Report: Black Haircare - US

Scope and Themes
What you need to know
Definition
Data sources and methodology
Sales data
Consumer survey data
Advertising clips
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Market at a glance
Shampoo/conditioner is the largest category segment
Mainstream marketers dominate black haircare category
Demographics' role in buying behavior
Professional haircare struggles during tough times
Mainstream marketers making headway in Hispanic markets
Market Size and Forecast
Black haircare shows slight decline
Key points
Black haircare languishes in 2008
Tough economy damaging to haircare market
Black haircare market size and forecast
- Figure 1: FDMx sales and forecast of black haircare products, at current prices, 2004-14
- Figure 2: FDMx sales and forecast of black haircare products, at inflation-adjusted prices, 2004-14
Competitive Context
Economic concerns may spell opportunity for traditional retailers
Online shopping still resonates with shoppers
Brand loyalty higher than store loyalty
Hair styling appliances plug into consumers' hair concerns
Segment Performance
Key points
Shampoo/conditioner remains key component of haircare
Hair coloring sales not quite as gray
Sales of black haircare products by segment
- Figure 3: FDMx sales of black haircare products, by segment, 2007 and 2009
- Figure 4: FDMx sales and forecast of black haircare, at current prices, by segment, 2004-14
Segment Performance--Shampoo/Conditioner
Key points
Shampoo/conditioner sales suffer slight declines
Latest styles may keep shampoo out of fashion
Sales and forecast
- Figure 5: FDMx sales and forecast of shampoo/conditioners, at current prices, 2004-14
Segment Performance--Styling Products
Key points
Styling products not a model of success
New products in vogue
Gels lead the styling products category
- Figure 6: FDMx sales and forecast of styling products, at current prices, 2004-14
Segment Performance--Relaxer Kits
Key points
Relaxer sales in sleep mode
Sales and forecast
- Figure 7: FDMx sales and forecast of relaxer kits, at current prices, 2004-14
Segment Performance--Hair Color
Key points
Hair coloring sales fade
Women enjoy hair color
Sales and forecast
- Figure 8: FDMx sales and forecast of hair color, at current prices, 2004-14
Retail Channels--Drug stores/Other
Key points
Drug stores' share growing since 2004
Drug stores' dollar sales peaked in 2007
Sales through drug stores and "other"
- Figure 9: U.S. FDMx sales of black haircare products at drug stores and "other," 2004-09
Market Drivers
Key points
Haircare more than just a fashion statement
Salons/barbershops address more than hair needs
Recession impacting wallets and hair styles
Buying power increasing for blacks
Some Hispanics migrating from black haircare market
Leading Companies
Key points
Mainstream marketers leading but experiencing sales declines
Namasté Laboratories may have found formula for success
Procter & Gamble sells black haircare company
Leading black haircare companies
- Figure 10: FDMx sales of leading black haircare companies, 2008 and 2009
Shampoo/conditioner
Key points
Namasté Laboratories posts biggest sales jump
Procter & Gamble sees sales decrease
- Figure 11: FDMx manufacturer brand sales of black-targeted shampoo/conditioner in the U.S., 2008 and 2009
Styling Products
Key points
Fantasia' s share gain puts it out front
Few manufacturers post gains
- Figure 12: FDM manufacturer brand sales of styling products in the U.S., 2008 and 2009
Relaxer Kits
Key points
SoftSheen-Carson seeing sales declines
Namasté Laboratories moves into third
- Figure 13: FDM manufacturer brand sales of relaxer kits in the U.S., 2008 and 2009
Hair Color
Key points
Numbers down for majority of manufacturers and their brands
SoftSheen-Carson continues to control the segment
- Figure 14: FDM manufacturer brand sales of hair coloring in the U.S., 2008 and 2009
Brand Qualities
Organic Root Stimulator
Dark and Lovely
Pantene
Innovation and Innovators
Unique challenges to black haircare product introductions
Hair treatments
Shampoo/conditioner
Styling products
Hair coloring
Advertising and Promotion
Overview
Dr. Miracle' s Hair Relaxer
- Figure 15: Dr. Miracle' s hair relaxer, March 26, 2009
Dr. Miracle' s Haircare Line
- Figure 16: Dr. Miracle' s haircare line, April 4, 2009
Luster' s Pink Moisturizing Hair Lotion
- Figure 17: Luster' s pink moisturizing hair lotion, August 9, 2008
Organic Root Stimulator Olive Oil
- Figure 18: Organic root stimulator olive oil, January 18, 2009
Bronner Bros. International Hair Show
P&G' s My Black is Beautiful Tour
Ebony Fashion Fair
M&M Products' ABCs of Hair Styling
Usage of Black Haircare Products
Key points
Overall use of haircare products
- Figure 19: Usage of hair products, by gender, October 2007-December 2008
Frequency of product usage in last seven days
- Figure 20: Mean number of products used in last seven days, by product, by gender, October 2007-December 2008
Frequency of product usage by women in last 12 months
- Figure 21: Mean number of products used in last 12 months, by product, October 2007-December 2008
Permanent/relaxer brands used
- Figure 22: Relaxer brands used, October 2007-December 2008
Types of permanent/relaxer brands used
- Figure 23: Types of relaxer used, October 2007-December 2008
Hair color brands used
- Figure 24: Hair color brands used, October 2007-December 2008
Purchasing Habits and Product Attitudes
Key points
Purchase behavior
- Figure 25: Purchasing habits of black haircare products, by age, June 2009
- Figure 26: Purchasing habits of black haircare products, by household income, June 2009
Retail destinations for black haircare
- Figure 27: Where black haircare products are purchased, by age, June 2009
- Figure 28: Where black haircare products are purchased, by household income, June 2009
Purchasing factors for black haircare products
- Figure 29: Factors considered before purchase, by age, June 2009
- Figure 30: Factors considered before purchase, by household income, June 2009
Patronage of Professional Haircare Services
Key points
Frequency of professional haircare services
- Figure 31: Frequency of professional haircare services, by age, June 2009
- Figure 32: Frequency of professional haircare services, by household income, June 2009
Frequency of at-home treatment or styling
- Figure 33: Frequency of at-home treatment or styling services, by age, June 2009
- Figure 34: Frequency of at-home treatment or styling, by household income, June 2009
Frequency of relaxer treatments
- Figure 35: Frequency of relaxer treatments, by age, June 2009
- Figure 36: Frequency of relaxer treatments, by household income, June 2009
Maintaining Hair after Treatment
Key points
Aftercare treatments
- Figure 37: Choice of aftercare treatments, by age, June 2009
- Figure 38: Choice of aftercare treatments, by household income, June 2009
Impact of Race/Hispanic Origin
Key points
Hispanics not afraid to try something new
Importance of specific haircare needs spans across ethnic groups
For Hispanics, home is where the haircare is
- Figure 39: Attitudes toward haircare products, by Hispanic origin, June 2009
- Figure 40: Outlet preference for haircare products, by Hispanic origin, June 2009
- Figure 41: Buying influences for haircare products, by Hispanic origin, June 2009
- Figure 42: Frequency of professional haircare, by Hispanic origin, June 2009
- Figure 43: Frequency of in-home hair treatment/styling, by Hispanic origin, June 2009
- Figure 44: Frequency of hair relaxer usage, by Hispanic origin, June 2009
- Figure 45: Relaxer aftercare products used, by Hispanic origin, June 2009
Appendix: Other Useful Consumer Tables
Different types of shampoo used by black respondents
- Figure 58: Types of shampoo used, by gender, October 2007-December 2008
Different types of styling products used by black respondents
- Figure 59: Type of styling products used, by gender, October 2007-December 2008
Different types of hair permanent/relaxers used by black women
- Figure 60: Type of hair permanent/relaxer products used, October 2007-December 2008
Impact of education level on purchases
- Figure 61: Buying influences, by education level, June 2009
Appendix: Trade Associations

Black Haircare - US - August 2009