Hair is important to Black consumers. It is the foundation to their style, identity and how they choose to present themselves when out in the world. Black consumers are internally driven in shaping their unique style, but they also look to influencers to solidify their haircare, from product choices to maintenance methods. Brands are following the consumers’ lead in creating new solutions that address their primary haircare goal – hair health. Chasing hair health as a goal, plus the expectation to achieve the best style possible at home, will prove that this target will remain a solid consumer with some spending adjustments amidst lifestyle changes due to COVID-19 and an unprecedented economic recession.

• The impact of COVID-19 on Black consumer behavior and the haircare market.

• Why Black consumers’ economic status will rebound later than most workers.

• Expectations for Black consumer spending during re-emergence and recovery.

• Black consumer product preferences, performance expectations and who influences them to buy.

Consumer research was fielded in April 2020 and reflects attitudes and behaviors during the COVID-19 pandemic as business closures and restrictions on movement caused unemployment to spike and consumers to express uncertainty about the future.

This Report covers haircare products that are formulated specifically for or marketed to Black consumers, as well as general market haircare products that are purchased by Black consumers.

The market size includes the following categories:

• Shampoo

• Conditioner and treatments

• Styling products including hair spray

Other categories of haircare products covered in this Report are:

• Relaxers

• Home hair color

Hair accessories (such as brushes, hair clips and headbands), wigs, weaves and extensions are excluded, as are electric haircare products, such as straightening irons. Haircare services provided in salons or by individuals are also excluded. Products sold through salons are excluded.

This Report builds on Black Haircare – US, August 2019, and the 2018, 2017 and 2016 Reports of the same title, as well as Black Consumers and Haircare – US, August 2015 and the 2014 Report of the same title. Findings can be supplemented by analysis presented in Mintel’s Shampoo, Conditioner, and Hairstyling Products; Incl Impact of COVID-19 – US, April 2020.

The first COVID-19 case was confirmed in the US in January 2020. On March 11, the World Health Organization declared COVID-19 a global health pandemic, and on March 13, President Trump declared a national emergency in the US.

Across the US, state-level stay-at-home orders rolled out throughout the months of March and April, remaining in place through May, and in some cases June. During this time, referred to as lockdown, non-essential businesses and school districts across the nation closed or shifted to remote operations.

During re-emergence, all 50 states have relaxed stay-at-home orders and allowed businesses to operate with varying levels of social distancing measures in place. The continued spread of COVID-19 infections has driven some states to slow down or reverse course on reopening plans. Mintel anticipates the US will remain in a state of flux through 2021, until a vaccine is available.

The analysis provided reflects an estimated range of the market’s prospects in the light of the upheaval caused by the COVID-19 crisis. Our economic assumptions are based on CBO 10-year economic projections released on July 2, 2020. The CBO expects US GDP to fall by 5.8% in 2020 and recover to 4.0% growth in 2021.Unemployment estimates from the CBO indicate a 10.6% rate for 2020 and declining to 8.4% for 2021, which is slightly more positive than initial expectations (11.5% in 2020 and 9.3% in 2021) though expectations are that it will remain above 5% through 2025.