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Summary of our market study
The French personal services market is estimated at over 20 billion euros
The global personal services market is worth over $980 billion.
North America dominates with 42% of the market, but the Asia-Pacific region is expected to experience the most dynamic growth, due to its rapidly increasing elderly population.
In France, the personal services sector recorded sales of €20.3 billion, according to the eFPS white paper. The combined size of the formal and informal market is around 40.3 billion euros.
The sector has considerable growth potential due to the ageing population and the preference for home care.
The COVID-19 pandemic had a major impact on home-based personal services, resulting in losses in segments such as childcare and home cleaning.
Analysis of demand trends in the personal services market
The personal services market is segmented into two main categories: self-employed people looking for practical services, and dependent people in need of regular assistance.
The informal market is estimated at around 50% of the overall market, but has been in decline since 2000.
The job creation potential of this sector is enormous, but recruitment difficulties are a major obstacle to growth. Online matchmaking platforms are expanding rapidly.
Monthly household income has no significant influence on the likelihood of using personal services. The market is mainly aimed at people over 65.
Rates for personal services vary enormously, depending on the service and location. In large cities, rates can vary from 19 to 25 euros an hour, while in rural areas or small towns, hourly rates can range from 14 to 20 euros.
The main players
- O2 Care Services: Considered one of the leaders in the French personal services market.
- AD Seniors: Specialized in home help and support for the elderly.
- Adèle: Dedicated to support for dependent people.
- Adhap Services: manages 180 homecare centers for dependent people.
- Axeo Services: 240 sites in France
- All4home: 105 sites.
- Domidom: 47 agency sites
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Summary and extracts
1 Market overview
1.1 Presentation and definition of the market
The personal services market contains all the services provided in order to provide assistance to individuals . These activities are defined by decree 2016-750 of 6 June 2016 ( article D.7231-1 of the Labour Code ) and are 26 in number. They include, among others, assistance to dependent persons (elderly or disabled), home maintenance, teaching, or gardening.
We can distinguish 5 main actors human services: private companies (including micro-entrepreneurs), associations, public bodies, individual employers and online matchmaking platforms
Demand is segmented between he independent persons who are looking for a certain level of comfort and time saving and the he dependent people, that require daily or weekly assistance
In France the formal market is experiencing timid growth, hampered by the importance of informal activity. The size of the informal market, although it decreased considerably between 2000 and 2015, is now estimated at nearly 50% of the total. The State measures that had borne fruit at the beginning of the century are now being hampered by red tape and rising labour costs. Nevertheless, according to the Federation of Human Services (FESP), it is possible to combat the black market effectively, and the market could well unlock its formidable potential for growth and job creation in the years to come
In addition, other indicators are encouraging for the French market, notably the ageing of the population, as well as the strong desire of older people to age in their own homes
List of charts presented in this market study
- Personal services market value
- Évolution de la taille du marché du service à la personne
- Chiffre d'affaires des différents segments de l'aide à la personne
- Évolution du nombre d’interventions des OSP
- Breakdown of children under 3 by type of care when both parents work
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Latest news
In the face of Vinted, Leboncoin holds its own: a look at the figures - 24/06/2024
- Leboncoin is the 2nd most visited e-commerce site in France, behind Amazon.
- - 26.8 million unique visitors per month in France in the first quarter of 2024.
- - Leboncoin aims to become a European Amazon for second-hand goods
- - Leboncoin buyers: mostly men over 45, with an average of 7.5 purchases per year for a total of €381.
- - Women make 2.8 purchases a year for a total of €110.
- - 20% increase in Leboncoin sales by 2023, surpassing Amazon (+16%) but less than Vinted (+32%).
- - Average shopping basket on Leboncoin: €46, higher than Amazon (€34) and Vinted (€19).
- -Leboncoin customers buy 4.4 times a year, compared with 9.4 times for Vinted.
- - Leboncoin has a 4% market share among a panel of 700,000 people, despite Vinted's sales growth of 61% from 2022 to 2023.
Leboncoin: a $12 billion bid for the classified ads parent company - 22/11/2023
- A consortium led by Blackstone and Permira has offered 141 billion crowns (12.1 billion euros) to buy Adevinta.
- The transaction values Adevinta at €14 billion.
- In 2021, Adevinta bought eBay's online classifieds business for $9.2 billion.
Aide à domicile: VYV3 sole candidate to take over Fedosad in Burgundy - 10/10/2023
- Fedosad, an association based in Dijon and the greater Autunois-Morvan area, is in receivership
- The offer to take over Fedosad was made by VYV3 Bourgogne, a regional branch of the VYV mutual insurance group.
- Fedosad employs 532 people (equivalent to 465 full-time jobs).
- By 2022, Fedosad had achieved operating revenues of 31 million euros.
- VYV 3 Bourgogne manages 155 establishments and services, including 19 Ehpads, 21 homecare agencies and 633 Ssiad places.
Leboncoin coveted by two investment funds - 23/09/2023
- Leboncoin is owned by Adevinta, a Norwegian company specializing in online ads.
- Adevinta has received a non-binding takeover offer from a consortium led by Blackstone and Permira, two investment funds.
- Adevinta's two main shareholders are eBay, a US company, and Schibsted, a Norwegian media group, which are supporting the takeover bid.
- In 2021, Adevinta bought eBay's online classifieds business for $9.2 billion.
- Adevinta was worth almost 93 billion kroner (8.1 billion euros) at the close of trading on the Oslo Stock Exchange on Thursday.
Domani and CDC Habitat bet on shared housing for seniors - 17/09/2023
- Domani is a pioneering "inclusive housing" company, founded in 2020.
- The homes are designed for 7 or 8 people, each with their own apartment of around 30 m2.
- The average monthly cost is 1,500 euros per person. Domani, which employs around twenty people, is aiming for sales of 3.7 million euros next year.
- Banque des Territoires has taken a minority stake in Domani.
- In partnership with Domani, CDC Habitat has financed six shared habitats in three buildings for a total of 11.3 million euros.
- The first two sites were opened in Pessac (Gironde), then in Mimizan (Landes)
Home help: 530 jobs on the line in Dijon - 04/09/2023
- Fedosad (a major homecare association in Dijon Fedosad: 532 employees (465 full-time equivalents), 31 million euros in operating income in 2022.
- Fedosad offers 180 places in home nursing services (Ssiad), 133 places in Ehpad and 42 places in day care.
- Fedosad, like many structures in the homecare sector, is in difficulty and has had to face up to wage increases
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