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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- Market factors
- A lot more insomniacs than sleep aid users
- Prescriptions compete but scare users
- Myriad options for the sleep deprived
- The sleep aid marketplace
- Natural products take the reins
- The consumer
- Women more likely to need sleep aids, but remain skeptical
- Young adults are “an open book”
- Moms and dads need more (and better) sleep but not at the risk of diminished parenting ability
- What we think
Insights and Opportunities
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- A burgeoning market for natural and homeopathic solutions
- Why natural?
- Combination APIs and natural products lend well to low-dosage solutions
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- Figure 1: Interest in differing dose products, by gender, September 2011
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- Figure 2: Interest in differing dose products, by presence of children in household, September 2011
- Figure 3: Interest in differing dose products, by gender and presence of children in household, September 2011
- Natural ingredient combinations beyond sleep aids
- Relaxation beverages ripe for growth as sleep aids
- Rethinking promotional approaches
Inspire Insights
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- Trend: Switch Off
- Trend: Extend my Brand
Market Size and Forecast
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- Key points
- Healthy historical and future growth for sleep aids
- Formulation innovation and more contemporary marketing efforts keys to success
- Sales and forecast of sleep aids
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- Figure 4: Total U.S. retail sales and forecast of sleep aids, at current prices, 2006-16
- Figure 5: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 6: Total U.S. sales and fan chart forecast of market, at current prices, 2006-16
- Walmart sales
Market Drivers
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- Key points
- A growing number of sleep deprived consumers
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- Figure 7: U.S. population aged 18 or older, 2011-16 and troubles sleeping regularly or occasionally, by gender and age, September 2011
- Losing sleep over the economy
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- Figure 8: Financial concerns and impact on sleep, by age, September 2011
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- Figure 9: Attitudes toward current personal financial situation, by age, February 2010-March 2011
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- Figure 10: Unemployment and underemployment rate, January 2007-September2011
- The switch from prescription pharmaceuticals
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- Figure 11: Percentage of adults aged 18–64 who lacked health insurance coverage at the time of interview, for at least part of the past year, or for more than a year: United States, 1997-June 2011
Competitive Context
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- Off-label use for prescription and OTC sleep aids
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- Figure 12: Products used to help sleep, September 2011
- Prescription remedies
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- Figure 13: Prescription products used to help sleep, by age, September 2011
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- Figure 14: Prescription sleep aids used, by age, September 2011
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- Figure 15: Lunesta, television ad, 2011
- Figure 16: Prescription sleep aids used, by presence of children in household, September 2011
- OTC remedies not specific just to sleep
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- Figure 17: OTC products used to help sleep, by gender, September 2011
- Non-medicinal products
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- Figure 18: Non-medicinal products used to help sleep, September 2011
Segment Performance
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- Key points
- Natural and homeopathic sleep aids the rising stars
- API products see mixed results
- Sales of non-prescription sleep aids, by segment
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- Figure 19: Sales of non-prescription sleep aids, segmented, by type, 2010 and 2011
Segment Performance—Natural Sleep Aids
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- Key points
- A range of natural formulations appeal to consumers, with room for more
- Using brand loyalists and “brand ambassadors”
- Sales of natural sleep aids
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- Figure 20: Sales of natural sleep aids, at current prices, 2006-16
Segment Performance—Diphenhydramine HCl
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- Key points
- Diphenhydramine HCl segment tarnished by recall
- Opportunity to appeal with natural ingredients
- Sales of diphenhydramine HCl-based sleep aids
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- Figure 21: Sales of diphenhydramine HCl-based sleep aids, at current prices, 2006-16
Segment Performance—Doxylamine Succinate
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- Key points
- Single brand success supports segment
- Boost sales as a stand apart product
- Sales of doxylamine succinate-based sleep aids
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- Figure 22: Sales of doxylamine succinate-based sleep aids, at current prices, 2006-16
Segment Performance—Homeopathic Sleep Aids
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- Key points
- Opportunity for beverage homeopathics
- Sales of homeopathic sleep aids
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- Figure 23: Sales of homeopathic sleep aids, at current prices, 2006-16
Segment Performance—Snore Remedies
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- Key points
- Snore remedies continue to wane in popularity
- Sales of snore remedies
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- Figure 24: Sales of snore remedies, at current prices, 2006-16
Segment Performance—Private Label
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- Key points
- Economy helps bolster private label
- Sales of private label
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- Figure 25: Sales of private label sleep aids, at current prices, 2006-16
Retail Channels
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- Key points
- All retailers benefit from market expansion
- Sales of sleep aids, by channel
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- Figure 26: Total U.S. sales of non-prescription sleep aids, by channel, 2010-11
Retail Channels—Drug Stores
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- Key points
- Drug stores rebound as sleep aid go-to
- Drug store sales of non-prescription sleep aids
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- Figure 27: Drug store sales of non-prescription sleep aids, at current prices, 2006-11
Retail Channels—Supermarkets
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- Key points
- Supermarket focus on natural paying off
- Cross-promotional opportunities
- Supermarket sales of non-prescription sleep aids
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- Figure 28: Supermarket sales of non-prescription sleep aids, at current prices, 2006-11
Retail Channels—Other
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- Key points
- Other retailers reap benefits of diverse market
- Other sales of non-prescription sleep aids
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- Figure 29: Other sales of non-prescription sleep aids, at current prices, 2006-11
Retail Channels—Natural Supermarkets
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- Key points
- Sales of sleep aids in the natural channel
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- Figure 30: Natural supermarket sales of sleep aids, at current prices, 2009-11
- Figure 31: Natural supermarket sales of sleep aids, at inflation-adjusted prices, 2009-11
- Natural channel sales by segment
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- Figure 32: Natural supermarket sales of sleep aids, by segment, 2009-11
Leading Companies
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- Key points
- 2011 a game of manufacturer musical chairs
- Proprietary blends boost natural manufacturers
- Private label success mirrors leading brands
- Manufacturer sales of market
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- Figure 33: total manufacturer sales of sleep aids, 2010 and 2011
Brand Share—Natural Sleep Aids
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- Key points
- MidNite leads a pack of natural brand successes
- Manufacturer sales of natural sleep aids
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- Figure 34: Manufacturer sales of natural sleep aids at FDMx, 2010 and 2011
Brand Share—Diphenhydramine HCl-based Sleep Aids
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- Key points
- Simply Sleep’s continued fall from grace
- Unisom rises to the top
- Manufacturer sales of diphenhydramine HCl-based sleep aids
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- Figure 35: Manufacturer sales of diphenhydramine HCl-based sleep aids at FDMx, 2010 and 2011
Brand Share—Doxylamine Succinate-based Sleep Aids
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- Key points
- Unisom SleepTabs single leader for doxylamine succinate
- Manufacturer sales of doxylamine succinate-based sleep aids
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- Figure 36: Manufacturer sales of doxylamine succinate-based sleep aids at FDMx, 2010 and 2011
Brand Share—Homeopathic Sleep Aids
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- Key points
- Calms Forte holds just more than half of market share
- Dream Water the upstart
- Manufacturer sales of homeopathic sleep aids
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- Figure 37: Manufacturer sales of homeopathic sleep aids, 2010 and 2011
Brand Share—Snore Remedies
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- Key points
- SnoreStop tabs oust Breathe Right
- Breathe Right attempts to rally
- Manufacturer sales of snore remedies
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- Figure 38: Manufacturer sales of snore remedies, 2010 and 2011
Innovations and Innovators
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- Introductions’ slow pace
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- Figure 39: New sleep aid product launches, 2005-11
- Natural remedies
- Beverages
- Combined functionality
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Help Remedies
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- Figure 40: Brand analysis of Help Remedies, 2011
- Online initiatives
- TV presence
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- Figure 41: Help Remedies, television ad, 2011
- Brand analysis: Natrol Melatonin
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- Figure 42: Brand analysis of Natrol, 2011
- Online initiatives
- TV presence
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- Figure 43: Natrol, television ad, year
- Brand analysis: Unisom
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- Figure 44: Brand analysis of Unisom, 2011
- Online initiatives
- TV presence
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- Figure 45: Unisom, television ad, 2011
Hours Sleep and Time Trying to Fall Asleep
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- Key points
- Majority not getting enough sleep
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- Figure 46: Average length of time sleep on weeknights/weekends, September 2011
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- Figure 47: Average length of time sleep on weeknights/weekends, September 2011
- Weeknights
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- Figure 48: Average length of time sleep on weeknights, by gender, September 2011
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- Figure 49: Average length of time sleep on weeknights, by age, September 2011
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- Figure 50: Average length of time spent trying to fall asleep—weeknights, by age, September 2011
- Figure 51: Average length of time sleep on weeknights, by presence of children in household, September 2011
- Weekends
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- Figure 52: Average length of time sleep on weekends, by gender, September 2011
- Figure 53: Average length of time sleep on weekends, by age, September 2011
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- Figure 54: Average length of time spent trying to fall asleep—weekends, by age, September 2011
Sleep Habits
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- Key points
- Sleep disruption a widespread occurrence
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- Figure 55: Sleep habits, September 2011
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- Figure 56: Sleep habits, by gender, September 2011
- Figure 57: Sleep habits, by age, September 2011
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- Figure 58: Sleep habits, by household income, September 2011
- Figure 59: Sleep habits, by presence of children, September 2011
Changes in Sleep Habits
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- Key points
- Sleep issues are on the rise
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- Figure 60: Changes to sleep habits, by gender, September 2011
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- Figure 61: Changes to sleep habits, by age, September 2011
- Figure 62: Changes to sleep habits, by presence of children in household, September 2011
Sleep Aid Product Usage
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- Key points
- Ample room for growth for OTC sleep aids
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- Figure 63: OTC sleep aids used to help sleep, by gender, September 2011
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- Figure 64: OTC sleep aids used to help sleep, by age, September 2011
- Herbal remedies
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- Figure 65: Herbal remedies used to help sleep, by gender, September 2011
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- Figure 66: Herbal remedies used to help sleep, by age, September 2011
Sleep Aid Product Concerns
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- Key points
- Sleep aids overall suffer from image issues
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- Figure 67: Product concerns, September 2011
- Prescription sleep aids
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- Figure 68: Prescription sleep aid product concerns, by gender, September 2011
- Figure 69: Prescription sleep aid product concerns, by age, September 2011
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- Figure 70: Prescription sleep aid product concerns, by presence of children in household, September 2011
- OTC sleep aids
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- Figure 71: OTC sleep aid product concerns, by gender, September 2011
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- Figure 72: OTC sleep aid product concerns, by age, September 2011
- OTC nighttime pain medication
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- Figure 73: OTC nighttime pain medication product concerns, by age, September 2011
- Figure 74: OTC nighttime pain medication product concerns, by presence of children in household, September 2011
- Herbal remedies
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- Figure 75: Herbal remedies product concerns, by gender, September 2011
- Figure 76: Herbal remedies product concerns, by age, September 2011
Sleep Aid Information Sources
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- Key points
- Online and social media efforts can help engage consumers
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- Figure 77: Sleep aid information sources, by age, September 2011
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- Figure 78: Sleep aid information sources, by presence of children in household, September 2011
Impact of Poor Sleep
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- Key points
- Financial concerns making sleep worse
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- Figure 79: Impact of poor sleep, by gender, September 2011
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- Figure 80: Impact of poor sleep, by age, September 2011
- Figure 81: Impact of poor sleep, by presence of children in household, September 2011
Custom Consumer Groups: Moms and Dads
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- Key points
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- Figure 82: Average length of time sleep on weeknights, by gender and presence of children in household, September 2011
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- Figure 83: Average length of time spent trying to fall asleep—weeknights, by gender and presence of children in household, September 2011
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- Figure 84: Average length of time sleep on weekends, by gender and presence of children in household, September 2011
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- Figure 85: Average length of time spent trying to fall asleep—weekends, by gender and presence of children in household, September 2011
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- Figure 86: Sleep habits, by gender and presence of children in household, September 2011
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- Figure 87: Sleep interests and concerns, by gender and presence of children in household, September 2011
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- Figure 88: Products used to help sleep, by gender and presence of children in household, September 2011
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- Figure 89: Prescription sleep aid product concerns, by gender and presence of children in household, September 2011
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- Figure 90: OTC sleep aid product concerns, by gender and presence of children in household, September 2011
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- Figure 91: OTC nighttime pain medication product concerns, by gender and presence of children in household, September 2011
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- Figure 92: Herbal remedies product concerns, by gender and presence of children in household, September 2011
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- Figure 93: Sleep aid information sources, by gender and presence of children in household, September 2011
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- Figure 94: Impact of poor sleep, by gender and presence of children in household, September 2011
SymphonyIRI Group Builders Panel Data
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- Overview of sleeping remedies
- Consumer insights on key purchase measures
- Brand map
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- Figure 95: Brand map, selected brands of sleeping tablets, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
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- Figure 96: Key purchase measures for the top brands of sleeping aid tablets, by household penetration, 52 weeks ending June 26, 2011
Appendix: Other Useful Consumer Tables
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- Figure 97: Sleep aid information sources, by region, September 2011
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- Figure 98: Sleep interests and concerns, by region, September 2011
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- Figure 99: Impact of poor sleep, by region, September 2011
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- Figure 100: Impact of poor sleep, by household income, September 2011
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- Figure 101: Average length of time spent trying to fall asleep—weeknights, by presence of children in household, September 2011
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- Figure 102: Average length of time sleep on weekends, by presence of children in household, September 2011
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- Figure 103: Average length of time spent trying to fall asleep—weekends, by presence of children in household, September 2011
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- Figure 104: OTC sleep aids used to help sleep, by household income, September 2011
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- Figure 105: OTC sleep aids used to help sleep, by presence of children in household, September 2011
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- Figure 106: OTC sleep aid product concerns, by presence of children in household, September 2011
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- Figure 107: Sleep aid information sources, by gender, September 2011
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- Figure 108: Prescription products used to help sleep, by gender, September 2011
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- Figure 109: Prescription products used to help sleep, by household income, September 2011
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- Figure 110: Prescription products used to help sleep, by presence of children in household, September 2011
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- Figure 111: OTC products used to help sleep, by age, September 2011
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- Figure 112: OTC products used to help sleep, by household income, September 2011
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- Figure 113: OTC products used to help sleep, by presence of children in household, September 2011
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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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