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The 2009-2014 Outlook for Professional Hair Tonics and Hair and Scalp Conditioners in the United States - Product Image

The 2009-2014 Outlook for Professional Hair Tonics and Hair and Scalp Conditioners in the United States

  • Published: February 2009
  • Region: United States
  • 707 pages
  • ICON Group International

WHAT IS LATENT DEMAND AND THE P.I.E.?

The concept of latent demand is rather subtle. The term latent typically refers to something that is dormant, not observable, or not yet realized. Demand is the notion of an economic quantity that a target population or market requires under different assumptions of price, quality, and distribution, among other factors. Latent demand, therefore, is commonly defined by economists as the industry earnings of a market when that market becomes accessible and attractive to serve by competing firms. It is a measure, therefore, of potential industry earnings (P.I.E.) or total revenues (not profit) if the United States is served in an efficient manner. It is typically expressed as the total revenues potentially extracted by firms. The “market” is defined at a given level in the value chain. There can be latent demand at the retail level, at the wholesale level, the manufacturing level, and the raw materials level (the P.I.E. of higher levels of the value chain being always smaller than the P.I.E. of levels at lower levels of the same value chain, assuming all levels maintain minimum profitability).

The latent demand for professional READ MORE >

1 INTRODUCTION 9
1.1 Overview 9
1.2 What is Latent Demand and the P.I.E.? 9
1.3 The Methodology 10
1.3.1 Step 1. Product Definition and Data Collection 11
1.3.2 Step 2. Filtering and Smoothing 12
1.3.3 Step 3. Filling in Missing Values 12
1.3.4 Step 4. Varying Parameter, Non-linear Estimation 13
1.3.5 Step 5. Fixed-Parameter Linear Estimation 13
1.3.6 Step 6. Aggregation and Benchmarking 13
2 SUMMARY OF FINDINGS 15
2.1 Latent Demand in The US 16
3 FAR WEST 17
3.1 Executive Summary 17
3.2 Latent Demand by Year - Alaska 18
3.3 Cities Sorted by Rank - Alaska 19
3.4 Cities Sorted by Zipcode - Alaska 20
3.5 Latent Demand by Year - California 22
3.6 Cities Sorted by Rank - California 23
3.7 Cities Sorted by Zipcode - California 43
3.8 Latent Demand by Year - Hawaii 64
3.9 Cities Sorted by Rank - Hawaii 65
3.10 Cities Sorted by Zipcode - Hawaii 67
3.11 Latent Demand by Year - Nevada 70
3.12 Cities Sorted by Rank - Nevada 71
3.13 Cities Sorted by Zipcode - Nevada 72
3.14 Latent Demand by Year - Oregon 74
3.15 Cities Sorted by Rank - Oregon 75
3.16 Cities Sorted by Zipcode - Oregon 79
3.17 Latent Demand by Year - Washington 83
3.18 Cities Sorted by Rank - Washington 84
3.19 Cities Sorted by Zipcode - Washington 92
4 GREAT LAKES 100
4.1 Executive Summary 100
4.2 Latent Demand by Year - Illinois 101
4.3 Cities Sorted by Rank - Illinois 102
4.4 Cities Sorted by Zipcode - Illinois 115
4.5 Latent Demand by Year - Indiana 129
4.6 Cities Sorted by Rank - Indiana 130
4.7 Cities Sorted by Zipcode - Indiana 136
4.8 Latent Demand by Year - Michigan 143
4.9 Cities Sorted by Rank - Michigan 144
4.10 Cities Sorted by Zipcode - Michigan 152
4.11 Latent Demand by Year - Ohio 161
4.12 Cities Sorted by Rank - Ohio 162
4.13 Cities Sorted by Zipcode - Ohio 175
4.14 Latent Demand by Year - Wisconsin 188
4.15 Cities Sorted by Rank - Wisconsin 189
4.16 Cities Sorted by Zipcode - Wisconsin 200
5 MID-ATLANTIC 211
5.1 Executive Summary 211
5.2 Latent Demand by Year - Delaware 212
5.3 Cities Sorted by Rank - Delaware 213
5.4 Cities Sorted by Zipcode - Delaware 214
5.5 Latent Demand by Year - District of Columbia 215
5.6 Cities Sorted by Rank - District of Columbia 217
5.7 Cities Sorted by Zipcode - District of Columbia 217
5.8 Latent Demand by Year - Maryland 218
5.9 Cities Sorted by Rank - Maryland 219
5.10 Cities Sorted by Zipcode - Maryland 226
5.11 Latent Demand by Year - New Jersey 233
5.12 Cities Sorted by Rank - New Jersey 234
5.13 Cities Sorted by Zipcode - New Jersey 244
5.14 Latent Demand by Year - New York 254
5.15 Cities Sorted by Rank - New York 255
5.16 Cities Sorted by Zipcode - New York 281
5.17 Latent Demand by Year - Pennsylvania 308
5.18 Cities Sorted by Rank - Pennsylvania 309
5.19 Cities Sorted by Zipcode - Pennsylvania 325
6 NEW ENGLAND 341
6.1 Executive Summary 341
6.2 Latent Demand by Year - Connecticut 342
6.3 Cities Sorted by Rank - Connecticut 343
6.4 Cities Sorted by Zipcode - Connecticut 348
6.5 Latent Demand by Year - Maine 353
6.6 Cities Sorted by Rank - Maine 354
6.7 Cities Sorted by Zipcode - Maine 359
6.8 Latent Demand by Year - Massachusetts 365
6.9 Cities Sorted by Rank - Massachusetts 366
6.10 Cities Sorted by Zipcode - Massachusetts 375
6.11 Latent Demand by Year - New Hampshire 384
6.12 Cities Sorted by Rank - New Hampshire 385
6.13 Cities Sorted by Zipcode - New Hampshire 389
6.14 Latent Demand by Year - Rhode Island 394
6.15 Cities Sorted by Rank - Rhode Island 395
6.16 Cities Sorted by Zipcode - Rhode Island 396
6.17 Latent Demand by Year - Vermont 398
6.18 Cities Sorted by Rank - Vermont 399
6.19 Cities Sorted by Zipcode - Vermont 402
7 PLAINS 406
7.1 Executive Summary 406
7.2 Latent Demand by Year - Iowa 407
7.3 Cities Sorted by Rank - Iowa 408
7.4 Cities Sorted by Zipcode - Iowa 413
7.5 Latent Demand by Year - Kansas 418
7.6 Cities Sorted by Rank - Kansas 419
7.7 Cities Sorted by Zipcode - Kansas 422
7.8 Latent Demand by Year - Minnesota 426
7.9 Cities Sorted by Rank - Minnesota 427
7.10 Cities Sorted by Zipcode - Minnesota 434
7.11 Latent Demand by Year - Missouri 441
7.12 Cities Sorted by Rank - Missouri 442
7.13 Cities Sorted by Zipcode - Missouri 448
7.14 Latent Demand by Year - Nebraska 455
7.15 Cities Sorted by Rank - Nebraska 456
7.16 Cities Sorted by Zipcode - Nebraska 458
7.17 Latent Demand by Year - North Dakota 460
7.18 Cities Sorted by Rank - North Dakota 461
7.19 Cities Sorted by Zipcode - North Dakota 462
7.20 Latent Demand by Year - South Dakota 463
7.21 Cities Sorted by Rank - South Dakota 464
7.22 Cities Sorted by Zipcode - South Dakota 465
8 ROCKIES 467
8.1 Executive Summary 467
8.2 Latent Demand by Year - Colorado 468
8.3 Cities Sorted by Rank - Colorado 469
8.4 Cities Sorted by Zipcode - Colorado 473
8.5 Latent Demand by Year - Idaho 478
8.6 Cities Sorted by Rank - Idaho 479
8.7 Cities Sorted by Zipcode - Idaho 481
8.8 Latent Demand by Year - Montana 483
8.9 Cities Sorted by Rank - Montana 484
8.10 Cities Sorted by Zipcode - Montana 486
8.11 Latent Demand by Year - Utah 488
8.12 Cities Sorted by Rank - Utah 489
8.13 Cities Sorted by Zipcode - Utah 493
8.14 Latent Demand by Year - Wyoming 496
8.15 Cities Sorted by Rank - Wyoming 497
8.16 Cities Sorted by Zipcode - Wyoming 498
9 SOUTHEAST 500
9.1 Executive Summary 500
9.2 Latent Demand by Year - Alabama 501
9.3 Cities Sorted by Rank - Alabama 502
9.4 Cities Sorted by Zipcode - Alabama 507
9.5 Latent Demand by Year - Arkansas 512
9.6 Cities Sorted by Rank - Arkansas 513
9.7 Cities Sorted by Zipcode - Arkansas 516
9.8 Latent Demand by Year - Florida 520
9.9 Cities Sorted by Rank - Florida 521
9.10 Cities Sorted by Zipcode - Florida 537
9.11 Latent Demand by Year - Georgia 553
9.12 Cities Sorted by Rank - Georgia 554
9.13 Cities Sorted by Zipcode - Georgia 561
9.14 Latent Demand by Year - Kentucky 568
9.15 Cities Sorted by Rank - Kentucky 569
9.16 Cities Sorted by Zipcode - Kentucky 573
9.17 Latent Demand by Year - Louisiana 578
9.18 Cities Sorted by Rank - Louisiana 579
9.19 Cities Sorted by Zipcode - Louisiana 584
9.20 Latent Demand by Year - Mississippi 588
9.21 Cities Sorted by Rank - Mississippi 589
9.22 Cities Sorted by Zipcode - Mississippi 592
9.23 Latent Demand by Year - North Carolina 595
9.24 Cities Sorted by Rank - North Carolina 596
9.25 Cities Sorted by Zipcode - North Carolina 603
9.26 Latent Demand by Year - South Carolina 611
9.27 Cities Sorted by Rank - South Carolina 612
9.28 Cities Sorted by Zipcode - South Carolina 616
9.29 Latent Demand by Year - Tennessee 621
9.30 Cities Sorted by Rank - Tennessee 622
9.31 Cities Sorted by Zipcode - Tennessee 627
9.32 Latent Demand by Year - Virginia 632
9.33 Cities Sorted by Rank - Virginia 633
9.34 Cities Sorted by Zipcode - Virginia 638
9.35 Latent Demand by Year - West Virginia 643
9.36 Cities Sorted by Rank - West Virginia 644
9.37 Cities Sorted by Zipcode - West Virginia 646
10 SOUTHWEST 649
10.1 Executive Summary 649
10.2 Latent Demand by Year - Arizona 650
10.3 Cities Sorted by Rank - Arizona 651
10.4 Cities Sorted by Zipcode - Arizona 654
10.5 Latent Demand by Year - New Mexico 658
10.6 Cities Sorted by Rank - New Mexico 659
10.7 Cities Sorted by Zipcode - New Mexico 661
10.8 Latent Demand by Year - Oklahoma 663
10.9 Cities Sorted by Rank - Oklahoma 664
10.10 Cities Sorted by Zipcode - Oklahoma 668
10.11 Latent Demand by Year - Texas 671
10.12 Cities Sorted by Rank - Texas 672
10.13 Cities Sorted by Zipcode - Texas 689
11 DISCLAIMERS, WARRANTEES, AND USER AGREEMENT PROVISIONS 706
11.1 Disclaimers & Safe Harbor 706
11.2 ICON Group International, Inc. User Agreement Provisions 707

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