Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Sleep issues are prevalent, particularly among young adults
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- Figure 1: Sleep self-assessment, by generation, December 2016
- OTC sleep aids, PM analgesics, and cold/allergy remedies viewed similarly
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- Figure 2: Correspondence analysis – Product perceptions, December 2016
- Some regular sleep aid users are unsatisfied
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- Figure 3: Similarity of brands and satisfaction with current sleep aid, December 2016
- Dependency and drowsiness concerns stand in the way of use
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- Figure 4: Concerns linked to not using/using more often, December 2016
- Natural sleep remedies disrupt traditional OTC sleep aid use
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- 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
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- 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
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- 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
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- 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
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- 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
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- Persistent sleep issues boost the OTC sleep aid market
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- 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
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- Growth slowing in natural channels; more availability in mainstream
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- Figure 11: Natural supermarket sales of homeopathic sleep aids, at current prices, rolling 52 weeks 11/30/14-11/27/16
Market Perspective
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- Pain interferes with sleep; consumers turn to PM analgesics
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- Figure 12: Sleep aid usage and interest, December 2016
- Technology helps lull consumers to sleep
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- 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
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- The number of adults getting sufficient sleep is declining
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- Figure 14: Adults (18+) getting sufficient* sleep per night, 2008-15
- Focus on the younger generations
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- Figure 15: Population by generation, 2011-21
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- Figure 16: Traditional, herbal and supplement sleep aid usage and interest, by generations, December 2016
- The need to be connected increasingly impacts sleep
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- Figure 17: Internet impact on sleep – Any agree, 2012-16
Key Players – What You Need to Know
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- 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
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- ZZZQuil remains on top; challengers are melatonin supplements
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- Figure 18: Manufacturer sales of OTC sleep aids, 2015-16
What’s Working?
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- Melatonin is a go-to sleep aid
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- 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
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- Figure 20: MULO sales of OTC sleep aids, by format, rolling 52 weeks 2015 and 2016
What’s Struggling?
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- Smaller brands experience declines while big brands reap growth
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- Figure 21: Manufacturer sales of select OTC sleep aid tablets, 2015-16
- Option overload could overwhelm the consumer
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- Figure 22: Sleep aid usage (net) and interest (net), December 2016
What’s Next?
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- 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
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- 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
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- Almost two thirds of adults struggle with sleep
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- Figure 23: Sleep self-assessment, December 2016
- Younger generations have more sleep issues
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- Figure 24: Sleep self-assessment, by generations, December 2016
- Parenthood disturbs sleep, particularly for moms
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- Figure 25: Sleep self-assessment, by parental status and age of children, December 2016
Sleep Attitudes and Behaviors
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- Those who fall asleep without difficulty believe in health benefits
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- 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
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- Figure 27: Importance of sleep and sleep priority, by generations, December 2016
- Interferences impact quality of sleep; those struggling look to sleep aids
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- Figure 28: Sleep self-assessment, by sleep interferences and sleep aid needs, December 2016
- Younger adults have sleep hurdles, most interested in a solution
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- 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
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- A wide range of sleep aids are relied on to fall asleep
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- Figure 30: Internal sleep aid usage and interest, December 2016
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- Figure 31: Technology sleep aid usage and interest, December 2016
- 25-34-year-olds have used sleep aids; 18-24-year-olds express interest
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- 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
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- 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
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- Figure 34: Traditional OTC sleep aid medication use, by select sleep attitudes and behaviors, December 2016
Sleep Aid Perceptions
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- OTC medications viewed similarly
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- Figure 35: Correspondence Analysis – Product perceptions, December 2016
- Correspondence analysis methodology
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- Figure 36: Product perceptions, December 2016
- Younger adults link OTC sleep aids with getting and staying asleep
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- Figure 37: Traditional OTC sleep aid medication product perceptions, by age, December 2016
- Dads perceive OTC sleep aids safer and good for relaxing
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- 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
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- Figure 39: Traditional OTC sleep aid usage and interest, by traditional OTC sleep aid perceptions, December 2016
Traditional OTC Sleep Aid Usage Behaviors
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- Regular OTC sleep aid users willing to explore to find what works
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- Figure 40: Usage behaviors, December 2016
- Store brand appeal reflects sales
- Room for improvement
Barriers to Traditional OTC Sleep Aid Usage
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- Concerns tied to dependency and drowsiness stand in the way of use
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- Figure 41: Reasons for not using/using more often, December 2016
- Natural sleep remedies hinder traditional OTC use
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- 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
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- Figure 43: No use/interest in any sleep aid (net) by reasons for not using/using more often, December 2016
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- Figure 44: Don’t need to use anything to fall asleep, by generations, December 2016
Store Location
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- Consumers expect sleep aids to be shelved alongside other OTC products
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- Figure 45: Store location, December 2016
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- Figure 46: Store location, by age and parental status, December 2016
- Standalone display could reach new users
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- Figure 47: Traditional OTC sleep aid usage and interest, by store location, December 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- 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
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- Figure 51: The impact of the internet on sleep, any agree, by age, July 2015-August 2016
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