Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Sales growth of 22% between 2005 and 2010 masks recent problems in the market
- No shortage of sleep problems…
- … yet most have never tried a sleep aid
- Competitors seek the Holy Grail
- Private label share exceeds that of the leading brand manufacturers
- Drug store share of sales is slipping
- Reimbursement for OTC sleep aids problematic for some adults
- Media spending lags behind other OTC healthcare categories
- Most adults get too little sleep, and lose time trying to sleep
- Sleep difficulties most common among adults 18-24 and women 18-34
- Lack of confidence in sleep aids
- Doctors take a back seat to family members/friends with younger adults
- A motivated few will “try anything”
Insights and Opportunities
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- Promote importance of sleep to overall health
- Recall presents a unique opportunity
- Strengthen store brands
- Lose the analgesic
- Leverage sleep hygiene tools
Inspire Insights
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- Trend: Mood from Food
Market Size and Forecast
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- Key points
- Sales rollercoaster
- Private label sales strong
- Sales and forecast of OTC sleep aids
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- Figure 1: U.S. FDMx sales of OTC sleep aids, at current prices, 2005-15
- Figure 2: U.S. FDMx sales of OTC sleep aids, at inflation-adjusted prices, 2005-15
- Fan chart forecast
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- Figure 3: FDMx sales and fan chart forecast of sleep aids, at current prices, 2005-15
- Walmart sales
Market Drivers
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- Majority of Americans have trouble sleeping at least occasionally
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- Figure 4: U.S. population aged 18 or older, 2010-15 and troubles sleeping regularly or occasionally, by gender and age, July-August 2010
- Insomnia
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- Figure 5: Insomnia/sleep disorder prevalence in last 12 months, by gender and age, April 2009-June 2010
- Worry and sleep
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- Figure 6: Sleep concerns and the impact of lack of sleep, by gender, July-August 2010
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- Figure 7: Sleep concerns and the impact of lack of sleep, by age, July-August 2010
- Innovation
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- Figure 8: Sleep aid new product launches, by private label and branded, 2004-10
- Flexible Spending Accounts OTC rules change
- Other illnesses cause sleep problems
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- Figure 9: Prevalence of selected diseases/disorders among adults aged 18+, 2006 and 2009
Competitive Context
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- Sleep hygiene
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- Figure 10: Never tried a sleep aid, by type of aid, July-August 2010
- Prescription medications
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- Figure 11: Total U.S. revenue and prescriptions of leading prescription brand & generic sleep aids, at current prices, 2008-09
- Prescription sleep aids used
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- Figure 12: Prescription sleep aid usage, by gender and age, July-August 2010
- Many ‘off-label’ alternatives
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- Figure 13: Type of sleep aids used, currently and in past, July-August 2010
- ‘PM’ medications
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- Figure 14: FDMx brand sales and market share of PM versions of internal analgesics in the U.S., rolling 52 weeks ending July 12, 2009 and July 11, 2010
- Private label alternatives
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- Figure 15: FDMx retail sales of private label sleep aids at current prices, 2005-10
- A plethora of sleep remedies
- Myriad sleep apps
Segment Performance
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- Key points
- Natural, homeopathic sleep aids gain converts
- Private label sales strong
- Snore remedies fading
- Sales of sleep aids, by segment
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- Figure 16: U.S. FDMx sales of OTC sleep aids, segmented, by type, 2009-10
Segment Performance—Diphenhydramine HCl Sleep Aids
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- Key points
- Sales of branded Diphenhydramine HCl shrinking
- Sales and forecast of diphenhydramine HCl sleep aids
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- Figure 17: FDMx retail sales of Diphenhydramine HCl, at current prices, 2005-15
Segment Performance—Natural Sleep Aids
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- Key points
- Natural sleep aids provide calm in the storm
- Fewer negative perceptions of natural sleep aids
- Sales and forecast of natural sleep aids
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- Figure 18: FDMx retail sales of natural sleep aids, at current prices, 2005-15
Segment Performance—Doxylamine Succinate-based Sleep Aids
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- Key points
- Sales of Doxylamine Succinate-based products declined 14% since 2005
- Sales and forecast of Doxylamine Succinate-based sleep aids
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- Figure 19: FDMx retail sales of Doxylamine Succinate-based sleep aids, at current prices, 2005-15
Segment Performance—Snore Remedies
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- Key points
- Snore remedy sales tank
- Sales and forecast of snore remedies
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- Figure 20: FDMx retail sales of snore remedies, at current prices, 2005-15
Segment Performance—Homeopathic Remedies
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- Key points
- Homeopathic sleep remedies are up and coming
- Fewer negative perceptions of homeopathic remedies
- Sales and forecast of homeopathic remedies
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- Figure 21: FDMx retail sales of homeopathic remedies, at current prices, 2005-15
Retail Channels
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- Key points
- Drug stores share of sales is slipping
- Supermarkets and other channels hold their own
- Sales of sleep aids, by channel
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- Figure 22: U.S. FDMx sales of non-prescription sleep aids, by retail channel, 2009-10
Retail Channels—Drug Stores
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- Key point
- Drug stores asleep at the wheel
- Drug store sales of sleep aids
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- Figure 23: U.S. sales of OTC sleep aids, at drug stores, 2005-10
Retail Channels—Supermarket and Other
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- Key points
- Supermarkets and other channels increase sales 14% since 2005
- Supermarket and other store sales of sleep aids
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- Figure 24: U.S. sales of OTC sleep aids, at supermarket and other stores*, 2005-10
Natural Channel/SPINS
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- Key points
- Sales of sleep aids in the natural channel
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- Figure 25: Natural supermarket sales of sleep aids, at current prices, 2008-10
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- Figure 26: Natural supermarket sales of sleep aids, at inflation-adjusted prices, 2008-10
- Natural channel sales by segment
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- Figure 27: Natural supermarket sales of sleep aids, by segment, August 2008 and August 2010
- Leading brands
Leading Companies
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- Key points
- Leading manufacturers realized sales decline of almost 15%
- Leading manufacturers do not have natural offerings
- Manufacturer sales of sleep aids
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- Figure 28: FDMx select manufacturer sales of OTC sleep aids in the U.S., 2009-10
Brand Share—Diphenhydramine HCl Sleep Aids
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- Key points
- Unisom leapfrogs Simply Sleep
- Manufacturer and brand sales of Diphenhydramine HCl sleep aids
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- Figure 29: Select FDMx brand sales and market share of Diphenhydramine HCl sleep aids in the U.S., 2009-10
Brand Share—Natural Sleep Aids
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- Key points
- MidNite romp
- Melatonin plus
- Manufacturer and brand sales of natural sleep aids
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- Figure 30: Select FDMx brand sales and market share of natural sleep aids in the U.S., 2009-10
Brand Share—Snore Remedies
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- Key points
- Snore remedy sales fading away
- Manufacturer and brand sales of snore remedies
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- Figure 31: Select FDMx brand sales and market share of snore remedies in the U.S., 2009-10
Brand Share—Homeopathic Sleep Aids
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- Key points
- Homeopathic brands trying to break through
- Manufacturer and brand sales of homeopathic sleep aids
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- Figure 32: Select FDMx brand sales and market share of homeopathic sleep aids in the U.S., 2009-10
Innovation and Innovators
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- Key points
- New product introductions wane
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- Figure 33: Pace of innovation—new product introductions in U.S., 2004-10
- Environmentally-friendly packaging claims strong in 2010
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- Figure 34: Claim trends in new OTC sleep aid product launches, 2004-10
- 2010 U.S. product introduction highlights
- Homeopathic remedies
- Natural sleep aids
- Private label sleep aids
Marketing Strategies
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- Overview
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- Figure 35: U.S. media spending—sleep aid brands, 2006-09
- Advertising themes
- Advertising approaches
- McNeil—Tylenol PM/Simply Sleep
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- Figure 36: McNeil Consumer Healthcare/Tylenol PM television ad, November 2009
- Chattem—Unisom
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- Figure 37: Chattem/Unisom SleepMelts television ad, May 2010
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- Figure 38: Chattem/Unisom Sleep television ad, December 2009
- Concepts in Health—MidNite
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- Figure 39: Concepts in Health/MidNite Pills television ad, September 2010
- Pharmavite—Nature Made Sleep
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- Figure 40: Pharmavite/nature made sleep television ad, May 2010
Sleep Habits
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- Key points
- On average, Americans get just seven hours of sleep during the week
- Americans try to pay down sleep debt on the weekend
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- Figure 41: Average hours of sleep—weeknights and weekends, by gender and age, July-August 2010
Sleep Troubles
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- Key points
- Most adults have trouble sleeping at least some of the time
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- Figure 42: Sleep troubles, July-August 2010
- Most adults have trouble falling asleep at least occasionally
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- Figure 43: Trouble falling asleep, by gender and age, July-August 2010
- Adults who have trouble falling asleep spend 1.5 hours trying
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- Figure 44: Hours spent trying to fall asleep among those with trouble falling asleep, by gender and age, July-August 2010
- Waking up and not being able to get back to sleep is also quite common
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- Figure 45: Waking up in the middle of the night, by gender and age, July-August 2010
- Almost half of adults 18-34 regularly feel tired during the day
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- Figure 46: Tired during the day, by gender and age, July-August 2010
Sleep Aid Usage
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- Key points
- The majority of adults with sleep issues have never tried a sleep aid
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- Figure 47: Sleep aid usage, by form, July-August 2010
Attitudes Towards Sleep Aids
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- Key points
- Most adults who take a sleep aid do not believe it is effective or reliable
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- Figure 48: Attitudes towards sleep aids, by type, July-August 2010
- Women worry more about OTC sleep aid risks
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- Figure 49: Attitudes towards OTC sleep aids, by gender, July-August 2010
- Men more likely to agree that prescription sleep aids are effective; have fewer worries
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- Figure 50: Attitudes towards prescription sleep aids, by gender, July-August 2010
- Women much more likely than men to feel herbal sleep remedies are effective
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- Figure 51: Attitudes towards herbal sleep aids, by gender, July-August 2010
Selecting Remedies
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- Key points
- Personal referrals are key to reaching the most troubled sleepers (adults 18-34)
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- Figure 52: Sources consulted when selecting sleep remedies, by age, July-August 2010
Motivation to Try Sleep Aids
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- Key point
- About one in 10 adults are always looking for something to help them sleep
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- Figure 53: Interest in trying/identifying new sleep aids, by gender, July-August 2010
Impact of Lack of Sleep
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- Key points
- Lack of sleep is costly
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- Figure 54: Impact of lack of sleep, by gender, July-August 2010
- Young adults most greatly affected by sleep loss
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- Figure 55: Sleep concerns and the impact of lack of sleep, by age, July-August 2010
Race and Hispanic Origin
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- Key points
- Black adults most likely to get six or fewer hours of sleep
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- Figure 56: Average hours of sleep—weeknights and weekends, by race/Hispanic origin, July-August 2010
- Hispanics most likely to have trouble falling asleep regularly
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- Figure 57: Trouble falling asleep, by race/Hispanic origin, July-August 2010
- Among troubled sleepers, blacks take longest to fall asleep
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- Figure 58: Hours spent trying to fall asleep among those with trouble falling asleep, by race/Hispanic origin, July-August 2010
- About four in 10 Hispanics regularly feel tired during the day
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- Figure 59: Tired during the day, by race/Hispanic origin, July-August 2010
- Sleep aid use low based on race or Hispanic origin
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- Figure 60: Sleep aid usage, by race/Hispanic origin, July-August 2010
- Blacks least likely to agree that prescription sleep aids are effective
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- Figure 61: Attitudes towards prescription sleep aids, by race/Hispanic origin, July-August 2010
- Attitudes towards OTC sleep aids are consistent
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- Figure 62: Attitudes towards OTC sleep aids, by race/Hispanic origin, July-August 2010
Cluster Analysis
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- Unworried, but Occasionally Troubled
- Characteristics
- Opportunity
- Alertness-focused Sleepers
- Characteristics
- Opportunity
- Tired Users
- Characteristics
- Opportunity
- Characteristic tables
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- Figure 63: Troubled sleeper clusters, August 2010
- Figure 64: Average hours of sleep, by troubled sleeper clusters, August 2010
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- Figure 65: Sleep troubles, by troubled sleeper clusters, August 2010
- Figure 66: Hours spent trying to fall asleep, by troubled sleeper clusters, August 2010
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- Figure 67: Sleep aid usage, by form, by troubled sleeper clusters, August 2010
- Figure 68: Sleep concerns, the impact of lack of sleep, and interest in new products, by troubled sleeper clusters, July-August 2010
- Demographic tables
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- Figure 69: Troubled sleeper clusters, by gender, August 2010
- Figure 70: Troubled sleeper clusters, by age, July-August 2010
- Figure 71: Troubled sleeper clusters, by household income, July-August 2010
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- Figure 72: Troubled sleeper clusters, by race/Hispanic origin, July-August 2010
- Cluster methodology
Custom Consumer—Gender by Age
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- Key points
- Half of women aged 18-34 experience difficulty sleeping on a regular basis
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- Figure 73: Trouble falling asleep, by gender and age, July-August 2010
- Women aged 35-54 most likely to wake up and not be able to get back to sleep
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- Figure 74: Waking up in the middle of the night, by gender by age, July-August 2010
- Men aged 18-34 spend 1.75 hours trying to fall asleep
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- Figure 75: Hours spent trying to fall asleep among those with trouble falling asleep, by gender by age, July-August 2010
- Despite sleep troubles, young adults no more likely than all adults to regularly use sleep aids
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- Figure 76: Sleep aid regular usage, by form, by age and gender, July-August 2010
- Women aged 18-34 consult spouse, friends or online sites rather than their doctor
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- Figure 77: Sources consulted when selecting sleep remedies, by age and gender, July-August 2010
- Women aged 18-34 worried about using sleep aids
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- Figure 78: Attitudes towards OTC sleep aids, by age and gender, July-August 2010
- The lives of 18-34s are negatively impacted by lack of sleep
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- Figure 79: Impact of lack of sleep, by age/gender, July-August 2010
Key Household Purchase Measures—SymphonyIRI Group Builders Panel
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- Sleep remedies
- Sleep aid tablets—consumer insights on key purchase measures
- Brand map
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- Figure 80: Brand map, selected brands of sleeping aid tablets buying rate, by household penetration, 2009
- Brand leader characteristics
- Key purchase measures
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- Figure 81: Key purchase measures for the top brands of sleeping aid tablets, by household penetration, 2009
Appendix—Other Useful Consumer Tables
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- Figure 82: Attitudes towards OTC sleep aids, by age, July-August 2010
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- Figure 83: Attitudes towards prescription sleep aids, by age, July-August 2010
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- Figure 84: Attitudes towards herbal sleep aids, by age, July-August 2010
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- Figure 85: Sources consulted when selecting sleep remedies, by gender, July-August 2010
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- Figure 86: Sleep concerns and the impact of lack of sleep, by age, July-August 2010
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- Figure 87: Attitudes towards herbal sleep aids, by race/Hispanic origin, July-August 2010
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- Figure 88: Sources consulted when selecting sleep remedies, by race/Hispanic origin, July-August 2010
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- Figure 89: Interest in trying/identifying new sleep aids, by race/Hispanic origin, July-August 2010
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- Figure 90: Sleep aid occasional usage, by form, by age and gender, July-August 2010
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Appendix—SymphonyIRI/Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix—Trade Associations
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