Research from Mintel suggests that natural is the new normal in black hair care as relaxers account for just 21% of black hair care sales and the sector has declined 26% since 2011, when sales reached $179m.
Mintel's research estimates the relaxer segment will reach $152m this year, down from $206m in 2008. In addition, in the past 12 months, 70% of black women say they currently wear or have worn their hair natural (with no relaxer or perm), 53% have worn braids and 41% have worn locks.
“The natural hair care trend is driving an increase in sales of styling products such as styling moisturisers, setting lotions, curl creams, pomades etc. But the increase has caused the relaxer segment to decline in sales,” said Tonya Roberts, multicultural analyst at Mintel.
Shampoo and conditioner formulated for black hair is estimated to reach $257m in 2013, up from $211m in 2008, while the styling products segment is also expected to grow from $220m in 2008 to $268m in 2013.
