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Black Consumers and Haircare - US - August 2014

“Blacks’ haircare needs are distinct from others. While there are many products on the market that are specially formulated for them, many are still searching for the right product to fit their ever-changing needs. Natural hair is here to stay, and many are struggling to find the right product and haircare routine. Men and children are another untapped opportunity”
– Tonya Roberts, Multicultural Analyst

This report answers the following questions:

  • What are some of the top concerns Black consumers face when it comes to their hair?
  • Is natural hair here to stay? How does it impact the haircare industry?
  • How important is targeted advertising when it comes to haircare products? How does it impact their opinion of the brand?
In 2014, it is estimated that market value of haircare products formulated for Black consumers is worth $774 million, which is a 12% increase since the recession in 2009. Black consumers have a wide array of haircare products in their cabinets as they search for the products that work best for them and to accommodate the variety of styles they wear. Image is extremely important to Blacks and hair plays a vital role in shaping their image.
 
This report examines Black consumers’ attitudes and behaviors toward haircare.
 
The market size covers haircare products formulated for the haircare needs of Blacks and/or marketed specifically to Black consumers. The market has been segmented into the following categories:
  • Shampoos/conditioners 
  • Hair relaxers/relaxer kits 
  • Styling products like oil moisturizers, pomades, polishers, and shining agents 
  • Hair color.
 
Excluded from the market size are sales of haircare products marketed to the overall population, or products marketed exclusively to other ethnic consumers (such as Hispanics), even if these products are sometimes purchased by Black consumers. Wigs, hairpieces, hair extensions, weaves, and hairstyling appliances are not included in the market size, although they may be discussed in the report.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Consumer qualitative research
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • Market for Black haircare products estimated to be worth $774 million
                          • Figure 1: Total US retail sales and fan chart forecast of Black haircare products, at current prices, 2009-19
                        • The consumer
                          • Attitudes toward haircare and beauty
                            • Figure 2: Black consumers’ attitudes toward haircare/beauty, by gender, May 2014
                          • Hair and scalp condition
                            • Figure 3: Hair/scalp condition they’re treating, by gender, May 2014
                          • Haircare routine
                            • Figure 4: Frequency of doing hair at home and going to salon – Any done, May 2014
                          • Hair products used
                            • Figure 5: Mainstream versus Black haircare brand usage, by haircare product, May 2014
                          • Pretreatment brands used
                            • Shampoo brands used
                              • Conditioner brands used
                                • Styling product brands used
                                  • Hairstyling tools used
                                    • Shavers and trimmers used
                                      • Home remedies used
                                        • Receptivity to new haircare products
                                          • Scent preferences for haircare products
                                            • What we think
                                            • Issues and Insights

                                                • What are some of the top concerns Black consumers face when it comes to their hair?
                                                  • The issues
                                                    • The implications
                                                      • Is natural hair here to stay? How does it impact the haircare industry?
                                                        • The issues
                                                          • The implications
                                                            • How important is targeted advertising when it comes to haircare products? How does it impact their opinion of the brand?
                                                              • The issues
                                                              • Trend Application

                                                                  • Trend: Factory Fear
                                                                    • Trend: Who are the Joneses
                                                                      • Trend: Prepare for the Worst
                                                                      • Market Size and Forecast

                                                                        • Key points
                                                                          • The market for Black haircare is estimated at $774 million in 2014
                                                                            • Figure 6: Total US retail sales and forecast of Black haircare products, at current prices, 2009-19
                                                                            • Figure 7: Total US retail sales and forecast of Black haircare products, at inflation-adjusted prices, 2009-19
                                                                          • Fan chart forecast
                                                                              • Figure 8: Total US retail sales and fan chart forecast of Black haircare products, at current prices, 2009-19
                                                                          • Market Drivers

                                                                            • Key points
                                                                              • Natural hair
                                                                                • Human hair weave/extensions
                                                                                  • Products for men and children
                                                                                    • More stores to shop
                                                                                      • Celebrity influence
                                                                                      • Competitive Context

                                                                                        • Key points
                                                                                          • Most home remedies strengthen hair and add moisture and shine
                                                                                            • Figure 9: Home remedy ingredients used, by gender, May 2014
                                                                                          • The internet may influence high usage of home remedies among those aged 18-34
                                                                                            • Figure 10: SheaMoisture Agave Nectar post on Facebook
                                                                                            • Figure 11: Home remedy ingredients used, by age, May 2014
                                                                                          • Olive oil, coconut oil and shea butter are top ingredients, regardless of hair/scalp condition
                                                                                            • Figure 12: Home remedy ingredients used, by hair/scalp condition they are treating, May 2014
                                                                                        • Segment Overview

                                                                                          • Key points
                                                                                            • Relaxer sales continue to decline, all others increase
                                                                                              • Figure 13: Total US retail sales and forecast of Black haircare market, by segment, 2009-19
                                                                                            • Styling products continue to hold largest market share in the category
                                                                                              • Figure 14: Total US retail sales of Black haircare market, by segment, 2012 and 2014
                                                                                          • Segment Performance – Shampoo and Conditioner

                                                                                            • Key points
                                                                                              • Sales are forecast to increase 26% from 2014-19 to reach $368 million
                                                                                                • Figure 15: Total US retail sales and forecast of Black haircare – Shampoo and conditioner, at current prices, 2009-19
                                                                                                • Figure 16: Total US retail sales and forecast of Black haircare – Shampoo and conditioner, at inflation-adjusted prices, 2009-19
                                                                                            • Segment Performance – Styling Products

                                                                                              • Key points
                                                                                                • Sales are forecast to increase 25% from 2014-19 to reach $389 million
                                                                                                  • Figure 17: Total US retail sales and forecast of Black haircare – Styling products, at current prices, 2009-19
                                                                                                  • Figure 18: Total US retail sales and forecast of Black haircare – Styling products, at inflation-adjusted prices, 2009-19
                                                                                              • Segment Performance – Relaxer

                                                                                                • Key points
                                                                                                  • Sales are forecast to decline 45% from 2014-19 to reach $72 million
                                                                                                    • Figure 19: Total US retail sales and forecast of Black haircare – Relaxer, at current prices, 2009-19
                                                                                                    • Figure 20: Total US retail sales and forecast of Black haircare – Relaxer, at inflation-adjusted prices, 2009-19
                                                                                                • Segment Performance – Hair Color

                                                                                                  • Key points
                                                                                                    • Sales are forecast to increase 21% from 2014-19 to reach $47 million
                                                                                                      • Figure 21: Total US retail sales and forecast of Black haircare – Hair color, at current prices, 2009-19
                                                                                                      • Figure 22: Total US retail sales and forecast of Black haircare – hair color, at inflation-adjusted prices, 2009-19
                                                                                                  • Innovations and Innovators

                                                                                                    • Key innovations promote healthy hair, include anti-aging, scalp exfoliators
                                                                                                      • Anti-aging
                                                                                                        • Figure 23: SheaMoisture’s Yucca & Baobab line of products, July 2013
                                                                                                      • Scalp exfoliators
                                                                                                        • Figure 24: Example of scalp exfoliating products, 2014
                                                                                                    • Marketing Strategies

                                                                                                      • Overview of the advertising landscape
                                                                                                        • Brand analysis: SheaMoisture
                                                                                                          • Figure 25: SheaMoisture advertising and sponsorship initiatives, 2013-14
                                                                                                          • Figure 26: SheaMoisture for Men campaigns, 2013-214
                                                                                                        • Brand analysis: Carol’s Daughter
                                                                                                          • Figure 27: Carol’s Daughter advertising efforts, 2013-14
                                                                                                        • Brand analysis: Dark & Lovely
                                                                                                          • Figure 28: Dark & Lovely/Au Naturale ads, 2013-14
                                                                                                        • Overview of Mintel’s Black advertising segments
                                                                                                          • Cluster #1: Cultural Activist (47% of the Black population)
                                                                                                            • Cluster #2: Cultural-listics (34% of the Black population)
                                                                                                              • Cluster #3: Cultural Advocates (19% of the Black population)
                                                                                                              • Social Media

                                                                                                                  • Key points
                                                                                                                    • Market overview
                                                                                                                      • Key social media metrics
                                                                                                                        • Figure 29: Key performance indicators, selected Black haircare brands July 28, 2013-July 27, 2014
                                                                                                                      • Brand usage and awareness
                                                                                                                        • Figure 30: Brand usage and awareness of Black haircare brands, May 2014
                                                                                                                      • Interaction with brands
                                                                                                                        • Figure 31: Interaction with Black haircare brands, May 2014
                                                                                                                      • Leading online campaigns
                                                                                                                        • “My Black is Beautiful”
                                                                                                                          • Increasing fan engagement
                                                                                                                            • What we think
                                                                                                                              • Online conversations
                                                                                                                                • Figure 32: Online mentions, selected Black haircare brands July 28, 2013-July 27, 2014
                                                                                                                              • Where are people talking about Black haircare brands?
                                                                                                                                • Figure 33: Mentions by page type, selected Black haircare brands July 28, 2013-July 27, 2014
                                                                                                                              • What are people talking about online?
                                                                                                                                • Figure 34: Mentions by topic of conversation, selected Black haircare brands July 28, 2013-July 27, 2014
                                                                                                                            • Attitudes toward Haircare and Beauty

                                                                                                                              • Key points
                                                                                                                                • Blacks believe beauty is in the eye of the beholder, driven by confidence
                                                                                                                                    • Figure 35: How Black consumers define beauty and attitudes toward beauty products, by gender, May 2014
                                                                                                                                  • Natural hair is here to stay
                                                                                                                                    • Figure 36: Attitudes toward natural hair, by gender, May 2014
                                                                                                                                  • Teeny weeny afros twice as appealing to women than men
                                                                                                                                    • Figure 37: Black consumer’s attitudes toward men’s grooming and short afros on women, by gender, May 2014
                                                                                                                                  • Younger women want more haircare products for Blacks
                                                                                                                                    • Figure 38: Women’s attitudes toward haircare/beauty, by age, May 2014
                                                                                                                                  • More than one third of men 55+ years want more products for Black men
                                                                                                                                    • Figure 39: Men’s attitudes toward haircare/beauty, by age, May 2014
                                                                                                                                • Hairstyles and Scalp Condition

                                                                                                                                  • Key points
                                                                                                                                    • Two thirds of women have worn their hair natural in the past year
                                                                                                                                      • Figure 40: Hairstyle have worn in last year, by gender, May 2014
                                                                                                                                    • More women planning to wear hair in an unnatural style in next year
                                                                                                                                      • Figure 41: Hairstyles plan to wear in next year, by gender, May 2014
                                                                                                                                    • Many have been wearing natural hairstyles for more than five years
                                                                                                                                      • Figure 42: Length of time wearing natural hairstyle, by gender, May 2014
                                                                                                                                      • Figure 43: Length of time wearing natural hairstyle, by age, May 2014
                                                                                                                                    • Men want dandruff control, women want to add moisture
                                                                                                                                      • Figure 44: Hair/scalp condition they’re treating, by gender, May 2014
                                                                                                                                      • Figure 45: Detailed hair/scalp condition they’re treating, by gender, May 2014
                                                                                                                                  • Haircare Routine

                                                                                                                                    • Key points
                                                                                                                                      • Older people (aged 55+) less likely to use styling products
                                                                                                                                        • Figure 46: Types of haircare products used, by gender, May 2014
                                                                                                                                        • Figure 47: Types of haircare products used, by age, May 2014
                                                                                                                                      • Six out of 10 Blacks go to a salon, but some are doing salon services at home
                                                                                                                                        • Figure 48: Frequency of doing hair at home and going to salon, May 2014
                                                                                                                                      • Many go to the salon at least once a month
                                                                                                                                        • Figure 49: Frequency of doing hair at home and going to a salon, May 2014
                                                                                                                                      • Men more likely than women to go to salon or barber shop
                                                                                                                                        • Figure 50: Frequency of doing hair at home and going to a salon – Once a month or more, by gender, May 2014
                                                                                                                                      • Young Blacks are far more involved with their hair
                                                                                                                                        • Figure 51: Frequency of doing hair at home and going to a salon – Once a month or more, by age, May 2014
                                                                                                                                      • Strong opportunity for marketers to promote brands, particularly among naturals with color
                                                                                                                                        • Figure 52: Frequency of doing hair at home and going to a salon – Once a month or more , by natural hairstyle have worn/plan to wear in next year, May 2014
                                                                                                                                      • People bald by choice enjoy experimenting with different hairstyles
                                                                                                                                        • Figure 53: Frequency of doing hair at home and going to a salon – Once a month or more, by low-cut/fade and bald hairstyle have worn/plan to wear in next year, May 2014
                                                                                                                                      • Strong opportunity for products geared to people with locs, twists, braids
                                                                                                                                        • Figure 54: Frequency of doing hair at home and going to a salon – Once a month or more, by locs, braids or twists, by locs, braids or twists style have worn/plan to wear in next year, May 2014
                                                                                                                                      • People with dry hair less likely to go to the salon
                                                                                                                                        • Figure 55: Frequency of doing hair at home and going to a salon – Once a month or more, by hair/scalp condition they are treating, May 2014
                                                                                                                                        • Figure 56: Frequency of doing hair at home and going to a salon – Once a month or more, by hair/scalp condition they are treating, May 2014 (continued)
                                                                                                                                        • Figure 57: Frequency of doing hair at home and going to a salon – Once a month or more, by hair/scalp condition they are treating, May 2014 (continued)
                                                                                                                                    • Haircare Brand Usage

                                                                                                                                      • Key points
                                                                                                                                        • Blacks use mainstream shampoo/conditioner, but Black styling products
                                                                                                                                          • Figure 58: Mainstream versus Black haircare brand usage, by haircare product, May 2014
                                                                                                                                        • Twice as many Blacksuse P&G products than they do other parent company’s brands
                                                                                                                                            • Figure 59: Mainstream versus Black haircare brands use, by gender, May 2014
                                                                                                                                            • Figure 60: Mainstream parent company brands Blacks use, by gender, May 2014
                                                                                                                                          • Women are more drawn to Black haircare brands
                                                                                                                                            • Figure 61: Top Black haircare brands used, by gender, May 2014
                                                                                                                                            • Figure 62: Haircare brands used – Any brand usage, by hairstyle have worn/plan to wear in next year, May 2014
                                                                                                                                            • Figure 63: Haircare brands used – Any brand usage, by hairstyle have worn/ plan to wear in next year, May 2014 (continued)
                                                                                                                                        • Pretreatment Brand Usage

                                                                                                                                          • Key points
                                                                                                                                            • Majority of Blacks use pretreatments, deep conditioning is tops
                                                                                                                                              • Figure 64: Types of pretreatments used, by gender, May 2014
                                                                                                                                            • People aged 35-54 are more likely to put relaxer and color in their hair
                                                                                                                                              • Figure 65: Types of pretreatments used, by age, May 2014
                                                                                                                                            • African Pride is the leader among men, women use it too, but Dark & Lovely follows closely
                                                                                                                                              • Figure 66: Pretreatment brands used at home, by gender, May 2014
                                                                                                                                              • Figure 67: Black pretreatment brands used most often, by gender, May 2014
                                                                                                                                            • Pantene is the leading mainstream brand
                                                                                                                                              • Figure 68: Pretreatment brands used at home – Any mainstream brands, May 2014
                                                                                                                                          • Shampoo Brand Usage

                                                                                                                                            • Key points
                                                                                                                                              • Blacks prefer mainstream shampoo brands over Black brands
                                                                                                                                                • Figure 69: Haircare brands used – Shampoo, by gender, May 2014
                                                                                                                                              • Pantene and Head & Shoulders are the leading shampoo brands
                                                                                                                                                • Figure 70: Top 10 mainstream shampoos used by Black consumers, by gender, May 2014
                                                                                                                                              • People with long locs more likely to prefer Black shampoo brands
                                                                                                                                                • Figure 71: Haircare brands used – Shampoo, by hairstyle have worn/plan to wear in next year, May 2014
                                                                                                                                              • Scalp condition has little impact on preferences for Black shampoo brands
                                                                                                                                                • Figure 72: Mainstream and Black shampoo brand usage, by scalp condition they are treating, May 2014
                                                                                                                                              • Level of hair damage has little impact on preference for Black shampoo brands
                                                                                                                                                • Figure 73: Mainstream and Black shampoo brand usage, by hair damage condition they are treating, May 2014
                                                                                                                                              • Naturally curly people less likely to use Black shampoo brands
                                                                                                                                                • Figure 74: Mainstream and Black shampoo brand usage, by appearance of hair they are treating, May 2014
                                                                                                                                            • Conditioner Brand Usage

                                                                                                                                              • Key points
                                                                                                                                                • Pantene and Suave are leading in conditioner brands
                                                                                                                                                  • Figure 75: Top 10 mainstream conditioner brands Blacks use, by gender, May 2014
                                                                                                                                                • People with natural braids, twists, and long locs have stronger preference for Black brands
                                                                                                                                                  • Figure 76: Mainstream and Black hair conditioner brand usage, by hairstyle have worn/plan to wear in next year, May 2014
                                                                                                                                                • Scalp condition has little impact on preference for mainstream and Black conditioners
                                                                                                                                                  • Figure 77: Mainstream and Black conditioner brand usage, by scalp condition they are treating, May 2014
                                                                                                                                                  • Figure 78: Mainstream and Black conditioner brand usage, by hair condition they are treating, May 2014
                                                                                                                                                • Equal appeal for mainstream and Black brands among hair growth and straightening seekers
                                                                                                                                                  • Figure 79: Mainstream and Black conditioner brand usage, by hair appearance they are treating, May 2014
                                                                                                                                              • Styling Product Brand Usage

                                                                                                                                                • Key points
                                                                                                                                                  • Blacks use styling products for Black hair
                                                                                                                                                    • Figure 80: Mainstream and Black styling product brand usage, by gender, May 2014
                                                                                                                                                  • L’Oréal leads in styling products, attributed to its Black haircare subsidiaries
                                                                                                                                                    • Figure 81: Leading parent company brands in the styling product category among Blacks, May 2014
                                                                                                                                                  • Blacks trust Black styling products to deliver, others may not be worth the risk
                                                                                                                                                    • Figure 82: Mainstream and Black styling product usage, by hairstyle have worn/plan to wear in next year, May 2014
                                                                                                                                                    • Figure 83: Haircare brands used – Styling products, by scalp condition they are treating, May 2014
                                                                                                                                                    • Figure 84: Haircare brands used – Styling products, by hair condition they are treating, May 2014
                                                                                                                                                    • Figure 85: Haircare brands used – Styling products, by hair appearance they are treating, May 2014
                                                                                                                                                • Styling Tools Brand Usage

                                                                                                                                                  • Key points
                                                                                                                                                    • Vast majority of women use electric hair tools to straighten or curl hair
                                                                                                                                                      • Figure 86: Types of haircare tools women use, May 2014
                                                                                                                                                    • Fewer women aged 55+ use electric appliances
                                                                                                                                                      • Figure 87: Types of haircare tools women use, by age, May 2014
                                                                                                                                                    • Men are significantly more likely than women to use shavers and trimmers
                                                                                                                                                      • Figure 88: Types of haircare tools men use, by age, May 2014
                                                                                                                                                    • Conair leads in dryer category, while Belson wins in flat irons and curlers
                                                                                                                                                      • Figure 89: Parent company electric haircare tools used by women, by type of electric hair tool, May 2014
                                                                                                                                                      • Figure 90: Brand of haircare tools used by women, by type of electric hair tool, May 2014
                                                                                                                                                    • Conair is the leader among young Blacks
                                                                                                                                                      • Figure 91: Brand of haircare tools used by women – Any tool, by age, May 2014
                                                                                                                                                  • Shavers and Trimmers Brand Usage

                                                                                                                                                    • Key points
                                                                                                                                                      • Women use Gillette, while men use Wahl shavers and trimmers
                                                                                                                                                          • Figure 92: Brands of shavers/trimmers used, by gender, May 2014
                                                                                                                                                        • Young Blacks use Gillette, brand has strong heritage and for everyone
                                                                                                                                                          • Gillette brand personification
                                                                                                                                                              • Figure 93: Brands of shavers/trimmers used, by age, May 2014
                                                                                                                                                          • Receptivity to New Haircare Products

                                                                                                                                                            • Key points
                                                                                                                                                              • Women are very interested in trying new products, especially co-washes and conditioning shampoos
                                                                                                                                                                • Figure 94: Types of hair products used and interest in trying – Any interest, by gender, May 2014
                                                                                                                                                              • Interest in trying different products varies by age for some products
                                                                                                                                                                • Figure 95: Types of hair products used and interest in trying – Any interest, by age, May 2014
                                                                                                                                                            • Scent Preferences for Haircare Products

                                                                                                                                                              • Key point
                                                                                                                                                                • Seven out of 10 Blacks prefer scented haircare products
                                                                                                                                                                  • Figure 96: Scents Black consumer prefer in haircare products, by gender, May 2014
                                                                                                                                                                • Young Blacks are strong scent enthusiasts
                                                                                                                                                                  • Figure 97: Scents Black consumers prefer in haircare products by age, May 2014
                                                                                                                                                              • Appendix – The US Black Population

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Buying power
                                                                                                                                                                      • Figure 98: Buying power trends among Black consumers, 1990-2018 (projections)
                                                                                                                                                                    • Black buying power is growing at a faster rate than that of White consumers
                                                                                                                                                                      • Figure 99: Changes in buying power, by race, June 2013
                                                                                                                                                                    • Black buying power more than $1 trillion
                                                                                                                                                                      • Figure 100: Top 10 states or areas ranked by share of Black buying power, 2013
                                                                                                                                                                    • Top 10 states with highest buying power represent two thirds of buying power
                                                                                                                                                                      • Figure 101: Top 10 states ranked by value of Black buying power, 2013
                                                                                                                                                                    • Population statistics
                                                                                                                                                                      • Black population growing at a faster rate than Whites
                                                                                                                                                                        • Figure 102: Population by race and Hispanic origin, 2009-19
                                                                                                                                                                      • Black population growth slows
                                                                                                                                                                        • Figure 103: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                                                      • Children <18 years old account for 27% of Black population
                                                                                                                                                                        • Figure 104: Black population, by age, 2009-19
                                                                                                                                                                      • Geographic concentration
                                                                                                                                                                        • Majority of Blacks reside in the South; a different marketing approach may be needed
                                                                                                                                                                          • Figure 105: Black geographic concentration, by region, 2010
                                                                                                                                                                        • Population grows in the South, reverse migration may be occurring
                                                                                                                                                                          • Figure 106: Top 20 states or areas with highest Black population and percentage change from 2000-10, 2010
                                                                                                                                                                        • New York, Chicago, Philadelphia, Detroit, and Houston are top Black metros
                                                                                                                                                                          • Figure 107: Top 10 cities with the largest number of Blacks, 2010
                                                                                                                                                                        • More than 80% of Detroit’s and Jackson’s population is Black
                                                                                                                                                                          • Figure 108: Top 10 cities with the highest percentage of Blacks, 2010
                                                                                                                                                                        • Gender
                                                                                                                                                                          • Figure 109: Men by race and Hispanic origin, 2009-19
                                                                                                                                                                          • Figure 110: Women by race and Hispanic origin, 2009-19
                                                                                                                                                                        • Generations
                                                                                                                                                                          • iGeneration and Millennials represent nearly half of Black population
                                                                                                                                                                            • Figure 111: Population of generations, by race/Hispanic origin, 2014
                                                                                                                                                                            • Figure 112: Distribution of population by race and generation, 2014
                                                                                                                                                                          • Marital status
                                                                                                                                                                            • Only one third of Blacks are married, compared to 50% or more of others
                                                                                                                                                                              • Figure 113: Percentage of married and not married people aged 18 or older, by race and Hispanic origin, 2013
                                                                                                                                                                            • Blacks twice as likely never to marry
                                                                                                                                                                              • Figure 114: Marital status of adults aged 18 or older, by race/Hispanic origin, 2013
                                                                                                                                                                              • Figure 115: Marital status of Blacks, by age, 2013
                                                                                                                                                                              • Figure 116: Marital status of Black adults, by gender, 2013
                                                                                                                                                                            • Parental status
                                                                                                                                                                              • One third of Black households are headed by women
                                                                                                                                                                                • Figure 117: Households type, by race of householder, 2013
                                                                                                                                                                              • More Black children born to unmarried women in 2012
                                                                                                                                                                                • Figure 118: Fertility rate, by race and Hispanic origin of mother, 2002-12
                                                                                                                                                                                • Figure 119: Percentage of births to unmarried mothers, by race and Hispanic origin of mother, 2002 and 2012
                                                                                                                                                                                • Figure 120: Households with own children, by race and Hispanic origin of householder, 2013
                                                                                                                                                                                • Figure 121: Who children live with, by race and Hispanic origin, 2012
                                                                                                                                                                                • Figure 122: Black households, by presence and ages of own children, 2013
                                                                                                                                                                              • Education
                                                                                                                                                                                • Majority of Blacks seek college, while others may be relying on entrepreneurship
                                                                                                                                                                                  • Figure 123: Educational attainment of Blacks aged 25 or older, by age, 2012
                                                                                                                                                                                • Income
                                                                                                                                                                                  • Blacks have lower household incomes, attributed to several factors besides occupation
                                                                                                                                                                                    • Figure 124: Median household income, by race and Hispanic origin of householder, 2012
                                                                                                                                                                                    • Figure 125: Household income distribution by race and Hispanic origin of householder, 2012
                                                                                                                                                                                • Appendix – Market Data

                                                                                                                                                                                    • Figure 126: Multi Outlet (MULO) dollar sales, by year, August 2014
                                                                                                                                                                                    • Figure 127: Food/Drug dollar sales, by year, August 2014
                                                                                                                                                                                    • Figure 128: Nonfood/drug MULO dollar sales, by year, August 2014
                                                                                                                                                                                • Appendix – Information Resources, Inc. Builders Panel Data Definitions

                                                                                                                                                                                    • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                    • Appendix – Social Media

                                                                                                                                                                                      • Brand analysis
                                                                                                                                                                                        • Figure 129: Key social media indicators of selected Black haircare brands, July 2014
                                                                                                                                                                                      • Online conversations
                                                                                                                                                                                        • Figure 130: Online mentions, selected black haircare brands July 28, 2013-July 27, 2014
                                                                                                                                                                                      • Brand usage or awareness
                                                                                                                                                                                        • Figure 131: Brand usage or awareness, May 2014
                                                                                                                                                                                        • Figure 132: SheaMoisture usage or awareness, by demographics, May 2014
                                                                                                                                                                                        • Figure 133: Mixed Chicks usage or awareness, by demographics, May 2014
                                                                                                                                                                                        • Figure 134: Miss Jessie’s usage or awareness, by demographics, May 2014
                                                                                                                                                                                        • Figure 135: Carol’s Daughter usage or awareness, by demographics, May 2014
                                                                                                                                                                                        • Figure 136: Jane Carter Solution usage or awareness, by demographics, May 2014
                                                                                                                                                                                        • Figure 137: Pantene Truly Natural usage or awareness, by demographics, May 2014
                                                                                                                                                                                      • Activities done
                                                                                                                                                                                        • Figure 138: Social media activities done, by haircare brand, May 2014
                                                                                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                      • Attitudes toward haircare and beauty
                                                                                                                                                                                        • Figure 139: Attitudes toward haircare/beauty – Women, by household income, May 2014
                                                                                                                                                                                        • Figure 140: Attitudes toward haircare/beauty – Women, by region, May 2014
                                                                                                                                                                                        • Figure 141: Attitudes toward haircare/beauty – Men, by household income, May 2014
                                                                                                                                                                                      • Hairstyles
                                                                                                                                                                                        • Figure 142: Hairstyles have worn and plan to wear in next year, May 2014
                                                                                                                                                                                        • Figure 143: Hairstyle have worn, by household income, May 2014
                                                                                                                                                                                        • Figure 144: Hairstyle have worn, by region, May 2014
                                                                                                                                                                                        • Figure 145: Hairstyle have worn, by age, May 2014
                                                                                                                                                                                        • Figure 146: Hairstyles plan to wear in next year, by age, May 2014
                                                                                                                                                                                        • Figure 147: Length of time wearing natural hairstyle, by household income, May 2014
                                                                                                                                                                                        • Figure 148: Length of time wearing natural hairstyle, by hairstyle have worn/plan to wear in the next year, May 2014
                                                                                                                                                                                        • Figure 149: Length of time wearing natural hairstyle, by hairstyle have worn/plan to wear in the next year, May 2014 (continued)
                                                                                                                                                                                      • Scalp condition
                                                                                                                                                                                        • Figure 150: Hair/scalp condition they’re treating, by age, May 2014
                                                                                                                                                                                        • Figure 151: Hair/scalp condition they’re treating, by household income, May 2014
                                                                                                                                                                                        • Figure 152: Hair/scalp condition they’re treating, by region, May 2014
                                                                                                                                                                                        • Figure 153: Hair/scalp condition they're treating, by hairstyle have worn/plan to wear in the next year, May 2014
                                                                                                                                                                                        • Figure 154: Hair/scalp condition they’re treating, by hairstyle have worn/plan to wear in the next year, May 2014 (continued)
                                                                                                                                                                                      • Haircare routine
                                                                                                                                                                                        • Figure 155: Haircare done in the last year, by household income, May 2014
                                                                                                                                                                                        • Figure 156: Haircare done in the last year, by region, May 2014
                                                                                                                                                                                        • Figure 157: Haircare done in the last year, by hairstyle have worn/plan to wear in the next year, May 2014
                                                                                                                                                                                        • Figure 158: Haircare done in the last year, by hairstyle have worn/plan to wear in the next year, May 2014 (continued)
                                                                                                                                                                                      • Haircare products used
                                                                                                                                                                                        • Type
                                                                                                                                                                                          • Figure 159: Types of haircare products used, by household income, May 2014
                                                                                                                                                                                          • Figure 160: Types of haircare products used, by region, May 2014
                                                                                                                                                                                        • Brands
                                                                                                                                                                                          • Figure 161: Haircare brands used – Any brand usage, by household income, May 2014
                                                                                                                                                                                          • Figure 162: Haircare brands used – Any brand usage, by region, May 2014
                                                                                                                                                                                        • Pretreatment products used
                                                                                                                                                                                          • Type
                                                                                                                                                                                            • Figure 163: Types of pretreatments used, by hairstyle have worn/plan to wear in the next year, May 2014
                                                                                                                                                                                            • Figure 164: Types of pretreatments used, by region, May 2014
                                                                                                                                                                                          • Brand
                                                                                                                                                                                            • Figure 165: Pretreatment brands used at home, by household income, May 2014
                                                                                                                                                                                          • Shampoo brands used
                                                                                                                                                                                            • Figure 166: Haircare brands used – Shampoo, by household income, May 2014
                                                                                                                                                                                            • Figure 167: Haircare brands used – Shampoo, by region, May 2014
                                                                                                                                                                                          • Conditioner brands used
                                                                                                                                                                                            • Figure 168: Haircare brands used – Conditioner, by household income, May 2014
                                                                                                                                                                                            • Figure 169: Haircare brands used – Conditioner, by region, May 2014
                                                                                                                                                                                          • Styling product brands used
                                                                                                                                                                                            • Figure 170: Haircare brands used – Styling products, by household income, May 2014
                                                                                                                                                                                            • Figure 171: Haircare brands used – Styling products, by region, May 2014
                                                                                                                                                                                          • Styling tools used – Types
                                                                                                                                                                                            • Women
                                                                                                                                                                                              • Figure 172: Types of haircare tools used – Women, May 2014
                                                                                                                                                                                              • Figure 173: Types of haircare tools used – Women, by age, May 2014
                                                                                                                                                                                              • Figure 174: Types of haircare tools used – Women, by household income, May 2014
                                                                                                                                                                                            • Men
                                                                                                                                                                                              • Figure 175: Types of haircare tools used – Men, May 2014
                                                                                                                                                                                              • Figure 176: Types of haircare tools used – Men, by age, May 2014
                                                                                                                                                                                              • Figure 177: Types of haircare tools used – Men, by household income, May 2014
                                                                                                                                                                                            • Styling tools used – Brands
                                                                                                                                                                                              • Figure 178: Brand of haircare tools used – Any brand – Women, by household income, May 2014
                                                                                                                                                                                              • Figure 179: Brand of haircare tools used – Any brand – Women, by region, May 2014
                                                                                                                                                                                            • Electric flat iron
                                                                                                                                                                                              • Figure 180: Brand of haircare tools used – Electric flat iron – Women, May 2014
                                                                                                                                                                                              • Figure 181: Brand of haircare tools used – Electric flat iron – Women, by age, May 2014
                                                                                                                                                                                              • Figure 182: Brand of haircare tools used – Electric flat iron – Women, by household income, May 2014
                                                                                                                                                                                              • Figure 183: Brand of haircare tools used – Electric flat iron – Women, by region, May 2014
                                                                                                                                                                                            • Hair dryers
                                                                                                                                                                                              • Figure 184: Brand of haircare tools used – Hair dryers – Women, May 2014
                                                                                                                                                                                              • Figure 185: Brand of haircare tools used – Hair dryers – Women, by age, May 2014
                                                                                                                                                                                              • Figure 186: Brand of haircare tools used – Hair dryers – Women, by household income, May 2014
                                                                                                                                                                                              • Figure 187: Brand of haircare tools used – Hair dryers – Women, by region, May 2014
                                                                                                                                                                                            • Shaver and trimmer brand use
                                                                                                                                                                                              • Figure 188: Brands of shavers/trimmers used, by household income, May 2014
                                                                                                                                                                                              • Figure 189: Brands of shavers/trimmers used, by region, May 2014
                                                                                                                                                                                            • Home remedy ingredient use
                                                                                                                                                                                              • Figure 190: Home remedy ingredients used, by household income, May 2014
                                                                                                                                                                                              • Figure 191: Home remedy ingredients used, by region, May 2014
                                                                                                                                                                                            • Receptivity to new haircare products
                                                                                                                                                                                              • Figure 192: Types of hair products used and interest in trying – Any interest, by household income, May 2014
                                                                                                                                                                                              • Figure 193: Types of hair products used and interest in trying – Any interest, by region, May 2014
                                                                                                                                                                                              • Figure 194: Types of hair products used and interest in trying – Any interest, by hairstyle have worn/plan to wear in the next year, May 2014
                                                                                                                                                                                              • Figure 195: Types of hair products used and interest in trying – Any interest, by hairstyle have worn/plan to wear in the next year, May 2014 (continued)
                                                                                                                                                                                          • Appendix – Trade Associations

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            To learn more about the companies covered in this report please contact us.

                                                                                                                                                                                            Black Consumers and Haircare - US - August 2014

                                                                                                                                                                                            £3,199.84 (Excl.Tax)