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Salons and Spas - UK - November 2009

  • The recession has not impacted on the need to look and feel good. However, there is evidence that people are cutting back on salons and spa treatments and switching to home alternatives where possible.
  • Salons and spas are lacking in appeal to more than half of adults. For many, spas and salons are regarded as boring and this is a key reason for their lack of appeal. Addressing this is likely to enhance men’s enjoyment and perception of spas in particular.
  • An estimated 8 million adults say that they have always wanted to go the spa. They are most likely to be in the family lifestage, with the spa offering a means of escapism from family responsibilities.
  • Older women are the most frequent visitors to the hair salon, but are less likely to have had other beauty treatments. The salons and spas market could capitalise on the forecast demographic growth amongst this age group to 2014 by making treatments more appealing to the over 65s.
  • Regardless of whether adults have visited a salon or spa in the last 12 months, more than four in five named things that put them off going, such as a lack of appeal, a female focus or overpriced treatments. Addressing these put-offs creates an opportunity for a completely new generation of spas that deviate from the standard spa set-up that exists today.
  • Women are more engaged with the salons and spas market although men will use them for a more functional purpose. Aside from getting their haircut, post-sports treatments such as using the sauna/steam room or having body treatments such as a massage are the most popular treatments amongst men. Understanding this, could inspire a treatments menu with greater appeal to men.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Salons
            • Spas
              • Abbreviations
              • Future Opportunities

                • Snack salons
                  • Back rub to beat the boredom
                    • Work stress
                      • A more holistic approach
                      • Market in Brief

                        • Artificial benefits
                          • The impact of the recession
                            • Lacking appeal
                              • Future
                              • Internal Market Environment

                                • Key points
                                  • Visits to salons and hairdressers
                                    • Figure 1: Trends in visit to hairdresser or a beauty salon in the last 12 months, 2007-09
                                  • Attitudes towards appearance
                                    • Figure 2: Trends in agreement with lifestyle statements on health and beauty treatments, 2004-09
                                  • Insecure about the economy and looks
                                    • The link between spas and health
                                      • Pursuit of happiness
                                      • Broader Market Environment

                                        • Key points
                                          • Consumer expenditure on grooming services
                                            • Figure 3: Household final consumption expenditure – miscellaneous goods and services (hairdressing salons and personal grooming establishments), 2004-08
                                          • Demographics
                                            • Figure 4: Structure of the UK population, by age and gender, 2004-14
                                          • Impact of the recession
                                            • Redundancy
                                              • Figure 5: UK trends in employment status, Jan 2007-Jun 2009
                                            • Regulations
                                              • Spa associations
                                                • British International Spa Association
                                                  • International Spa Association
                                                  • Competitive Context

                                                    • Key points
                                                      • Consumer expectations
                                                        • The price barrier
                                                          • Regulation
                                                          • Strengths and Weaknesses

                                                            • Strengths
                                                              • Weaknesses
                                                              • Who’s Innovating?

                                                                • Key points
                                                                  • Innovation in products with a salon or spa positioning
                                                                    • Figure 6: Innovation in beauty and personal care products making spa or salon claims (includes those with little or no salon or spa heritage), January-November 2009
                                                                  • Leading innovators
                                                                    • Figure 7: Ultimate companies leading launch activity in products with a salon or spa positioning, January 2007-October 2009
                                                                  • Product positioning of salon and spa launches
                                                                    • Figure 8: Leading positioning claims of new salon and spa product launches, by year and percentage of launches 2007-09
                                                                  • The world in balance
                                                                    • Old Father Time
                                                                      • Salon and spa product launches
                                                                        • Salon and spa initiatives
                                                                        • Salons and Spas by Segmentation

                                                                          • Key points
                                                                            • New salons and spas
                                                                              • Victims of the recession
                                                                                • Accommodating the consumer
                                                                                  • Hotel salons and spas
                                                                                    • Retail expansion into services
                                                                                    • Salon and Spa Operators

                                                                                        • Figure 9: Brand map of the UK spa operators cosmetics and toiletries market, 2009
                                                                                      • Aqua Sana (Center Parcs)
                                                                                        • Champneys
                                                                                          • Kalmora Spas
                                                                                            • Mercure Hotel (Spa Naturel)
                                                                                              • Radisson Hotels and Resorts
                                                                                                • Spa and Salon International
                                                                                                  • SPA NK
                                                                                                    • The Bannatyne Spa (The Sensory Spa)
                                                                                                      • The Sanctuary Spa
                                                                                                        • The Refinery
                                                                                                        • Brand Communication and Promotion

                                                                                                          • Key points
                                                                                                            • Topline summary
                                                                                                              • Figure 10: Topline advertising expenditure for salons and spas, 2005-09
                                                                                                            • Summer peak for salon promotions
                                                                                                              • Figure 11: Main monitored media advertising spend on salons, by month, 2006-09
                                                                                                            • Salon advertising
                                                                                                              • Figure 12: Main monitored media advertising spend on salons, by advertiser, 2007-09
                                                                                                            • Spa advertising
                                                                                                              • Figure 13: Main monitored media advertising spend on selected salons, by advertiser, 2007-09
                                                                                                            • Media type
                                                                                                            • Consumer Visits to Salons and Hairdressers

                                                                                                              • Key points
                                                                                                                • Visits to hairdressers, beauty salons and barbers
                                                                                                                  • Figure 14: Trends in frequency of visit to hairdresser, beauty salon or barber, 2007-09
                                                                                                                • Men and women show similar hairdresser/barbershop habits
                                                                                                                  • Lower frequency for visits to salons
                                                                                                                    • Women’s spend at the hairdresser and beauty salon
                                                                                                                      • Figure 15: Trends in expenditure at the hairdresser or beauty salon, 2009
                                                                                                                  • Impact of the Recession on Beauty Treatments

                                                                                                                      • Key points
                                                                                                                          • Figure 16: Changes made to UK beauty routine in the three months to February 2009
                                                                                                                        • Children impact on mum’s beauty treatment routine
                                                                                                                          • Marital status impacts on spend
                                                                                                                          • Consumer Experience of Salons and Spas

                                                                                                                            • Key points
                                                                                                                              • High experience levels
                                                                                                                                • Figure 17: Experience of salons or spas in last 12 months, by demographics, September 2009
                                                                                                                              • Marriage drives women to the salon or spa
                                                                                                                                • Mix and match approach to salons and spas
                                                                                                                                  • Figure 18: Experience of salons and spas in the last 12 months, September 2009
                                                                                                                                • Increasing appeal
                                                                                                                                  • Figure 19: Interested and reasons not to go, September 2009
                                                                                                                                • Is luxury non-PC?
                                                                                                                                • Experience of Salon and Spa Treatments

                                                                                                                                  • Key points
                                                                                                                                    • Women more engaged with treatments
                                                                                                                                      • Hair and nails are top treatments
                                                                                                                                        • Figure 20: Experience of salons or spas in last 12 months, September 2009
                                                                                                                                      • Men stick to the traditional
                                                                                                                                        • Figure 21: Experience of treatments in salons or spas in last 12 months, by gender, September 2009
                                                                                                                                      • Treatments driven by salon goers
                                                                                                                                        • Figure 22: Experience of treatments in last 12 months amongst salon and spa goers, September 2009
                                                                                                                                      • Six in ten adults have only had one treatment
                                                                                                                                        • Figure 23: Number of salon or spa treatments in the last 12 months, September 2009
                                                                                                                                    • Consumer Attitudes Towards Salons and Spas

                                                                                                                                      • Key points
                                                                                                                                        • Consumer definition of a spa
                                                                                                                                          • Barriers to entry
                                                                                                                                              • Figure 24: Attitudes towards salons and spas, September 2009
                                                                                                                                            • Reducing maintenance costs at the salon
                                                                                                                                              • Focussing on the present
                                                                                                                                                • Reservations of those who have not been to a salon or spa
                                                                                                                                                  • Figure 25: Attitudes towards salons and spas, September 2009
                                                                                                                                                • More than one way to unwind
                                                                                                                                                  • Don’t go, won’t go
                                                                                                                                                  • Appendix

                                                                                                                                                    • Consumer research
                                                                                                                                                      • ACORN
                                                                                                                                                        • Advertising data
                                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                                            • Figure 26: Lifestyle statements on health and beauty treatments, by demographics, 2009
                                                                                                                                                            • Figure 27: Lifestyle statements on health and beauty treatments, by demographics, 2009
                                                                                                                                                          • Experience of hairdresser or a beauty salon in last 12 months
                                                                                                                                                            • Women
                                                                                                                                                              • Figure 28: Visit to hairdresser or a beauty salon in the last 12 months, by demographics, 2009
                                                                                                                                                            • Men
                                                                                                                                                              • Figure 29: Visit to hairdresser or a barber in the last 12 months, by demographics, 2009
                                                                                                                                                          • Appendix – Impact of the Recession on Beauty Treatments

                                                                                                                                                              • Figure 30: Changes made to UK beauty routine in the three months to February 2009, by demographics, February 2009
                                                                                                                                                          • Appendix – Consumer Visits to Salons and Hairdressers

                                                                                                                                                            • Frequency of visits to hairdresser/barber
                                                                                                                                                              • Women
                                                                                                                                                                • Figure 31: Frequency of visit to hairdresser, by demographics, 2009
                                                                                                                                                              • Men
                                                                                                                                                                • Figure 32: Frequency of visit to hairdresser/barber, by demographics, 2009
                                                                                                                                                              • Visits to beauty salon
                                                                                                                                                                • Women
                                                                                                                                                                  • Figure 33: Frequency of visit to beauty salon, by demographics, 2009
                                                                                                                                                              • Appendix – Experience of Salons and Spas

                                                                                                                                                                  • Figure 34: Experience of salons and spas in the last 12 months, by demographics, September 2009
                                                                                                                                                                  • Figure 35: Interested and reasons not to go, by demographics, September 2009
                                                                                                                                                              • Appendix – Experience of Salons and Spa Treatments

                                                                                                                                                                  • Figure 36: Experience of salon or spa treatments in last 12 months, by demographics, September 2009
                                                                                                                                                                  • Figure 37: Experience of salons or spas in last 12 months, by demographics, September 2009
                                                                                                                                                                • Repertoire
                                                                                                                                                                  • Figure 38: Number of salon or spa treatments in the last 12 months, by treatments had, September 2009
                                                                                                                                                                  • Figure 39: Attitudes towards salon/spa, by number of salon or spa treatments received in the last 12 months, September 2009
                                                                                                                                                                  • Figure 40: Number of salon or spa treatments in the last 12 months, by demographics, September 2009
                                                                                                                                                              • Appendix – Consumer Attitudes Towards Salons and Spas

                                                                                                                                                                  • Figure 41: Attitudes towards salons and spas, by demographics September 2009
                                                                                                                                                                • Attitudes amongst salon and spa goers
                                                                                                                                                                  • Figure 42: Attitudes towards salons and spas, September 2009

                                                                                                                                                              Companies Covered

                                                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                              • Alliance Boots
                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                              • Avon
                                                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                              • BUPA
                                                                                                                                                              • CACI Limited
                                                                                                                                                              • Co-operative Group
                                                                                                                                                              • Debenhams Total (GTV)
                                                                                                                                                              • Facebook, Inc.
                                                                                                                                                              • Harrods Group Total
                                                                                                                                                              • International Spa Association (ISPA)
                                                                                                                                                              • J. Sainsbury
                                                                                                                                                              • John Frieda
                                                                                                                                                              • Kao Brands Company
                                                                                                                                                              • L'Oréal (UK)
                                                                                                                                                              • Lidl (UK)
                                                                                                                                                              • Marks & Spencer
                                                                                                                                                              • Mental Health Foundation
                                                                                                                                                              • Outdoor Advertising Association of Great Britain
                                                                                                                                                              • Selfridges Retail Ltd
                                                                                                                                                              • Somerfield
                                                                                                                                                              • Space NK Ltd
                                                                                                                                                              • T-Mobile (UK) Ltd
                                                                                                                                                              • Tesco Plc
                                                                                                                                                              • Toni & Guy
                                                                                                                                                              • Unilever Plc
                                                                                                                                                              • Vidal Sassoon
                                                                                                                                                              • Virgin Active
                                                                                                                                                              • Virgin Media Ltd
                                                                                                                                                              • Vodafone Group Plc (UK)
                                                                                                                                                              • Waitrose
                                                                                                                                                              • Weight Watchers Ltd. (UK)
                                                                                                                                                              • Wella Professional
                                                                                                                                                              • Wm Morrison Supermarkets

                                                                                                                                                              Salons and Spas - UK - November 2009

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