Table of Contents
Executive Summary
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- The market
- Market value of OTC sleep aids plateaus
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- Figure 1: Best- and worst-case forecast of UK value sales of OTC sleep aids, 2012-22
- Companies and brands
- Nytol dominates sales of OTC sleep aids
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- Figure 2: Retail value sales of OTC sleep aids, by brand, year ending August 2017
- The consumer
- Number of hours slept points to sleep deprivation issues
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- Figure 3: Average amount of hours slept each day, August 2017
- 50% struggle to sleep
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- Figure 4: Sleep quality self-assessment, by gender, August 2017
- ‘Winding down’ pre-sleep activities seen as positive
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- Figure 5: Impacts of pre-sleep routines, August 2017
- Sleep aid usage and interest is low
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- Figure 6: Usage and interest in sleep aids, August 2017
- Low frequency of use amongst users
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- Figure 7: Frequency of sleep aid use, August 2017
- Almost half ‘would try anything’
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- Figure 8: Behaviours around sleep, August 2017
- Lack of opinion on sleep aids
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- Figure 9: Attitudes towards sleep, August 2017
- What we think
Issues and Insights
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- Challenging the view of sleep as an ‘expendable commodity’
- The facts
- The implications
- Boosting usage of OTC sleep aids
- The facts
- The implications
The Market – What You Need to Know
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- Market value of OTC sleep aids plateaus
- Decline in 25-34s presents challenges
- Employment levels rise…
- …as does stress
- Declining birth rate means reduction in sleep-deprived parents
Market Size and Forecast
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- Market value of OTC sleep aids plateaus
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- Figure 10: UK retail value sales of OTC sleep aids, at current and constant prices, 2012-22
- Slow growth to 2022
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- Figure 11: Best- and worst-case forecast of UK value sales of OTC sleep aids, 2012-22
- Forecast methodology
Market Drivers
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- Decline in 25-34s present challenges
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- Figure 12: Trends in the age structure of the UK population, 2012-22
- Employment levels rise…
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- Figure 13: Employment and unemployment, by gender, 2011-21
- …as does stress
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- Figure 14: Factors causing stress for women and men, October/November 2016
- Financial confidence falls since Brexit vote
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- Figure 15: Changes in household finances, January 2015 - May 2017
- Declining birth rate means reduction in sleep-deprived parents
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- Figure 16: Number of mothers and fathers with dependent children in the household, UK, 2006-15
- Three in ten coffee drinkers cut down to aid sleep
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- Figure 17: Frequency of drinking coffee, by type, June 2017
- Monitoring sleep through wearable tech
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- Figure 18: Interest in wearable technology with health and wellness monitoring (eg heart rate throughout the day, sleep monitoring), by age group, September 2016
- Prescription sleeping pills takes bite out of OTC sleep aids market
- Sleep in the media
Companies and Brands – What You Need to Know
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- Nytol dominates OTC sleep aids in terms of value…
- …thanks to high levels of NPD and advertising expenditure
- OTC sleep aid launches limited in small category
- Innovations in digital sleep tracking
- Recorded adspend in decline
Market Share
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- Nytol dominates sales of OTC sleep aids
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- Figure 19: Retail value sales of OTC sleep aids, by brand, years ending August 2016 and 2017
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- Figure 20: Nytol product range, October 2017
- Figure 21: Kalms product range, October 2017
Launch Activity and Innovation
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- OTC sleep aids
- Product launches limited in small category…
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- Figure 22: Product launches in the UK OTC sleep aids market, by launch type, January 2014 - September 2017
- Figure 23: Examples of product launches with valerian in the OTC sleep aids market, 2016
- …with few players
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- Figure 24: Product launches in the UK OTC sleep aids market, by company, 2016
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- Figure 25: Examples of product launches in the OTC sleep aids market with less medicinal positioning, 2016
- Figure 26: Product launches in the UK OTC sleep aids market, branded vs own-label, January 2014 – September 2017
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- Figure 27: Own-label product launches in the OTC sleep aids market, January – September 2017
- Non-OTC sleep aids
- Sleep-positioned BPC products gain momentum
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- Figure 28: New product launches in the BPC sector with pro-sleep claims, 2017
- Lush’s Sleepy body lotion goes viral
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- Figure 29: Lush Sleepy body lotion, 2016
- Figure 30: Puressentiel Rest & Relax Air Spray, October 2017
- Digital sleep trackers
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- Figure 31: Sleepio app, October 2017
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- Figure 32: S+ by ResMed, October 2017
- Eight launches smart mattress
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- Figure 33: Eight smart mattress and Eight Sleep Tracker, 2017
Advertising and Marketing Activity
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- Recorded adspend declines
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- Figure 34: Total above-the line, online display and direct mail advertising expenditure on sleep aid products*, January 2014 - September 2017
- Omega Pharma and G.R. Lanes Health Products dominate spend
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- Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on sleep aid products*, by leading companies and other, January 2014 - September 2017
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- Figure 36: Nytol TV advert, May 2017
- Figure 37: Nytol tube advert, October 2017
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- Figure 38: Calm.com advert, October 2017
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Number of hours slept points to sleep deprivation issues
- ‘Winding down’ pre-sleep activities seen as positive
- Building awareness of the impact of activities on sleep
- Aromatherapy products hold most appeal
- Low frequency of use amongst users
- Almost half ‘would try anything’
- Lack of opinion on sleep aids
Sleep Hours
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- Number of hours slept points to sleep deprivation issues
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- Figure 39: Average amount of hours slept each day, August 2017
- Half of 45-54s not getting enough shut-eye
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- Figure 40: Average amount of hours slept each day, by age, August 2017
- 50% struggle to sleep
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- Figure 41: Sleep quality self-assessment, by gender, August 2017
Impacts of Pre-Sleep Routines
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- ‘Winding down’ pre-sleep activities seen as positive
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- Figure 42: Impacts of pre-sleep routines, August 2017
- Mindfulness as a pre-sleep routine
- Building awareness of the impact of activities on sleep
Sleep Aid Usage and Interest
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- Sleep aid usage and interest is low
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- Figure 43: Usage and interest in sleep aids, August 2017
- Aromatherapy products hold most appeal
- Under-35s most likely to reach for sleep aids
- Low frequency of use amongst users
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- Figure 44: Frequency of sleep aid use, August 2017
Behaviours around Sleep
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- Almost half ‘would try anything’
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- Figure 45: Behaviours around sleep, August 2017
- Sleep deprivation: a burgeoning problem
Attitudes towards Sleep and Sleep Aids
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- Attitudes to sleep mismatch with actual behaviour
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- Figure 46: Attitudes towards sleep, August 2017
- Challenging common misconceptions
- Lack of opinion on sleep aids
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
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