Research Report: Streaming Media: Black Consumers And Personal Care - US - December 2013 : Now available at Market-Research-Reports.biz

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 recent recession had little impact on what Black consumers spent in the personal care category. Expenditures have remained stable and in some cases there have been increases in the last six years.

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Table of Content

Scopes and Themes
What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary
Category expenditures
Figure 1: Distribution of average household expenditures*, by race, 2012
The consumer
Figure 2: Attitudes toward personal care products, July 2013
Figure 3: Attitudes toward scent and personal care products, by gender, July 2013
Figure 4: Types of stores shopped for personal hygiene and beauty products, July 2013
Figure 5: Influences in the personal care product purchase decision, by type of store preferred, July 2013

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Issues and Insights
What influences Black consumers’ decision to buy personal care products? What resources do they turn to?
Figure 16: Influences in the personal care product purchase decision, July 2013
Figure 17: Resources used before shopping, overall, July 2013
Figure 18: Effective personal care promotions, July 2013

Trend Applications
Trend: Sense of the Intense
Trend: Man in the Mirror
Mintel Futures: Generation Next

Personal Care Product Expenditures
Key points
Blacks spent more in the personal care category than non-Blacks
Figure 24: Distribution of average household expenditures*, by race, 2012
Steady increase in spending in the last six years

Attitudes of the Black Personal Care Consumer
Key points
Blacks want more products catering to their needs
Figure 27: Attitudes toward personal care products, July 2013
Women feel more strongly about shopping and trying new products, despite unmet needs

Product Usage – Oral Care
Key points
Disparities in oral care likely drive appeal for toothpaste that enhances appearance
Figure 56: Types of toothpaste used most often, by race/Hispanic origin, May 2012-June 2013
Whiter teeth is somewhat more important to men
Figure 57: Types of toothpaste used most often, by gender, May 2012-June 2013
Younger consumers more likely to buy whitening toothpaste
Figure 58: Types of toothpaste used most often, by age, May 2012-June 2013
Colgate is the number one toothpaste brand among multicultural consumers

Marketing Strategies
Key points
Overview of the brand landscape
Brand analysis: P&G, My Black is Beautiful
Figure 170: P&G, My Black is Beautiful advertisement, 2013
Brand analysis: M.A.C., AIDS Fund
Figure 171: M.A.C. Cosmetics Viva Glam, AIDS Fund advertisement, 2013

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