MINTEL CATEGORY INSIGHTS
Global New Products Database
Black Hair Care Market Overview
Black consumers continue to be disproportionately economically affected by COVID-19. While the pandemic has driven some trading-down behaviors, Black consumers have remained engaged in the space by taking a DIY approach to routines and prioritizing hair health. 18% of Black consumers said that they used their hair care routine as a way to relax more often in 2021, compared with 2020. Nearly half of Black consumers agree that the ingredients used in hair products are more important than brand name, compared with just under two in five of the general population By 2026, Black adults are expected to make up 13.7% of the U.S. population. Mintel estimates that Black consumers’ share of shampoo and home hair color is equal to their share of the population, while their share of sales is slightly higher in hair conditioner and styling segments.
Key Issues
Brands and retailers have the opportunity to provide solutions that boost not only hair health, but also mental health, by using uplifting fragrances and sensorial elements.
of Black adults who purchase hair care products look for offerings that use ingredients commonly found in skin care, such as vitamin C.
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There are also opportunities to grow the Black hair care market and reach more multicultural consumers by expanding options for Black adults with both thin and coily hair textures. Nine percent of Black adults describe their hair texture as type 4, suggesting a coily hair texture. While coily hair is often thought to be thicker, adults with coily/curly textures can still have thin hair. Since most products geared toward coily hair textures tend to be very moisturizing, adults with thin/coily hair may feel like their hair is being weighed down. There are opportunities to grow the Black hair care market and reach more multicultural consumers by expanding options for Black adults with both thin and coily hair textures. As mainstream and Black-targeted brands increase competition for Black consumers’ share of wallet, Black women will have more choices across value and premium price points, as well as who they trust will deliver on their hair care needs and expectations.
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What Consumers Want, and Why Black consumers yearn simply to wear their hair in a style that aligns with their lifestyle needs, not necessarily to make a political statement or a proclamation of their beliefs. Some consumers are moving away from natural styles due to the time-consuming care that they require. There are opportunities to keep consumers engaged and invested in at-home hair care routines by enhancing the overall experience. Mintel data reveals that 20% of Black adults who have hair express interest in customizable hair care formulas. There are opportunities to address Black consumer-specific needs and allow for special touches such as the ability to “cocktail” different formulas, and customize scent and ingredients.
