Do you sell multicultural/ethnic haircare products in your beauty business? New research from Mintel about the United States—where African-Americans and others continue to embrace the natural-hair movement—can certainly help you make more money.
According to the market-intelligence agency’s “Black Consumers and Haircare US 2015” report, from 2013 to 2015:
- Sales of styling products increased 26.8%. (Fifty-one percent of consumers use them!)
- Sales of relaxers dropped 18.6%.
- Sales of shampoos increased 18.3%.
- Sales of conditioners increased 9.8%.
“The black haircare industry has undergone quite a transformation over the past five years and that should continue heading into the next decade,” said Tonya Roberts, multicultural analyst at Mintel. “As more and more black consumers are embracing their natural self and walking away from relaxers, it is presenting opportunities for natural brands to enter the market. Our research indicates that wearing their natural hair makes black women feel liberated, confident and different from others—giving them a tremendous sense of pride in being black while displaying their natural beauty. The prominence of the market reflects the high price tag of many natural haircare products, but consumers appear willing to pay the price for a natural look.”
In addition, Mintel’s recent research shows:
- 35% of consumers who wear their natural hair also color their hair at least once per month
- 20% report having trouble finding haircare products that fit their diverse range of hairstyles
- 19% have bought multiple products because they can’t find the right one that works for them
“To look their best, blacks find it worthwhile to invest their time and money to alter hairstyles—going as far as coloring their hair at home on a monthly basis,” states Roberts. “This behavior coupled with black consumers’ willingness to purchase the wide range of readily available natural-haircare products that have entered the market in recent years should be a driver for the category’s growth moving forward—as many blacks enjoy shopping for and trying new haircare products.”
Mintel’s research indicates that the weaves, extensions and wigs segment remains popular too. Sixty-three percent of women purchased wigs, weaves, extensions or styling tools from local independent beauty stores in the past six months—averaging a $239 annual spend. “Black women are spending a tremendous amount on these products annually,” adds Roberts, “but they remain essential among a wide range of black haircare consumers as they fulfill the desire to switch up hairstyles while also allowing for a simple, no-fuss, daily beauty-and-grooming routine.”
For more information about the report or to purchase it, contact Mintel: reports@mintel.com, 312.943.5250 (in the Americas).
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