Hair relaxer sales decline 26% over the past five years

MileHighDiva

A+ Hair Care Queen
Chicago (September 4, 2013)—While hairstyle trends change throughout the decades, the one constant is hair styling and product launches being big business. But new research from Mintel reveals that natural may be the new normal in Black haircare, as relaxers account for just 21% of Black haircare sales and the sector has declined 26% since 2008 and 15% since 2011 when sales reached $179 million—the only category not to see growth.

Mintel’s research estimates the relaxer segment will reach $152 million this year, down from $206 million in 2008. Furthermore, in the past 12 months, nearly three-fourths (70%) of Black women say they currently wear or have worn their hair natural (no relaxer or perm), more than half (53%) have worn braids, and four out of 10 (41%) have worn locks.

“The natural hair trend is driving an increase in sales of styling products such as styling moisturizers, setting lotions, curl creams, pomades, etc., but the increase has caused the relaxer segment to decline in sales,” says Tonya Roberts, multicultural analyst at Mintel. “A look at expenditures from 2008-2013 shows steady growth in the Black haircare category for all categories except relaxers/perms.”

Shampoo and conditioner formulated for Black hair is estimated to reach $257 million in 2013, up from $211 million in 2008. The styling products segment has also increased from $220 million in 2008 to an estimated $268 million in 2013. Meanwhile, the hair color market is forecast to see sales of $36 million in 2013, compared to $32 million in 2008.

However, when it comes to achieving the perfect look, it seems Black women are willing to shell out top dollar to change up their hair. More than half (51%) agree that it’s worth spending more on hair care products to achieve the best results while 39% say they like to experiment with new hair care products.

“Given their passion and love of hair, Black consumers represent a lucrative market for companies. Black consumers are always looking for new products to try and seeking information about haircare products,” notes Tonya Roberts. “Social networking is one avenue that has helped to garner trust, empowerment, individuality, and pride as it relates to haircare. Brands have been born and re-born using social networks.”

So what’s the appeal of the natural style? Forty-eight percent of women believe natural or curly hairstyles exude confidence and the same percentage consider them daring. Meanwhile, 45% of Black women think natural coifs are trendy.

Source

I wonder how long before the pendulum swings back to relaxed hair? I've noticed quite a few ladies getting frustrated with their natural hair and going back to relaxers or variants of it, such as, texturizers. The natural life is not for everyone and I respect everyone's styling choices/preferences.

These companies are jumping on the curly/natural bandwagon. They're not developing many products for straightened naturals etc. I hope a sistah taps that market.

We should do a pool or something similar to see if relaxer sales continue to go down, or if they reverse and go back up. They're not taking into account that their decrease in sales are also due to relaxer stretching and healthy hair care practices.

What do you ladies think?
 
I totally agree with you. In the past couple years, I have been relaxer stretching and in the past year, been stretching with lye relaxers. Lye relaxers can be saved since they are more stable. Also, with under processed hair, it's easier to stretch. A lot of things are not being taken into account, most of these numbers are gathered prematurely and there is mention of styling, which I guess is where straightened natural come in to play, but there is so much missing from this article. Articles like this just have to highlight changes like this to reflect the changing time.
 
I don't know about these stats. Many black women thinks being natural means without weave. I guess we all have been natural at one point before turning to relaxers. But 70% been natural and 41% worn locks seem high to me.

Mintel’s research estimates the relaxer segment will reach $152 million this year, down from $206 million in 2008. Furthermore, in the past 12 months, nearly three-fourths (70%) of Black women say they currently wear or have worn their hair natural (no relaxer or perm), more than half (53%) have worn braids, and four out of 10 (41%) have worn locks.
 
I too think that stretching relaxers plays a big role in the numbers. I went from relaxing every 6-8 weeks (6-9 times a year) to now relaxing 3 times a year!
 
I don't know about these stats. Many black women thinks being natural means without weave. I guess we all have been natural at one point before turning to relaxers. But 70% been natural and 41% worn locks seem high to me.

That 70% says women wear or have worn their hair natural. What does that mean? That skews the percentage dramatically since the "have worn" women possibly went back to relaxers.

Either way, this was a good read and had some interesting information. Thanks OP!
 
I too think that stretching relaxers plays a big role in the numbers. I went from relaxing every 6-8 weeks (6-9 times a year) to now relaxing 3 times a year!

Exactly! I used to relax every month!:blush:

Now, I also am relaxing around 3x a year. Actually, my family members had been warning me about relaxing so often - but I didn't listen. Some of them relax 1-2x a year.
 
Interesting..I see in certain stores,perm kits have been marked down...

Happy Hair Growing!
 
These companies are jumping on the curly/natural bandwagon. They're not developing many products for straightened naturals etc. I hope a sistah taps that market.

What type of products do you think are missing? Just curious as I would assume protein and heat protectants/silicones are the key type of products straightened naturals need and there are a ton on the market.
 
What type of products do you think are missing? Just curious as I would assume protein and heat protectants/silicones are the key type of products straightened naturals need and there are a ton on the market.

I could be wrong but I think she means "specifically targeted" toward straightened naturals. You have product targeted toward naturals, curlies, relaxed, color treated, moisture, dry, damaged and so forth but nothing really for those who are natural but want to protect their curl while wearing their hair straight.

Your right though, there are heat protectants, but most of them are for any hair type really because it just protects hair from the heat. I believe it has the same concept on all hair types, but after experimenting with a few, I can honestly say not all heat protectants are created equally. I use CHI Silk Infusion because it was recommended to me by a type 3 natural and doesn't bother her pattern. You do make a really good point.

I guess we could consider keratin treatments as the solution, but I also hear they are more trouble than they are sometimes worth :(

Please excuse my iPhone; it's trying to get it together
 
I think the numbers for relaxers will go back up but I don't think it will ever be what it was. Too many changes have taken place to go back completely.
 
You're right in that they haven't taken into account the number of people who stretch. I guess they didn't poll them. I don't think the numbers for relaxers will go back up much. Maybe just a little since yes, a lot of women are finding it hard to deal with natural hair.

What I do think will end up happening is more people will go to the safer keratin treatments and BKT alternatives, and eventually companies will come up with similar, less expensive products to Design Essentials, Arosci, etc... to loosen the curl a bit without damage. I for one looove being able to do that and my hair reverts right back.

Great article! Thanks for sharing.
 
I h8 it when ppl say that natural hair is not for everyone. Lol it's growing from your scalp. How much more for you can it get? But I get it though. Lol... I do think that a lot of naturals will go back to relaxing.
 
I actually don't think it would go back up. I think it would go down. A lot more people are using extensions regularly. As this number increases, more people will either not bother relaxing their hair or not bother relaxing all their hair.

I don't think people are shunning straight hair. I just think people are finding different ways of having straight hair.

As for the survey, that 70% number seems low. I would assume 100% of black women have worn their hair natural at some point. I have never heard of a baby born with chemically relaxed hair. Stupid survey question. :lol:
 
I too think that stretching relaxers plays a big role in the numbers. I went from relaxing every 6-8 weeks (6-9 times a year) to now relaxing 3 times a year!

As people get more educated about haircare, they also overlap less which means less relaxers. I relax 4 times a year but one jar of relaxer last me two applications.
 
SuchaLady, the one I used is a 30-day treatment and yes your curls return as soon as you shampoo your hair. When I start wearing straight hair more often I'm going to try the ones that last for up to 3 months.
 
Also, I should clarify... after you shampoo you'll notice your curls are looser and over the 30-day (or 3 month) period all of your hair reverts pretty much back to normal. I mainly used the treatment to make my presses last longer because my hair was poofing up before I could even finish flat ironing it! So this straightening treatment was great. It's the Organix Ever Straight one and it's a smoothing serum.
 
As people get more educated about haircare, they also overlap less which means less relaxers. I relax 4 times a year but one jar of relaxer last me two applications.

Absolutely! I just ordered my relaxer kit and there will be enough for me to self-relax for 3 years!

I just don't use up relaxer product like I used to. I see relaxer sales will continue to decline, but it's not because no one is relaxing anymore. Relaxed heads are just more educated and not relaxing our hair to death like we did in the past.
 
that should be fine because it's 20 smaller tubs. You will not be opening and exposing a huge tub to air multiple times.

MileHighDiva good point. I've never purchased the huge tub because I didn't want to mix up too much relaxer at one time since I self-relax.

The little tubs are so easy to mix and use. If there is ever any left over out of the two, I toss it. :yep:
 
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