Presentations on the African Haircare Market, Consumer, Brands.

The Professional Hair Care Market South Africa

Supremely confident market registering strong growth rates. South African salons unaffected by economic downturn

Chemical relaxing and African hair styling most popular services accounting for almost all salon business.

Products formulated to suit new service combinations – such as colouring relaxed hair – in demand, command premium prices in salons

The South African haircare market - both professional and consumer - is growing in double digits and this strong growth is expected to continue for 2010 and beyond.

Hosting the World Cup may have inspired the country but the economic fundamentals are extremely positive. The economy develops and employment expands in South Africa. The number of people in image or appearance conscious workplaces - such as consumer service industries, media sector and the professions - is growing strongly. The middle classes, in particular the black middle class, are increasing in size and influence.

In South Africa patterns of consumption of hair services and products differ by consumer segment and by ethnic group. The ethnic African segment is the single largest consumer group and this market has the most potential. As one salon expert in Johannesburg explained, “There is a big market for ethnic hair. These needs have to be addressed”

Chemical relaxing and African hair styling are the most popular services accounting for almost 80% of salon business. Hair relaxing is the leading service category and will continue to be the mainstay of the African professional and consumer hair care market. The complex relaxing process consists of a package of services with many procedures. A wide product range covering different formulations and packages for the various process stages is required. There is strong – as yet unmet- demand for colourants suitable for using on relaxed hair.

African styling is the next most important service category in black salons. This term is used to cover a number of styles such as braiding, hair extensions and pieces, dreadlocks or dreads, bonding, their infinite variations and many combinations. These hairstyles can last for up to three months, during which time they require the on-going use of conditioners and treatments to prevent damage and breakage.

South African consumers - for reasons of convenience and comfort - need salons and hairdressers to provide these complex and labour intensive services. Chemical relaxing and African hairstyling which require specific and different stylist skills are quite different markets. Salons must be multi-service on order to meet their clients' needs. In addition, the product range required for styling and dealing with relaxed hair is extensive. A multiplicity of brands and products is now needed because few, if any brands, can be described as “multi tasking” that is effective on the different types of hair seen by salon stylists on a daily basis. Salons are looking for multi-platform products to be formulated. Products that deliver these goods can command double the price in salons in South Africa..

Th South African market is the largest in Africa, is a bridge head to the larger sub Saharan regional market, and to the descendants of ethnic Africans in other parts of the world. In this new report Professional Hair Care Market South Africa, Diagonal Reports quantifies the value of the salon haircare market (in South African Rand) and the number of salons and hairdressers -both formal and informal- operating in South Africa. The market is segmented in terms of price points, service categories and products used.

This new research determines demand for chemical relaxing, African hair styling and colouring services in hair salons in South Africa. The research also focuses on company and brand share in this fragmented market. Findings are based on in-depth discussions conducted with salon experts in Johannesburg during November 2009

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