Phorest Consumer Insights Report 2025 Reveals Key Trends Shaping UK & Ireland Salons

Phorest has released its Consumer Insights Report 2025, a data-driven analysis of how salon guests in the UK and Ireland are booking, choosing, and experiencing their hair salon services. The independent survey gathered responses from 716 salon clients, all of whom had visited a salon in the past six months, providing a valuable snapshot of evolving consumer expectations.

Key Findings

• Personalisation Matters: Half of all clients (50%) want salons to tailor their experience through rewards and offers, highlighting the growing importance of personalised engagement.

• Cleanliness as a Priority: Hygiene and cleanliness ranked as the leading factor for which clients are willing to pay more, positioning it as a defining feature of a premium salon experience.

• Retail Potential: 70% of clients who currently do not buy retail products from their salon said they would like to, signalling a significant opportunity for salons to grow revenue through better product education and at-home care recommendations.

• The Rise of Online Booking: 45% of clients prefer booking digitally whenever possible, valuing both convenience and the ability to see real-time availability.

• Finding New Salons: While word of mouth remains influential (61%), price and location are still the top decision factors when choosing a new salon.

• Retention Challenges: New client retention sits at just 29%, pointing to the need for salons to strengthen follow-up strategies and create incentives for second visits.

• Technology and AI: More than half of clients are open to AI handling simple booking tasks, though most still prefer human interaction for personalised services.

Industry Perspective
Luke Doolin, UK & Ireland Country Manager at Phorest, commented:
“This report is more than a snapshot of client preferences, it’s a roadmap for sustainable growth. By blending personalised service with the right technology – whether that’s automated booking journeys or targeted retail recommendations – salon owners can increase loyalty, boost revenue, and stand out in a competitive market. These findings prove that small, consistent changes, backed by the right tools, can deliver a big impact for both the client and the business.”

The Report
The full Phorest Consumer Insights Report 2025 provides in-depth statistics, case studies, and practical advice to help salon owners adapt and grow.

Availability

• The full report is available from Phorest at www.phorest.com

Survey conducted between 30 October and 13 November 2024, with 716 UK and Ireland salon clients.