Description

This report provides comprehensive and current information and analysis of the black haircare market including black haircare market size, black hair care industry analysis, anticipated market forecast, relevant market segmentation, and industry trends for the black haircare market in the US.

Current market landscape

Black consumers continue to be disproportionately economically impacted by COVID-19. Although the pandemic has driven some trading-down behaviors, consumers remain engaged in the space by taking a DIY approach to routines and by prioritizing hair health, benefitting shampoo and conditioner segments. Furthermore, with COVID-19 increasing stress levels, Black adults have turned to their haircare routines as a way to practice self-care. There are opportunities to keep consumers engaged and invested in at-home haircare routines by enhancing the overall experience, even as we enter re-emergence. Provide solutions that boost not only hair health, but also mental health by using uplifting fragrances and sensorial elements.

Market share and black hair care industry statistics

  • Black consumer segments defined by attitudes toward haircare
    Mintel created five beauty consumer segments that explore how attitudes toward haircare impact behaviors and category engagement. This segmentation provides brands a framework on how to reach consumer groups based on their ideological beliefs, going beyond demographics and shedding light on best practices.
  • Retailers are vying for Black haircare shoppers
    Across most beauty and personal care categories, mass merchandisers are typically the top-cited purchase destination. As more retailers expand their assortment of Black-targeted brands and Black-owned brands, consumers are given more choices for where to shop. Increasing Black-owned representation at a brand level in-store not only helps create a more equitable society, but also brings Black adults into retailers’ stores.

Future market trends in the US black hair care market

Black consumers continue to buy haircare products that serve their needs – assuming their chosen products are available. While delays in manufacturing resulted in several products being out of stock, it also drove new product discovery, with 18% of Black adults claiming to have bought an unfamiliar brand/product because the product they wanted was out of stock.

Read on to discover more about the US black haircare consumer market, read our US Marketing to Black Moms Market Report 2021, or take a look at our other Beauty and Personal Care market research reports.

Access the US Black Hair Care Market Report on the US Store for Mintel. 

Quickly understand Black hair care industry trends

  • The impact of COVID-19 on consumer behavior and the Black haircare market.
  • How brands can support Black consumers’ holistic wellness.
  • Current hairstyling trends and opportunities.
  • Shifts in Black haircare routines.
  • Black hair care trends.

Covered in this black hair care industry report

Brands include: Rad Swan, Dove, Brother Vellies, Olaplex, Crown Affair, Adwoa Beauty, IGK Antisocial, Head & Shoulders, ORS, Bread Beauty Supply, Sephora, Bevel Barbershop Ready, Root to End.

Expert analysis from a specialist in the field

This report, written by Shannon Romanowski, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Black consumers continue to be disproportionately economically impacted by COVID-19. Although the pandemic has driven some trading-down behaviors, consumers have remained engaged in the space by taking a DIY approach to routines and by prioritizing hair health. While the styling segment has taken a hit due to fewer social occasions, a larger focus on health and safety has boosted the shampoo and conditioner segments. There are opportunities for brands to support Black consumers’ wellbeing with products that support both mental and hair health.

Shannon Romanowski, Senior Director, BPCH - Americas
Shannon Romanowski
Senior Analyst, Mintel

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Target innovation to support Black consumers’ holistic health
    • Use sensory benefits to create a self-care experience
    • Leverage easily recognizable ingredients to denote safety and efficacy
    • Draw inspiration from facial skincare to increase repeat purchase rate
    • Empower Black consumers
    • Support freedom of expression
    • Use customizable formats to celebrate individuality and build loyalty
    • Focus on convenience to drive NPD
    • Market overview
    • Impact of COVID-19 on Black haircare
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on Black haircare, September 2021
  3. The Market – Key Takeaways

    • Spending slows as the pandemic rages on
    • Fewer usage occasions drive down need for styling products
    • Empower consumers and stylists with the tools and knowledge to care for textured hair
  4. Market Size and Forecast

    • Spending slows as the pandemic rages on
      • Figure 2: Fan chart and forecast of expenditures by Black consumers for shampoo, conditioner, and styling products, at current prices, 2016-26
      • Figure 3: Expenditures by Black consumers for shampoo, conditioner, and styling products, at current prices, 2016-26
    • Impact of COVID-19 on Black haircare
      • Figure 4: Repertoire analysis of product purchases, by current financial status, 2021
  5. Segment Performance – Black Consumer Spending

    • Fewer usage occasions drive down need for styling products
      • Figure 5: Expenditures by Black consumers on shampoo, conditioner, and styling products, by segment, at current prices, 2019 and 2021
    • After a boost in 2020, hair color sales are falling
      • Figure 6: Instagram Post – As I Am
      • Figure 7: Expenditures by Black consumers on home hair color, at current prices, 2016-21
  6. Market Factors

    • Keep up with the evolving demographic landscape
      • Figure 8: Population by race and Hispanic origin, 2016-26
    • The CROWN Act continues to gain momentum, but challenges persist
      • Figure 9: Instagram post – The CROWN Act
    • Opportunities to expand protective styling offerings
      • Figure 10: Instagram post – Sheamoisture Wig & Weave line
      • Figure 11: Purchase channel, by age, 2021
    • Retailers give capitol to Black owned brands
      • Figure 12: Target – Black-owned brands
    • Empower consumers and stylists to care for textured hair
  7. Companies and Brands – Key Takeaways

    • SheaMoisture continues to dominate the space
    • Mainstream brands launch dedicated lines for textured hair
    • Encourage trade-ups by transforming Black haircare routines into self-care rituals
  8. Market Share

    • SheaMoisture’s renovation strategy continues to see success
      • Figure 13: Select products from Unilever
    • Some legacy brands struggle; mid-size brands see gains
      • Figure 14: Mielle Organics and Miss Jessie’s Products
      • Figure 15: Multi-outlet sales of black haircare, by leading haircare companies, rolling 52 weeks 2020 and 2021
  9. Competitive Strategies

    • How brands are targeting Black consumers
    • Expanding into new demographics
    • CSR
    • Empowerment
    • Celebs as brand founders generate excitement, industry experts boost trust
    • Mainstream brands launch dedicated lines for textured hair
  10. Market Opportunities

    • Will “chemical” styles make a comeback?
      • Figure 16: Instagram Post – Razor Chic
      • Figure 17: TikTok – Relaxed hair
    • Encourage trade-ups by transforming Black haircare routines into self-care rituals
    • Clean claims resonate with protective style wearers
    • Will social media and social movements break down retailers’ walls?
      • Figure 18: TikTok – Curly hair discovery
  11. The Consumer – Key Takeaways

    • Black consumer segments defined by attitudes toward haircare
    • Incorporate elements of fun and self-care into wash-day rituals
    • Help consumers extend hairstyles in between washes
    • Income impacts willingness to spend on haircare
    • Retailers are vying for Black haircare shoppers
    • Renovate brand messaging to focus on the pillars of clean
    • Grow loyalty with customizable solutions
  12. Black Haircare Consumer Segmentation

    • Understand Black consumer segments
      • Figure 19: Black women’s haircare segmentation, 2021
    • Conservative Connie
      • Figure 20: Attitudes toward haircare – NET any agree, by Conservative Connie, 2021
    • Easy-going Erica
      • Figure 21: Attitudes toward haircare – NET any agree, by Easy-going Erica, 2021
    • Lively Layla
      • Figure 22: Attitudes toward haircare – NET any agree, by Lively Layla, 2021
    • Natural Nicole
      • Figure 23: Attitudes toward haircare – NET any agree, by Natural Nicole, 2021
      • Figure 24: Black Men’s haircare segmentation, 2021
    • Distinctive Derek
      • Figure 25: Attitudes toward haircare – NET any agree, by Distinctive Derek, 2021
    • Modern Mike
      • Figure 26: Attitudes toward haircare – NET any agree, by Modern Mike, 2021
    • Traditional Thomas
      • Figure 27: Attitudes toward haircare – NET any agree, by Traditional Thomas, 2021
  13. Hair Texture and Hairstyles Worn

    • Adults with type 3 and 4 textures tend to wear natural styles
      • Figure 28: Hair texture classification, 2021
    • Focus on hair and scalp health to appeal to the growing number of protective style wearers
      • Figure 29: Instagram Post – Rad Swan
      • Figure 30: Hairstyles worn within the last three years – NET, 2021
    • Incorporate elements of “fun” and self-care into wash-day rituals
      • Figure 31: Instagram post – Dove x Brother Vellies
      • Figure 32: Select hairstyles worn within the last three years, by gender, 2021
    • Younger adults gravitate toward flexible styles
      • Figure 33: Select hairstyles worn within the last three years, by age, 2021
  14. Product Usage

    • Offer additional benefits to encourage trade-ups
      • Figure 34: Hair oils with added benefits
      • Figure 35: Product Usage, 2021
    • Help consumers extend hairstyles in between washes
      • Figure 36: IGK Antisocial Overnight Bond-Building Dry Hair Mask
      • Figure 37: Select product usage, by select hairstyles currently wearing, 2021
  15. Price Sensitivity Analysis

    • Opportunity to improve value with bundles
      • Figure 38: Select shampoo and conditioner bundles
      • Figure 39: Price Sensitivity – shampoo conditioner bundle – optimal price, 2021
    • Income impacts willingness to spend on haircare
      • Figure 40: Instagram post – Bread Beauty Supply
      • Figure 41: Price Sensitivity – shampoo conditioner bundle – optimal price (mean), by household income, 2021
    • Black adults are willing to splurge on styling, but seek to save on shampoo/conditioner bundles
      • Figure 42: Price Sensitivity – hair styling product – optimal price, 2021
  16. Retailers Shopped

    • Retailers are vying for Black haircare shoppers
      • Figure 43: TikTok – Sephora celebrates Black beauty in sponsored Ad
      • Figure 44: Retailers shopped, 2021
    • Men are motivated by convenience
      • Figure 45: Bevel Barbershop ready Hair Essentials bundle
      • Figure 46: Retailers shopped, by gender, 2021
  17. Shopping Behaviors

    • Renovate brand messaging to focus on the pillars of clean
      • Figure 47: Shopping behaviors, 2021
    • Competition heats up as store brands match claims seen in the premium space
      • Figure 48: Instagram Post – Root to End
      • Figure 49: Shopping Behaviors, by age, 2021
    • Align communication strategies with consumers’ personal values
      • Figure 50: Shopping behaviors, by consumer segmentation, 2021
  18. Product Use Behaviors

    • Grow loyalty with customizable solutions
      • Figure 51: Product use behaviors, 2021
    • Young adults use social media to learn and discover
    • What’s next?
      • Figure 52: Product use behaviors, by age, 2021
  19. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  20. Appendix – The Market

      • Figure 53: Expenditures by Black consumers for shampoo, conditioner, and styling products, by segment, at current prices, 2016-21
      • Figure 54: Average spending by Black households on shampoo, conditioner, and styling products, 2016-21
      • Figure 55: Expenditures by Black consumers on shampoo, conditioner, and styling products, by segment, at current prices, 2019 and 2021
      • Figure 56: Expenditures by Black consumers on shampoo, at current prices, 2016-21
      • Figure 57: Expenditures by Black consumers on conditioner, at current prices, 2016-21
      • Figure 58: Expenditures by Black consumers on styling products, at current prices, 2016-21
      • Figure 59: Expenditures by Black consumers on home hair color, at current prices, 2016-21
      • Figure 60: Expenditures by Black consumers on relaxers, at current prices, 2016-21
  21. Appendix – Companies and Brands

      • Figure 61: Multi-outlet sales of shampoo for Black haircare, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 62: Multi-outlet sales of conditioner for Black haircare, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 63: Multi-outlet sales of styling products for Black haircare, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 64: Multi-outlet sales of relaxers, by leading companies and brands, rolling 52 weeks 2020 and 2021
      • Figure 65: Multi-outlet sales of hair color for Black haircare, by leading companies and brands, rolling 52 weeks 2020 and 2021
  22. Appendix – The Consumer

    • Optimal pricing for a shampoo conditioner bundle
      • Figure 66: Price sensitivity – shampoo and conditioner bundle – threshold prices, 2021
      • Figure 67: Price sensitivity – shampoo and conditioner bundle – Price sensitivity aggregate table, 2021
      • Figure 68: Price sensitivity – shampoo and conditioner bundle – Price summary table, 2021
    • Methodology
    • Hairstyling product price sensitivity analysis
      • Figure 69: Price sensitivity – hair styling product – threshold prices, 2021
      • Figure 70: Price sensitivity – hair styling product – Price sensitivity aggregate table, 2021
      • Figure 71: Price sensitivity – hair styling product – Price summary table, 2021
    • Methodology
      • Figure 72: Attitudes toward haircare, 2021

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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