Market Overview

Size of the home and living assistance services market for FY2021 as a total of major 5 fields (house keeping service, house-cleaning service, surveillance service, furniture and home-electric appliances rental service, and home security service) is valued at 490,600 million yen, up 3.3% from the previous fiscal year.

Despite the increased visibility of lifestyle assistance services, the market growth is marginal because the number of users has not been rising and due to sluggishness in demand growth; Still, on an assumption the use of home and living assistance services on a regular basis will accelerate the materialization of new lifestyle brought about by the pandemic, the market is expected to grow by 4.7% to 513,700 million yen in FY2022.

A role of the home and living assistance services is to provide safety, security, comfortable living, and convenience. To increase users, providers are required to create additional values, for the value of services is user experience, not a tangible product.  

Noteworthy Topics

Home and Living Assistance Services Expected to Grow as Subscription Service

While services that are expected to be used on limited occasions, such as emergency services provided in rush for unexpected or emergency situations, may be developed as a membership-service, services that are expected to be used regularly, such as housekeeping services that are provided several times a week/month, should adopt subscription business model.  

Many of the business operators are community-based and do not have a nationwide presence. It is expected that each of them makes efforts to build a solid customer base for business growth in its home region.

Future Outlook

As the pandemic restrictions were still imposed during FY2021, the market of home and living assistance services showed a slight decline due to its nature, which are mainly provided in-person. However, as changes in workstyle and lifestyle are observed in the route back to normality, new lifestyle is expected to be created using the home and living assistance services from FY2022.

Since home and living assistance services are increasingly gaining presence as the infrastructure for consumers, new service fields may be explored further. Environment of usage changes in accordance with the shift in workstyle and lifestyle, and the demand for the services are diversifying. With the development of new services that adapt to new lifestyle during the pandemic, the home and living assistance services are expected to penetrate as regular services for consumers.

Research Outline