AUSTIN, Texas, May 3, 2016 /PRNewswire/ -- Social media leader TextureMedia and global market research firm Phoenix Marketing International partnered for the fifth consecutive year to deliver TextureTrends 2016, a report providing the most comprehensive assessment of the textured-hair market, including new multi-year trending information. The report draws from more than 5,000 consumers, including more than 500 straight-haired consumers, and explores many areas of purchasing behavior and product usage, including awareness, spend, retail preferences, and brand loyalty.
The textured-hair category shows the transformative power of the consumer to reshape an entire market. It's not surprising considering the category was literally created by consumers – women increasingly frustrated by the lack of products available for their wavy, curly and coily hair.
From the ingredients in her products to store assortment and merchandising, her voice can be heard loud and clear. Her fingerprints are everywhere; from the way "real" women are replacing supermodels in advertising campaigns to the vocabulary now being used to market to her. It is not unusual to see brands promoting their products for "3c" hair and touting their "cone-free" options. In a world where more than 60 percent of the population has natural curls, coils or waves – with more people embracing their natural texture every day – it is a market that cannot be ignored.
Her influence can be seen throughout TextureTrends 2016, TextureMedia's annual consumer insights report. The findings show that those brands and retailers that actively listen and address her needs – through assortment, content curation and promotion – are reaping the benefits.
The 200-page TextureTrends report provides detailed and actionable market intelligence for both brands and retailers. What sets it apart from other market reports is that TextureTrends explores the consumer's attitudes before she ever walks into a store to purchase a product.
A sampling of this year's key findings about the textured-hair consumer include:
- The textured-hair consumer spends on average $37 a month on product - 20% more than straight-haired consumers
- 50% continue to buy even after they've found their Holy Grail product
- 77% cocktail products on a regular basis
- 47% rank reviews as the most important purchasing consideration of a new product
- 44% rank ingredients as the top purchasing consideration of a new product
- 50% say a sample encouraged them to purchase a product
- 54% consider Shea Butter the most desirable ingredient, followed by Argan Oil
- 11% of coily consumers rank frizz as a concern, while 46% of wavies rank it as their top concern
- 42% of women with coily hair wear their hair natural most often
Since the first report was published in 2011, TextureTrends has become a must-have report for brands and retailers in the category.
"TexturedMedia really gets it. The TexturedTrends report gives me insights from an expert's perspective. Through the research I have better understood not only who is using our brand but also gaps within our portfolio. We have used the research both internally and externally," stated Dametria Mustin, Global Marketing Director, Cantu.
Megan Streeter, DevaCurl VP of Marketing says, "TextureTrends has provided valuable information and insight into the world of texture that is not readily available with other market research reports. This information has been extremely useful as we develop our strategic initiatives for DevaCurl."
Michelle Breyer, NaturallyCurly.com co-founder and Head of Business Development for TextureMedia concludes, "2016 results highlight the power of this consumer in reshaping the hair care landscape, both in terms of greater product availability and the expanded selection at retailers. There also has been movement away from viewing this category in terms of ethnicity and rather focusing on texture. Texture truly does transcend ethnicity."
TextureTrends is collaboration between Phoenix Marketing International (www.phoenixmi.com), a Honomichl Top 50 firm and one of the fastest growing research companies in the U.S, and one of the fastest growing research companies in the U.S, and TextureMedia (www.texturemediainc.com), a social media leader in the textured hair market with community-driven brands like NaturallyCurly, CurlyNikki and CurlMart.
TextureMedia is the largest hair care platform and trusted thought leader that empowers and inspires millions of texture-hair women to embrace their naturally beautiful selves. By engaging beauty enthusiasts through original content, branded entertainment, social media, product reviews and commerce, they influence up to $5 Billion in annual hair care product sales.
For clients and brand partners, they are a creative powerhouse delivering impactful marketing services and data driven insights that translate to increased brand exposure and greater market share. Their monthly social, consumer reach is 26 million strong across four portfolio digital brands – CurlyNikki, CurlMart, CurlStylist and NaturallyCurly, the flagship brand and first-to-market platform that has amplified the needs and voice of its textured-hair community since 1998. A fifth and most recent brand introduced in 2010, TextureTrends is a unique data product of annual consumer insights diving deep on hair care and style trends, behaviors, brand awareness and purchasing drivers. Together, these brands comprise TextureMedia, the undisputed leader in creating quality content and engaging an authentic, global community of influencers in the world of hair care.
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