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Summary of our market study
Home hairdressing market estimated at around 400 million euros
Since 2020, the home hairdressing market has experienced significant growth. The home hairdressing sector grew at an estimated annual rate of 8.5% between 2010 and 2020, with around 26,000 registered home hairdressing activities.
Home hairdressing networks such as Viadom Coiffure and Wecasa are generating significant sales, with €52 million and €25 million respectively in 2021.
Around 16% of the French population visits a hairdresser every month, while a third do so every two months.
The main factors in choosing a hairdresser are price and proximity.
Customer loyalty plays a crucial role. Loyal customers act as ambassadors for brands and chains, thanks to the power of word-of-mouth.
Loyalty seems to increase with age, and loyalty to a specific hairdresser seems just as important as loyalty to a salon brand.
Home hairdressers offer services at competitive rates compared with salons. For example, haircuts for men and women cost between 15 and 20 euros and 35 and 45 euros respectively. Prices are considerably higher in Paris than in other regions.
Home hairdressing players
- Viadom Coiffure is a leader in the middle segment of home hairdressing networks.
- Wecasa, a platform that acts as an intermediary between customers and hairdressing professionals
- The Reporthair targets the luxury market segment, mainly in Paris and Lyon
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Summary and extracts
1 Market overview
1.1 Definition and scope of the study
being a hairdresser consists of carrying out various hygienic and aesthetic care operations on the hair, in a hairdressing salon or directly at the client's home. It can be a cut, a coloring or a perm for example. Salons have developed various additional activities, notably the sale of beauty products and accessories in order to create a complementary income.
Working in a more particular framework, the hairdresser at home is a professional who maintains an activity similar to that of a hairdresser in traditional salon. However, he has no fixed installation, does not need heavy or sophisticated equipment, and moves by his own means to the place of residence of the customer (house, apartment, house of cure?).
The absence of material restricts him in his activities, but he can perfectly ensure the usual services of the hairdressers (straightening, cut, coloring, care of the hair...). He can also sell products to his customers.
The market of the hairdressing at home is studied in parallel with the hairdressing sector in general because they remain similar, whether it is on a part of the demand of the customers, in terms of tendencies for example, but also because they solicit people with similar formations, etc...
However, the two markets have different dynamics on other points, such as turnover, we can observe a stagnation of the hairdressing market as a whole with a growth of 0.5% over 2014-2018, while for the home hairdressing market, estimates show a growth of 21% over the same period, which continues until 2020 with a growth of 9% between 2019 and 2020.
The health crisis and the digitalization of connecting supply and demand have been two growth factors for the market.
List of charts presented in this market study
- Hierarchical criteria for a client's choice of hairdresser
- Survey on customer loyalty by age
- Main criteria for choosing a hairdresser
- Frequency of visits to the hairdresser
- Breakdown of revenues by activity
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the home hairdressing market | France
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