Personal Services

Hairdressing, beauty services, cleaning, repair, fitness, home and personal care services… Our analyses cover the full spectrum of personal services. They guide independent operators, chains, franchises and platforms in identifying growth drivers, understanding shifts in demand and adapting their business models.

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The industryOur solutionsUse casePublications

The personal services sector reflects changing lifestyles, driven by the search for time savings, greater convenience, and rising expectations in terms of quality, comfort and well-being.

Players must adapt their offerings, formats and pricing to remain attractive in a context of constrained household purchasing power. Subscription models, online booking, dynamic pricing and data usage are helping to improve visibility, customer relationships and revenue optimisation.

At the same time, labour shortages, training needs, and rising expectations around experience and sustainability are pushing networks and brands to strengthen their organisational structures, employer branding and service quality—particularly in the personal care and home services market.

€15bn

total amount of subsidies, tax credits and fiscal and social incentives for households

21%

share of French consumers who prioritise using a professional to repair their equipment

€22bn

the French hygiene and beauty market

45%

share of deceased individuals who are cremated

From the Expert

Using a smartphone to make an online purchase

« To improve margins and profitability, personal care service providers would benefit from expanding franchise models, intensifying digitalisation and accelerating diversification-levers that have become essential in the face of the risk of reduced public support.»

Anne Césard

Personal Services Sector Expert, Xerfi

An exchange between participants during a brainstorming workshop

Our solutions for the personal services industry

Drawing on its recognised expertise in the economy and markets, Xerfi offers a comprehensive range of analysis and advisory solutions. From flagship reports to bespoke analyses, from Call Expert to videos and conferences led by our consultants, we support private and public organisations alike in turning analysis into action.

Sectoral financial analyses

To benchmark your margins, labour costs and profitability against market leaders and guide your investment decisions.

Brand awareness studies and brand image audits

To measure perceptions of your brand, chain or network and identify improvement areas to attract both customers and employees.

Economic, regulatory and societal impact reports

To assess the effects of legislative changes (tax credits, employment status, quality requirements, certification) on your activities and costs.

Business model analysis and viability assessment

To evaluate the profitability of network-based, platform, subscription or on-demand service models and anticipate structural risks.

HR diagnostics

To assess recruitment pressures, structure training pathways, enhance employer attractiveness, reduce turnover and strengthen service quality.

A senior couple walking along the seafront - illustrating the household services sector

Use case

Structuring the business model and strengthening the attractiveness of a fast-growing home services network

Detailed challenge

A national personal care services network (household cleaning, childcare, senior care) was experiencing strong growth in demand but was struggling operationally: margins under pressure, recruitment difficulties and uneven service quality across agencies. Management needed to clarify the true performance of the model, identify levers to enhance attractiveness, and assess the impact of regulatory developments on labour costs and service organisation.

Objectives

Measure profitability by activity and by agency to identify areas of vulnerability.
Gain a clearer understanding of how the network is perceived by customers, employees and candidat.
Clarify the optimal business model and strengthen HR foundations to support sustainable growth.

Solutions

Sectoral financial analyses: benchmarking margins, labour costs, pricing structures and productivity against key competitors.
Brand awareness studies and brand image audits: surveys of customers, prospects and employees to assess satisfaction, friction points and employer brand perception.
Business model analysis and viability assessment: comparative evaluation of agency-based, franchise, platform, subscription and pay-per-service models.
HR diagnostics: assessment of recruitment, training and retention practices, and identification of levers to reduce turnover and secure workforce planning.