All women and men can have a relationship with their hair, regardless of race, creed or social status. However, attention to hair, its importance, and its symbolism has been brought to the fore all over the world.
For centuries, what women and men do with their hair has always been linked to social change. Hair has been used as a symbol of empowerment, political messages, defiance and identity. From the biblical Samson to the ancient Egyptian wig worn by Cleopatra.
For African women and men, this relationship with hair is much more complex and dates back to the 15th century. An African woman’s or girl’s hairstyle is used as an indicator of her marital status, age, religion, ethnic identity, wealth, and status within a community. It is tied to a sense of belonging to a community and, most importantly, an expression of beauty.
The versatility of “Afro” hair means that African consumers have a variety of options to consider when it comes to caring for their hair. This includes wearing braids, dreadlocks and even natural curls. African hair consumers have different needs and as a result the bargaining power of African consumers drives the market.
Today, most hair care brands around the world have given way to more comprehensive ranges fueled by technological connectivity that amplify the voice of African consumers.
Post-Covid-19 pandemic, the African hair care market is expected to grow at an annual rate of 6.35% until 2026, according to TechNavio. There is demand for innovation from brands, retailers and hair care services. Africa’s growing youth population and those with higher disposable incomes are more concerned than ever about their health.
A McKinsey’s Health Institute study found that “health perceptions are positively associated with household income.”
There is a strong shift towards natural hair care products, with major companies like L’Oréal of South Africa investing in research and development to better understand African consumers and their needs.
For example, in July 2022, L’Oréal Professionnel Paris partnered with a professional hair stylist in Kenya to launch the Expert Curl Expression Natural Hair line.
Sales of hair care products increased by nearly 6% last year, although some segments are strongly affected by market trends and macro factors in African countries. Recent product developments and new product launches are accelerating the growth of the African hair care market.
The market is fragmented and highly competitive. Several large players dominate the market, with market leaders such as Avon, Amica Products, Combe, Henkel, Johnson & Johnson, L’Oreal, Shiseido, Estée Lauder, Procter & Gamble and Unilever representing the market from mass to prestige. Dominates all sectors.
Their competitive advantage is the steady stream of new and innovative products introduced to the market. Natural ingredients, sustainable development, sustainable sourcing and sustainable practices are the top trends appealing to consumers.
Performance indicators vary, but innovative growth strategies, product innovations, and investments are the tools used to gain market share.
The market is segmented into product categories such as shampoos, conditioners, hair coloring, and hair styling products.
Our main markets are South Africa, Nigeria, Kenya and the rest of Africa. According to Industry Arc report, South Africa holds the largest share of the market and is estimated to grow at a CAGR of 3.4% during the forecast period 2022-2027, reaching $1.2 billion by 2027. For example, the South African shampoo segment holds the largest market share. Since water is a scarce resource, products such as dry shampoo are effective.
According to Industry Ark, “Shampoo surge expected to boost growth in South Africa’s professional hair care products industry.”
New regulations are being introduced by local regulators across the continent to create more cohesive industry standards and build consumer confidence. Meanwhile, more consumers with more disposable income are fueling the growth of retail infrastructure.
Also, more supermarkets, hypermarkets and specialty stores mean that consumers will have more access to hair care products than ever before.
Trends such as “natural hair movement” popularized on social media are contributing to a surge in demand for do-it-yourself (DIY) solutions, heatless hair styling, and chemical-free products.
The rapidly growing youth population is another growth factor for the African hair care market. Her Gen Z consumers in Africa have been the focus of his innovations for many brands.
While major risks for brands and retailers in the African hair care market are impacted along the supply chain due to currency volatility in key regions, there are many opportunities in the African hair care market.
These opportunities make it an excellent growth market for both formulators and their raw material suppliers.
Seze Oriaikisao
Murray, Founder
office@maleeonline.com
Zeze Oriaikhi-Sao is an entrepreneur, influential speaker, popular brand consultant, freelance columnist and expert on innovation, sustainability and leadership in the cosmetics, luxury and start-up industries. Focused. Africa’s first global luxury Her fragrance and body care As founder of her brand Marais and as a member of the advisory board of her Innocos, her summit of global beauty innovation, Oriaikhi-Sao is made in Africa established itself as a leader in the luxury goods market. She has been featured on her CNN, The Telegraph and The Daily Mail. She hosts the podcast ‘Third Culture Africans’ and inspires a large audience with her entrepreneurship and lifestyle insights on zezeonline.
