Influential Textured Hair Category Continues to Revolutionize the Retail Beauty Marketplace
NEW YORK, Dec. 11, 2018 /PRNewswire/ -- The textured-hair category is inarguably the hottest in the haircare space today. This has been driven by the proliferation of founder brands started by curly and coily consumers and savvy consumers who increasingly want products specifically for their texture type. This trend is underscored by the latest insights from NaturallyCurly's 2018 TextureTrends report, released today.
According to the 2018 TextureTrends Report, more than 80 percent of women with curly and coily hair say they purchase products specifically for textured hair versus general market products. The looser the texture, the less important it is that a product be designed for texture. Only 45 percent of those with wavy hair look for products geared toward textured-hair.
Developed by Naturally Curly in 2011, the annual TextureTrends consumer insights report incorporates surveys from roughly 2,000 textured-haired consumers segmented by wavy, curly and coily hair, as well as those with naturally straight and chemically relaxed hair. In addition to product evaluation, the report includes five years of trending data and explores many areas of purchasing behavior and product usage - including awareness, spending, retail preferences and brand loyalty, as well as a psychographic examination of how women feel about their hair. Rather than looking at sales once they're in a store, TextureTrends explores the consumer's attitudes before she ever walks into a store to purchase a product.
Key Insights:
-- 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.
Retailers would be well served to consider the power of the
textured-hair consumer as they consider their planograms.
-- 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 SKUs 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 skus 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 skus this year to add to the 4 feet of shelf
space devoted to the category. In contrast, an average of 16 feet of
space is dedicated to general market SKUs.
Among other key findings from the second release of the NaturallyCurly TextureTrends' 2018 findings:
-- 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 (e.g. Target, Walmart) 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.
-- Coilies are the Least Likely to Straighten: Sixty-six percent of women
with coily hair say they straighten their hair rarely, if ever.
-- 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.
Purchase and download the full report here: https://bit.ly/2Pu91yZ
For media and partnership inquiries, contact: TextureTrends@naturallycurly.com
About NaturallyCurly:
NaturallyCurly, founded 20 years ago, is the largest content destination and social media community dedicated to the textured-hair community. By engaging beauty enthusiasts through original content, product reviews and e-commerce, the brand influences up to $5 billion in hair care sales each year.
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SOURCE NaturallyCurly
