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Black Haircare - US - August 2013

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

– Tonya Roberts, Multicultural Analyst

Some questions answered in this report include:

  • The role and importance of hair to Black consumers
  • How will the trend toward natural hair continue to influence the market?
  • What role do men play in the Black haircare category?

 

African-Americans spend a tremendous amount of time and money on haircare products and buy multiple brands to achieve the look they want. If we were to look in the cabinets of African-American men and women, we’d find an overabundance of haircare products: Either they can’t find the right product to suit their needs, or different products are needed to achieve different looks.
This report explores the following issues related to Black consumers and haircare:
  • The brands Black consumers buy—heritage Black haircare brands, newer Black haircare brands, and mainstream brands, as well as where Black consumers are buying haircare products
  • The natural hair trend is exploding as new products are popping up every day, but what do Black consumers feel about what “corporate America” has to say about their new look? There’s a lot of chatter online about the perception that natural styles/looks (e.g., braids or locks) are not as professional—among Black consumers and White consumers. As the natural styles are evolving from the late 1960s and ’70s, can heritage brands like SoftSheen-Carson make a comeback? How are the newer brands winning over the Black consumer?
  • Black men are a viable and often ignored segment: Unlike their general market counterparts, African-American men have different hair product needs than women. What should marketers do to successfully meet the needs of the lucrative Black male market? What are some of the similarities and differences in the way Black men and women view haircare?

 

This report examines Black consumers’ attitudes and behaviors toward haircare.
 For clarification, the report will cover the following haircare products:
  • Shampoo and conditioners
  • Styling products
  • Relaxers Weaves, braids, and extensions
  • Hair color
  • Styling tools

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Table of contents

  1. Scopes and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                    • Market size notes
                    • Executive Summary

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

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

                                  • Trend: Many Mes
                                    • Trend: Influentials
                                      • Mintel Futures trend: Human
                                          • Figure 17: Image of mirror salon in New York City
                                      • Market Size and Forecast

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

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

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

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

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

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

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

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

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

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

                                                                                                    Companies Covered

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

                                                                                                    Black Haircare - US - August 2013

                                                                                                    £3,199.84 (Excl.Tax)