Hairdressing Market in Japan: Key Research Findings 2018
Yano Research Institute (the President, Takashi Mizukoshi) has conducted a survey on the domestic hairdressing market and has clarified the trends by prefecture, by treatment, and of the market players, as well as the future outlook.
The hairdressing market (based on the sales at the businesses) in FY2017 attained 2,147,400 million yen, 99.5% of the size in the previous fiscal year. The barber market has slightly declined due to diminishing number of barbers, customers becoming older, lower frequency to visit by the customers, emerging barber chains providing low-price services, and shift of customers to beauty salons.
The beauty salon market has been polarized between those value-added salons which provide “unusual and special experiences” through high-end services and techniques, and those low-price salon chains which provide limited treatment items and services. Those beauty salons that position between the polarized salons basically provide value-added services, but have a challenge to differentiate from other salons in order to attract customers. The market as a whole has slightly on the decline because of enhancement in the sales of haircare cosmetics and beauty home electric appliances as a measure to strengthen product sales at salons to improve productivity and to raise the average amount paid by a customer.
The beauty salon market has been seriously suffering from lack of human resources, the basis to provide the services. There has been shortage of applicants at beauty schools, together with short-term job leaving, changing of occupation to other industries/jobs in spite of being employed at beauty salons. Therefore, each of beauty salon chain has been trying to improve the labor environment and career planning and has introduced the systems to train the employees and increase their salary. In addition, the salons have attempted to introduce flexible employment systems to adopt not only the regular employees but also whoever can work including housewives and hairdressers having left the jobs, allowing them to work at irregular hours (i.e., part-time, or shortened hours of time etc.) By doing so, the beauty salons are trying to continue their business development and to improve efficiency of salon management.
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