No.2500
08/31/2020

Home and Living Assistance Services in Japan: Key Research Findings 2020

Yano Research Institute (the President, Takashi Mizukoshi) has conducted a survey on the home and living assistance service market in Japan, and found out the trends by service fields, the trends at market players, and the future outlook. Here, the market size of living assistance services is announced as a total of 5 major service fields (housekeeping service, house cleaning service, home security service, surveillance [watch] service, and furniture/home electric appliances rental service).  


Size Transition & Forecast on Living Assistance Services Market (Total of 5 Major Fields)
Size Transition & Forecast on Living Assistance Services Market (Total of 5 Major Fields)

Market Overview

The living assistance service market as a total of 5 major fields (housekeeping service, house cleaning service, home security service, surveillance [watch] service, and furniture/home electric appliances rental service) for FY2019 is estimated to be 477 billion yen,  0.9% growth from the previous fiscal year. 

The market had been on upward trend as each of the living assistance services are utilized in everyday life of general consumers, and the number of users increased as awareness on the services improved.  However, the market size for FY2020 is projected to drop by 0.5% to generate 474.6 billion yen, because these services are basically provided face-to-face; expansion of the market is being halted by the outbreak of COVID-19, in a situation where no-contact settings are preferred to avoid clusters.

Assuming that consumer demands will change as new normal takes root, while continuing to provide the services as before, service providers must have a grip on new needs and develop services assisting that particular needs going forward.

Future Outlook

From 2020 on, the new lifestyle brought out by COVID-19 pandemic will take root in societies, and changes in social life is assumed to become a new normal. Under the circumstances, role of the living assistance services is to provide consumers with reliability or safety, delivering services for the sake of more comfortable living and convenience. While the lifestyle may change, the services will take roles as ever, or may serve more than ever. 


There are quite a few housing and living assistance services. Great potential lies in the market as development of new services go forward, a sign that is seen as an existence of critical services supporting foundation of people's lives that are not counted in current government statistics. In addition to diversity in consumer needs, against the background of rise in new services adjusted to new normal that COVID-19 pandemic brought on, the living assistance service market expects further growth.

Research Outline

1.Research Period: April to July 2020
2.Research Object: Living Assistance Service Providers
3.Research Methogology: Face-to-face interviews by the specialized researchers (including online interviews), surveys by telephone/email, and literature research.

Home and Living Assistance Service Market

In this research, living assistance services refer to (1) housekeeping service, (2) house cleaning service (cleaning, professional cleaning), (3) home security service, (4) surveillance (watch) service, (5) furniture/home electric appliances rental service, (6) laundry home delivery/pick-up service, (7) clothing storage service, (8) emergency service, (9) laundromats, (10) delivery locker, and (11) food market/supermarket on wheels.


Nevertheless, size of the market is calculated as a total of 5 major fields, i.e. housekeeping service, house cleaning service, home security service, surveillance [watch] service, and furniture/home electric appliances rental service.  Except for home security service market which is based on the sales at businesses, the market size of other four services are based on the amount paid by endusers.

<Products and Services in the Market>

Housekeeping service, house cleaning service, home security service, surveillance (watch) service, furniture/home electric appliances rental service, laundry home delivery/pick-up service, clothing storage service, emergency service, laundromats, delivery locker, food market/supermarket on wheels

Published Report

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