African market has grown to become the world's second big consumption market,while China is the second big export destinations. From African hair products consumption area, number of African countries that import products increased, up from 40 countries in 2006 to 2010 49 countries, average annual growth of 5.3%, breadth of product consumption increased year by year, from the regional scope increase the power of hair products to market demand.
Analysis of ethnic characteristics, black original hair curled, and pasted to the scalp, not long, do not wear hair products difficult to distinguish sex, for that functional requirements, black women as long as economic conditions, from teenagers to wear hair products, original hair and ethnicity form the rigid demand of hair products in Africa, this requirement makes hair products become indispensable necessities. In addition, for reasons of race, ethnic characteristics, black men also like to pursue unique image through hair products, hair products, consumption desire is much higher than other ethnic males. High frequency of hair products in African markets, consumption, consumption cycles are relatively short, the shortest fiber wound, usually for about half a month, and the longest hair, at around 6 months to 12months. In this sense, hair products and consumer characteristics, especially the economic ability of women long term, high frequency, repetitive to use hair productsand consumption. Plus the black African population, the demand for products made by nature would allow Africa to become the world's fastest-growing markets.
In 2008 to $405 million, an increase of $1.738 billion by 2012, with an average annual growth rate reached 43.92%, 2012 African hair products consumer spending in 2011, a growth rate of 48.44, Africa is the world's only market affected by the economic downturn. Therefore, for some time in the future, Africa will become the focus of industry development area, its consumer market will maintain a growth rate of more than 20% by 2017, total spending of more than $4.3 billion.