Women & Luxury Multicultural Hair Projects - Demographics

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Women & Luxury Multicultural Hair Projects - Demographics

Hair care is the largest branch in the beauty industry, with 24% of the industry's revenues. The typical hair care consumer is an African American woman with a preference for natural hair products. She is more likely to purchase the products online, alongside other personal appearance and skin care preparation products.

Age and gender

  • Market Research reports that in the US alone, the hair care business is over $83 billion, with women being the primary consumers of products in the hair care industry.
  • According to Mintel, younger black women aged 18-34 are more likely to say that they use hair care products.
  • 59% of Black women aged 18-24 are more likely to use deep conditioning treatments vs 37% of the overall black women. Additionally, 58% of black women aged 18-24 are likely to say they use edge control vs 26% overall.
  • Younger generations (Generation Z and Millennials) purchase more natural hair care products that the older generations. This is according to 2019 statistics by Statista.

Race

  • Premium Beauty reports that the penetration of hair care products is higher among black women than in any other demographic in the US.
  • Black consumers reportedly spend nine times more than other ethnicities on hair and beauty products. Most of the spending is on hair care.
  • According to a 2018 report by Nielsen, African American women have "cornered the ethnic hair and beauty market." Out of the $63 million spent on the industry in 2017, African Americans spend $54 million (86%).

  • Market Research projects that consumer goods in the retail hair care business division will continue to grow in the next 25 years," with one of the largest growth areas being in the African American community."

Income

  • The US is the largest hair care consuming nation with 70% of the North American market share and 26% of the global hair market. The North American region holds 35% of the global hair market.
  • Black women in the US earn a median income of $41,098 annually this is per a report by the National Partnership for Women and Families.
  • Black women in the 18-34 age group earn about ($28K-40K)

Behavior

  • Black women, who have been identified as major consumers of hair care products, are more concerned about their health when buying hair care products, with 87% asserting that health is the ultimate beauty.
  • Reportedly, 70% of black women cautiously read ingredient labels to avoid certain chemicals.
  • Women of African descent seem to fully embrace their natural hair. This is per Mintel's report that; "black women are most likely to wear their hair natural (no chemicals), with no-heat styling (40%), and natural with heat styling (33%)."
  • According to Toya Mitchell, Multicultural Analyst at Mintel; "The black hair care market is adjusting to the new natural hair normal. Many women are making a conscious choice to wear their hair naturally as they feel empowered to embrace an Afrocentric beauty aesthetic."
  • Mintel reports that hair consumers are now more interested in avoiding hair damage. Among black consumers their 2018 expenditure decreased by 2.3% from 2016 as a result of home relaxer sales declining by 22.7% over the same time period.
  • At the same time, Mintel says that conditioner (+7.3% from 2016 to 2018) and shampoos sales (+12.2 from 2016 to 2018) are increasing, as black women learn to style and care for their natural hair on their own.
  • The report asserts that black women are preferring hair care maintenance systems over salon services.
  • Women overall, are "eager to streamline and personalize their routines with multi-functional options." In addition, black women (57%) are reportedly more interested in hair care products for multiple uses.

Habits


Types of retail outlets they purchase from,

  • The identified demographics (black women) look for hair products that are customized for their needs, which they are more likely to find online.
  • A third (32%)of the identified demographics (black consumers) purchase their hair care products online. It includes 24% who shop in online-only retailers. Mintel reports that this was an upsurge by 9 points over those who shopped from online only retailers in 2016.

The amount they buy

  • Hair care is an industry with a variety of regiments and maintenance systems for every hair type and concern. With that in mind, black women are most likely to say that they use five or more hair care products at home.
  • Women spend roughly $80 monthly and an average of $55,000 in their lifetime on hair products and treatments

What other things they buy.

  • Video content involving how-to tutorials on social media has been identified as the go-to for women in the identified demographic. Here, women consume content about making different hair styles.
  • According to Nielsen African Americans spent $473 million in the hair care industry while also buying personal appearance products like grooming aids (spent $127 million) and skin care preparation products (spent $465 million).


Research Strategy

While information on luxury multicultural products was scarce, we expanded the research to include general hair products.
Despite attempts to find more recent reports, the team could not find a comprehensive report that did not exceed the 2-year Wonder limit. A 2020 report by Mintel was the most recent report found, however, the report is behind a paywall, available at the price of $4,502.73 exclusive of tax.
It was difficult obtaining the income level of consumers of hair products. We triangulated the income level for the demographic that had been identified, that is black women aged 18-34.
The region of focus was not specified. Therefore, we assumed the report to focus on the US market since a global focus would be too broad.

Research proposal:

Only the project owner can select the next research path.
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