Market Overview

The size of the household management and daily living support services market as a total of five major segments (housekeeping service, house-cleaning service, monitoring service, furniture and home-electric appliances rental service, and home security service) is estimated at 563,300 million yen in FY2023, up by 4.2% from the previous fiscal year.

Thanks to the rising recognition, the household management and daily living support services market was resilient during the COVID-19 crisis. Considering the rise in demand for in-person services, users are expected to multiply exponentially. The market is projected to grow by 9.3% from the preceding fiscal year to 615,800 million yen in FY2024.

The core purpose of household management and daily living support services is to provide households with safety, security, comfort, and convenience. These are value-added services that enhance quality of life and, as such, should not be viewed as commodities competing solely on price. To succeed, service providers must offer meaningful benefits that are commensurate with the prices charged while ensuring that pricing remains practical and sustainable.

Noteworthy Topics

Expectations on Benefits or Subsidy Programs for Market Expansion

Public support programs for household management and daily living support services are gaining momentum. Under the FY2023 supplementary budget, Japan's Ministry of Economy, Trade and Industry launched a national subsidy program to encourage small and medium-sized enterprises (SMEs) to offer these services as part of their employee benefit packages, with the government covering up to two-thirds of the service costs. At the local level, some municipalities have also introduced welfare initiatives that provide residents with publicly funded vouchers for eligible services.

Traditionally, many consumers have been reluctant to outsource household tasks such as cooking, laundry, cleaning, and shopping. Government subsidies and welfare programs are expected to help position household management and daily living support services as everyday services accessible to a broad range of consumers rather than a luxury for a limited few. Together with ongoing marketing efforts by service providers, these public initiatives are likely to increase awareness, encourage adoption, and support further market expansion.

Future Outlook

By directly assisting with day-to-day activities, Household Management & Daily Living Support Services contribute to greater convenience and improved quality of life for consumers. Although primarily delivered by private companies, some services possess a public welfare dimension and are, in some cases, supported through government subsidies or publicly funded voucher schemes.

Nonetheless, these services are heavily manpower-oriented. In the long term, service providers need to be resilient as a private business to sustain employment. Public programs to cover part of the service charge—implemented through proof-of-concept projects by the government and subsidy program by local governments—is expected to encourage consumers to use these services. Meanwhile, service providers need to pursue pricing that is practical and sustainable.

Research Outline