Hair Needs: An Updated Look At The Needs of Multicultural Consumers, Where, & How They Are Shopping For Haircare

Uncovers what percentage of women identify by hair type. Evaluates needs & behavior based on hair type. Evaluates where consumers are shopping by hair type.

Hair Needs & Hair Styles

Over the past year, there has been an increase in the average number of hair needs faced by consumers. The most important hair needs tend to vary by hair type.  COVID-19 and social distancing/lockdown measures that have been in place for much of this year – many consumers have scaled back on styling, for at least part of the year, and looked to easy or long-lasting styles.

Product Purchase

The purchase of styling products and cosmetics is lower than it was in 2018, which reflects COVID-related behavior changes. A majority of multicultural consumers purchase haircare items in both the general market and multicultural haircare aisles.