales continue to decline

Black males’ cropped styles hamper sales

Sales and forecast of shampoo/conditioners

Figure 10: FDMx sales and forecast of black haircare, shampoo/conditioners, at current prices, 2005-15

SEGMENT PERFORMANCE—STYLING PRODUCTS

Key points

FDMx slow to compete with other outlets

Target bringing natural black haircare products to FDMx

Figure 11: FDMx sales and forecast of black haircare, styling products, at current prices, 2005-15

SEGMENT PERFORMANCE—RELAXER KITS

Key points

Relaxers suffer from health and safety concerns

Sales and forecast

Figure 12: FDMx sales and forecast of black haircare, relaxer kits, at current prices, 2005-15

SEGMENT PERFORMANCE—HAIR COLOR

Key point

Hair color sales decline

Sales and forecast

Figure 13: FDMx sales and forecast of black haircare, hair color, at current prices, 2005-15

RETAIL CHANNELS

Key points

Drug channel still reigns

Figure 14: U.S. FDMx sales of black haircare products, by retail channel, 2008 and 2010

LEADING COMPANIES

Key points

Large CPG companies dominate the industry

Company sales

Figure 15: FDMx black haircare sales of leading companies, 2009 and 2010

SHAMPOO/CONDITIONER

Key point

Namasté Laboratories’ Organic Root Stimulator overtakes Alberto-Culver as leading brand

Market leaders struggled to compete on consumers desire natural products

Figure 16: FDMx manufacturer brand sales of black-targeted shampoo/conditioner in the U.S., 2009 and 2010

STYLING PRODUCTS

Key points

Fantasia’s holding its own in down market

Namasté’s success with organic ingredients carries over to styling products

Figure 17: FDMx manufacturer brand sales of styling products in the U.S., 2009 and 2010

RELAXER KITS

Key points

Organic positioning wins share from traditional formulations

Luster Products creates its own niche with touch-up relaxer

Figure 18: FDMx manufacturer brand sales of relaxer kits in the U.S., 2009 and 2010

HAIR COLORING

Key points

Economy hurt hair color sales

Figure 19: FDMx manufacturer brand sales of black hair coloring in the U.S., 2009 and 2010

BRAND QUALITIES

Target: Wooing black haircare consumers with natural styling and natural ingredients

Shea Moisture: A natural haircare product innovator

Miss Jessie’s blazing the trail in education and styling black women’s hair

Trends in hair straighteners from Japan

MARKETING STRATEGIES

Gaining interest with botanical ingredients

Dark and Lovely No Lye Relaxer with shea butter

Figure 22: Dark and Lovely No Lye Relaxer, TV ad, 2009

Soft & Beautiful Just For Me Hair Milk

Figure 23: Soft & Beautiful Just For Me Hair Milk, TV ad, 2010

Organic Root Stimulator—nature's secret to healthy hair

Figure 24: Organic Root Stimulator (Multi-Products), TV ad, 2010

Figure 25: Organic Root Stimulator Olive Oil, TV ad, 2010

Addressing black women’s desire for smooth straight hair

Luster's Pink Smooth Touch Relaxer—get used to the attention

Figure 26: Luster's Pink Smooth Touch Relaxer, TV ad, 2010

Motions

Figure 27: Motions Silkening Shine Relaxer, TV ad, 2010

USAGE OF BLACK HAIRCARE PRODUCTS

Key points

Overall use of haircare products

Figure 28: Usage of hair products, by gender, November 2008-December 2009

Frequency of product usage in last seven days

Figure 29: Mean number of products used in last seven days, by product, by gender, November 2008-December 2009

Frequency of relaxer and color usage by women in last 12 months

Figure 30: Mean number of products used in last 12 months—hair color and relaxers, November 2008-December 2009

Permanent/relaxer brands used

Figure 31: Relaxer brands used, November 2008-December 2009

Types of permanent/relaxer brands used

Figure 32: Forms of relaxer used, November 2008-December 2009

Hair color brands used

Figure 33: Hair color brands used, November 2008-December 2009

PURCHASING HABITS AND PRODUCT ATTITUDES

Key points

Purchase behavior, source of products and incidence of at-home styling

Figure 34: Purchasing habits related to black haircare products, by age, May 2010

Figure 35: Purchasing habits related to black haircare products, by household income, May 2010

Source of purchase

Figure 36: Where black haircare products are purchased, by age, May 2010

Incidence of at-home treatment/styling

Figure 37: Frequency of at-home treatment or styling services—women, by age, May 2010

Purchasing factors for black haircare products

Figure 38: Factors considered before purchase, by household income, May 2010

PATRONAGE OF PROFESSIONAL HAIRCARE SERVICES

Key points

Frequency of professional haircare services

Figure 39: Frequency of professional haircare services—women, by household income, May 2010

Frequency of at-home treatment or styling

Figure 40: Frequency of at-home treatment or styling services—women, by age, May 2010

Frequency of relaxer treatments

At home

Figure 41: Frequency of relaxer treatments at home—women, by household income, May 2010

Professionally

Figure 42: Frequency of relaxer treatments professionally—women, by household income, May 2010

Where respondents relax their hair

Figure 43: Prevalence of having hair relaxed at home or professionally—women, by household income, May 2010

MAINTAINING HAIR AFTER TREATMENT AND HAIR STYLING METHODS

Key point

Aftercare treatments

Figure 44: Choice of aftercare treatments—women, by age, May 2010

Hair styling methods

Figure 45: Hairstyle choices—women, by household income, May 2010

Figure 46: Hairstyle choices—women, by age, May 2010

APPENDIX: OTHER USEFUL CONSUMER TABLES

Figure 56: Factors considered before purchase, by age, May 2010

Frequency of professional haircare services

Figure 57: Frequency of professional haircare services—women, by age, May 2010

At home

Figure 58: Frequency of relaxer treatments at home—women, by age, May 2010

Figure 59: Frequency of relaxer treatments professionally, by age, May 2010

APPENDIX: TRADE ASSOCIATIONS

Abstract

American Health and Beauty Aids Institute (AHBAI) is a coalition of leading manufacturers of haircare and cosmetic products for the black consumer. Its goals include promoting opportunities in the ethnic health and beauty care industry and contributing to the business and economic development of minority communities. Member companies traditionally fund programs and scholarships for African-American communities.

This coalition of black haircare manufacturers may not have the individual resources or structure to support research and development for new haircare products. However, it could influence the development of new black haircare products by funding a historically black college to pursue research in the haircare industry to develop natural, healthy alternatives for straightening hair.

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