Hair relaxer sales fall by a quarter as women opt to keep hair natural

A report from Mintel has revealed that sales of hair relaxer have fallen by more than a quarter (26%) since 2008; the only category in the black haircare sector to have not seen growth. The research also reveals that in the last 12 months nearly three quarters of black women (70%) say they currently wear, or have recently worn, their hair natural. Of the women surveyed, 48% said they considered natural hairstyles to exude confidence, with 45% saying curls are more fashionable than relaxed hair. Tonya Roberts, multicultural analyst at Mintel says: "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." Indeed sales of shampoo and conditioner formulated for the black hair market are estimated to reach $257 million in 2013, with the styling sector valued at $268 million and hair colour forecast to see sales of $36 million by the end of the year. When it comes to achieving the perfect look it seems as though black women are willing to spend more money too, with more than half (51%) agreeing that it's worth splashing out on quality products to achieve the best results. "Given their passion and love of hair, black consumers represent a lucrative market for companies," continues Tonya. "Black consumers are always looking for new products to try and seeking information about haircare products." We spoke to HJ's Afro Hairdresser of the Year, Craig Chapman, to find out what he thinks about this trend. "I'm not surprised that the use of hair relaxer has declined, especially as more and more people are concerned about the use of chemicals on their hair. It is something I have have seen increase in my salon. Afro hair has some many different curl patterns so always speak to your hairdresser about the best option for you. "For my clients wanting to stay away from hair relaxers, I would encourage them to grow their hair by having a small trim every three months," Craig continues. "I would use Orofluido Beauty Elixir Oil and Orofluido Mask mixed to boost moisture and general condition and the Elixir alone on their hair while it is wet before drying and styling it."