Blacks and Personal Care - US

Published by: Mintel International Group Ltd.

Published: Mar. 1, 2011 - 150 Pages

Table of Contents

SCOPE AND THEMES

What you need to know

Definition

Sources

Consumer survey data

Consumer Expenditure Survey

Advertising

Abbreviations and terms

Abbreviations

Terms

EXECUTIVE SUMMARY

Expenditures on personal care products and services

The African-American personal care consumer

Retail preferences

Haircare

Hair color

Soaps and body wash

Face, hand and body lotions and mosturizers

Sun protection/blockers and tanners

Anti-aging products

Oral hygiene products

Feminine products

Shaving and hair removal

Children's personal care products

Marketing strategies

EXPENDITURE ON PERSONAL CARE BY BLACK CONSUMERS

Key points

Category expenditures

Personal care expenditures down slightly among Black CUs

Figure 1: Average annual expenditures—Black CUs, by expenditure category, 2002-10

Non-Black CUs are spending more on personal care products

Figure 2: Average annual expenditures—non-Black CUs, by expenditure category, 2002-10

Black CUs spend slightly more of their disposable income on personal care items compared with

non-Black CUs

Figure 3: Average annual distribution of expenditures, by categories—Black vs. non-Black CUs, 2008

THE BLACK PERSONAL CARE CONSUMER

Key points

Value of personal care products designed for Black consumers

Skincare messaging should address Black skin problems

Ethnic haircare products are important to most Black consumers

Figure 4: Use of ethnic personal care products, by gender, October 2010

Importance of product benefits to Black adults

Figure 5: Level of interest in personal care products that offer benefits, by age and gender, October 2010

Belief in product claims

Younger Black women believe most product claims

Figure 6: Belief in claims of personal care products, by age and gender, August 2010

Multifunctional products

Figure 7: Likelihood of purchasing multifunctional products, by age, October 2010

It depends on the product—and gender

Figure 8: Likelihood of purchasing multifunctional products, by age, October 2010

Household income alone has a minor impact on interest

Figure 9: Likelihood of purchasing multifunctional products, by household income, October 2010

RETAIL PREFERENCES

Key points

Retail preferences for personal care products

Is couponing effective among Black personal care shoppers?

Most Black adults shop at mass merchandisers and discount stores

Online purchasing levels are highest among younger Black adults

Figure 10: Type of retailer where Black consumers purchase body and facial products, by age and gender,

October 2010

Income is not a major factor in retailer preference

Figure 11: Type of retailer where Black consumers purchase body and face products, by gender and

household income, October 2010

Retail preferences for haircare products

Black women prefer beauty supply stores for haircare products

Target stores are becoming a game-changer in Black haircare

Figure 12: Type of retailer where Black consumers purchase haircare products, by age and gender, October

2010

Factors that influence personal care product choices

Oily skin, dry skin and dry hair

Price is important but other factors count

Figure 13: Factors that influence consumer choices of personal care products, by gender, October 2010

Regardless of household income, price is important

Figure 14: Factors that influence consumer choices of personal care products, by household income, October

2010

HAIRCARE

Key points

Black hair—an overview

Natural haircare for Black men and women

Haircare product usage

Black consumers less likely to use shampoo compared with other racial groups

Figure 15: Usage of haircare products by race/Hispanic origin, July 2009-Sept. 2010

Fewer Black men use shampoo compared to women

Figure 16: Shampoo usage by Black adults, by gender, July 2009-Sept. 2010

Haircare products designed for African Americans

Figure 17: Usage of haircare products designed specifically for African Americans, October 2010

Changes in purchasing behavior—haircare products

Brand is still important

Black women are less willing to ‘trade down’

Figure 18: Changes in purchasing behavior of haircare products by Black consumers, by gender, October 2010

Household income has little impact on brand preferences

Figure 19: Changes in purchasing behavior of haircare products by Black consumers, by household income,

October 2010

Types of haircare products used by Black consumers

Figure 20: Haircare product usage by Black consumers, by age and gender, July 2009-Sept. 2010

Preferred shampoo brands

Figure 21: Shampoo brand usage by race/Hispanic origin, July 2009-Sept. 2010

African American shampoo usage and brand preference

Figure 22: Shampoo usage by Black adults, by age and gender, July 2009-Sept. 2010

Figure 23: Shampoo usage by type, Black adults by age and gender, July 2009-Sept. 2010

Preferred shampoo brands by Black consumers

Figure 24: Top brands of shampoo used by Black adults, by gender, July 2009-Sept. 2010

Preferred hair conditioner/treatment brands

Figure 25: Top brands of conditioner/treatment used, by race/Hispanic origin, July 2009-Sept. 2010

Hair conditioner/treatment products are used primarily by Black women

Figure 26: Conditioner usage by Black adults, by gender, July 2009-Sept. 2010

Lower income equals higher use of home hair conditioner/treatment products

Figure 27: Conditioner usage by Black adults, by household income, July 2009-Sept. 2010

‘Deep conditioning’ is a very important product benefit to Black women

Figure 28: Conditioner/treatment usage by type, Black adults by gender, July 2009-Sept. 2010

Pantene Pro-V favored among Black women who use traditional brands

Figure 29: Conditioner/treatment brand usage, Black adults, by gender, July 2009-Sept. 2010

Preferred hair styling gel/cream/lotion brands

Figure 30: Type of hair styling gels/creams/lotions used and usage in the last seven days, by race/Hispanic

origin, July 2009-Sept. 2010

Black women use styling products at the same rate as all women, but not the men

Figure 31: Hair styling gels/creams/lotions usage by Black adults, by gender and race, July 2009-Sept 2010

Figure 32: Hair styling gels/creams/lotions, Black Adults, by gender, July 2009-Sept. 2010

Home hair-coloring products

Figure 33: Conditioner usage by adults, by race/Hispanic origin, July 2009-Sept. 2010

Figure 34: Type of hair coloring products used and usage in the past 12 months, by race/Hispanic origin, July

2009-Sept 2010

Only one-quarter of Black women color their hair at home

Figure 35: Type of hair coloring products used and usage by Black adults in the past 12 months, by gender,

July 2009-Sept. 2010

Dark and Lovely hair color is the overwhelming choice of African-American women

Figure 36: Home hair color brand usage, Black Adults, July 2009-Sept. 2010

SOAPS AND BODY WASH

Key points

Usage of soaps and body washes

Figure 37: Household usage of bar soap, liquid had soap, and body wash, by race/Hispanic origin, July 2009-

Sept. 2010

Younger Black men tend to use body wash

Figure 38: Household usage of bar soap, liquid had soap and body wash, Black adults, by age and gender,

July 2009-Sept. 2010

Liquid hand soap and body wash use is influenced by household income

Figure 39: Household usage of bar soap, liquid had soap and body wash, Black adults, by household income,

July 2009-Sept. 2010

Bar soap usage

Figure 40: Household usage of bar soap, by race/Hispanic origin, July 2009-Sept. 2010

Figure 41: Type of bar soap used by Black adults, by gender, July 2009-Sept. 2010

Changes in purchasing behavior

Black consumers still buy brand name products regardless of income

Figure 42: Changes in purchasing behavior of soap and bodywaxh products, by Black consumers,

by household income, October 2010

Preferred bar soap brands

Tone brand is more than three times as popular among African Americans

Figure 43: Bar soap brands used by households, by race/Hispanic origin, July 2009-Sept. 2010

Dove and Dial brands most popular with Black women

Figure 44: Bar soap brands used by Black adults, by gender, July 2009-Sept. 2010

Preferred liquid hand soap brands

Black consumers are as willing to use store brand liquid hand soaps as other ethnic groups

Figure 45: Brands of liquid hand soap used by households, by race/Hispanic origin, July 2009-Sept. 2010

Black women are more willing to use store brands than Black men

Figure 46: Brands of liquid hand soap used by Black households, by gender, July 2009-Sept. 2010

Preferred body wash brands

Scented body wash products are popular among African Americans

Figure 47: Brands of body wash used by households, by race/Hispanic origin, July 2009-Sept 2010

Gentle, moisturizing, and smells good

Figure 48: Top brands of body wash used by Black households, by gender, July 2009-Sept. 2010

FACE, HAND, AND BODY LOTIONS AND MOISTURIZERS

Key points

The quest for moisture

More African Americans use moisturizers/creams/lotions compared to other ethnic groups

Figure 49: Usage and frequency of moisturizers/creams/lotions, by race/Hispanic origin, July 2009-Sept. 2010

Black women are more likely to use moisturizers/creams/lotion than men

Figure 50: Usage and frequency of moisturizers/creams/lotions by Black adults, by age and gender, July 2009-

Sept. 2010

Anti-aging products—a growth segment

Fewer than one-quarter of Black women use lotions with sunscreen or anti-aging properties

Figure 51: Type of moisturizers/creams/lotions used by Black adults, by gender, July 2009-Sept. 2010

Black consumers use a wide variety of facial cleansing/medicated products/toners

Figure 52: Usage and type of facial cleansing/medicated prods/toners used, by race/Hispanic origin, July 2009-

Sept. 2010

Black men use products that address issues with their complexion

Figure 53: Usage and type of facial cleansing/medicated prods/toners by Black adults, by gender, July 2009-

Sept. 2010

Facial and body care products designed for African Americans

Figure 54: Usage of facial and body care products designed specifically for African Americans, October 2010

Changes in facial and body care purchasing behavior

Black women stick with their favorite hand and body lotion brands

Figure 55: Changes in purchasing behavior of hand and body lotion by Black consumers, by gender and

household income, October 2010

Black women with less than $50K in household income are trading down

Figure 56: Changes in purchasing behavior of facial cleansers, moisturizers, and acne products by Black

consumers, by gender and household income, October 2010

Preferred body care brands

More Black adults prefer Vaseline Intensive Care lotion than any other ethnic group

Figure 57: Top brands of moisturizers/creams/lotions used by consumers, by race/Hispanic origin, July 2009-

Sept. 2010

Vaseline Intensive Care is a household favorite regardless of income

Figure 58: Top brands of moisturizers/creams/lotions used by Black adults, by household income, July 2009-

Sept. 2010

Preferred facial cleansing/medicated products/toner brands

Figure 59: Top brands of facial cleansing/medicated prods/toners used by Black households, by gender, July

2009-Sept. 2010

Many Black adults still need to treat acne regardless of age

Figure 60: Top brands of facial cleansing/medicated prods/toners used by Black adults, by age, July 2009-Sept.

2010

DEODORANTS AND ANTIPERSPIRANTS

Key points

Deodorant and antiperspirant use

Figure 61: Usage and frequency of deodorants and antiperspirants, by race/Hispanic origin, July 2009-Sept.

2010

Types of deodorant and antiperspirants used

African Americans overwhelmingly prefer scented deodorants

Figure 62: Usage and type of deodorants and antiperspirants by Black adults, by age and gender, July 2009-

Sept. 2010

Changes in purchasing behavior

Virtually no change despite the economic downturn

Figure 63: Changes in purchasing behavior of deodorants and antiperspirants by Black consumers, by gender,

October 2010

Preferred deodorant and antiperspirant brands

More Black adults use Degree and Secret deodorants and antiperspirants

Figure 64: Top brands of deodorants and antiperspirants used by consumers, by race/Hispanic origin, July

2009-Sept. 2010

Degree brand is highly popular among Black men and women 18-34

Figure 65: Top brands of deodorants and antiperspirants used by Black consumers, by age and gender, July

2009-Sept. 2010

SUN PROTECTION/BLOCKERS AND TANNERS

Key points

The need for sun protection for Black skin should be emphasized

Likelihood of usage and product type

Figure 66: Usage of sun protector/blockers and tanners and types of sun protectors/blockers used, by

race/Hispanic origin, July 2009-Sept. 2010

Black women more likely to appreciate the dangers of unprotected sun exposure

Figure 67: Usage and of sun protector/blockers and tanners and type of sun protectors/blockers used, by

gender, July 2009-Sept. 2010

Changes in purchasing behavior

Black adults who purchase sun protection products unwilling to trade down to less expensive brands

Figure 68: Changes in purchasing behavior of sun protectors/blockers and tanners by Black consumers,

by age, October 2010

Preferred suntan/sunscreen/after sun/sunless tanning brands

More Black consumers use nontraditional sun product brands

Figure 69: Top brands of suntan/sunscreen, after sun, and sunless tanning products used by consumers, by

race/Hispanic origin, July 2009-Sept. 2010

More Black women prefer Coppertone products

Figure 70: Top brands of suntan/sunscreen, after sun, and sunless tanning products used, Black adults, by

gender, July 2009-Sept. 2010

ORAL HYGIENE PRODUCTS

Key points

Oral hygiene product use

Figure 71: Usage of toothpaste, mouthwash/dental rinse, and teeth whiteners, by race/Hispanic origin, July

2009-Sept. 2010

More Black women use toothpaste/dental rinse/teeth whiteners compared to Black men

Figure 72: Usage of toothpaste, mouthwash/dental rinse, and teeth whiteners, Black adults by gender, July

2009-Sept. 2010

Frequency of dental care product use

Figure 73: Frequency of usage of toothpaste, mouthwash/dental rinse, by race/Hispanic origin, July 2009-Sept.

2010

Black women use toothpaste more frequently than Black men across all age groups

Figure 74: Frequency of usage of toothpaste, mouthwash/dental rinse, Black adults, by gender and age, July

2009-Sept. 2010

Types of toothpastes used

Whitening toothpaste low among Black men and women aged 55+

Figure 75: Types of toothpaste, mouthwash/dental rinse, Black adults, by gender and age, July 2009-

Sept. 2010

Changes in purchasing behavior

Low-income and affluent households, are the most likely to trade down

Figure 76: Changes in purchasing behavior of toothpaste/mouthwash by Black consumers, by household

income, October 2010

Preferred toothpaste brands

Black consumers use a variety of toothpaste brands

Figure 77: Top brands of toothpaste used by consumers, by race/Hispanic origin, July 2009-Sept. 2010

Preferred mouthwash/dental rinse brands

Blacks over index on leading brand Listerine

Figure 78: Top brands of mouthwash/dental rinse used by consumers, by race/Hispanic origin, July 2009-

Sept. 2010

Listerine Cool Mint (blue) and Original (gold) top mouthwash brands among African Americans

Figure 79: Top brands of mouthwash/dental rinse used by Black adults, by age and gender, July 2009-Sept.

2010

FEMININE PRODUCTS

Key points

Feminine product usage

Tampon usage lower among all ethnic women compared to White women

Figure 80: Usage of pantiliners/shields, sanitary pads and napkins, and tampons, by race/Hispanic origin and

age, July 2009-Sept. 2010

Black women aged 55+ still use pantiliners/shields/sanitary pads/tampons

Figure 81: Usage of pantiliners/shields, sanitary pads and napkins, and tampons, Black women, by age, July

2009-Sept. 2010

Types of feminine products used

Pantiliners/shields

Figure 82: Types of pantiliners/shields used by Black women, by age, July 2009-Sept. 2010

Most Black women who wear sanitary napkins prefer products without wings

Figure 83: Types of sanitary pads/napkins used by Black women, by age, July 2009-Sept. 2010

Most Black women prefer nondeodorant tampons

Figure 84: Types of tampons used by Black women, by age, July 2009-Sept. 2010

Changes in purchasing behavior

Black women with household income less than $35K more willing to use less expensive feminine products

Figure 85: Changes in purchasing behavior of feminine protection products by Black women consumers, by

household income, October 2010

Preferred pantiliner/shield brands

The top two panty shield brands among all consumers are the preferred brands among Black women

Figure 86: Brands of pantiliners/shields, usage by race/Hispanic origin, July 2009-Sept. 2010

Always pantiliners/shields are the first choice among Black women

Figure 87: Brands of pantiliners/shields, Black women, usage by age, July 2009-Sept. 2010

Preferred sanitary pad and napkin brands

More Black women use Always and Stayfree products compared to other ethnic groups

Figure 88: Brands of sanitary pads and napkins used by consumers, by race/Hispanic origin, July 2009-Sept.

2010

Always brand is strong among young Black women aged 18-34

Figure 89: Brands of sanitary pads and napkins by Black women, by age, July 2009-Sept. 2010

Preferred tampon brands

More Black women use Playtex, Kotex, and O.B. brands compared to other ethnic women

Figure 90: Brands of tampons used by consumers, by race/Hispanic origin, July 2009-Sept. 2010

O.B. tampon use is highest among young Black women ages 18-34

Figure 91: Brands of tampons used by Black women, by age, July 2009-Sept. 2010

SHAVING AND HAIR REMOVAL

Key points

Shaving product use

Black men and women less likely to shave than other ethnic groups

Figure 92: Likelihood of usage of shaving products, by race/Hispanic origin, July 2009-Sept. 2010

Slightly more Black women use disposable razors compared to Black men

Figure 93: Likelihood of usage of shaving products by Black adults, by age and gender, July 2009-Sept. 2010

Frequency of shaving product use

Black adults who shave do so as frequently as Whites and Asians

Figure 94: Frequency of use of disposable razors/shavers and razor blades for non-disposable shavers,

race/Hispanic origin, July 2009-Sept. 2010

Women who shave do so less frequently than men

Figure 95: Frequency of use of disposable razors/shavers and razor blades for non-disposable shavers, Black

adults by gender, July 2009-Sept. 2010

Changes in shaving supplies purchasing behavior

Black women more willing to trade down to store brands to save money

Figure 96: Changes in purchasing behavior of shaving supplies and razors/creams by Black consumers, by

household income and gender, October 2010

Preferred disposable razor/shaver brands

Black shavers over index in their preference for Bic disposables

Figure 97: Top brands of disposable razors/shavers used by consumers, by race/Hispanic origin, July 2009-

Sept. 2010

Black women younger than 55 years old tend to prefer Gillette disposables

Figure 98: Top brands of disposable razors/shavers used by Black adults, by gender and age, July 2009-Sept.

2010

Preferred nondisposable shaver brands

Among nondisposables, more than two-thirds of Black consumer choose Gillette

Figure 99: Top brands of razor blades (for non-disposable shavers) used by consumers, by race/

Hispanic origin, July 2009-Sept. 2010

Gillette Fusion most popular Among Black men who use nondisposables

Figure 100: Top brands of razor blades (for non-disposable shavers) used by Black consumers, by age and

gender, July 2009-Sept. 2010

Preferred electric/battery shaver brands

Wahl’s ‘bump free’ product line is popular among Black consumers

Figure 101: Brands of electric/battery shavers used by consumers, by race/Hispanic origin, July 2009-Sept.

2010

Norelco brand is most popular followed closely by Wahl among Black men who use electric shavers

Figure 102: Brands of electric/battery shavers used by Black adults, by gender, July 2009-Sept. 2010

Preferred shaving cream or gel brands

Figure 103: Brands of shaving cream or gel used by consumers, by race/Hispanic origin, July 2009-Sept. 2010

Edge shaving gel in second place among Black men

Figure 104: Brands of shaving cream or gel used by Black adults, by gender and age, July 2009-Sept. 2010

CHILDREN’S PERSONAL CARE PRODUCTS

Key points

Use of children's care products

Use of baby products is higher in Black households

Figure 105: Household usage of baby oil and baby lotion, baby wash and bath products, and baby/children’s

shampoo, by race/Hispanic origin, July 2009-Sept. 2010

Baby personal care products are not just for babies

Figure 106: Household usage of baby oil and baby lotion, baby wash and bath products, and baby/children’s

shampoo, all households and Black households, w/children vs. w/no children, July 2009-Sept. 2010

Nearly two-thirds of young Black men ages 18-34 use baby oils and lotions

Figure 107: Black household usage of baby oil and baby lotion, baby wash and bath products, and

baby/children’s shampoo, by age and gender, July 2009-Sept. 2010

Preferred baby care brands

Johnson’s baby products is the preferred brand by Black households

Figure 108: Brand of baby oil and baby lotion purchased by all households and Black households,

w/children vs. w/no children, July 2009-Sept. 2010

Little difference in brand preference between men and women

Figure 109: Brand of baby oil and baby lotion purchased by Black households, by gender, July 2009-

Sept. 2010

Preferred baby wash and bath product brands

Figure 110: Brand of baby wash and bath products purchased by all households and Black households,

w/children vs. w/no children, July 2009-Sept. 2010

Preference for baby wash brands not tied to presence (or absence) of children in Black households

Figure 111: Brand of baby wash and bath products used, by gender, July 2009-Sept. 2010

Preferred baby/children's shampoo brands

Figure 112: Brand of baby/children’s shampoos used by households, by all households and Black

households, w/children vs. w/no children, July 2009-Sept. 2010

MARKETING STRATEGIES

Key points

TELEVISION

Leading with cultural insights

Gillette

Figure 113: Gillette Fusion ProGlide - Invasion, TV ad, June 2010

Figure 114: Gillette Venus - Embrace, TV ad, March 2010

Dove

Figure 115: Dove, Men+Care - Wake up your skin, TV ad, February 2010

Figure 116: Dove Cream Oil Body Wash - The Last Bottle, TV ad, March 2010

Crest

Figure 117: Crest - Interview, TV ad, March 2010

Figure 118: Crest Pro-Health Multi-Protection Rinse - Refreshing Clean Mint, TV ad, June 2010

PRINT ADVERTISING

Placement is everything

Colgate

Figure 119: Colgate, diabetes, magazine ad

Secret

Figure 120: Secret lavender essence magazine ad

Johnson & Johnson

Figure 121: Johnson & Johnson, Baby oil, magazine ad

Bigen

Figure 122: Bigen semi-permanent hair color, magazine ad

ONLINE

Dove campaign for real beauty

Dove self-esteem campaigns

BrownSkin.net

U.S. BLACK POPULATION

Key points

U.S. population by race/Hispanic origin

Figure 135: U.S. population, by race and Hispanic origin, 2005-15

Figure 136: Population, by race/Hispanic origin, 1970-2020

Figure 137: Asian, Black, and Hispanic populations, 1970-2020

U.S. Black population

Black population by age

Figure 138: U.S. Black population, by age, 2005-15

U.S. Black geographic concentration

Figure 139: Black geographic concentration, by region, 2007

Black population by state

Figure 140: States with largest Black population, 2008

Figure 141: States with the highest share of Black residents, 2008

Black metros

Figure 142: Metropolitan status of Black households, 2001 and 2007

Figure 143: Top 10 metropolitan areas with the largest number of Black residents, 2006-08

BLACK PURCHASING POWER

Black income

Figure 144: Household income distribution for all households and Black households, 2008

Income of Black households versus total U.S. households

Figure 145: Share of Black households with incomes of $50K or more versus total U.S. households, 2002 and

2008

Purchasing power by race/Hispanic origin

Figure 146: Purchasing power, by race/Hispanic origin, 2008

Figure 147: Top 10 states with the largest share of Black buying power, 2008

Figure 148: Top 10 states, by rate of growth of Black buying power, 1990-2008

BLACK HOUSEHOLDS

Figure 149: Average household size, by race/Hispanic origin/race of householder, 2001 and 2008

COUNTRY OF ORIGIN/HERITAGE

African immigrants

Figure 150: U.S. immigrants, baccalaureate and advanced degrees, by continent/region of origin, 2000

Caribbean immigrants

Top five countries of origin

Geographic location

Neighborhood characteristics

APPENDIX—ADDITIONAL CONSUMER TABLES

Figure 151: Total U.S. expenditures by black consumer units for personal care products and services,

at current prices, 2005-10

Figure 152: Total U.S. expenditures by black consumer units for personal care products and services, at

inflation-adjusted prices, 2005-10

Figure 153: Total U.S. expenditures by black consumer units for personal care products and services, by

segment, at current prices, 2005-10

Figure 154: Changes in purchasing behavior of body and hand lotion by Black consumers, by gender and

household income, October 2010

Figure 155: Brands of moisturizers/creams/lotions used by Black households, by gender, July 2009-

Sept. 2010

APPENDIX—TRADE ASSOCIATIONS

APPENDIX: RESEARCH METHODOLOGY

CONSUMER RESEARCH

Primary Data Analysis

Sampling

Global Market Insite (GMI)

Secondary Data Analysis

Experian Simmons National Consumer Studies

Statistical Forecasting

Statistical modelling

Qualitative insight

The Mintel fan chart

Weather analogy

APPENDIX: WHAT IS MINTEL?

Mintel provides industry-leading market intelligence

Mintel Solutions:

Mintel Oxygen Reports

Mintel GNPD

Mintel Inspire

Mintel Beauty Innovation

Mintel Menu Insights

Mintel Research Consultancy

Mintel Comperemedia

Abstract

Companies that invest in understanding what makes personal care brands successful (or unsuccessful) with Black consumers, along with the features that are important to them will achieve and maintain market share.

As younger Black and Hispanic populations increase while the White population ages, personal care marketers will be required to create products and messages that are relevant to this fast-growing consumer group. This will include the use of models, characters, messaging, and products that more accurately reflect the needs and the composition of their customer base.

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