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Follow on Google News | HBC Marketers Ramp Up for the New Majority, finds Packaged FactsEthnic health and beauty care is expanding much faster than general health and beauty care as minority consumers increasingly demand products specifically formulated to meet their needs.
By: Packaged Facts Although the U.S. market for ethnic health and beauty care (EHBC) is already valued at close to $3 billion, significant growth potential remains. As reported in Packaged Facts’ Ethnic Hair, Skin, and Cosmetics Products in the U.S., 8th Edition (July 2012), racial/ethnic minorities still use general-market products far more often than ethnic-specific ones—at a rate greater than ten-to-one. At the same time, EHBC is expanding much faster than general HBC as minority consumers increasingly demand products specifically formulated to meet their needs. Prompting the growth in demand for these products is the burgeoning number of minority consumers in the U.S., a sharp and steady increase in their buying power, and a rapidly expanding array of product options. In the past, minority consumers seeking specialized personal care products had little to choose from, and the distribution of products that were available was partially limited to alternative channels including barbers and beauty supply stores. Now, mass retailers such as Target and CVS are coming on strong in EHBC, stocking brands that just ten years ago they would not have considered carrying, and devoting entire shelving sections to EHBC. Of particular interest are makeup products that identify and address the specific skin concerns of the different minority communities. Another up and coming segment is grooming products for minority men beyond shaving lotions and dandruff shampoos, as it becomes socially acceptable and even a social imperative for men to adopt grooming habits and products previously viewed as somehow too attentive and less than masculine. Regardless of gender, many minority consumers want products that work for them rather than having to make do with what is available. A handful of highly successful EHBC marketers have already figured this out. And while many mainstream HBC products are actively positioned on a cross-multicultural basis, marketers committing to targeted products that meet the skin, hair and cosmetic needs of African-Americans, Hispanics, Asians, and other racial/ethnic groups appear set to attract growing communities of Americans looking for brands and products that speak directly to them. Please visit Packaged Facts’ blog at www.packagedfacts.blogspot.com. For more information on Ethnic Hair, Skin, and Cosmetics Products in the U.S., 8th Edition, please visit: www.packagedfacts.com/ About Packaged Facts – Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, consumer goods and retailing, consumer packaged goods (including foods and beverages, health and beauty care, and household products), and pet products and services. Packaged Facts also offers a full range of custom research services. To learn more, visit: www.packagedfacts.com/ Contact: David Sprinkle dsprinkle@marketresearch.com End
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