Aesthetic Salon Market in Japan: Key Research Findings 2020
Yano Research Institute (the President, Takashi Mizukoshi) has conducted a survey on the domestic aesthetic salon market and has found out the trend by prefecture/treatment, the trend of market players and the future perspectives.
Size of the aesthetic salon market for FY2020 based on the sales of the businesses is projected to shrink to 343,600 million yen, 94.7% of the previous fiscal year. Viewing by category, sales from the field of treatments in FY2020 was significantly impacted by the outspread of COVID-19, while sales of commodities, like other general consumer goods, sold well through e-commerce. Under the declaration of state emergency in the spring, salons were forced to close, regardless of business type or business size. However, as the state of emergency was gradually eased from mid-May to June, the salons reopened (some opened with shortened business hours). Since then, certain number of user is coming back to the salons.
COVID-19 Calamity Turned to Advantage for Aesthetic Salons Industry for FY2021 Recruitment of New Graduates
Recruiting suitable personnel had been considered as chronic issue for the industry. Nevertheless, the situation has improved in 2020 as the total number of salons decreased due to consolidations, and as the number of applicants to the aesthetic industry increased because job applications are paused or withdrawn in other industries because of COVID-19.
Still, the industry must prepare for backlash after economic recovery. It is important to focus on changes in occupational aspiration and attitudes to work of young women in their 20s, the main prospective staff of the industry, while making continuous efforts on employee engagements such as improving employee satisfaction and working conditions.
Size of the aesthetic salon market for FY2021 based on the sales at businesses is projected to yield 348 billion yen, 101.3% of the previous fiscal year. Recovery trend is expected although the projection is made under limited condition, as it is difficult to make any predictions in the current situation as to when the COVID-19 pandemic ends.
While many people were exhausted from staying home when the state of emergency was lifted, because most salons have taken measures to prevent infection and because treatments are carried out mainly in private rooms in the first place, users, particularly those craving for healing, are back to salons earlier than expected. Although the amount of sales has not recovered to pre-pandemic level, it can be said that the market is not in the worst situation. For users, aesthetic salons play a role of delight during self-quarantine; a service that can be enjoyed without coming into contact with many people.
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