Hair Loss Remedies in the United States

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Hair Loss Remedies in the United States
Description: The year 2007 marked a sharp reversal for the hair loss remedy market, which had been in decline since at least 2003. Dramatic positive growth marks a new direction for expansion of remedy products, but there remains substantial room for growth if increased marketing is undertaken. Analysis and insights offered include: What innovations are driving sales growth How population growth should impact marketing strategy The way advertising has shaped recent hair-loss innovation How the web is being used to educate consumers Which demographic groups make the most likely targets for marketing What is the greatest barrier to trial of specific products

Contents:

Scope and Themes What you need to know Definition Data sources Sales data Consumer survey data Abbreviations and terms Abbreviations Terms Executive Summary Declining market reverses in 2007 thanks to innovation in delivery OTC sales reflect market expansion while Rx stagnates Growth of drug store sales outpaces overall OTC market Population continues to age but targeting under-35s grows market Young singles aged 25-34 are especially interested Self-esteem and emphasis placed on physical appearance drive sales Lack of awareness is primary barrier to growth Rogaine’s national campaign has helped the product lose its stigma Internet is an essential tool for consumer education Market Size and Forecast Innovation in Rogaine delivery helps market rebound in 2007 Figure 1: U.S. sales of hair loss remedies, at current prices, 2003-11 Figure 2: U.S. sales of hair loss remedies, at inflation-adjusted prices, 2003-11 Competitive Context Alternatives to OTC and prescription remedies Figure 3: Efforts to conceal hair loss, September 2008 Widespread acceptance of head shaving (for men) Figure 4: Attitudes toward head shaving, by age, September 2008 Hair restoration Segment Performance OTC segment outperforms larger Rx segment Figure 5: U.S. sales and forecast of hair loss remedies, by segment, 2003-11 Figure 6: U.S. sales of hair loss remedies, by segment, 2005 and 2007 Segment Performance—Rx Propecia sales benefit from prescription growth in 2007 Figure 7: U.S. sales and forecast of prescription hair loss remedies, 2003-11 Segment Performance—OTC Introduction of Rogaine Foam drives new buyers to the OTC market Figure 8: FDMx sales of OTC hair loss remedies, 2003-11 Retail Channels—Drug stores Drug stores hold dominant share and outpace growth of overall market

Figure 9: U.S. sales of non-prescription hair loss remedies at drug stores, 2003-08 Market Drivers Aging population grows potential base but focus remains on under-35s Figure 10: U.S. population and incidence of visible hair loss, by age group, 2008 and 2013 Self-esteem is the primary motivation Figure 11: Impact of hair loss on self-perception, September 2008 Lack of awareness is a primary barrier to growth Figure 12: Awareness of and interest in specific hair loss remedies, September 2008 Supply Structure Rogaine grows the OTC category Figure 13: FDMx sales of OTC hair loss remedies, 2005 and 2007 Rogaine Efficacy Propecia Innovation and Innovators New products add more ingredients to old DS Laboratories—Spectral DNC-L Topical Treatment for Advanced Stages of Baldness Organic/herbal trend may boost prices for hair loss products Kiehls Since 1851—Ultimate Thickening Shampoo Shen Min—DHT Blocker Hair Regrowth Formula Women targeted with minoxidil and phytoestrogens Pure Therapy—Daily Home Care Regimen Anuva Cosmeceutic Haircare—Bodyifying Conditioner TV Advertising and Promotion Key points Rogaine Figure 14: Rogaine—fast part of routine, 2006 Figure 15: Rogaine—thinning hair, 2008 Targeting gay men Other hair loss remedies Scalp Med Figure 16: Scalp Med—Dramatic music, 2008 Figure 17: Scalp Med—Peter helton, 2007 Medical Hair Restoration Figure 18: Medical Hair Restoration—Wade Boggs, 2007 ProCede Figure 19: ProCede—hair thickener, 2008 Web Marketing Introduction Sponsored links on search engines and health information sites Rogaine.com Propecia.com Procerin.com Incidence and Extent of Hair Loss Significant incidence of hair loss suggests broader potential base Figure 20: Incidence of hair loss, by gender, September 2008 35-54s most likely to be losing hair, under-35s more concerned about it Figure 21: Incidence of hair loss, by age, September 2008 Consumers with both visible and non-visible hair loss should be targeted Figure 22: Visibility of hair loss, by gender, September 2008 Preventative claims before hair loss accelerates should grow market Figure 23: Visibility of hair loss, by age, September 2008 Self-Perception One in four fear that hair loss in unattractive One in eight feel that hair loss impacts personal lives Figure 24: Impact of hair loss on self-perception, by gender, September 2008 25-34 year olds especially affected by hair loss Figure 25: Impact of hair loss on self-perception, by age, September 2008 Use of Hair Loss Remedies Current usage of even well-known hair remedies is low Figure 26: Trial and usage of specific hair loss remedies, September 2008 Lack of awareness and initial trial are barriers to increased usage Figure 27: Lack of interest in specific hair loss remedies, September 2008

Under-35s are the most likely target segment Figure 28: Attitudes toward Rogaine, by age, September 2008 Figure 29: Attitudes toward Propecia, by age, September 2008 Income skew suggests that Rogaine (and others) are a luxury item Figure 30: Attitudes toward Rogaine, by income, September 2008 Sources of Information Vast majority of hair loss sufferers not educated about treatment options Figure 31: Sources of information, by gender, September 2008 25-34 year olds most likely to seek out information Figure 32: Sources of information, by age, September 2008 Reasons Not to Try Remedies Perceived lack of efficacy and price are primary barriers to adoption Figure 33: Reasons remedies are not used, by gender, September 2008 Attitudinal barriers are lowest among 25-34 year olds Figure 34: Reasons remedies are not used, by age, September 2008 Consumer education can expand lower income base Figure 35: Reasons remedies are not used, by income, September 2008 Hair Loss and Dating Younger women prefer men with fuller heads of hair Figure 36: Women’s attitudes towards balding men, by age, September 2008 Singles more concerned about hair loss Figure 37: Incidence of hair loss, by single vs. partnered, September 2008 Figure 38: Fears about hair loss, by single vs. partnered, September 2008 Ethnicity and Hispanic Origin Key points Incidence of hair loss Figure 39: Incidence of hair loss, by age and ethnicity/Hispanic origin, September 2008 Use of workaround solutions Figure 40: Workaround solutions to hair loss, by age and ethnicity/Hispanic origin, September 2008 Emotional response to hair loss Figure 41: Impact on self-perception, by age and ethnicity/Hispanic origin, September 2008 Barriers to uptake Figure 42: Reasons remedies are not used, by ethnicity/Hispanic origin, September 2008 Appendix: Other Useful Consumer Tables Workaround solutions Figure 61: Workaround solutions to hair loss, by gender, September 2008 Figure 62: Workaround solutions to hair loss, by age, September 2008 Head shaving Figure 63: Attitudes toward head shaving, by age, September 2008 Other tables Figure 64: Impact on self-perception, by income, September 2008 Figure 65: Sources of information, by household income, September 2008 Appendix: Trade Associations

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