According to new findings from Mintel, an international market research agency, shampoo sales among Black consumers are expected to grow 7.3 percent to reach an estimated $473 million in 2017. This marks the largest percent growth the category has experienced over the past five years. Black consumer expenditure of shampoo has increased 13 percent between 2015 and 2017, which is roughly 19 percent of the market.
Conditioner sales among Black consumers also holds an estimated 19 percent of the market in 2017, and are expected to grow 3.5 percent this year to reach an estimated $491 million. Meanwhile, styling product for black consumers sales (30 percent market share) remain lackluster with only 0.4 percent growth in 2017.
"Shampoo is no longer a basic product used merely for cleansing, but rather the foundation for establishing healthy hair, all the way through styling. We predict shampoo sales to increase, signaling that the creation of regimen product lines, particularly those with formulations for specific hair care issues and goals, will continue to resonate among Black consumers," said Toya Mitchell, Multicultural Analyst at Mintel. "On the other hand, conditioner use, especially among Black consumers with natural hair, is multifunctional, serving as a conditioning rinse as well as a styling product. However, while shampoo and conditioner set the foundation, styling products create the look, which for many consumers drives purchase of regimen-focused products.”
Black consumers place great value on product performance as 43 percent agree they prefer to use products that will perform as expected. They also prefer to use brands that are designed for their specific styling needs as 41 percent want to use brands for Black hair, particularly among those who wear their hair natural with heat (54 percent) and without (51 percent).
For more Black haircare market segment research findings, visit mintel.com
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