Men would rather give up sex and alcohol for a year than go bald.
A new survey undertaken by German hair loss specialists, Alpecin, has lifted the lid on one of the greatest fears of Kiwi blokes - being follicly challenged.
Men in their twenties think going bald is so terrible that 70 per cent said they would forgo sex for a year to keep their hair.
And nearly three quarters of men aged between 20 and 49 would happily say "yeah nah" to booze for a year rather than go bald.
It's not only men who are concerned. Women across all age groups were even keener to give up sex for a year to save their partner's crowning glory.
Women also support the 50 per cent of men who would choose a full head of hair over a large penis, according to the survey.
Comedian, Radio Hauraki DJ and proud baldy Leigh Hart started shaving his hair when it began thinning, to avoid "letting it get to that ugly in the middle bald".
And he revealed he too would go without to still have a full head of hair.
"Booze for one year to have hair for the rest of your life? I suppose I'd do that," Hart said.
"I wouldn't give up sex in the same year that I'm not drinking. I have to have one
Hart said when his son was about 4 he asked him why he didn't have any hair.
"I said when he was born he didn't have any so I took my hair and gave it to him...he thought I was a legend."
Hart is "totally comfortable" with being bald and said it had helped shape his career by making him more instantly recognisable.
The survey revealed over one third of men and women think hair loss impacts on self-esteem and confidence, with one in five males believing hair loss makes them less attractive to potential partners.
Scientist and Alpecin hair specialist, Dr Adolf Klenk, said losing your hair at any age can have a major impact on your life.
"Losing your hair can affect the way you view yourself and how you believe others view you and we've seen New Zealand men would be prepared to make some significant lifestyle trade-offs if it meant keeping their hair.
"Hair thinning and baldness is a fact of life for many young men when they look at their father or grandfather," said Dr Klenk.
While most men attribute hair loss to genetics or hereditary factors, 33 percent put it down to stress and work.
A further 5 per cent blamed it on their wife.
But there are some things men will not give up, even it means losing their luscious locks.
A year's salary was the number one choice, with 85 per cent of men not willing to give up their pay packet. This was closely followed by erectile dysfunction.
Auckland's booming house prices have also impacted opinions on hair loss with almost 80 percent of Auckland men saying they would rather own a house in the City of Sails than a full head of hair and almost 90 per cent of women agree.
Sara Chatwin, psychologist and social commentator, said that hair loss can be emotionally damaging for people.
"They feel envious of others with hair and think they have to change themselves to compensate for their hair loss, for example, they wear caps, different clothes and might work out at the gym more to deflect interest from their hair loss."
A number of celebrities have treated themselves to a hair transplant to cover up bald spots and receding hairlines.
Among them are cricketer Shane Warne, soccer star Wayne Rooney, musician Sir Elton John and former All Black Xavier Rush.
Hart however encourages men to not worry about hair loss.
"It doesn't really matter, it is what it is. Embrace it."