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.
This report provides an overview of the market for holiday centres, investigating the core market factors, consumer dynamics, strengths and weaknesses, innovation in the sector and likely future developments.
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.
