Curly-haired consumers spend more each year on hair products than any other texture type, according to Naturally Curly’s annual TextureTrends consumer insights report. The report, released earlier this month, draws from survey feedback of more than 2,000 textured-hair consumers and explores many areas of purchasing behavior and product usage including awareness, spend, retail preferences and brand loyalty. The report also provides a comprehensive assessment of the textured hair market, including multi-year trending information. Here, a summary of results.
- Textured-hair consumers are big spenders. Curly consumers spend more each year on hair products than any other texture type – an average of $247 vs. an average of $139 for naturally straight-hair consumers.
- The most important attribute for consumers when they are choosing where to shop for their haircare products is product selection for their texture. But the shelf space for curly textured hair sku’s still accounts for only roughly 20 percent or less of total haircare shelf space at most retailers. This percentage has stayed largely the same at many retailers, despite the huge number of new textured-hair brands.
- There is increasing competition to get coily and curly hair sku’s into the Texture planograms at retailers, whether from popular niche brands like Mielle, CURLS and The Mane Choice – founder-developed brands specifically for textured-hair women – or from general market brands like Head & Shoulders, Tresemme and Pantene. One large drug retailer recently evaluated 275 new sku’s this year to add to the four feet of shelf space devoted to the category.In contrast, an average of 16 feet of space is dedicated to general market sku’s.
- Certain brands attract a range of textures: SheaMoisture and Cantu are the brands used most often by curly and coily consumers. Those with wavy, straight and relaxed hair trended toward Pantene, Suave and Garnier.
- Ease of application is key purchase driver: For wavy and curly consumers, a product’s ease of use is as important or more important than affordability when it comes to making a purchasing decision.
- Beauty Specialty stores attract more textured-hair consumers: Although mass merchandise stores still are the most popular place to shop for haircare products for women with curls, coils and waves, beauty specialty stores like Sally Beauty rank second. While 51 percent of textured-hair consumers shop for their haircare needs at beauty specialty stores, only 31 percent of those with naturally straight or relaxed hair shop at these stores.
- Ingredients Matter: Women with textured hair are more likely to seek or avoid specific ingredients in their haircare products. Argan oil and shea butter are the most sought-after ingredients, while sodium lauryl/laureth sulfate and isopropyl alcohol are the two ingredients consumers avoid in their products.
- Sampling works: Using and liking a sample is the number one reason respondents purchased a new product, followed by its availability in the stores where they shop.
- Concerns differ by texture type: Frizz is top concern for those with wavy and curly hair, while dryness and moisture retention matter most to those with coily hair. Women with relaxed hair are more concerned about hair breakage than any other hair texture.
- Textured-Hair Consumer = Product Junkies: More than half of textured-hair consumers buy hair products at least once a month. More than one-third of curly and coily consumers purchase hair products at least twice a month.
- Conditioners are king: Of all product types, textured-hair consumers spend the most each year on conditioners – an average of $58, with leave-in conditioners topping the list for those with curly and coily hair. Leave-in conditioners are used by more than 80 percent of women with these curl types. That compares to 36 percent of straight-haired consumers who use leave-in conditioners.