Home / Hair Care / Black Haircare - US - August 2013

Black Haircare - US - August 2013

Published: Sep 2013 | No Of Pages: 184 | Published By: Mintel

Product Synopsis

 
Image is everything to Black consumers and they are keenly aware that hair plays a key role in how people view them. In the Black community, there are sensitivities revolving around hair. Today, Blacks are learning to embrace and love their hair. It is likely that natural hairstyles are here to stay, but an evolution of styles may be trending.

Scopes and Themes
What you need to know
Definition
Data sources
Consumer survey data
Advertising
Abbreviations and terms
Abbreviations
Terms
Market size notes

Executive Summary
Category expenditures
Black consumers spend $684 million on haircare products
Figure 1: Sales and fan chart forecast of Black haircare products, at current prices, 2007-17
The consumer
Figure 2: Brand usage of products specially formulated for Black hair (past 2 years), May 2013
Figure 3: Brand usage of products specially formulated for Black hair (past 2 years), May 2013
Figure 4: Top 15 mainstream haircare brands by race/ethnicity (all products combined), January 2012-March 2013
Figure 5: Stores shopped for haircare products-any purchase, by frequency of using types of haircare products at home (in average month), May 2013
Figure 6: Attitudes about advertising, by race/Hispanic origin, January 2012-March 2013
Figure 7: Most influential sources of recommendations for haircare products, May 2013
Figure 8: Total U.S. retail sales and forecast of Black haircare products, by segment, at current prices, 2008-13
Figure 9: Stores shopped for haircare products -any purchase, by gender and age, May 2013
Figure 10: Stores shopped for haircare products-any purchase, by gender and household income, May 2013
What we think

Issues in the Market
The role and importance of hair to Black consumers
How will the trend toward natural hair continue to influence the market?
Figure 11: Popular hairstyles worn by Black consumers (nets), May 2013
Figure 12: Popular hairstyles worn by Black consumers, May 2013
Figure 13: Importance of and attitudes toward hair, May 2013
What role do men play in the Black haircare category?
Figure 14: Black men and weaves/extensions by age-currently have, May 2013
Figure 15: Black men and chemically treated hair by age, currently have, May 2013
Figure 16: Black men and natural styles (no relaxer or perm)-currently have, by age, May 2013

Trend Application
Trend: Many Mes
Trend: Influentials
Mintel Futures trend: Human
Figure 17: Image of mirror salon in New York City

Market Size and Forecast
Key points
Figure 18: Total U.S. retail sales and forecast of Black haircare products, at current prices, 2007-17
Mintel expects haircare market to grow to a total of $761 million in 2017
Figure 19: Total U.S. sales and fan chart forecast of Black haircare, at current prices, 2007-17
Figure 20: Total U.S. retail sales and forecast of Black haircare products, by segment, at current prices, 2008-13

The Haircare Category
Key points
How mainstream brands are reinventing themselves so that they’re relevant to Black consumers
Mainstream brands recognize the importance of the Black consumer
Figure 21: Image of Pantene Relaxed & Natural products
Figure 22: Image of Suave Moroccan Argan Oil Infusion products
Figure 23: Image of Palmer’s Coconut Oil and Olive Oil Formula products
Figure 24: Organix Haircare Lineup that may appeal to Black consumers
The Veterans-how retro brands are maintaining and coming back stronger than ever
Strong heritage among Black consumers is still paying off for some brands
Figure 25: Brand usage of products specially formulated for Black hair (past 2 years), May 2013
Higher-income Blacks just as likely to buy lower-priced heritage brands
Figure 26: Heritage Brand usage of products specially formulated for Black hair (past 2 years), by household income, May 2013
The Newbies-small brands with a big bark
Digital helped to birth newer brands who are winning among Blacks
Figure 27: Usage of brands specially formulated for Black hair (past 2 years), May 2013
Kera Care and Miss Jessie’s more popular with higher-income Blacks
Figure 28: Usage of brands specially formulated for Black hair (past 2 years), by household income, May 2013
Mainstream brands-the big whales in a gigantic ocean
Blacks are much less likely to use mainstream brands than Black haircare brands
Figure 29: Top 15 mainstream haircare brands by race/ethnicity (all products combined), January 2012-March 2013
Younger Black consumers are driving sales among mainstream brands
Figure 30: Top 15 mainstream haircare brands by race/ethnicity (all products combined), January 2012-March 2013

Haircare Product Selection & Influence
Key points
Shopping for the right products-Black consumers are shopping multiple stores to get the products they need
Blacks love to shop and admit they spend a lot more on toiletries than others
Figure 31: Attitudes toward shopping, by race/Hispanic origin, January 2012-March 2013
Many are impulse shoppers and brand names more likely in their carts
Figure 32: Attitudes toward appearance and shopping for toiletries, by race/Hispanic origin, January 2012-March 2013
Blacks purchase haircare from independent beauty supply and mass merchandisers
Figure 33: Stores shopped for haircare products, May 2013
Many buy shampoo and conditioners from stores like Target and Walmart
Figure 34: Stores shopped for haircare products, May 2013
Blacks find styling tools and products they need at beauty supply stores
Figure 35: Stores shopped for haircare products, May 2013
Figure 36: Stores shopped for haircare products, May 2013
Black consumers love to stand out from the crowd and try new things
Figure 37: Interest in learning and sharing information with others, by race/Hispanic origin, January 2012-March 2013
Blacks are more receptive to ads-ads help to drive purchases
Figure 38: Receptivity to Advertising, by race/Hispanic origin, January 2012-March 2013
Stylists, advertising, and word-of-mouth are major influencers for haircare
Figure 39: Most influential sources of information on haircare products, May 2013
Figure 40: Most influential sources of information on haircare products, by brand usage of products specially formulated for Black hair-New brands users (past 2 years), May 2013
Figure 41: Most influential sources of information on haircare products, by brand usage of products specially formulated for Black hair-Heritage brands users (past 2 years), May 2013
Expert or do-it-yourself
Haircare products are a staple in Black households-some use tools, relaxers, and color at home, too
Figure 42: Usage frequency of haircare products at home by type (in average month), May 2013

Segment Performance
Key points
Natural hair trend drives rise in styling products but a decline in relaxers
Figure 43: Total U.S. retail sales of Black haircare products, by segment, at current prices, 2011 and 2013
Figure 44: Total U.S. retail sales and forecast of Black haircare products, by segment, at current prices, 2008-13
Shampoo and conditioners are one third of Black haircare expenditures
Figure 45: types of home haircare treatments, May 2013
Figure 46: Types of shampoo used at home, by race/Hispanic origin, January 2012-March 2013
Hairstyling products make up largest share of expenditures
Figure 47: Usage frequency of home haircare products in average month, May 2013
Black consumers want scented haircare products
Figure 48: Usage of hair spray (men's and women's), by race/Hispanic origin, January 2012-March 2013
Figure 49: Usage of scented/unscented hair spray (men's and women's), by race/Hispanic origin, January 2012-March 2013
Figure 50: Usage frequency of hair spray in last seven days (men's and women's), by race/Hispanic origin, January 2012-March 2013
Blacks drawn to products in lotion or cream form that add moisture
Figure 51: Usage of hairstyling mousse and gels, by race/Hispanic origin, January 2012-March 2013
Figure 52: Usage of hairstyling mousse and gels by type, by race/Hispanic origin, January 2012-March 2013
Dark and Lovely top relaxer brand, Clairol takes lead in hair color
Figure 53: Usage of relaxers or hair color at home (in average month), May 2013
Figure 54: Brands of hair relaxers and permanents used, by race/Hispanic origin, January 2012-March 2013
Figure 55: Brands of home hair color products used, by race/Hispanic origin, January 2012-March 2013
Styling tools are must-haves-especially clippers, flat irons, and blow dryers
Figure 56: Usage frequency of using types of hairstyling tools at home (in average month), May 2013

Black Women and Their Hair
Key points
The vast majority wash their hair at home but less frequently than others
Figure 57: Usage of shampoos and conditioners at home (in average month), by gender, May 2013
Figure 58: Type of shampoo used at home, by gender, January 2012-March 2013
Figure 59: Usage frequency of shampoo and conditioner (for use at home), by gender, January 2012-March 2013
Half of Black women relax their hair at home-even more are using styling tools
Multiple products are needed to achieve the look-some still seeking what works
Figure 60: Usage of haircare products at home by type (in average month), by gender, May 2013
Figure 61: Attitudes toward hair and haircare products, by gender, May 2013
Black moms use more products-may be different products on kids
Figure 62: Usage frequency of haircare products at home by type (in average month), by gender and presence of children in household, May 2013
Age plays a role in where Black women shop for haircare products
Figure 63: Type of stores shopped for haircare products-any purchase, by gender and age, May 2013
Higher-income women more likely to shop salons and specialty stores for haircare products
Figure 64: Type of stores shopped for haircare products-any purchase, by gender and household income, May 2013
Advertising is just as effective as word-of-mouth and stylist at influencing purchases
Figure 65: Most influential sources of information on haircare products, by gender and age, May 2013
Lower-income women rely on advertising, higher-income consumers rely on salons
Figure 66: Most influential sources of information on haircare products, by gender and household income, May 2013
Figure 67: Attitudes toward hair product advertisements, by gender, May 2013
Importance of and attitudes toward hair
Figure 68: Black female hairstyles, 2013
Natural styles seen as low maintenance and healthier
Figure 69: Attributes used to describe female hairstyles, May 2013
Vast majority say people don’t judge them when they wear weaves, wigs, or extensions
Figure 70: Attitudes toward weaves, wigs and extensions, by gender, May 2013
Shorter hairstyles and natural styles exude confidence
Figure 71: Attributes used to describe image projected to others for listed hairstyles, May 2013
Some hairstyles can be limiting and less versatile for different occasions
Figure 72: Occasions appropriate for listed hairstyles, by gender, May 2013

Black Men and Their Hair
Key points
Higher rate of single men means more men shop for haircare products
Figure 73: Usage of weaves/extensions, by gender and age, May 2013
Figure 74: Usage of dyes, relaxers, and perms, by gender and age, May 2013
Nearly two out of 10 Black men have braids or locks
Figure 75: Usage of natural hairstyles (no relaxer or perm), by gender and age, May 2013
Black men wash their hair more frequently than women
Figure 76: Usage of shampoo by type, by gender, January 2012-March 2013
Figure 77: Usage frequency of shampoo and conditioner at home in last 7 days, by gender, January 2012-March 2013
Majority of Black men have trimmers or clippers, grooming themselves between barber shop visits
Figure 78: Usage of haircare products by type at home in average month, by gender, May 2013
Figure 79: Usage of haircare products by type at home in average month, by gender and presence of children in household, May 2013
Black men also shop at beauty supply stores, especially high-income men
Figure 80: Type of stores shopped for haircare products-any purchase, by gender and age, May 2013
Figure 81: Type of stores shopped for haircare products-any purchase, by gender and household income, May 2013
Advertising and barbers impact purchase decisions most
Figure 82: Most influential sources of information on haircare products, by gender, May 2013
Younger men tap into social networks and advertising in general
Figure 83: Most influential sources of information on haircare products, by gender and age, May 2013
Majority of men are OK with women wearing weaves, wigs, or extensions
Figure 84: Attitudes toward hair, haircare products and advertising, by gender, May 2013
What does his hair say about him?
Figure 85: Black male hairstyles, 2013
Unlike women, men view locks as high maintenance
Figure 86: Attributes used to describe male hairstyles, May 2013
All styles except the fade are seen as trendy, but fade exudes more confidence
Figure 87: Attributes used to describe image male hairstyles would project to others, among men, May 2013
Fade is more versatile, but other styles are more suited for fun activities
Figure 88: Occasions appropriate for listed hairstyles, by gender, May 2013

Social Media and Black Haircare
Key points
Key social media metrics
Figure 89: Key brand metrics, Black haircare brands, July 2013
Market overview
Brand usage and awareness
Figure 90: Usage and awareness of selected Black haircare brands, May 2013
Interaction with brands
Figure 91: Interaction with selected Black haircare brands, May 2013
Online conversations
Figure 92: Online mentions, selected Black haircare brands, by week, July 22, 2012-July 21, 2013
Where are people talking about Black haircare brands?
Figure 93: Mentions by page type, selected Black haircare brands, July 22, 2012-July 21, 2013
What are people talking about?
Figure 94: Mentions by type of conversation, selected Black haircare brands, July 22, 2012-July 21, 2013
Figure 95: Major areas of discussion surrounding Black haircare brands, by week, July 22, 2012-July 21, 2013
Figure 96: Major areas of discussion surrounding Black haircare brands, by page type, July 22, 2012-July 21, 2013
Brand analysis
SheaMoisture
Figure 97: SheaMoisture key social media indicators, July 2013
Key online campaigns
What we think
Dark and Lovely
Figure 98: Dark and Lovely key social media indicators, July 2013
Key online campaigns
What we think
Crème of Nature
Figure 99: Crème of Nature key social media indicators, July 2013
Key online campaigns
What we think
Miss Jessie’s
Figure 100: Miss Jessie’s key social media indicators, July 2013
Key online campaigns
What we think
ORS Hair Care (Organic Root Stimulator)
Figure 101: ORS Hair Care key social media indicators, July 2013
Key online campaigns
What we think
Motions
Figure 102: Motions Hair key social media indicators, July 2013
Key online campaigns
What we think

U.S. Black Population
Key points
U.S. population by race/Hispanic origin
Figure 103: Population, by race/Hispanic origin, 2008-18
Figure 104: Population, by race/Hispanic origin, 1970-2020
Figure 105: Asian, Black, and Hispanic populations, 1970-2020
Age
Generations by race
Figure 106: U.S. population by race, and by generation, 2011
Black population by age
Figure 107: U.S. Black population, by age, 2008-18
Figure 108: U.S. Population, by age, 2008-18
U.S. Black geographic concentration
Figure 109: Black geographic concentration, by region, 2007
Black population by state
Figure 110: States with largest Black population, 2011
Figure 111: States with largest Black population, by distribution, 2008
Population by geographic concentration
Figure 112: States (including District of Columbia) ranked with the highest share of Black residents, 2011
Black metro areas
Figure 113: Metropolitan status of Black households, 2006 and 2011
Figure 114: Top 10 metropolitan areas with the largest number of Black residents, 2010
Black households
Figure 115: Average household size, by race/Hispanic origin/race of householder, 2001 and 2011
Figure 116: Presence and ages of children in the household, by race/Hispanic origin, 2011
Figure 117: Marital status, by race and Hispanic origin, 2011

Appendix – Additional Tables
Figure 118: Popular hairstyles worn by Black consumers-currently have or had, males by age, May 2013
Figure 119: Popular hairstyles worn by Black consumers-currently have or had, females, by age, May 2013
Figure 120: Popular hairstyles Black consumers currently have, by gender and household income, May 2013
Figure 121: Popular hairstyles Black consumers have had in past 12 months, by gender and household income, May 2013
Figure 122: Black women and weaves/extensions, by age, currently have, May 2013
Figure 123: Black women and natural hair (no relaxer or perm), by age, currently have, May 2013
Figure 124: Black women and chemically treated hair by age, currently have, May 2013
Figure 125: Usage of brands specially formulated for Black hair (past 2 years), by gender and age, May 2013
Figure 126: Usage of brands specially formulated for Black hair (past 2 years), by gender and presence of children in household, May 2013
Figure 127: Usage of heritage brands specially formulated for Black hair (past 2 years), by gender and age, May 2013
Figure 128: Usage of heritage brands specially formulated for Black hair (past 2 years), by gender and household income, May 2013
Figure 129: Attitudes toward hair, haircare, and advertising, by popular hairstyles worn, by have or have had, Black consumers, May 2013
Figure 130: Attitudes toward hair, haircare, and advertising, by popular hairstyles worn, by have or have had Black consumers, May 2013
Figure 131: Attitudes toward hair, haircare, and advertising, by popular hairstyles worn by have or have had Black consumers, May 2013
Figure 132: Type of stores shopped for haircare products, May 2013
Figure 133: Most influential sources of information on haircare products, by brand usage of products specially formulated for Black hair-new brands users (past 2 years), May 2013
Figure 134: Most influential sources of information on haircare products, by brand usage of products specially formulated for Black hair-New brands users (past 2 years), May 2013
Figure 135: Most influential sources of information on haircare products, by brand usage of products specially formulated for Black hair-Heritage brands users (past 2 years), May 2013
Figure 136: Most influential sources of information on haircare products, by brand usage of products specially formulated for Black hair-Heritage brands users (past 2 years), May 2013
Figure 137: Usage of brands specially formulated for Black hair (past 2 years) at home (in average month), May 2013
Figure 138: Usage of brands specially formulated for Black hair (past 2 years) at home (in average month), May 2013
Figure 139: Usage of haircare products by type (past 2 years) at home (in average month), by popular hairstyles worn by Black consumers, May 2013
Figure 140: Usage of haircare products by type (in average month), by popular hairstyles worn by Black consumers, May 2013
Figure 141: Usage of haircare products by type (in average month), by popular hairstyles worn by Black consumers, May 2013
Figure 142: Types of stores shopped for haircare products-any purchase, by female and age, May 2013
Figure 143: Most influential sources of information on haircare products, by gender, May 2013
Figure 144: Types of stores shopped for haircare products-any purchase, by male and age, May 2013
Figure 145: Most influential sources of information on haircare products, by gender and household income, May 2013

Appendix – Social Media
Usage and awareness
Figure 146: Brand usage or awareness, May 2013
Figure 147: Miss Jessie’s usage or awareness, by demographics, May 2013
Figure 148: Motions usage or awareness, by demographics, May 2013
Figure 149: Dark and Lovely usage or awareness, by demographics, May 2013
Figure 150: SheaMoisture usage or awareness, by demographics, May 2013
Figure 151: Crème of Nature usage or awareness, by demographics, May 2013
Figure 152: ORS Hair Care (Organic Root Stimulator) usage or awareness, by demographics, May 2013
Interaction with brands
Figure 153: Activities done, May 2013
Figure 154: Motions-Activities done, by demographics, May 2013
Figure 155: Dark and Lovely-Activities done, by demographics, May 2013
Figure 156: SheaMoisture-Activities done, by demographics, May 2013
Figure 157: Crème of Nature-Activities done, by demographics, May 2013
Figure 158: ORS Hair Care (Organic Root Stimulator)-Activities done, by demographics, May 2013
Online conversations
Figure 159: Online mentions, selected Black haircare brands, by week, July 22, 2012-July 21, 2013
Figure 160: Mentions by page type, selected Black haircare brands, July 22, 2012-July 21, 2013
Figure 161: Mentions by type of conversation, selected Black haircare brands, July 22, 2012-July 21, 2013
Figure 162: Major areas of discussion surrounding Black haircare brands, by page type, July 22, 2012-July 21, 2013

Appendix – Trade Associations

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