This report reveals in-depth insight into the Black haircare market in the US. Consumer-led research explores routines and preferences, with strategies to connect and engage effectively with Black consumers in the haircare industry.
Key Topics Covered
- Trends in Black consumers’ hair texture and styles worn.
- Types of hair products purchased by Black consumers and purchase locations.
- Attitudes towards salons, haircare and perceptions of hair styles and representation.
- Black consumers’ expenditures and forecast of haircare products, relaxers and home hair color.
- Innovative products, marketing communication and opportunities to target Black haircare consumers.
- Key trends in haircare and market factors impact Black haircare consumers.
US Black Haircare Market Size 2023-2028
Black consumers’ spending on routine haircare products (shampoo, conditioner, styling) is forecast to grow 5.1% in 2023, following similar gains in 2022. However, change is expected through 2028 as inflation and financial concerns remain top-of-mind, as discussed in the report.
Find further analysis of Black haircare market size, including forecast, in the full report. Relaxer and hair color spending is included separately.
Black Haircare Industry Statistics
This report provides dedicated consumer research on trends across Black consumer haircare. Below are some handpicked statistics.
- Shampoo and conditioner remain consumers’ top purchase. Meanwhile, hair oil has risen in importance, as over half of consumers purchased it in the past 12 months, more so than in previous years.
- Close to three-quarters of Black consumers choose their specific hairstyles based on their hair type. In addition to hair porosity, type, texture, and density play a significant role in determining possibilities available to consumers for their hair.
- 60% of Black consumers agree there is a lot of pressure for hair to look a certain way in the Black community. This may have implications on their confidence and decision making when it comes to hairstyles and product selection, explored in the report.
Opportunity for Haircare Brands
Black consumers are more likely to agree that they are paying more attention to their hair health. While moisturizing claims are well-established in the curly/coily haircare space, there is an opportunity for other hair health claims to expand, such as damaged hair, vitamin/mineral fortified and antioxidant.
Find a complete analysis of challenges and opportunities in the US Black haircare industry in the full report. Alternatively, you can view our Black American consumer research or haircare market research.
Brands Referenced
Various leading brands are discussed within the scope of the report analysis, covering launch activity, successful marketing/advertising deployed, and competitive opportunities. Brands include Uzima, 4U by Tia, Cantu, Dove, Fix My Curls, Latina, Nioxin, and more.
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Expert Analysis
Leading Multicultural Consumer Insights analyst Courtney Rominiyi delivers in-depth expert insight with this report.
Black consumers are looking to stretch out the cycle between product purchases and looking to longer-term protective or low-manipulation styles.
Courtney Rominiyi
Multicultural Consumer Insights Analyst
Collapse All
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- Key issues covered in this Report
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Executive Summary
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Consumer Insights
- Consumer fast facts
- Hair texture
- Graph 1: Black consumers’ natural hair texture, 2023
- Graph 2: Black consumers’ natural hair texture – NETs, 2020-23
- Graph 3: attitudes toward value of salons (any agree), by hair type – NETs, 2023
- Graph 4: Black consumers’ natural hair texture, by gender, 2023
- Graph 5: attitudes toward representation of hair texture (any agree), by hair type – NETs, 2023
- Graph 6: attitudes toward appearance and representation (any agree), by generation, 2023
- Hair styles worn
- Graph 7: hairstyles worn by Black consumers in the past three years, 2023
- Graph 8: hairstyles worn by Black consumers in the past three years, 2020-23
- Graph 9: hairstyles worn in the past three years, by Black women and generation, 2023
- Graph 10: select hairstyles worn in the past three years, by Gen Z, 2023
- Graph 11: select hairstyles worn in the past three years, by Gen Z and gender, 2023
- Graph 12: hairstyles worn in the past three years, by Black men and generation, 2023
- Hair products purchased
- Graph 13: haircare products purchased in the past 12 months, 2020-23
- Graph 14: haircare products purchased in the past 12 months, by gender, 2023
- Graph 15: haircare products purchased in the past 12 months, by Black men and age, 2023
- Graph 16: haircare products purchased in the past 12 months, by generation, 2023
- Product purchase location
- Graph 17: haircare product purchase location – in-store vs online, 2023
- Graph 18: haircare product purchase location – in-store, 2022-23
- Graph 19: haircare product purchase location – online, 2022-23
- Graph 20: haircare product purchase location – in-store – mass merchandisers and dollar stores, by age
- Attitudes toward salons
- Graph 21: Black women’s attitudes toward salons, 2023
- Attitudes toward haircare
- Graph 22: uses mainstream haircare product (any agree), by generation and gender, 2023
- Graph 23: looks are a reflection of beliefs (any agree), by generation and gender, 2023
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Competitive Strategies
- Launch activity and innovation
- Marketing and advertising
- Opportunities
- Graph 24: haircare and styling launches for curly/coily hair* by select hair health claims, 2022-23
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The Market
- Market size and forecast
- Market factors and context
- Graph 25: Consumer Price Index change from previous period, 2020-23
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Appendix
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