Countries covered: United States
The recession hit spas hard. Spas describe 2009 as a "disaster". Revenues fell 15% on the previous year. Such a drop shocked spas which had become accustomed to continuous expansion. A decade of double digit growth had led to oversupply of spas (saturation noted by Diagonal Reports in 2007) which has made the problem worse. In addition, costs had spiraled out of control during the boom. Initially, spas delayed their response to falling revenues and did not react - by reducing prices - until late 2009.
A spa marries beauty and wellness therapies so, unsurprisingly, “beauty maintenance” and “quality of life” services still account for most spa business in the US. The top spa categories are massage and facials. Combined these account for more than half of revenues in spas. The best performing spas have always maintained that it is the basic services which generate the most money. As one manager noted, “Media-hyped, exotic sounding services may attract attention, but in the end people buy the basics: massages, and facials” The recession has only highlighted their importance.
Changes in people's lifestyles (such as prolonged computer use) and their desire to improve their wellbeing have driven demand for massages. It augurs well for the future of spas that these massage therapies attract the widest range of consumer segments in terms of age and gender. Facial skincare is also one of the most recession resistant spa treatments. Consumers are willing to continue spending and even to pay premium prices for quality professional services to maintain the face, which is their most visible body part.
An unusual situation has emerged as regards brand share in the spa market. Long established companies in the personal care market failed to develop suitable spa lines, leaving a gap in the market which has been filled by mainly new start-ups. Spas served as the launchpad for the development of an entirely new category of beauty care products. “Organic” and “science” brands - somewhat strange bedfellows - have taken over this market, accounting for nearly all sales and have squeezed out “beauty” brands in the process. “Beauty” brands are the traditional beauty products made by cosmetics companies. “Science” describes products marketed as having effective outcomes and proven results backed by trials. “Organics” are green or natural product lines. This shift towards cosmeceuticals (pharma) and botanicals (plant) to the detriment of "beauty" was identified by Diagonal Reports back in 2006
Looking ahead, spas hope to maintain sales for the near future as current consumer behaviour remains unpredictable and erratic. In 2008 demand collapsed for expensive services across all categories (even massage and facials) and the spa reaction was to eliminate all of the high priced luxury offerings. As one manager noted, “Even high end clients are conserving their wealth and spending it differently.” Spas worry that the economic downturn could be shaping a new type of consumer behaviour, one that will outlive the economic recession that prompted it. There is concern that the budget-minded consumer is here to stay and the free spending levels of 2007 and before will not return any time soon. No significant upturn is expected in spa spending until 2011 or 2012
In the meantime, spas are concentrating on the opportunities. After such explosive growth, this shakeout was overdue and will benefit the sector according to seasoned observers. Spas must now move into a more mature phase of their market development. They can no longer be viewed as a license to print money but businesses which must control costs and offer services which clients want. Spas - once synonymous with luxury and pampering - are no longer the preserve of a small and elite consumer segment. Spa usage has been democratised as the technical revolution in spa equipment and facilities has brought wellbeing services (especially massages) to the masses. Spas have gone mainstream. The consumer switch from luxury to maintenance treatments benefits a certain (leaner) type of spa operators. Convenience is the key word. Compact services are now in demand and spas which offer “smaller price and smaller time packages” to their clients are now expanding in the US.
This new report determines the value of the US spa market in US$ billions. It segments spas operating in the US into luxury, mid-market and budget categories and estimates their share of this USbn$ market. It identifies the companies and brands used in spas. It also determines the value of the main spa therapy or treatment categories, the value of in-spa retail sales. It identifies current and expected sales trends and changes in consumer behaviour as a result of the economic recession and the developing spa sector. It lists the top spas in the US as identified by their peers.
Findings are based on in-depth discussions conducted with spa managers and experts in day and hotel spas across the US during March-April 2010
|
- REPORT STRUCTURE
- SECTION 1 SUMMARY REPORT DATA
- TABLE 1 Spa market size - value and volume and % variation
- TABLE 2 Spa segmentation (%) day, hotel, and medspas
- TABLE 3 Spas revenue sources (%) treatment categories, and product retail
- Summary market challenges
- Methodology
- Date publication
- Currency
- SECTION 2 MARKET SIZE - USA SPA MARKET
- Introduction / summary
- TABLE 4 Spa market size - units and sales
- What is included in the spa count?
- TABLE 5 Spa concepts and categories (day spas, hotel spas, medspas)
- Spa market and hyper-differentiation
- Definitions used determine what is counted
- SECTION 3 MARKET TRENDS - CURRENT AND FORECAST
- Introduction / summary
- TABLE 6 Spa revenue variations -- historical, current, and forecast
- Not just a decline, a disaster -- the phones stopped ringing (quotes)
- TABLE 7 Consumer changes in the frequency of spa visits (examples)
- Closures and churn in the spa market
- “Great deals out there … if you have the finance”
- SECTION 4 SPA INDUSTRY STRUCTURE -- SEGMENTATION (ABC)
- Introduction / summary
- TABLE 8 Spa market segments (ABC), % distribution of units and revenues
- US spa market not unique (concentration of revenues)
- Segment A spas quantified and qualified
- Segment B spas quantified and qualified
- Segment C spas quantified and qualified
- TABLE 9 Spa market segments (ABC) “typical” revenues per unit
- TABLE 10 Spa business benchmark data, selected chains
- Regulations can specify a minimum size for spas and salons
- Federal government designation of “small business” ($ revenues)
- SECTION 5 SPA INDUSTRY STRUCTURE -- GEOGRAPHY, OWNERSHIP, NUMBERS OF MULTIPLES
- Introduction / summary
- TABLE 11 The % of spas in top five states, top ten states, and other forty
- The top ten states for spas
- TABLE 12 Distribution of day spas and hotel spas, selected states
- Sources used for the regional distribution of spas
- TABLE 13 Distribution of spas (%) of single unit and multi unit companies
- Massage and sole operators
- New type of spa multiple?
- When is a multiple a multiple?
- Spas and types of business entities
- SECTION 6 SPA MARKET BUSINESS ACTUALITIES - REVENUES BY CATGORY OF SERVICES / PRODUCTS
- Introduction / summary
- TABLE 14 Spa revenues (%) from treatments, and from product retail
- US spa market not unique (income from services)
- TABLE 15 Spa revenues (%) by treatment category
- Demand for the basics and the exotics in spas
- Changes in consumers’ demands since 2008
- The revenue generating spa services
- TABLE / GRAPH 16 The spectrum of spa offerings
- TABLE 17 Spa distribution (%) of units by menu of treatments on offer
- Findings consistent in different data sources
- SECTION 7 SPA MARKET BUSINESS ACTUALITIES - MASSAGE
- Introduction / summary
- TABLE 18 Spa massage market, summary of data
- The top massage therapy
- Massage estimated market value
- Massage treatment fees and products
- Massage an unbranded category
- Drivers, issues, threats for spa massage
- Only professional, no DIY massage
- The iconic status of the three stones
- Regular lifestyle or occasional indulgence?
- How mice and monitors can drive massage
- Hands stressed, but work is non manual
- Power of human touch, DIY and automated
- Easy availability, more competitive
- Massage therapies an entry point to spa market
- Competition / churn in the massage sector
- Spa operators, brands
- Spa massage menus and changes
- Massage standards, claims, and proven outcomes
- Relaxing massage versus therapeutic and insurer reimbursed massage
- Massage rituals and etiquette to reduce consumer fears/inhibitions
- Spa massage … threats and opportunities
- SECTION 8 SPA MARKET BUSINESS ACTUALITIES (REVENUES BY CATGORY OF SERVICES / PRODUCTS) - SKINCARE
- Introduction / summary
- TABLE 19 Summary skincare business in spas
- Skincare value estimate and forecasts
- Drivers, issues, and threats for spa skincare
- Facial skincare because face is visible
- Spa services hard to duplicate at home
- Skincare a retail driver
- Spas the catalyst for new skincare categories
- Companies and brands in spa skincare (summary)
- Spa skincare - threats
- Spa skincare - threat from tanning clinics?
- Spa skincare - retailers
- Spas’ demands of skincare products
- Spa skincare demands and different body parts
- TABLE 20 Top spa skincare treatment protocols
- Manual and mechanical / European and American
- Skin peels, dermabrasion, and dermaplaning
- TABLE 21 Consumers’ skin problems
- Other beauty services (eyebrows and lashes)
- SECTION 9 SPA MARKET BUSINESS ACTUALITIES - HAIR REMOVAL AND OTHER BEAUTY
- Introduction / summary
- TABLE 22 Summary hair removal business in spas
- Hair removal value and changes
- Hair removal drivers, issues and threats
- Men and waxing
- Threat of competition worsens, the threaders
- Hair removal and high volumes (quotes)
- Brands and spa hair removal
- TABLE 23 Hair removal, face and body parts treated
- Waxing protocols
- Intimate waxing
- Estheticians upskill
- Reluctance to wax some body parts
- Other beauty services (eyebrows and lashes)
- SECTION 10 SPA PRODUCTS MARKET - VALUE AND TRENDS, ACTUALITIES OF PRODUCT RETAIL
- 48 Introduction / summary
- Methods used to quantify value of spa products market
- TABLE 24 Estimates of value of spa products market (purchases and retail)
- Buying power could be concentrated
- Value of spa product retail ($)
- Spa mark ups on retail
- Retail sales trends in 2010
- Any switch from treatment to retail?
- The “product pushing” services
- Retail spending variations and the impact of airline luggage restrictions
- Drivers, issues and threats for spa retail
- Spa exclusivity
- Dilute exclusivity
- Dilute margins
- Spa David and retail Goliath
- Retailers stealth services
- TABLE 25 Spas sampled revenues (%) services, retail and gift
- SECTION 11 BRANDS - NAMES AND NUMBERS HANDLED
- Introduction / summary
- TABLE 26 Spas and numbers brands handled (average per spa)
- Retail, the numbers of brands and own labels
- TABLE 27 The best known brands in spas
- Spas launch pad for new brands
- Only “spa brands”
- SECTION 12 SPA PRODUCTS / BRANDS - NEW BRANDS AND THE UNBRANDED SPA CATEGORIES
- Introduction / summary
- TABLE 28 Spa categories - branded and unbranded
- An unbranded luxury market?
- The unbranded from hotels?
- Bring your own?
- Unbranded entry point - imports and new
- Brands - own label
- SECTION 13 SPA PRODUCTS / BRANDS - CONSUMER BEHAVIOR CREATES NEW PRODUCT CATEGORIES-
- Introduction / Summary
- Spa brand market characteristics
- TABLE 29 Spa market - the new concepts, nature or science?
- Scientific a new category in spas
- Organic / green formulations in spas
- Beauty formulations in spas
- Spas engine of new direction for personal care products
- Diagonal Reports forecasts accurate
- Spas more demanding, organic certification looked for
- Spas brands are ethical
- SECTION 14 SPAS AND PRODUCT PURCHASING CRITERIA
- Introduction / summary
- TABLE 30 Spas and product purchasing criteria
- Change in criteria since downturn?
- Assortment of products required
- In spa and retail as a criterion
- Attitudes to “spa” brands
- The brand you use defines your spa (quotes)
- How brands can lose spa status
- TABLE 31 Product purchasing criteria spas (practical)
- Technical support
- Size of order
- Size of products / units
- SECTION 15 GOING FORWARD - CHANGES IN CONSUMER BEHAVIOR (DO RECESSIONS CAST A LONG SHADOW?)
- Introduction / summary
- Impact on different treatment categories?
- Compact (and convenient) treatments
- Redundant spa treatments
- Unknowable, unpredictable, unprecedented
- Erratic behavior by consumers
- Too soon in “new” year to tell
- Factors complicate analysis of current consumer behavior
- Free services can obscure usage rates
- Could consumers’ “recession habits” outlast the recession?
- Might previous spa spending become one of the scapegoats?
- Not see “2007 numbers” any time soon (quotes)
- TABLE 32 Timeline of the downturn
- Why spas delay responding to new behavior
- How spas responded to changed consumer behavior
- The new behavior of consumers and of spas (quotes)
- Downturn exacerbates existing fault lines
- Rates of 600%
- Cost basis required revision
- Adjustment difficult - labor
- Oversupply detected by Diagonal Reports
- Historical precedent for how recession changes behavior
- Lifestyle driven shift, long term
- The growth drivers of the past
- SECTION 16 GOING FORWARD - OPPORTUNITIES AND CHALLENGES
- Introduction / summary spa products
- Massage and hair removal virgin territory.
- Spa own label brands
- Spa market generates product innovation
- The male market
- Market changes open other opportunities
- Market threats, challenges, and unknowns
- Ethnic diversification
- Challenge of the scope of licensing
- Snake oil and sleaze
- Spa consumer complaints (editor picks)
- SECTION 17 SPA BUSINESS CONCEPTS DESCRIBED, WITH EXAMPLES OF TYPES
- TABLE 33 Spa concepts introduction / summary list
- Spa concept - hotel spas
- Niche day spa concepts
- TABLE 34 The most popular names and terms for day spas
- TABLE 35 Spa niche green spas names of companies (6 names)
- TABLE 36 Spa niche mobile - names of companies (12 names)
- Spa concept - airport
- Spa concept - the mini spa
- Spa concept - the new spas, multiples and membership based
- Consumer convenience
- Unwarranted disparagement?
- Not unique to USA
- Not new in Asia
- Prices in new spas
- Making the spa less scary
- SECTION 18 NAMES OF SPA OPERATORS AND SPA COMPANIES, AND SPAS NAMED AS BEST IN THEIR CLASS
- Introduction / summary
- Criteria that distinguish best of class spas (any type)
- Staff training in best of class spas
- The spa elite, hotel or day?
- The (very) best in class spas
- Other best in class hotel spas
- Best in class spas, resort / hotel (quotes)
- TABLE 37 Spas identified as “best in class” day spas (10 names)
- Comments on some best of class spas
- SECTION 19 NAMES OF COMPANIES AND BRANDS IDENTIFIED AS BEING USED IN SPAS
- Introduction / summary
- TABLE 38 Brands in spas, some “organic” concepts (16 names)
- TABLE 39 Brands in spas, some “scientific” concepts (12 names)
- TABLE 40 Brands in spas in skincare treatments (5 names)
- Premium level brands in spa skincare (4 names)
- Spas’ comments on brands (selected)
- SECTION 20 SPA PRICING AND PRICES (SELECTED ONLY)
- Introduction spa pricing methods
- TABLE 41 Spa charges and taxes increase client bill
- TABLE 42 Spa prices by market segment (60 minute facial)
- The discount spas packages
- SECTION 21 SPA MARKET SEASONALITY OF SALES
- Introduction / summary - seasonality and spa business
- TABLE 43 Spa business seasons, best and worst
- TABLE 44 Spa calendar “Big Days”
- Spa business - impact of geography and climate
- Winter and skincare, summer and hair removal
- Spa hours in hotels
- SECTION 22 SPA MENUS - DETERMINATES OF SPA OFFER
- Introduction / summary
- Business practicalities
- Avoid license infringement
- Insurers
- Advice about how to describe service
- Menus descriptions that confuse consumers
- TABLE 45 Spa treatment menus in chains (examples)
- SECTION 23 SPA INDUSTRY DATA - ESTIMATES IN CIRCULATION AND DEFINITIONS
- Introduction / summary
- TABLE 46 Salon/spa universe quantified (major reports and surveys)
- Spa industry data, according to BLS and NACCAS
- Spa industry data, according to ISPA
- TABLE 47 Spa market quantified (ISPA) 2002 - 2008
- Industry debate - “what is a spa”?
- Spa definitions by major industry organizations (ISPA, SpaFinder, Global Spa Economy Report)
- TABLE 48 Spa “must haves” and “optional” services (DSA)
- TABLE 49 SOC codes and occupational titles, relevant for spa industry
- TABLE 50 Employment in the spa industry - categories and numbers
- Licensing systems as guide to numbers
- Independent contractors, booth renters and spas (numbers)
- Numbers can be a product of IRS interest
- The spa industry - the micros (the spalets), and the noncompliant
- Home based spas
- TABLE 51 Spa market estimate distribution of the compliant units
- Noncompliance varies by area, and category
- Noncompliant can be technical breach
- Estimated size of sleaze?
- SECTION 24 SPA MARKET REGULATORY AND LICENSING FRAMEWORKS
- Introduction / summary
- Licensing systems as data source
- Spa segments licensed/compliant
- Licensing of spas, including EIN
- Insurers’ requirements
- SECTION 25 METHODOLOGY, DATA SOURCES, SAMPLE REPRESENTIVITY
- Sources consulted and methodology
- Sources’ confidentiality
- Spa experts represent upper end of the market
- Criterion used to select market experts
- Breadth of experts’ expertise
- TABLE 52 Spa experts - numbers of and distribution by spa type operated
- TABLE 53 Spa experts - numbers of units operated
- TABLE 54 Spa experts - numbers of and distribution by spa type operated
- TABLE 55 Spa experts - distribution by location (states represented)
- Experts’ distribution reflects spa distribution in the USA
- Affiliations, awards and recognition
- Professional support and development, print and online
- Profile of businesses operated by spa experts (per location)
- SECTION 26 USA COUNTRY DATA
- TABLE 57 Country data summary
- TABLE 58 USA population projections (2011-2020)
- TABLE 59 USA population - current and projections - racial and ethnic demographics (2008 and 2050)
- ABBREVIATIONS AND GLOSSARY
- Symbols
- AIG effect
- Backbar
- Beauty maintenance services and quality of life services
- Cosmeceutical
- Eyelash extenders 107 Exclusivity / professional exclusivity / spa exclusivity
- Dermabrasion and dermaplaning
- Facials, European and the American facial
- Intimate waxing
- Medicare
- Medical beauty services
- Peels (skin)
- Revenues in spas
- Smaller price and smaller time packages
- Swedish massage
- Threading / Threaders
- INDEX OF COMPANIES, BRANDS, SELECTED PUBLICATIONS, AND ORGANIZATIONS
- DIAGONAL REPORTS STATEMENT
- Summary of US Spa Market 2010
- Beauty Report Series
- Buy This Report
More United States Sports & Recreation Reports
Bowling Centers by
First Research, Inc.
Brief Excerpt from Industry Overview Chapter: The US bowling center industry includes about 4,000 centers with combined annual revenue of about $3 billion. Major companies include ...
2012 U.S. Performing arts, spectator sports, and museums commodities or services used by the Electronic Shopping & Mail Order Houses Industry-Input & Output Report by
Barnes Reports
The 2012 U.S. Performing arts, spectator sports, and museums commodities or services used by the Electronic Shopping & Mail Order Houses Industry-Input & Output Report, ...
2012 U.S. Performing arts, spectator sports, and museums commodities or services used by the Office Supplies & Stationery Stores Industry-Input & Output Report by
Barnes Reports
The 2012 U.S. Performing arts, spectator sports, and museums commodities or services used by the Office Supplies & Stationery Stores Industry-Input & Output Report, published ...
2012 U.S. Performing arts, spectator sports, and museums commodities or services used by the Warehouse Clubs & Superstores Industry-Input & Output Report by
Barnes Reports
The 2012 U.S. Performing arts, spectator sports, and museums commodities or services used by the Warehouse Clubs & Superstores Industry-Input & Output Report, published annually ...
2012 U.S. Performing arts, spectator sports, and museums commodities or services used by the Department Stores Industry-Input & Output Report by
Barnes Reports
The 2012 U.S. Performing arts, spectator sports, and museums commodities or services used by the Department Stores Industry-Input & Output Report, published annually by Barnes ...
See all reports like this >>
More United States Reports
e-Discovery Software Publishing in the US - Industry Market Research Report by
IBISWorld
e-Discovery Software Publishing in the US Finding growth : Electronic discovery (more often known as e-discovery) refers to a data search, location and securing process for use ...
D&B Country RiskLine Report: The United States of America by
Dun & Bradstreet Inc.
This D&B Country RiskLine Report will help you analyze the risks, opportunities and likely payment delays when doing business in this country. It includes ...
D&B Country Report: The United States of America by
Dun & Bradstreet Inc.
D&B Country Report. Comprehensive information for evaluating risks and opportunities when trading or investing in this country. Providing critical information and analysis on ...
Country Report United States January 2011 by
Economist Intelligence Unit
Country Reports analyse political and economic trends in featured countries. They show you exactly how national, regional and global events will affect your business in ...
Coal - US - a snapshot (2010) by
Mintel - Snapshots
Coal in US by Mintel Global Market Navigator provides you with annual year-end market size data, most recently updated in 2010. This market covers consumption ...
See all reports like this >>
Share this report
Other tasks Related Markets Sports & Recreation Reports Free Alert Me service Receive bi-weekly email alerts on new market research Sign Up Today!
|
