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Salon Services - US - September 2018

"While routine maintenance is a top reason for seeking salon services, resulting in many being loyal to the same destinations and professionals, other reasons for receiving services exist. The desire to pamper or seek services for social activities could motivate some consumers to consider alternative destinations, such as at-home treatments or on-the-go destinations. Salons need to use tools like social media, alternative pricing, and flexible booking options to cater to more consumers’ needs and establish deeper connections with clients, encouraging future loyalty and frequency."

– Alexis DeSalva, Retail & Apparel Analyst

This report examines the following issues:

  • Bad experiences can result in lost sales and customers
  • Alternative destinations pose a threat to traditional salon formats

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Bad experiences can result in lost sales and customers
              • Figure 1: Attitudes for receiving services, July 2018
            • Alternative destinations pose a threat to traditional salon formats
              • Figure 2: Destinations, July 2018
            • The opportunities
              • Desire for professionals drives loyalty among most consumers
                • Figure 3: preferences for receiving salon services, July 2018
              • Don’t overlook the men
                • Figure 4: Frequency of services, by gender, July 2018
              • What it means
              • The Market – What You Need to Know

                • A positive sales trend is expected to continue
                  • Destinations are on the rise
                    • Consumers have more needs and more money to spend
                    • Market Size and Forecast

                      • Double digit growth expected over the next five years
                        • Figure 5: Total US sales and fan chart forecast of salon services, at current prices, 2013-23
                        • Figure 6: Total US revenues and forecast for salon services, at current prices, 2013-23
                    • Market Breakdown

                      • In-home versus out-of-home
                        • Figure 7: Destinations – out-of-home versus in-home, July 2018
                      • Destinations are on the rise
                        • Figure 8: Total number of salon service establishments 2013-18
                    • Market Factors

                      • Population of women supports category growth, creates various needs
                        • Figure 9: Female population by age, 2013-23
                      • Young men could drive additional category interest/opportunities
                        • Figure 10: Male population by age, 2013-23
                      • Multicultural population growth creates diversified beauty needs
                        • Figure 11: Population by race and Hispanic origin, 2013-23
                      • More income could enable more spending and frequency
                        • Place of residence could influence where and how consumers receive salon services
                          • Figure 12: Number of households, by area of residence, 2007 and 2017
                      • Key Players – What You Need to Know

                        • Many consumers are loyal to their preferred professional
                          • Other, more convenient formats could challenge traditional salons
                            • Rethinking branding, pricing, and at-home products
                            • What’s Working?

                              • Men care about their appearance
                                • Figure 13: Frequencies of services, by gender and age, July 2018
                              • Most consumers are loyal to location, stylists
                                • Figure 14: Repertoire of destinations, July 2018
                              • Salon goers describe which services they leave to the professionals
                              • What’s Struggling?

                                • Beauty bars are a potential threat to traditional salons
                                  • Figure 15: Destinations by Types of Services, July 2018
                                • Salon customers describe their preferred booking methods
                                • What’s Next?

                                  • Evolving beyond a destination and into a brand
                                    • Figure 16: Preferences for and attitudes toward receiving salon services, July 2018
                                  • Will at-home become the new “it” destination?
                                    • Figure 17: Attitudes toward receiving salon services, by select demographics, July 2018
                                  • Rethinking pricing
                                    • Trends on the horizon
                                      • A continued focus on hair care
                                        • Figure 18: Sephora email campaign, August 2018
                                        • Figure 19: Sephora email campaign, October 2017
                                    • The Consumer – What You Need to Know

                                      • Salons are top destinations, but at-home services on the rise
                                        • Hair care is a top priority, but some seek other treatments more frequently
                                          • Professional preference fuels loyalty
                                            • A bad experience could be detrimental
                                            • Destinations

                                              • More consumers seek expert service
                                                • Figure 20: Destinations, July 2018
                                              • Older women head to the salon, while young men seek services at chains and barbershops
                                                • Figure 21: Destinations, by gender and age, July 2018
                                              • Moms and younger generations have a DIY attitude
                                                • Figure 22: Destinations, by select demographics, July 2018
                                              • Hispanic consumers prefer chain salons, while Black consumers opt for in-home services and barbershops
                                                • Figure 23: Destinations, by race and Hispanic origin, July 2018
                                            • Types and Frequencies of Services

                                              • Hair care is a top priority
                                                • Figure 24: Types of services, July 2018
                                                • Figure 25: Frequency of services, July 2018
                                              • Dads and young men experiment with tanning, anti-aging services
                                                • Figure 26: Types of services, by select demographics, July 2018
                                              • Older women routinely seek hair and nail maintenance, while younger women pamper themselves in other ways
                                                • Figure 27: Types and frequency of services, by gender and age, July 2018
                                              • Hispanic consumers seek a variety of services
                                                • Figure 28: Types of services, by Hispanic origin, July 2018
                                            • Reasons for Receiving Services

                                              • Routine maintenance and pampering drive salon services
                                                • Figure 29: Reasons for receiving services, July 2018
                                              • Younger generations prioritize pampering, regardless of income
                                                • Figure 30: Reasons for receiving services, by age and household income, July 2018
                                              • Style and self-care are important to moms
                                                • Figure 31: Reasons for receiving services, by parental Status, July 2018
                                              • Multicultural adults cite social activity, pampering as reasons for choosing salon services
                                                  • Figure 32: Reasons for receiving services, by race and Hispanic origin, July 2018
                                              • Preferences for Receiving Services

                                                • A preference for professionals
                                                  • Figure 33: Preferences for receiving services, July 2018
                                                • Women display a loyalty to their stylist
                                                  • Figure 34: Preferences for receiving services, by gender and age, July 2018
                                                • Outside sources influence younger generations
                                                  • Figure 35: Preferences for receiving services, by gender and age, July 2018
                                                • Multicultural consumers prefer using products from trusted sources
                                                  • Figure 36: Preferences for receiving services, by race and Hispanic origin, July 2018
                                              • Attitudes toward Receiving Salon Services

                                                • Negative experiences and stylist recommendations strongly influence consumers’ decisions
                                                  • Figure 37: Attitudes toward receiving salon services, July 2018
                                                • Young men are more forgiving
                                                  • Figure 38: Attitudes toward receiving salon services, by gender and age, July 2018
                                                • Multicultural consumers don’t stick to the salon
                                                  • Figure 39: Attitudes toward receiving salon services, by race and Hispanic origin, July 2018
                                                • In their own words
                                                • Cluster Analysis

                                                  • Consumer attitudes split between adventurous, cost-conscious, enthusiastic, and professional preference
                                                    • Figure 40: Cluster analysis – Attitudes toward receiving salon services, July 2018
                                                    • Figure 41: Attitudes toward receiving salon services, by attitudes toward receiving salon services clusters, July 2018
                                                  • Cost-Conscious Customers
                                                    • Figure 42: Profile of cost-conscious customers, July 2018
                                                  • Engaged Enthusiasts
                                                    • Figure 43: Profile of engaged enthusiasts, July 2018
                                                  • Preference for Professionals
                                                    • Figure 44: Profile of preference for professionals, July 2018
                                                  • Salon Adventurers
                                                    • Figure 45: Profile of salon adventurers, July 2018
                                                • Price Sensitivity

                                                  • Price influences the types of services and destinations consumers seek
                                                    • $40 is the sweet spot for hair color services
                                                      • Figure 46: Price sensitivity analysis- threshold price chart, July 2018
                                                      • Figure 47: Price sensitivity analysis- Optimal price point (opp), July 2018
                                                    • Women are willing to spend more
                                                      • Figure 48: price sensitivity analysis, by select demographics, July 2018
                                                    • Hispanic consumers are more price sensitive
                                                      • Figure 49: Price sensitivity analysis, by race and Hispanic origin, July 2018
                                                    • How much, and for what, consumers are willing to pay
                                                    • Appendix – Data Sources and Abbreviations

                                                      • Data sources
                                                        • Sales data
                                                          • Fan chart forecast
                                                            • Consumer survey data
                                                              • Consumer qualitative research
                                                                • Direct marketing creative
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                    • Appendix – The Market

                                                                        • Figure 50: Total US sales and forecast of salon services, at inflation-adjusted prices, 2013-23

                                                                    Salon Services - US - September 2018

                                                                    US $4,395.00 (Excl.Tax)