Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Overview
- The market
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- Figure 1: Total US sales and fan chart forecast of OTC sleep aids, at current prices, 2009-19
- Major players
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- Figure 2: OTC sleep aid sales through MULO channels, by major suppliers, 2013-14
- The consumer
- Some six in 10 report struggling with sleep
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- Figure 3: Sleep issues, by gender, November 2014
- Use of OTC sleep aids high among those aged 18-34
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- Figure 4: OTC sleep aid product usage, among 18-24s and 25-34s, November 2014
- Interest is strong in diverse formats of OTC sleep aids
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- Figure 5: Not used but interested in trying sleep aid product formats, by 18-24s and 25-34s, November 2014
- Concern about dependency and side effects are top barriers to usage
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- Figure 6: Barriers to sleep aid usage, by 25-34s and 65+, November 2014
- Those who use OTC sleep aids seek out range of alternatives
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- Figure 7: Alternatives to OTC sleep aids, sleep aid users vs total population, November 2014
- What we think
Issues and Insights
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- How can suppliers maximize appeal to those aged 18-34?
- The issues
- The implications
- How can suppliers increase the usage of OTC sleep aids among women?
- The issues
- The implications
- How can suppliers encourage retirees to maintain OTC sleep aid usage?
- The issues
- The implications
- How to limit concerns about sleep aids, address interest in alternatives?
- The issues
- The implications
Trend Applications
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- Trend: Extend Your Brand
- Trend: Second Skin
- Trend: Guiding Choice
Market Size and Forecast
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- Key points
- OTC sleep aid growth slows in 2014
- Sales and forecast of OTC sleep aids
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- Figure 8: Total US sales and forecast of OTC sleep aids, at current prices, 2009-19
- Figure 9: Total US sales and forecast of OTC sleep aids, at inflation-adjusted prices, 2009-19
- Moderate growth projected through 2019
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- Figure 10: Total US sales and fan chart forecast of OTC sleep aids, at current prices, 2009-19
- Forecast Methodology
Market Drivers
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- Key points
- Medical reports highlight the importance of sleep for healthy living
- Multiple factors endemic to contemporary life contribute to sleeplessness
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- Figure 11: Median household income in inflation-adjusted dollars, 2002-12
- Six in ten people struggle with sleep
- Females more likely to struggle with sleep
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- Figure 12: Female and male population, 2014-19
- Aging population puts downward pressure on market
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- Figure 13: Population aged 18 or older, by age, 2014-19, Trouble sleeping, by age, November 2014
- Increasing non-White population bodes well for the market
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- Figure 14: Population, by race and Hispanic origin, 2009-19
- Declining number of households with children
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- Figure 15: US households, by presence of own children, 2003-13
Competitive Context
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- Key points
- Concern about dependency, side effects, and safety often limit usage
- Many alternatives to OTC sleep aids are available and widely used
- A gamut of alternatives to sleep aids exist, and are widely used
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- Figure 16: Alternatives to OTC sleep aids, November 2014
- New products and growth in various alternatives to OTC sleep aids
- Herbal teas and sleep-inducing foods promoted as sleep aids
- Other OTC medications and supplements, including melatonin
- Yoga and meditation offer natural ways to calm mind, promote rest
- Aromatherapy, candles, and sprays can help create a sleep-friendly environment
- Prescription sleep aids are widely used
- Wearable fitness bands, mobile apps, and other technologies track sleep
Segment Performance
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- Key points
- Sales shift from nighttime analgesics to sleep-only remedies
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- Figure 17: Sales of OTC sleep aid market, segmented by type, 2009-14
- Figure 18: Sales of OTC sleep aid market, segmented by type, 2012 and 2014
Retail Channels
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- Key points
- Sales of OTC sleep aids, by channel
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- Figure 19: Total US retail sales of OTC sleep aids, by channel, 2009-14
- Drugstores offer pharmacist advice and promote private label offerings
- Supermarkets may be able to capitalize on interest in sleep-inducing food and drink
- “Other retailers” include mass merchandisers and online retailers
Leading Companies
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- Key points
- The largest suppliers, P&G and Pfizer, see sales and market share decline
- Private label offerings and “other” suppliers post growth, build share
- Manufacturer sales of OTC sleep aid market
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- Figure 20: MULO Manufacturer sales of OTC sleep aids, 2012 and 2014
Brand Share – OTC Sleep Aids
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- Key points
- ZzzQuil dominates the segment, but sees sales decline slightly
- Manufacturer sales of other OTC sleep aids segment
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- Figure 21: MULO sales of other OTC sleep aids, by leading companies and brands, rolling 52 weeks 2013 and 2014
Brand Share – OTC Nighttime Analgesics
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- Key points
- Advil PM is dominant brand, but new Aleve PM draws interest
- Manufacturer sales of nighttime pain relievers
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- Figure 22: MULO sales of OTC nighttime pain relievers, by leading companies and brands, rolling 52 weeks 2013 and 2014
Innovations and Innovators
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- OTC sleep aids category continues to innovate
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- Figure 23: Share of branded/private label launches of OTC sleep aids, 2009-14
- Private label products comprise a third of new product introductions
- Natural, herbal, and “free from” products
Marketing Strategies
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- Overview of the brand landscape
- ZzzQuil targets parents by showcasing pleasures, benefits of sleep
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- Figure 24: ZzzQuil, “Because sleep is a beautiful thing,” television ad, 2014
- Tylenol PM reminds moms they need sleep to be “at their best”
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- Figure 25: Tylenol PM “Not Yourself,” television ad, 2014
- Fear of nighttime pain evoked in Advil PM campaign
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- Figure 26: Advil PM, “For a Healing Night’s Sleep,” television ad, 2014
- Neuro SLEEP appeals to youth via dreams, play, and flirtatiousness
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- Figure 27: Neuro sleep, “buy neuro,” television ad, 2014
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- Figure 28: Neuro Sleep, “Booty Call,” television ad, 2014
Sleep Health Assessment – Amount of Sleep
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- Key points
- Average time spent sleeping is less than 7 hours per night
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- Figure 29: Time spent sleeping, by gender, November 2014
- Amount of time spent sleeping increases with age
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- Figure 30: Time spent sleeping, by gender and age, November 2014
- Those with lower HH income, kids in household get less sleep
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- Figure 31: Time spent sleeping, by household income and presence of children in HH, November 2014
- Those who use OTC sleep aids report getting less sleep
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- Figure 32: Time spent sleeping, by types and brands of sleep aids used, November 2014
Sleep Health Assessment – Issues with Sleep
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- Key points
- Some six in 10, and even more women, report struggling with sleep
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- Figure 33: Sleep issues, by gender, November 2014
- Difficulties with sleep vary with age
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- Figure 34: Sleep issues, by age, November 2014
- Those in the lowest income bracket struggle more with sleep
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- Figure 35: Sleep issues, by household income, November 2014
- Those with kids have more sleep issues
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- Figure 36: Sleep issues, by presence of children in household, November 2014
Sleep Aid Usage – Product and Brand Choice
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- Key points
- Those who struggle to fall asleep show highest sleep aid usage
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- Figure 37: OTC Sleep aid product usage (nets only), by sleep issues, November 2014
- ZzzQuil and Tylenol PM are reported as most widely used brands
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- Figure 38: Types and brands of sleep aids used, November 2014
- Use of OTC sleep aids highest among those aged 18-34
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- Figure 39: OTC Sleep aid product usage (nets only), by age, November 2014
- Those using one OTC sleep aid, often use others as well
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- Figure 40: OTC Sleep aid product usage, by product usage (nets only), November 2014
Sleep Aid Usage – Frequency of Usage
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- Key points
- Frequency of use highest among those aged 25-44 years old
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- Figure 41: Frequency of OTC sleep aids used, by age, November 2014
- Despite sleep issues, those from lower income HHs limit usage
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- Figure 42: Frequency of OTC sleep aids used, by household income, November 2014
- Those struggling to fall asleep use OTC aids most frequently
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- Figure 43: Frequency of OTC sleep aids used, by sleep issues, November 2014
- Traditional sleep aids used more frequently than nighttime pain medication
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- Figure 44: Frequency of OTC sleep aids used, by types and brands of sleep aids used, November 2014
Product Formats
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- Key points
- Strong interest in trying diverse formats
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- Figure 45: Usage of and interest in product formats, November 2014
- Females show stronger interest in roll-ons, gels, and patches
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- Figure 46: Product formats not used but interested in trying, by gender, November 2014
- Younger users eager to try new diverse formats
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- Figure 47: Product formats not used but interested in trying, by age, November 2014
- New formats have strong appeal to existing users of OTC sleep aids
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- Figure 48: Product formats not used but interested in trying, by types of sleep aids used, November 2014
Barriers to Sleep Aid Usage
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- Key points
- Concern about dependency and side effects are top barriers to usage
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- Figure 49: Barriers to sleep aid usage, by gender, November 2014
- Concerns about OTC sleep aids vary with age
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- Figure 50: Barriers to sleep aid usage, by age, November 2014
Race and Hispanic Origin
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- Key points
- Non-Whites sleep less than Whites
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- Figure 51: Time spent sleeping, by race/Hispanic origin, November 2014
- Hispanics more likely than non-Hispanics to use OTC sleep aids
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- Figure 52: OTC Sleep aid product usage (nets only), by race/Hispanic origin, November 2014
- Less costly products and in-store information may support Hispanic usage
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- Figure 53: Barriers to sleep aid usage, by race/Hispanic origin, November 2014
- Hispanics show strong interest in a range of new formats
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- Figure 54: Any usage of or interest in product formats, by race/Hispanic origin, November 2014
Appendix – Market Data
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- Figure 55: Total US sales of OTC sleep aids, at current prices, 2009-19
- Figure 56: Total US sales of OTC nighttime analgesics, at current prices, 2009-19
- Figure 57: Sales of OTC sleep aids market, by channel, 2012 and 2014
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Appendix – Other Useful Consumer Tables
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- Figure 58: Time spent sleeping, by sleep issues, November 2014
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- Figure 59: Sleep issues, by types and brands of sleep aids used, November 2014
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- Figure 60: Sleep issues, by race/Hispanic origin, November 2014
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- Figure 61: Frequency OTC sleep aids used, by gender, November 2014
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- Figure 62: Frequency OTC sleep aids used, by race/Hispanic origin, November 2014
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- Figure 63: OTC Sleep aid product usage (nets only), by gender, November 2014
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- Figure 64: Barriers to sleep aid usage, by household income, November 2014
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- Figure 65: Barriers to sleep aid usage, by types and brands of sleep aids used, November 2014
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- Figure 66: Barriers to sleep aid usage, by frequency of OTC sleep aids used, November 2014
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- Figure 67: Alternatives to OTC sleep aids, by types and brands of sleep aids used, November 2014
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- Figure 68: Alternatives to OTC sleep aids, by frequency OTC sleep aids used, November 2014
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- Figure 69: Any use/interest in alternatives to OTC sleep aids, by sleep issues, November 2014
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- Figure 70: Any use/interest in alternatives to OTC sleep aids, by types and brands of sleep aids used, November 2014
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- Figure 71: Alternatives to OTC sleep aids would use in the future, by age, November 2014
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Appendix – Trade Associations
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- American Academy of Sleep Medicine (AASM)
- American Pharmacists Association (APhA)
- Chain Drug Marketing Association (CDMA)
- Consumer Healthcare Products Association (CHPA)
- US Consumer Product Safety Commission (CPSC)
- Drug, Chemical & Associated Technologies Association (DCAT)
- National Sleep Foundation (NSF)
- Sleep Research Society (SRS)
- World Self-Medication Industry (WSMI)
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