Summary

The global market for personal services, particularly in the home healthcare segment, is showing robust growth due to the aging of the world's population, with the number of people over 65 expected to double to 1.5 billion by 2050. The personal assistance market achieved a compound annual growth rate (CAGR) of 7.9%. North America dominated market share with 42%, but the Asia-Pacific region is expected to experience the most dynamic growth due to the rapid increase in its elderly population.

In France, the personal services sector reported sales of 20.3 billion euros according to the eFPS White Paper, reflecting the combined size of the formal and informal market of around 40.3 billion euros. Despite the rise of online matchmaking platforms and the persistence of an informal market, the sector faces significant challenges but has considerable growth potential due to an ageing population and a preference for ageing in place. The COVID-19 pandemic had a major impact on home-based personal services, causing substantial losses in segments such as childcare and home cleaning, although essential services such as care for the elderly continued to benefit from protective measures.

Analysis of demand trends in the personal services market

The personal services market in the country concerned has seen a variety of trends, with demand segmented into two main categories: self-employed people looking for convenient, time-saving services, and dependent people in need of regular assistance. Despite timid growth in the formal market due to the prevalence of informal activity, the potential for expansion remains significant. At present, the informal market still represents around 50% of the overall market, but has been in decline since 2000. The aging of the population is an encouraging indicator for market growth. With an increasing number of elderly people preferring to age at home, demand for personal services is set to rise.

The sector's job creation potential is equally remarkable, with forecasts pointing to a significant number of new roles in care and assistance. As for the distribution of consumers using these services, it appears that a household's monthly income has no significant influence on the likelihood of using personal services. Households with a wide range of monthly incomes, from low to high, are represented among consumers. The market is mainly aimed at older age groups, particularly those over 65, reflecting their increased need for this type of service. The distribution of employment within the sector suggests a trend towards smaller organizations, in line with the characteristics of SMEs. Despite this, human resources challenges, principally recruitment problems, are a major obstacle to industry growth.

As far as prices are concerned, rates for personal services such as housekeeping tend to vary according to the status of the employment, whether a direct agreement between employer and employee or an agreement with service-providing companies, and also fluctuate according to region. For example, rates in large cities can vary between 19 and 25 euros an hour, while in rural areas or small towns, hourly rates can fluctuate between 14 and 16 euros.

Overall, the personal services market, while hampered by the informal sector and facing recruitment and growth challenges, continues to show promising potential. Demand trends underline the need for these services across different demographics, indicating a vital market with capacity to expand both the consumer base and employment opportunities.

A showcase of leading players

As you navigate the human services market, you can't help but notice the various key players who have made their mark on the landscape, each carving out a distinctive role within this versatile industry. The following portraits of selected companies illustrate the diversity and specialized expertise cultivated in the personalized services arena.

  • O2 Care Services: Considered one of the leading figures in the French personal services market, O2 Care Services occupies a dominant position thanks to its extensive network of 350 sites. The company offers a wide range of services, including childcare, housework, care for the elderly and gardening. Its comprehensive approach and significant footprint in the sector have helped it make a name for itself.

  • AD Seniors: Specializing in home help and support for the elderly, AD Seniors meets the needs of an aging population. Its network of 70 people is committed to providing quality care for the elderly, ensuring that they receive the help they need to live with dignity in their own homes.

  • Adèle: A company dedicated to providing support for dependent people, Adèle highlights its expertise in home care, with a strong presence in 124 locations. By focusing on this specialized segment, Adèle underscores its role as a supportive partner for those in need of regular assistance.

  • Adhap Services: Ranked fourth on the aladom.fr platform, Adhap Services manages 180 homecare centers for dependent people. The company positions itself as an essential resource for families looking for reliable support for their loved ones.

  • Axeo Services: In second place on aladom.fr, Axeo Services shines with its 240 locations and varied range of services, including grounds maintenance, concierge services and premises maintenance. Its ability to meet all home maintenance needs makes it a versatile player in the market.

  • All4home: Present in 105 locations, All4home meets essential childcare and housekeeping needs, tapping into the crucial family services segment. By extending its reach, All4home is a reliable helper for busy households.

  • Domidom: Ranked fourteenth on aladom.fr, Domidom offers a comprehensive range of services from childcare and housekeeping to gardening and care for the elderly. The breadth of these services, provided by its 47 sites, testifies to Domidom's determination to cover all domestic needs. These establishments reflect Domidom's commitment to covering all domestic needs
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  • Number of pages : 30 pages
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  • Last update : 03/11/2021
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Summary and extracts

1 Market overview

1.1 Presentation and definition of the market

The personal services market contains all the services provided in order to provide assistance to individuals . These activities are defined by decree 2016-750 of 6 June 2016 ( article D.7231-1 of the Labour Code ) and are 26 in number. They include, among others, assistance to dependent persons (elderly or disabled), home maintenance, teaching, or gardening.

We can distinguish 5 main actors human services: private companies (including micro-entrepreneurs), associations, public bodies, individual employers and online matchmaking platforms

Demand is segmented between he independent persons who are looking for a certain level of comfort and time saving and the he dependent people, that require daily or weekly assistance

In France the formal market is experiencing timid growth, hampered by the importance of informal activity. The size of the informal market, although it decreased considerably between 2000 and 2015, is now estimated at nearly 50% of the total. The State measures that had borne fruit at the beginning of the century are now being hampered by red tape and rising labour costs. Nevertheless, according to the Federation of Human Services (FESP), it is possible to combat the black market effectively, and the market could well unlock its formidable potential for growth and job creation in the years to come

In addition, other indicators are encouraging for the French market, notably the ageing of the population, as well as the strong desire of older people to age in their own homes

 

 

List of charts

  • Personal services market value
  • Évolution de la taille du marché du service à la personne
  • Chiffre d'affaires des différents segments de l'aide à la personne
  • Évolution du nombre d’interventions des OSP
  • Breakdown of children under 3 by type of care when both parents work
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Latest news

The Gafa tax has a negative impact on the results of Leboncoin.fr and its parent company, Schibsted. - 25/11/2022
  • Schibsted, now Adevinta, the parent company of Leboncoin, subject to new tax Provision of €40 million affecting good third-quarter results (revenues up 10%)
  • Group sales (€480 million) split between 40% automotive, 19% advertising, the remainder real estate and e-commerce
  • Leboncoin is the second-largest e-commerce site in terms of audience, behind Amazon and ahead of Cdiscount
Leboncoin coveted by two investment funds - 23/09/2023
  • Leboncoin is owned by Adevinta, a Norwegian company specializing in online ads.
  • Adevinta has received a non-binding takeover offer from a consortium led by Blackstone and Permira, two investment funds.
  • Adevinta's two main shareholders are eBay, a US company, and Schibsted, a Norwegian media group, which are supporting the takeover bid.
  • In 2021, Adevinta bought eBay's online classifieds business for $9.2 billion.
  • Adevinta was worth almost 93 billion kroner (8.1 billion euros) at the close of trading on the Oslo Stock Exchange on Thursday.
Leboncoin: a $12 billion bid for the classified ads parent company - 22/11/2023
  • A consortium led by Blackstone and Permira has offered 141 billion crowns (12.1 billion euros) to buy Adevinta.
  • The transaction values Adevinta at €14 billion.
  • In 2021, Adevinta bought eBay's online classifieds business for $9.2 billion.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Jemepropose
Leboncoin (Adevinta Group)
O2
Shiva (Acadomia)
Tout à dom
Oxilia
Personia
Axeo services (Franchise)
Azaé (Franchise)
ADHAP Services
Zephyr Groupe
Amaelles

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