Hair Loss Remedies - US

Published by: Mintel International Group Ltd.

Published: Dec. 1, 2008 - 67 Pages

Table of 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

Kiehl's 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 43: Workaround solutions to hair loss, by gender, September 2008

Figure 44: Workaround solutions to hair loss, by age, September 2008

Head shaving

Figure 45: Attitudes toward head shaving, by age, September 2008

Other tables

Figure 46: Impact on self-perception, by income, September 2008

Figure 47: Sources of information, by household income, September 2008

APPENDIX: TRADE ASSOCIATIONS

Abstract

• 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

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