The Guild Beauty Industry Surveys

Wholesalers Report – October 2015

Most salon owners will use a wholesaler, which are regarded as the “supermarkets” of the professional beauty industry. Wholesalers allow business owners the chance to buy most of the products and equipment they need to run their businesses in one place. The size of the professional beauty industry is estimated to be £1.12 billion (Source: Guild UK Salon Businesses Beauty Industry Survey 2014), which is relatively small considering that 600 + suppliers and branded products are in the market. Most of the UK suppliers of goods and services for the professional beauty industry operate from one geographical location in the UK, so being able to distribute their products through wholesalers is often seen as the only really viable way to achieve a reasonable level of sales.

 

Methodology

The Guild Beauty Industry Survey for Wholesalers was carried out through Beautyguild.com, which is the website of the Guild of Professional Beauty Therapists and is the UK’s largest professional beauty website. The survey was available online from 27/8/15 to 27/9/15. A total of 457 unique visitors responded (317 in 2014).

 

How Many Different Wholesalers Do Salon Owners Use?

We asked our sample of therapists and salon owners to tell us which wholesaler or wholesalers they used. The questionnaire allowed them to name up to 4 different wholesalers. The full report contains a table showing the distribution of therapists using 1, 2, 3 or 4 wholesalers.

 

Table of Popular Wholesalers

We estimated the share of salon accounts accountable to each wholesaler by adding together all wholesalers mentioned by the sample. These resulted in a total of 1,125 separate mentions (834 in 2014) of 153 different wholesalers (147 in 2014). The sample size of the survey in 2015 was 44% higher than the 2014 survey. The table of popular wholesalers showing their share of salon accounts is shown in a table in the full report.

 

Table of First Choice Wholesalers

The survey questionnaire asked our sample to list their wholesalers in order of most frequent use, so it can be assumed that those wholesalers who were mentioned first had a higher weighting compared to those mentioned lower down the list. The full report contains a table of wholesalers who were ranked as first choice by therapists and salon owners.

 

Customer Loyalty

We asked our therapists and salon owners to tell us how long they had been using their wholesaler. The full report shows the average length of time salons had been buying from their wholesalers and the distribution of responses in a scatter chart.

 

Average Monthly Spending Of Salons At Wholesalers

We asked our sample of therapists and salon owners to tell us how much they spent on average with their wholesalers per month. The average spend and the distribution of the answers is shown in the scatter chart in the full report.

 

How Often Salon Owners Order From Wholesalers

We asked how often salon owners and therapists ordered from their wholesalers. The options and percentage of people who ticked the one that applied to them is shown in a table in the full report.

 

Preferred Method Of Ordering From A Wholesaler

All of the major wholesalers have fully functional websites where salons can order their products. Online trade is now the norm for wholesalers, but we wanted to investigate how many therapists and salon owners still preferred to visit the wholesaler or order by telephone. We asked them to tell us their preferred method of buying. The options and results are shown in a table in the full report.

 

How Far Salon Owners Travel To Visit Their Wholesaler

We asked the sample of people who said they preferred to visit the wholesaler store how far they travelled. The average journey and the scatter chart below are shown in the full report.

 

Why Salon Owners Prefer To Visit The Store

We asked our sample who preferred to visit the wholesaler store the reasons why this was so. The range of reasons are shown in a table in the full report.

 

Why Salon Owners Prefer To Order On The Telephone

We gave the salon owner who preferred to order goods over the telephone a range of options as to why they preferred this method. The options and their scores are shown in a table in the full report.

 

Important Wholesalers Features

We asked our total sample of therapists and salon owners what features they liked best about their wholesalers. We presented them with a range of options and asked them to rank them in order of importance with 1 being the most important and 4 being the least important. The average of all scores were taken and the results arranged in order of importance and is shown in a table in the full report.

 

How Often Salon Owners Compare Wholesaler Prices

The internet makes price comparison of wholesalers relatively easy, but how many salon owners and therapists do this and how often? We asked our sample to tell us about price comparison giving them three different options to choose from. The options and results are shown in a table in the full report.

 

What Products Do Salon Owners Buy Direct And Not Through A Wholesaler

In our introduction, we described wholesalers as the supermarkets of the professional beauty industry. However, for all the different sectors of the market, therapists have the option of buying their products direct from the manufacturer or brand product house. We asked them which types of products they bought through their wholesaler and which they bought direct. The results are shown in a table in the full report.

 

Full Survey Report

The full results from this 2015 Beauty Industry Survey is available to buy now for just £150 + VAT. The full survey report provides full details of how each question was answered. To order your copy for £150 + VAT, call Qudsiya Talib on 01332 224830 or email Qudsiya@beautyguild.com

 

Get involved in the Beauty Industry Surveys

In every issue of Guild Gazette, we look at several different important sectors of the professional beauty industry. You can get involved in the Beauty Industry Surveys and help shape the future of the industry by completing one of more of the surveys.

 

How can I sponsor the Beauty Industry Surveys?

We allow a limited number of reputable suppliers to sponsors each survey. Sponsors are required to donate prizes which are used to incentivise wider participation. The sponsorship package includes branding, access to reports, and the inclusion of one private market research question in the survey. To see the full sponsorship package, click here.

 

© 2015. The survey results published are subject to strict copyright by the Guild of Professional Beauty Therapists Ltd. No information may be reproduced in any form or any means whether electronic, mechanical and/or optical without the express prior written permission.

 

 

Full Survey Report Contents

Contents

The contents of the report are:

  1. Introduction
  2. Methodology
  3. Most Popular Wholesaler
    1. How Many Different Wholesalers Do Salon Owners Use?
    2. Table of Popular Wholesalers
    3. Table of First Choice Wholesalers
  4. Customer Loyalty
  5. Average Monthly Spending Of Salons At Wholesalers
  6. How Often Salon Owners Order From Wholesalers
  7. Preferred Method Of Ordering From A Wholesaler
  8. How Far Salon Owners Travel To Visit Their Wholesaler
  9. Why Salon Owners Prefer To Visit The Store
  10. Why Salon Owners Prefer To Order On The Telephone
  11. Important Wholesalers Features
  12. How Often Salon Owners Compare Wholesaler Prices
  13. What Products Do Salon Owners Buy Direct And Not Through A Wholesaler

Appendix 1 – Wholesaler Questionnaire