Men Premium Barbershop Trend - Survey Report

Trendy men are all around. Today, we can easily spot men with style almost in everywhere. They wear branded apparels, use skin care products, and follow the latest trend of style, including hair style. Relating this phenomenon, we can see the growing number of premium barbershop almost in every corner of the city. However, this trend indicates that there is a potential market for this industry. Jakpat conduct a survey for 203 men in Indonesia ten big cities to understand their perception towards the trend of premium barbershop. The confidence level of this survey is 95%. The age range of respondents is 19 to 30 years old.

First of all, we ask our respondents about their frequency of going to barbershop. Most of respondents go to the barbershop between monthly and bi-monthly.

The growth of premium barbershop surprisingly is not directly in line with men’s attitude toward hair style. 80% men acknowledge that they do not follow the latest trend of hair style. Unlike women who tend to love on trying new hair style, men are completely different species. Interestingly, just like women who mostly have their favourite salon, men also have their own preferred barbershop. Their loyalty is based on their satisfaction because the barber always understands their preferred hair style.

However, the ubiquitous of premium barbershop still indicates that there is a market for it. Mapping the potential segment of customer, men at 16 to 19 years old are the most up to date segment in following the latest trend of hair style.

Regarding their preference of barbershop, different segment of age shows different habit. 44% men in the age of 16-25 are most likely cut their hair in any kind of salon (yes, salon, barbershop, or even barber who works under the tree, you name it). While, the other 56% men in the age of 26-35 years old are most likely go to the premium barbershop.

Furthermore, we ask them about their reason of choosing premium barbershop. Most respondents consider the barber understand their preferred hair style better. The other answers are following the trend, makes them feel more masculine, and more prestigious. When it comes to the lifestyle, this emotional feeling become a powerful commodification asset.

We then ask our respondents about their actual experience of visiting premium barbershop. It is only 52% of our total number of respondents who acknowledge that they ever have the experience of visiting premium barbershop. However, although the market segment is still few, but there is tremendous growth in their intention to visit premium barbershop in the future.

Regarding the few number of market segment, we try to find out the prime barrier they are facing, so that they do not visit the premium barbershop yet. It is found that the expensive cost they have to pay to have premium barbershop’s service as the main barrier. They think that the cost of having their hair cut in premium barbershop is relatively high. Men consider that the ideal price of having premium barbershop’s service should be around Rp 10.000,00 – Rp 20.000,00 and not more than that.

At last, we ask them about their expected facilities in premium barbershop. The insight can be very valuable for those who work in this industry since we can capture what exactly our customers want from us. Most respondents ask for Wi-Fi connection as the most expected facilities. Surprisingly, just like women, they also expect for more services than only hair cutting such as cream bath, facial, and spa. Finally, they expect shoe and bag care as additional service in premium barbershop.

Interestingly, today men are just like women when it comes to grooming themselves. Although they spend less than women in numbers, but their expectations on premium barbershop services can be a valuable insight for the industry players. We surely believe that men are the next potential market for hospitality and beauty industry. Therefore, it is important to perfectly capture their insight in order to be able to fulfil their desires, wants, and needs.

For more detail you can download XLS report at the button below. JAKPAT report consists of 3 parts which are 1) Respondent Profile, 2) Crosstabulation for each question and 3) Raw Data. Respondent profile shows you demographic profiles ( gender,age range, location by province, and monthly spending). Cross tabulation enables you to define different demographic segmentpreference on each answer.