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OTC Sleep Aids - US - March 2017

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
The issues
Sleep issues are prevalent, particularly among young adults
Figure 1: Sleep self-assessment, by generation, December 2016
OTC sleep aids, PM analgesics, and cold/allergy remedies viewed similarly
Figure 2: Correspondence analysis – Product perceptions, December 2016
Some regular sleep aid users are unsatisfied
Figure 3: Similarity of brands and satisfaction with current sleep aid, December 2016
Dependency and drowsiness concerns stand in the way of use
Figure 4: Concerns linked to not using/using more often, December 2016
Natural sleep remedies disrupt traditional OTC sleep aid use
Figure 5: Prefer natural sleep aid remedies, by generation groups, December 2016
If there’s no sleep issues, there’s no need for a sleep aid
Figure 6: No use/interest in any sleep aid net by reasons for not using/using more often, December 2016
The opportunities
Untapped market of adults interested in sleep aids
Figure 7: Any sleep aid (net) usage and interest by sleep self-assessment, December 2016
Help people get their beauty sleep
Natural sleep aids appeal to key segments: iGens and Millennials
Figure 8: Traditional, herbal and supplement sleep aid usage and interest, by generations, December 2016
What it means
THE MARKET – WHAT YOU NEED TO KNOW
OTC sleep aid market growth will persist as many struggle with sleep
Natural channel sales growth falls behind MULO
Pain interferes with sleep; consumers turn to PM analgesics
Technology and bedding specialists help consumers count sheep
Most adults struggle with sleep; focus on younger adults
Constant connectivity impacts sleep
MARKET SIZE AND FORECAST
Persistent sleep issues boost the OTC sleep aid market
Figure 9: Total US sales and fan chart forecast of OTC sleep aids market, at current prices, 2011-21
Figure 10: Total US sales and forecast of OTC sleep aids market, at current prices, 2011-21
MARKET BREAKDOWN
Growth slowing in natural channels; more availability in mainstream
Figure 11: Natural supermarket sales of homeopathic sleep aids, at current prices, rolling 52 weeks 11/30/14-11/27/16
MARKET PERSPECTIVE
Pain interferes with sleep; consumers turn to PM analgesics
Figure 12: Sleep aid usage and interest, December 2016
Technology helps lull consumers to sleep
Figure 13: Technology sleep aid usage (net) and interest (net), by gender and age, December 2016
Consumers may focus on their mattress for a better night’s sleep
MARKET FACTORS
The number of adults getting sufficient sleep is declining
Figure 14: Adults (18+) getting sufficient* sleep per night, 2008-15
Focus on the younger generations
Figure 15: Population by generation, 2011-21
Figure 16: Traditional, herbal and supplement sleep aid usage and interest, by generations, December 2016
The need to be connected increasingly impacts sleep
Figure 17: Internet impact on sleep – Any agree, 2012-16
KEY PLAYERS – WHAT YOU NEED TO KNOW 
Traditional OTC sleep aids lead; melatonin brands gaining market share
Melatonin and tablet formats appealing to adults
Smaller OTC sleep aids lose sales; decision overload for consumers
What do beauty, technology, and lifestyles have in common? The future of sleep aids
MANUFACTURER SALES OF OTC SLEEP AIDS
ZZZQuil remains on top; challengers are melatonin supplements
Figure 18: Manufacturer sales of OTC sleep aids, 2015-16
WHAT’S WORKING?
Melatonin is a go-to sleep aid
Figure 19: Supplement to aid sleep usage and interest, by generation groups and parental status, December 2016
Tablet formats account for the majority of product sales
Figure 20: MULO sales of OTC sleep aids, by format, rolling 52 weeks 2015 and 2016
WHAT’S STRUGGLING?
Smaller brands experience declines while big brands reap growth
Figure 21: Manufacturer sales of select OTC sleep aid tablets, 2015-16
Option overload could overwhelm the consumer
Figure 22: Sleep aid usage (net) and interest (net), December 2016
WHAT’S NEXT?
Getting some beauty sleep: sleep aids with added vitamins
Tech tracks sleep health; opportunity to integrate into a connected home
Is sleep the new lifestyle trend?
THE CONSUMER – WHAT YOU NEED TO KNOW 
The sleep struggle is real
Health and interferences impact general sleep attitudes
A wide range of products are relied on for sleep
OTC medications with sleep aid benefits perceived similarly
Regular users of traditional OTC sleep aids not overly loyal
Dependency and drowsiness concerns stand in the way of use
Consumers expect sleep aids to be shelved alongside other OTCs
SLEEP SELF-ASSESSMENT
Almost two thirds of adults struggle with sleep
Figure 23: Sleep self-assessment, December 2016
Younger generations have more sleep issues
Figure 24: Sleep self-assessment, by generations, December 2016
Parenthood disturbs sleep, particularly for moms
Figure 25: Sleep self-assessment, by parental status and age of children, December 2016
SLEEP ATTITUDES AND BEHAVIORS
Those who fall asleep without difficulty believe in health benefits
Figure 26: Sleep self-assessment, by sleep importance for health, priority, and nighttime routine, December 2016
The importance of sleep rings truest for older Generations
Figure 27: Importance of sleep and sleep priority, by generations, December 2016
Interferences impact quality of sleep; those struggling look to sleep aids
Figure 28: Sleep self-assessment, by sleep interferences and sleep aid needs, December 2016
Younger adults have sleep hurdles, most interested in a solution
Figure 29: Not well-rested, irregular schedule, try anything to improve sleep and need a sleep aid, by age and parental status, December 2016
SLEEP AID USAGE AND INTEREST
A wide range of sleep aids are relied on to fall asleep
Figure 30: Internal sleep aid usage and interest, December 2016
Figure 31: Technology sleep aid usage and interest, December 2016
25-34-year-olds have used sleep aids; 18-24-year-olds express interest
Figure 32: Traditional OTC sleep aid, herbal, homeopathic, supplement or beverage usage (net) and interest, by age, December 2016
There is an untapped market of adults interested in sleep aids
Figure 33: Sleep self-assessment, by any sleep aid (net) usage and interest, December 2016
Traditional OTC sleep aid users rely more on sleep aids; less likely to connect the health benefits
Figure 34: Traditional OTC sleep aid medication use, by select sleep attitudes and behaviors, December 2016
SLEEP AID PERCEPTIONS
OTC medications viewed similarly
Figure 35: Correspondence Analysis – Product perceptions, December 2016
Correspondence analysis methodology
Figure 36: Product perceptions, December 2016
Younger adults link OTC sleep aids with getting and staying asleep
Figure 37: Traditional OTC sleep aid medication product perceptions, by age, December 2016
Dads perceive OTC sleep aids safer and good for relaxing
Figure 38: traditional OTC sleep aid medication product perceptions, by parental status of children under 18 in the household, December 2016
OTC sleep aid users express somewhat more positive opinions; room for improvement exists
Figure 39: Traditional OTC sleep aid usage and interest, by traditional OTC sleep aid perceptions, December 2016
TRADITIONAL OTC SLEEP AID USAGE BEHAVIORS
Regular OTC sleep aid users willing to explore to find what works
Figure 40: Usage behaviors, December 2016
Store brand appeal reflects sales
Room for improvement
BARRIERS TO TRADITIONAL OTC SLEEP AID USAGE
Concerns tied to dependency and drowsiness stand in the way of use
Figure 41: Reasons for not using/using more often, December 2016
Natural sleep remedies hinder traditional OTC use
Figure 42: Prefer natural sleep aid remedies, by generation groups, December 2016
If there are no sleep issues, there’s no need for a sleep aid
Figure 43: No use/interest in any sleep aid (net) by reasons for not using/using more often, December 2016
Figure 44: Don’t need to use anything to fall asleep, by generations, December 2016
STORE LOCATION
Consumers expect sleep aids to be shelved alongside other OTC products
Figure 45: Store location, December 2016
Figure 46: Store location, by age and parental status, December 2016
Standalone display could reach new users
Figure 47: Traditional OTC sleep aid usage and interest, by store location, December 2016
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations
APPENDIX – MARKET
Figure 48: Total US sales and forecast of OTC sleep aids market, at inflation-adjusted prices, 2011-21
Figure 49: MULO sales of select OTC nighttime pain relievers, by leading companies and brands, rolling 52 weeks 2015 and 2016
Figure 50: Any internet use at home, 2012-16
Figure 51: The impact of the internet on sleep, any agree, by age, July 2015-August 2016

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