The African hair care market looks set to be one of the continental beauty market's key growth trends in the coming years, according to research by Euromonitor International.

The black hair care market was valued by Euromonitor at US$4.2bn (€3.1bn, £2.5bn) in 2013 in the Middle East and Africa, with researchers finding that despite dramatically contrasting poverty and wealth, hair is a rare common denominator that cuts across class and culture groups in Africa.

“Multi-national players, for example, in various locations in Africa are increasing their marketing in advertising budgets,” said senior analyst for Euromonitor International, Zeenat Ebrahim.

“This is really influencing consumer choice. Hair conditioning products are increasingly appealing because new product development is allowing consumers to experience affordable and salon-like treatments at home,” Ebrahim continued – highlighting huge potential for the hair care market in Africa.

A 2010 study by Mintel, found that black women are willing to spend at least double the amount on hair and beauty products that white women do.

For many, hair is one of the defining characteristics that African women use to transform their appearance, according to an article by Voice of America. Women use sodium hydroxide to relax even the toughest afros, hair extensions and weaves – strands of extra hair – can also be woven in.

Ebrahim said South Africa has the most established and developed market for premium hair care products, which she says are gaining increased interest from consumers.