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Black Consumers and Personal Care - US - July 2017

Black consumers spend slightly less money per household, but a higher percentage of their disposable budget, within the personal care category. Most buy mass produced brands for basic maintenance, but will use prestige and Black consumer targeted brands that have products specially formulated to treat their skin care issues. Black consumers are brand loyal, because they prefer to stick to what works, but can be persuaded using integrated communications to experiment with something new.

For purposes of this Report, Mintel has defined the personal care market as products used for regular grooming and hygiene including the following categories:

  • Skincare – facial cleansers, facial moisturizers, specialty skincare products such as acne and anti-aging treatments, hand and body moisturizers, lip balm
  • Body cleansing products – bar soap, liquid shower gel, bath products
  • APDO (antiperspirant/deodorant)
  • Oral care

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • The insights
            • Most Blacks use mass brands, but will use specialty brands for special needs
              • Figure 1: Blacks’ personal care product purchases, by brand type, March 2017
            • Blacks prefer products that they are familiar with, but advertising may change their mind
              • Figure 2: Personal care product purchase influencers, Black indexed to all, January and March, 2017
            • Product price is important to most Blacks
              • Figure 3: Price sensitivity regarding personal care products, Black indexed to all, January and March 2017
            • Blacks use products to first cover basic maintenance, then to treat issues
              • Figure 4: Blacks’ personal care product benefits of interest, March 2017
            • The opportunities
              • Use advertising and experts to educate Blacks on product benefits
                • Demonstrate product value and efficacy to overcome price sensitivity
                  • What it means
                  • The Market – What You Need to Know

                    • Black households spend less money on personal care products, but greater share of income
                      • Blacks prefer name brand personal care products because they know they’ll work
                        • Blacks prefer personal care product that stimulate the senses, especially scent
                        • Market Size and Expenditures Share

                          • Flat sales growth of personal care products among Black consumers
                            • Figure 5: Total historical expenditures by Black consumers for personal care products*, at current prices, 2012-22
                          • Black households spend less than the average, but higher percentage of budget
                            • Figure 6: Annual expenditure mean and share of personal care products and services, total and Black, July 2015-July 2016
                        • The Black Population by the Numbers

                          • There are 43.3 million Blacks in the US
                            • Figure 7: Total US and Black population estimates, 2012-22
                          • Most Black adults are single and the head of their households
                            • Figure 8: Detailed type of household, by Black vs total, 2016
                          • There are fewer Blacks, but more children per household
                            • Figure 9: Average household size, by Black vs total, 2016
                          • Most Blacks live in the South
                            • Figure 10: Distribution of the Black population, by census region, 2015
                          • Black median household income lower than the average
                            • Figure 11: US median household income distribution, by Black vs total, 2015
                        • Market Breakdown

                          • Deodorant/antiperspirant
                            • A quarter of Blacks apply deodorant at least twice a day
                              • Figure 12: Number of deodorant/antiperspirant uses within the last seven days, by total and Black, index to total, January 2016-March 2017
                            • Blacks prefer extra-strength and value brands, but not private label
                              • Figure 13: Top ten deodorant and antiperspirant brands, by total and Black, index to total, January 2016-March 2017
                            • Body wash
                              • Body wash usage higher among Blacks
                                • Figure 14: Body wash use, by total and Black, January 2016-March 2017
                              • Oral care
                                • Whitening and bleaching toothpaste signals cleanliness among Blacks
                                  • Figure 15: Toothpaste kinds used, by total and Black, index to total, January 2016-March 2017
                                • Over half of Black households prefer Colgate toothpaste, but whitening and gel forms are preferred
                                  • Figure 16: Top ten toothpaste brands most often used, by total and Black, index to total, January 2016-March 2017
                                • Skincare products
                                  • Most Blacks use facial cleansers, over a quarter use acne treatments
                                    • Figure 17: Facial cleansers, medicated products, and toners reasons for use, by total and Black, January 2016-March 2017
                                  • Blacks’ use of skincare varies across private label and stimulating, sensorial brands
                                    • Figure 18: Facial cleansers, medical products, and toners by brand, by total and Black, index to total, January 2016-March 2017
                                  • Moisturizers
                                    • Blacks more likely to use lotion and more often
                                      • Figure 19: Moisturizers, creams and lotions use, by total and Black, January 2016-March 2017
                                    • Most Blacks use regular moisturizers, skin protection limited to sensitive and anti-bacterial formulas
                                      • Figure 20: Moisturizers, creams, and lotions usage types, by total and Black, index to total, January 2016-March 2017
                                    • Vaseline lotion and petroleum jelly are favorites among Blacks
                                      • Figure 21: Top ten moisturizers, creams and lotions brands, by total and Black, index to total, January 2016-March 2017
                                    • Black adults more likely to use baby oil on themselves instead of the kids
                                      • Figure 22: Baby oil and lotion usage by age, by total and Black, January 2016- March 2017
                                  • Market Perspective

                                    • Most Blacks buy mass brands, but specialty, scent-oriented brands are a personal treat
                                      • Figure 23: Top ten body wash brands used in the household, by total and Black, index to total, January 2016-March 2017
                                  • Key Trends – What You Need to Know

                                    • Natural products make inroads with Black consumers
                                      • Seasoned and new companies expand personal care offerings for Black men
                                        • Black women exposed to more products containing harmful ingredients
                                        • What’s Working?

                                          • Black consumer targeted brands known for hair care lead skin care
                                            • Figure 24: Share of skincare and soap and bath product introductions, by two leading Black consumer targeted brands, June 2012-June 2017
                                            • Figure 25: Claim categories of products introduced by leading Black consumer targeted brands, June 2012-June 2017
                                        • What’s Struggling?

                                          • Black women are exposed to more harmful ingredients
                                          • What’s Next?

                                            • Product launches by Black celebrity manufacturers on the rise
                                              • Natural and organic product lines for overall wellness and to treat ailments
                                                • Products formulated specifically for Black men
                                                • The Consumer – What You Need to Know

                                                  • Mass brands are used for basic maintenance, specialty brands for specific issues
                                                    • Blacks spend more time on their personal care maintenance
                                                      • Product experimentation mostly among Blacks with more disposable income
                                                        • Blacks remain loyal to brands that work, but open to products that solve specific issues
                                                          • Advertising can serve as a brand and product awareness builder for time-strapped Black moms and young Black men
                                                            • Scent-oriented products appeal to Blacks’ sense of cleanliness and freshness
                                                            • Black Consumer Personal Care Product Purchases

                                                                • Blacks’ personal care product purchases on par with general market
                                                                    • Figure 26: Personal care product purchases, Black indexed to all, January and March 2017
                                                                  • Most Blacks purchase mass market brands, but specialty brands are favored for moisturizing categories
                                                                      • Figure 27: Blacks’ personal care product purchases, by brand type, March 2017
                                                                      • Figure 28: Blacks’ personal care product purchases, by brand type, March 2017
                                                                    • Black men more likely to buy shaving products and talcum powder as a secondary antiperspirant
                                                                        • Figure 29: Blacks’ personal care product purchases – Select items, by gender, March 2017
                                                                      • Younger Blacks drive specialty brand purchases
                                                                          • Figure 30: Blacks’ personal care product purchases – Select brand type, by age, March 2017
                                                                        • Upper-middle income Blacks drive purchase across specialty brands
                                                                            • Figure 31: Blacks’ personal care product purchases – By select item and brand type, by household income, March 2017
                                                                        • Black Consumers’ Time Spent, Price Sensitivity and Experimentation with Personal Care Products

                                                                            • Blacks spend more time and less money on personal care products
                                                                                • Figure 32: Blacks’ time spent daily on personal care routine, indexed to all, January and March 2017
                                                                                • Figure 33: Black’s price sensitivity regarding personal care products, indexed to all, January and March 2017
                                                                              • Blacks’ experimentation on par with the general market
                                                                                • Figure 34: Blacks’ experimentation of personal care products, indexed to all, January and March 2017
                                                                              • Middle income Blacks most likely to experiment across products and brands
                                                                                • Figure 35: Blacks’ experimentation of personal care products, by household income, March 2017
                                                                              • Most Blacks spend 20 minutes or less getting groomed
                                                                                • Figure 36: Blacks’ time spent daily on personal care routine, by gender, March 2017
                                                                              • Black moms spend the most time getting ready
                                                                                  • Figure 37: Blacks’ time spent daily on personal care routine, by gender and parental status, March 2017
                                                                                • Product price least important among upper income Black households
                                                                                  • Figure 38: Blacks’ price sensitivity regarding personal care products, by household income, March 2017
                                                                              • Blacks’ Personal Product Purchase Influencers

                                                                                  • Scent rules product purchase, but Blacks can be swayed by advertising
                                                                                      • Figure 39: Blacks’ personal care product purchase influencers, indexed to all, January and March 2017
                                                                                      • Figure 40: TURF Analysis – Purchase influencers, March 2017
                                                                                    • Black women are influenced across attributes, men are influenced by advertising
                                                                                      • Figure 41: Blacks’ personal care product purchase influencers, by gender, March, 2017
                                                                                    • Married and partnered parents are influenced by trusted sources, single parents are influenced by advertising
                                                                                      • Figure 42: Blacks’ personal care product purchase influencers, by parental and relationship status, March, 2017
                                                                                    • Upper income Blacks have the flexibility of personal product choices
                                                                                        • Figure 43: Blacks’ personal care product purchase influencers, by household income, March, 2017
                                                                                    • Blacks’ Preferred Personal Care Product Benefits

                                                                                        • Blacks use personal care products first to cover the basics, then to treat special issues
                                                                                          • Figure 44: Blacks’ personal care product benefits of interest, March 2017
                                                                                        • Black women seek to correct facial issues, Black men more concerned with scent and shaving effects
                                                                                          • Figure 45: Blacks personal care product benefits of interest, by gender, March 2017
                                                                                        • Younger Blacks want to put their best face forward, older Blacks reduce the signs of aging
                                                                                          • Figure 46: Blacks personal care product benefits of interest, by age, March 2017
                                                                                        • Colder, drier climates impact Blacks’ usage of personal care products
                                                                                          • Figure 47: Blacks’ personal care product benefits of interest, by region, March 2017
                                                                                      • Blacks’ Attitudes toward Personal Care Products

                                                                                          • Some Blacks stick to familiar products, while others are willing try something new
                                                                                            • Figure 48: Blacks’ attitudes toward personal care products, indexed to all, January and March 2017
                                                                                          • Black women open to new products while shopping across outlets, Black men stick to what they know
                                                                                            • Figure 49: Blacks’ attitudes toward personal care products – Select items, by gender, March 2017
                                                                                          • Independent younger Blacks like to experiment, older Blacks turn to natural ingredients
                                                                                            • Figure 50: Blacks’ attitudes toward personal care products, by age, March 2017
                                                                                          • Upper income Blacks more invested in personal care products, but will remain loyal to brands that work
                                                                                            • Figure 51: Blacks’ attitudes toward personal care products – Select items, by household income, March 2017
                                                                                        • Blacks’ Personal Care Trade up Opportunities

                                                                                            • Blacks prefer to eliminate risk while considering higher priced personal care products
                                                                                              • Figure 52: Blacks’ personal care trade up opportunities, indexed to all, January and March 2017
                                                                                            • Black women seek greater product value, Black men want to enhance their image
                                                                                                • Figure 53: Blacks’ personal care trade up opportunities, by gender, March, 2017
                                                                                              • Expert sources can convince younger Blacks to upgrade
                                                                                                • Figure 54: Blacks’ personal care trade up opportunities, by age, March, 2017
                                                                                              • Product experts can compel middle and upper income Blacks to purchase, but middle income Blacks are more status seekers
                                                                                                • Figure 55: Blacks’ personal care trade up opportunities, by household income, March, 2017
                                                                                            • Appendix – Data Sources and Abbreviations

                                                                                              • Data sources
                                                                                                • Consumer survey data
                                                                                                  • Consumer qualitative research
                                                                                                    • Abbreviations and terms
                                                                                                      • Abbreviations
                                                                                                        • Terms
                                                                                                          • TURF Analysis – Methodology
                                                                                                          • Appendix – The Market

                                                                                                            • Deodorant and antiperspirant
                                                                                                              • Figure 56: Deodorant/antiperspirant use (number of times) within the last seven days, by total and Black, January 2016-March 2017
                                                                                                              • Figure 57: Deodorant and antiperspirant brands, by total and Black, January 2016-March 2017
                                                                                                            • Body wash
                                                                                                              • Figure 58: Body wash household use, by total and Black, January 2016-March 2017
                                                                                                              • Figure 59: Body wash brands used in the household, by total and Black, January 2016-March 2017
                                                                                                            • Oral care
                                                                                                              • Figure 60: Toothpaste kinds used, by total and Black, January 2016-March 2017
                                                                                                              • Figure 61: Toothpaste brands used, by total and Black, January 2016-March 2017
                                                                                                            • Facial cleansers, medical products, and toners
                                                                                                              • Figure 62: Facial cleansers, medical products, and toners use, by total and Black, January 2016-March 2017
                                                                                                              • Figure 63: Facial cleansers, medicated products, and toner reasons for use, by total and Black, January 2016-March 2017
                                                                                                              • Figure 64: Facial cleansers, medical products, and toner brands used, by total and Black, January 2016-March 2017
                                                                                                            • Moisturizers, creams, and lotions
                                                                                                              • Figure 65: Moisturizers, creams, and lotions use, by total and Black, January 2016-March 2017
                                                                                                              • Figure 66: Moisturizers, creams and lotions types used, by total and Black, January 2016-March 2017
                                                                                                              • Figure 67: Moisturizers, creams, and lotions brands used, by total and Black, January 2016-March 2017
                                                                                                            • Baby oil and lotion
                                                                                                              • Figure 68: Baby oil and lotion usage by age, by total and Black, January 2016-March 2016

                                                                                                          Companies Covered

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                                                                                                          Black Consumers and Personal Care - US - July 2017

                                                                                                          US $3,995.00 (Excl.Tax)