There is good reason to be optimistic about ethnic hair, skin, and cosmetics
products in the United States, and for marketers to be ramping up in new
products and marketing campaigns now rather than later. With the rapid
expansion of racial and ethnic minorities in the U.S. over the next ten years,
ethnic health and beauty care product (EHBC) marketers have a fast growing
target market. Hispanic, African-American, and Asian population growth is far
outpacing that of whites, with minorities expected to collectively be the
majority of the U.S. population as soon as 2042. Compared to many consumer
packaged goods categories, EHBC did remarkably well during the recession,
continuing to chart steady growth even though U.S. minorities were especially
hard hit by the economic downturn, including in terms of high unemployment
rates. The loyalty of the minority populations to their HBC products kept the
market on track to resume impressive growth as soon as economic conditions
began to improve.
During 2010, the EHBC market posted growth of nearly 13%, and during 2011 the
market continued to advance at a healthy pace to reach almost $3 billion.
As more and more EHBC products are introduced, they are meeting the needs of
people of color that had previously been either ignored or mis-marketed to. As
of 2012, market drivers include a desire for more natural products; greater
participation in HBC categories on the part of men overall, but especially men
of color; and the surge of innovative, better quality products entering the
market. At the same time, ethnic consumers still spend vastly more on general
market HBC products than they do on targeted ones, a discrepancy that
highlights the opportunity for EHBC marketers to dramatically expand their
reach.
This completely updated Packaged Facts report examines the market for EHBC
products within the context of broader HBC trends in new product development
and marketing, segmenting EHBC into three categories: hair care, skin care,
and color cosmetics. Fully exposing the driving forces behind this market, the
report analyzes market size and drivers, new product introductions, and
competitive strategies, as well as the social and lifestyle patterns shaping
the fortunes of ethnic health and beauty care products. Marketer and brand
profiles specific to each of the three categories help to define the
relationship between consumer attitudes and new product development and
marketing strategy.
Key data sources include Experian Simmons Market Research Bureau national
consumer surveys, covering products category, segment, and brand usage levels,
as well as demographic and psychographic trends by ethnicity; and Information
Resources, Inc. InfoScan Reviews data for mass-market marketers and brands.
The report also includes many product images, as well as a Packaged
Facts-exclusive interview with an EHBC industry insider.
Table of Contents
Table of Contents
Chapter 1: Executive Summary
Scope of Report
The African-American Tilt
Terminology
Three Product Categories: Hair Care, Color Cosmetics, and Skin Care
Overlap of EHBC and General-Market HBC Use
A Note on Sales Data
Report Methodology
Ethnic HBC Sales Near $3 Billion in 2011
Hair Care Category Leads at Retail
Table 1-1: U.S. Retail Sales of Ethnic HBC Products by Category, 2010 vs.
2011 (in millions of dollars)
B&Bs, Mass Retailers Account for 75% of Sales
Figure 1-1: Share of U.S. Retail Sales of Ethnic HBC Products by Retail
Channel, 2011 (percent)
Ethnic Population Boom = Opportunity for EHBC Marketers
Table 1-2: Projection of U.S. Population by Race and Hispanic Origin, 2010
vs. 2020 (in millions)
Table 2-6: Opinions on Internet and Mobile Technology by Race or
Ethnicity, 2011 (percent)
Natural and Organic Hold Promise
What Is Natural?
More Retailers Carrying Natural EHBC Products
Illustration 2-1: Target Announcement for CARA B Naturally
Environmental Concerns a Top Priority
Sustainability Crucial to Consumer Good Will
"Green" Packaging
EHBC Products in the "Mansome" Era
Illustration 2-2: Still from the movie Mansome
Latinos, Asian Men Drive Growth in Men's Grooming
Illustration 2-3: Andres Guardado Degree Ad
EHBC Market to Hit $3.9 Billion in 2016
Table 2-7: Projected U.S. Retail Sales of Ethnic HBC Products, 2011-2016
(in millions of dollars)
Minority HBC Consumer Overview
Experian Simmons Consumer Survey Data
U.S. Minorities to Number 146 Million in 2020
Hispanics Will Number 66 Million by 2020
African-American, Asian Populations Continue to Grow
The Overall Gauge
Minorities Skew as Green - or Greener - Than Whites
Minorities Seek Organic/Natural HBC Products
Minorities Hopeful About Financial Conditions
Sparing No Expense to Look Younger
Women of Color Shop JC Penney, Discount Stores
Minority Shoppers Favor Sav-On, Osco
Table 2-8: U.S. Population Projections by Race, Gender, and Hispanic
Origin, 2010-2020 (in millions)
Table 2-9: U.S. Population by Race or Ethnicity, 2011 (in millions of
adults)
Table 2-10: Selected Sustainability Related Psychographics: U.S. Minority
Consumers, 2011 (index)
Table 2-11: Level of Agreement with Statement, "When I shop for health and
beauty care products, I look for organic/natural items," by Race/Ethnicity:
2011 (index)
Table 2-12: Selected Economy-Related Psychographics: U.S. Minority
Consumers, 2011 (index)
Table 2-13: Selected Health & Beauty Shopping Psychographics: U.S.
Minority Consumers, 2011 (index)
Table 2-14: Cosmetics Purchasing Patterns at Selected Department Stores
and Discount Stores: U.S. Women Minority Consumers, 2011 (index)
Table 2-15a: Drugstore Chains Shopped During Past Four Weeks: U.S.
Consumers by Race or Ethnicity, 2011 (index)
Table 2-15b: Drugstore Chains Shopped During Past Four Weeks: U.S.
Consumers by Race or Ethnicity, 2011 (index)
Chapter 3: Ethnic Hair Care
The Products
Category Definition
Five Product Segments
Characteristics of Ethnic Hair
African-American Hair
Hispanic Hair
Asian Hair
Market Size, Growth, and Composition
Ethnic Hair Care Sales Near $1.6 Billion in 2011
Styling Products Account for Largest Category Share
Table 3-1: U.S. Retail Sales of Ethnic Hair Care Products by Segment, 2010
vs. 2011 (in millions of dollars)
Growth Driven by Innovation, Expansion
Sales by Retail Channel
Table 3-2: Share of U.S. Retail Sales of Ethnic Hair Care Products: By
Retail Channel, 2009 vs. 2011 (percent and in millions of dollars)
The Marketers
Company Types and Mass-Market Leaders
Marketer and Brand Leaders by Segment
"Ethnic-Appropriate" Products an Important Market Component
B&Bs Offer Variety, Pop Prestige Positions on Function
Specialization the Norm for Ethnic Hair Marketers
Few Products Specifically Target Hispanics or Asians
Table of Ethnic Hair Care Marketers and Brands
Table 3-3: SymphonyIRI-Tracked Retail Sales of Leading Ethnic Hair Care
Marketers and Brands, 2010-2011 (in thousands of dollars)
Table 3-4: SymphonyIRI-Tracked Retail Sales of Leading Ethnic Hair Care
Products by Segment, 2010-2011 (in thousands of dollars)
Table 3-5: Selected Ethnic Hair Care Marketers and Their Brands, 2012
Marketing and New Product Trends
Going Natural
Michelle Obama and the Natural Wave
Sesame Street Encourages Children to Love Their Natural Hair
Illustration 5-6: Josie Maran Argan Day + Night Eye Cream
Bumps Be Gone
Illustration 5-7: Barc Cutting Up (Skin Saving) Shave Cream
Just for Children
Illustration 5-8: Cara B Body Lotion
Marketer and Brand Profiles
Carol's Daughter, Inc.
Wide Selection of Bath and Body Products
Reentry into Facial Care
Illustration 5-9: Carol's Daughter Acai Hydrating Face Butter
Illustration 5-10: Carol's Daughter Acai Product Line Ad Featuring Cassie
Newhall Labs: La Bella
Illustration 5-11: La Bella Cosmetic Gel with Snail Extract
Courting Hispanic Youth
Laila Ali
Organic and Sustainable
Illustration 5-12: Laila Ali Derm Essentials Line
Consumers of Ethnic Skin Care Products
Experian Simmons Consumer Survey Data
Minority Skew High in Skin Care Product Usage
Use of Skin Cleansing Products High Among Minorities
Minorities More Likely to Use Moisturizers, Baby Oil
Minorities Less Likely to Use Shaving Cream/Gel
Use of Sunscreen Weak Among Hispanics, African-Americans
Hand Soap, Body Wash Use Grows Among Minorities
Table 5-7: U.S. Consumer Use of Skin Care Products by Race or Ethnicity,
2011 (percent)
Table 5-8: U.S. Consumer Use of Skin Cleansing Products by Race or
Ethnicity, 2011 (percent)
Table 5-9: U.S. Consumer Use of Deodorant/Antiperspirant by Race or
Ethnicity, 2011 (percent)
Table 5-10: U.S. Consumer Use of Skin/Lip Moisturizers by Race or
Ethnicity, 2011 (percent)
Table 5-11: U.S. Consumer Use of Body/Baby Powder by Race or Ethnicity,
2011 (percent)
Table 5-12: U.S. Consumer Use of Shaving Products by Race or Ethnicity,
2011 (percent)
Table 5-13: U.S. Consumer Use of Sunscreen/Tanning Products by Race or
Ethnicity, 2011 (percent)
Table 5-14: U.S. Minority Skin Care Product Usage Trends by Product Type,
2006-2011 (percent)
Table 5-15: U.S. Hispanic Skin Care Product Usage Trends by Product Type,
2006-2011 (percent)
Table 5-16: U.S. African-American Skin Care Product Usage Trends by
Product Type, 2006-2011 (percent)
Table 5-17: U.S. Asian Skin Care Product Usage Trends by Product Type,
2006-2011 (percent)
Chapter 6: Looking Ahead
EHBC Products Target a Growing Population
Ethnic Spending on General-Market Products
Opportunities in Those Who Resist Assimilation
"Green" Concerns Continue to Take Priority
Natural and Organic Products Continue to Pique Consumer Interest
Growth of EHBC Products at Mass to Include Private Label
Men's Grooming Products on the Rise
Growth in Online Shopping
E-Marketing EHBC Products
Individualized Marketing
QR Codes Allow High-Tech Purchasing
Social Networking: Facebook, Twitter, Then...
User-Driven Content: Pinterest
International Opportunities
Growth in Developing Markets
Different Standards Lead to Confusion
International Expansion - Both Ways
Free Trade Legislation Encourages Global HBC Market 800.298.5294
Ethnic Hair, Skin, and Cosmetics Products in the U.S., 8th Edition published by Packaged Facts in June 8, 2012. This report consists of 244 pages and the price starts from US $ 3995.
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