OTC Sleep Aids - US - February 2014
“Despite positive growth of OTC sleep aids, the category is still up against several challenges. Consumers are concerned about side effects, and usage of other ways to help them fall asleep is more prevalent than OTC sleep aids. The growth of fitness devices to track sleep patterns could also negatively impact the market of OTC sleep aids.”
– Emily Krol, Health and Wellness Analyst
Some questions answered in this report include:
- Product recalls and new launches minimize competition from OTC night-time pain medications
- Growth of fitness tracking devices could impede market of sleep aids
- Is there high consumer interest in natural OTC sleep aids?
Sleep continues to hold weight as an elusive consumer goal – more than half of people have trouble sleeping – resulting in the launch of numerous products in a number of categories designed to help consumers get the sleep they need and keep them energized throughout the day. The shortage of well-recognized brands combined with increased concern about product safety has traditionally been a challenge for the OTC (over-the-counter) sleep aids market. The launch of ZzzQuil in 2012 helped to double sales of OTC sleep aids from 2011-13. While consumers still have concerns about taking OTC sleep aids, sales in this category show promising growth in the near future. However, a variety of alternatives, such as herbal/natural remedies, private label, and home remedies will present a challenge to future growth in the market.
This report examines consumer use of and attitudes toward traditional and natural sleep aids. Consumers will be segmented based on sleep deprivation issues, as these tend to differ by age and gender, providing deeper context into sleep aid selection.
This report builds on the analysis presented in Mintel’s Sleep Aids – US, January 2012, as well as the November 2010, 2009 and 2006 reports of the same title. Further analysis is based on Mintel’s Sleep Disorders – US, November 2008.
This report focuses on OTC sleep aids that serve a primary purpose of helping the user to fall asleep. Prescription sleep aids, products with a secondary benefit of inducing sleep (such as pain relievers with sleep-inducing ingredients), and other off-label offerings are discussed within the context of competition from outside the market. The terms OTC nighttime pain medication and pain reliever with sleep aid are used interchangeably throughout the report.
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