What Readers Are Curious About – BNB Survey
BNB Magazine conducted an online survey from July 1 to September 30, 2025, followed by an on-site survey on October 5. The purpose of this research was to understand what information subscribers find genuinely useful and to narrow the gap between what happens in the field and what appears on the page.
With a total of 211 participants, the survey sheds light not only on the role readers expect BNB Magazine to play, but also on how the structure and operating models of beauty supply stores have evolved over the past decade. In this article, we have selected and organized only the changes and figures readers are most curious about. Take a closer look at what the BNB survey data reveals about the beauty supply market today.
Q1. What is your age group?
Key takeaways
● In 2025, respondents aged 60 and above accounted for nearly 32%, more than triple the share recorded in 2011.
● In 2011, the 45–54 age group formed the largest segment at about 38%. By 2025, both the 60+ group and the 45–54 group each accounted for over 30%, indicating a clear shift toward an older core demographic.
● In contrast, the share of respondents aged 35–44 fell by roughly half, from 19.3% to 9.5%.
Q2. How long has the store you currently work at been in operation?
Key takeaways
● Stores with over 10 years of operating history increased sharply from 39.2% in 2011 to 66.4% in 2025, suggesting that the industry center has shifted toward long-established businesses.
● The share of stores operating for 5–10 years declined from 27.3% to 19.4%, which may indicate a narrowing path between initial entry and long-term survival.
● The proportion of stores operating for less than three years remained at around 5–6% in both periods, suggesting that new store openings have not increased significantly.
Q3. What is the size of your store? (2025)
Key takeaways
● Medium-sized stores make up the majority at 53% and form the core of the industry.
● Small stores remain an important segment, accounting for one in three locations, while large stores represent 14% of the total.
Q4. How many stores does your business operate?
Key takeaways
● The distribution of store counts remained largely stable between 2011 and 2025.
● The share of businesses operating five or more stores increased from 1% to 5%, indicating selective expansion led by a limited number of proven operators.
Q5. What are your main sources of information on new products? (Multiple answers allowed)
Key takeaways
● Although both surveys were conducted by the same organization (BNB), magazines emerged as a far more prominent information source in 2025 than in 2011. This reflects not so much a shift in preference as a growing need for curated and comparative information in an increasingly crowded market. Advertising brands featured in magazines are also perceived as having a certain level of stability and continuity, which can influence purchasing decisions.
● Given the wide variation in demand by region, season, and target customer, reliance has increased on resources that provide a broader, industry-wide perspective rather than opinions from a single channel.
Q6. What promotional methods do you primarily use to increase sales?
Key takeaways
● Price discounts remain the most powerful promotional tool.
● While causality cannot be confirmed, larger stores and multi-store operators tend to rely more heavily on SNS as a core promotional channel.
● A notable number of stores do not engage in dedicated promotions, reflecting factors such as high turnover rates, stable repeat customers, and limitations in staffing and time.
Q7. Does your store have a wig section?
Key takeaway
While most stores already carried a wig section in 2011, by 2025 the share had risen to 96%, establishing it as a standard store component.
Q8. What proportion of total sales comes from hair products?
Key takeaways
● In 2011, over 20% of stores reported hair accounting for 60–80% of total sales. By 2025, this share had dropped to single digits.
● The 30–40% range remains the largest segment in 2025, showing that hair continues to be a core revenue driver. However, rather than dominating overall sales as it once did, hair has settled into a role as the most stable pillar among multiple categories.
Q9. Do you use a POS system?
Key takeaway
While non-use was more common in 2011, by 2025 three out of four stores were using a POS system.
Q10. Have you ever purchased a product or contacted a brand after seeing it advertised in BNB Magazine?
Key takeaways
● More than 70% of respondents said they had purchased a product or contacted a brand after seeing it in BNB Magazine.
● Information that initially sparked curiosity through the magazine often led to product evaluation and direct engagement.
