The market was valued at USD 451.8 million in 2017 and is expected to reach a value of USD 490.4 million by 2023 at a CAGR of 1.36% over the forecast period (2018-2023).
Black women prefer more variety in their hair care, going from braids to weaves, to chemical treatments, to other drastic style changes. The hair care variety demanded by African hair is more than that required for Caucasian hair. Furthermore, African women are looking for hair nourishing and damage repairing alternatives to existent hair care products like shampoos, conditioners, and even styling agents.
Salon visits, especially in the informal sector have recorded high growth for the black hair care market.
Major Players: Johnson & Johnson (Pty) Ltd., Unilever South Africa (Pty) Ltd., Procter and Gamble SA (Pty) Ltd., Kao South Africa Pty Ltd., L'oréal South Africa (Pty) Ltd., Avon Products Inc., Tiger Consumer Brands Ltd., Incolabs (Pty) Ltd., Estée Lauder Cos South Africa (Pty) Ltd., and Amka Products (Pty) Ltd., among others.
Each of these brands of a number of successful labels, increasingly natural, organic and “beneficial” by way of marketing messaging, existent and proliferating in the market.
Social media marketing through beauty blogs reviewing, or advising against harmful products containing sulphates, parabens and more are highly popular, and impact sales of products.
A young and increasingly urbanized and working population in South Africa is responsible for a flourishing hair care market. This is complemented by an increase in disposable income. High diversity by way of race has driven the extremely high growth of the African haircare market in South Africa. Furthermore, ICT efforts are becoming mainstream for marketing via social media, and increasing inclusion of women in the workforce account for the high growth in the South African markets for hair care.
A saturated haircare market in South Africa has led to lower revenues in the hair care market than its other African peers. A highly segmented population with vast income differences lead to difficulties in product development and marketing. Consumers are looking for styling products which last longer but are also devoid of harmful chemicals, phasing a number of products from the market. E-commerce is flourishing because of online availability of products with all the desired properties.
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