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Black Hair Care is Booming, but Consumers Can't Find the Right Products

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About 20% of U.S. black consumers have difficulty finding the right hair care products for their desired style, according to Mintel, with 19% purchasing more than one product in a fruitless attempt to locate the right fit.

Previously: Strength of Nature Expands Ethnic Hair Care Holdings

Styling products now comprise 35% of U.S. black hair care sales (total category for 2015: $2.7 billion), totaling $946 million, Mintel notes. The drivers? The natural hair care movement.

More than one quarter of black consumers experiment with various hair styles, while half feel their identity is tied to their hair style.

The pace of growth has been significant, rising 26.8% in two years, creating a drop of 18.6% in hair relaxer sales. By 2020, relaxers, including variants of shampoo, conditioner and hair color, will make up the smallest category of black hair care products.

Further reading: Is the Multicultural Male Grooming Consumer Being Underserved?

"Over half (51%) of black consumers report using styling products compared to one third (34%) of consumers overall, with demand for these products showing no signs of slowing in the coming years as sales are projected to reach $1.4 billion by 2020," Mintel notes.

More than one quarter of black consumers experiment with various hair styles, while half feel their identity is tied to their hair style.

Shampoo and conditioner sales for the segment expanded 18.3% and 9.8%, respectively, between 2013 and 2015.

Finally, Mintel also reports that 35% of U.S. black consumers who wear natural hair do color it at least monthly.