Pricing: Pricing Trends In Multicultural Haircare [2021 Update]

Understanding the price value relationship on product usage across product types in multicultural hair care. This study will cover the full range of prices on the price piano.

Actual vs. Reported Price Per Unit (PPU)

Year on year, average PPU continues to increase, driven by higher prices for new to market products, and unit sales growth for moderate to high priced items in key segments. In most segments, consumers report spending more per item on average, compared to actual PPU based on sales data. 

Consumer Behavior and Perceptions

There have been some significant shifts in consumer reported behavior and perceptions, compared to SSI’s last Pricing report in 2019. Changes have been prompted in part, by altered consumer shopping and spending habits in response to COVID, and also 2020’s Black Lives matter protests, with an increase in consumers saying that they are prepared to pay more for haircare items from Black-owned brands. There are a number of factors that prompt consumers to spend more on a haircare product.