Hair Salons and Barber Shops Market in Japan: Key Research Findings 2020
Yano Research Institute (the President, Takashi Mizukoshi) conducted a survey on the domestic hair salons and barber shops market and found out the market size, the market trends by prefecture, by treatment, and of the market players, as well as the future outlook.
The domestic hair salons and barber shops market (based on the sales at the salon operators) in FY2019 attained 2,125,300 million yen, 99.4% of the size of the previous fiscal year. Of the total market size, the barber shops market was 628,700 million yen, (99.2% on Y-o-Y), while that of hair salons was 1,496,600 million yen (99.5% on Y-o-Y).
Shakeout has been in progress in the barber shops market as privately-owned barbers are decreasing and low-price chains and family salons are on the rise. Polarization between value-added salons and low-price salon chains continues in the beauty salon market. Although mid-price range salons occupy the largest segment, they are suffering from inability to differentiate with each other or to embody their superiority, despite their solid technique and quality. The entire hair salon market size declined slightly, as the number of customers as well as the frequency of their visit decreased.
Influence of Consumption Tax Hike Remained Small, When Averaging Last-Minute Spending Surge and Sudden Downturn of Spending
As the consumption tax rose in October 2019, quite a few salon-chain operators took a step not only to add value to their services by revising and raising the prices but also to increment the tax hike into their service prices. Such price increase or revisions took place prior to the actual tax hike, i.e., at the beginning of or early springtime of 2019 at considerable numbers of salons.
There are businesses (salon operators) that consider decreased visit of customers stemming from price revisions associated with tax hike as “within expectation” or as “not so significant” because it leads to higher unit price per customer. Despite some cases of longer intervals between each customer visit or of temporary shift to other salons by some customers, many salon operators regard such factors as not so influential and show intention to improve customer attraction by enhancing service quality.
The domestic hair salons and barber shops market size (based on the sales at the salon operators) for FY2020 is expected to be 2,105,200 million yen, 99.1% of the size of the previous fiscal year. Out of the total market size, the barber shops market size is projected to be 623,200 million yen, (99.1% on Y-o-Y), while the hair salons market size 1,482,000 million yen (99.0% on Y-o-Y).
The consumption tax hike brought about last-minute demand upsurge followed by sudden downturn in spending of product sales and services in the market. Although negative growth was prevented, less frequent visit by customers, disloyal customers shifting to other salons may occur mainly at private-owned barber shops and mid-price range salons. In addition, harmful effect cannot be helped by restraint outing to preclude expansion of new corona virus in the industry of hair salons and barber shops. This situation is hoped to be ended as soon as possible.
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