U.S. Black Consumers Demands & Growing Preference for Personal Care Products Giving Positive Boost in Sales


Published on : Aug 14, 2017

Albany, New York, August 14, 2017: As per a recent study, in U.S. black consumers spend slightly less money per household, but a higher percentage of their disposable budget, within the personal care category. Considering this, a new study focusing on black consumer attitudes toward personal care products has been added to the vast portfolio of Market Research Hub (MRH), with the title “U.S. Black Consumers and Personal Care - July 2017”. The study encapsulates in-depth details on the U.S. market, covering current key trends, issues, opportunities, market size and expenditure shares for the period 2012 to 2022. As per the study findings, the market of personal care products among Black consumers is anticipated to experience flat sales growth in the coming years.

This research sources mainly include exclusive consumer data, brand/company research and insights from key trade members. As per the estimations, black consumers spend a tremendous amount of their discretionary income on looking good, whether we’re talking about apparel, personal care products, or services. The research further includes total U.S. and black population estimations and finds that there are 43.3 million Blacks in the U.S. African-Americans represent 13% of the U.S. population and have shown significant population growth in recent years. In addition to this, the research embraces Black consumers’ time spent, price sensitivity and experimentation with personal care products, their purchases, preferred personal care product benefits and others.

Analysts has defined the personal care market as products used for regular grooming and hygiene including the following categories of Skincare- facial cleansers, facial moisturizers, specialty skin care products such as acne and anti-aging treatments, hand and body moisturizers, lip balm; Body cleansing products- bar soap, liquid shower gel, bath products; APDO (antiperspirant/deodorant) and Oral care. Looking to these categories, it has been analyzed that a quarter of blacks apply deodorant at least twice a day, body wash usage is higher among blacks. Over half of Black households prefer Colgate toothpaste, but whitening and gel forms are preferred. Most Blacks use facial cleansers, over a quarter use acne treatments, while vaseline lotion and petroleum jelly are favorites among Blacks.

The importance of personal care consumers among black consumers is high and they have strong desire to look good. This indicates an opportunity for personal care product companies who know how to reach these consumers. One of the key trends for the market is that the natural products make inroads with Black consumers, therefore, seasoned and new companies are expanding personal care offerings for Black men. Also, Black consumers have a higher propensity to use some personal care products, especially brand name and scented products. The report also provides key information on future opportunities for the market leaders so that they can gain a competitive advantage, such as companies can use advertising and experts to educate Blacks on product benefits. Also, they can demonstrate product value and efficacy to overcome price sensitivity because product price is important to most Blacks.

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