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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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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Overview
                      • The market
                        • Figure 1: Total US sales and fan chart forecast of OTC sleep aids, at current prices, 2008-18
                      • Market factors impacting sales of OTC sleep aids
                        • Segment performance
                          • Figure 2: Share of sleep aids, by segment, at current prices, 2011 and 2013
                        • Key players
                          • Figure 3: MULO sales of OTC sleep aids, by leading companies, rolling 52 weeks 2012 and 2013
                        • Competitive context
                            • Figure 4: Usage of and interest in products to help sleep, November 2013
                          • The consumer
                            • Trouble sleeping is prevalent
                              • Figure 5: Trouble sleeping, by gender and age, November 2013
                            • Reasons for struggling with sleep
                              • Figure 6: Reasons for difficulty sleeping, November 2013
                            • Concerns about usage
                              • Figure 7: Concerns about OTC sleep aids, November 2013
                            • What we think
                            • Issues and Insights

                                • Product recalls and new launches minimize competition from OTC night-time pain medications
                                  • The issues
                                    • The implications
                                      • Growth of fitness tracking devices could impede market of sleep aids
                                        • The issues
                                          • The implications
                                            • High consumer interest in natural OTC sleep aids
                                              • The issues
                                                • The implications
                                                • Trend Application

                                                    • Trend: Slow It All Down
                                                      • Trend: Factory Fear
                                                        • Mintel Futures: Old Gold
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Launch of ZzzQuil helped to fuel growth of OTC sleep aids
                                                              • Sales expected to continue upward
                                                                • Sales and forecast of OTC sleep aids
                                                                  • Figure 8: Total US sales and forecast of OTC sleep aids, at current prices, 2008-18
                                                                  • Figure 9: Total US sales and forecast of OTC sleep aids, at inflation-adjusted prices, 2008-18
                                                                • Fan chart forecast
                                                                    • Figure 10: Total US sales and fan chart forecast of OTC sleep aids, at current prices, 2008-18
                                                                • Market Drivers

                                                                  • Key points
                                                                    • More than half of people have trouble sleeping
                                                                      • Women are a prime target for OTC sleep aids
                                                                        • Figure 11: Trouble sleeping, by gender and age, November 2013
                                                                        • Figure 12: Female and male population, 2014-19
                                                                      • Growth of aging population
                                                                        • Figure 13: Population aged 18 or older, by age, 2014-19, Trouble sleeping, by age, November 2013
                                                                      • Increasing Hispanic population bodes well for category
                                                                        • Figure 14: Trouble sleeping, by race/Hispanic origin, November 2013
                                                                      • Effects of economy on sleep
                                                                        • Figure 15: Trouble sleeping, by household income, November 2013
                                                                      • Households with children
                                                                        • Figure 16: US households, by presence of own children, 2003-13
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • High interest in alternative sleep aids
                                                                          • Figure 17: Usage of and interest in products to help sleep, November 2013
                                                                        • Food, drinks, and other “home” remedies
                                                                          • Other OTC medications
                                                                            • Pain medications with sleep aid
                                                                              • Figure 18: MULO sales of select brands of internal analgesics with sleep aid components, rolling 52 weeks 2012 and 2013
                                                                            • OTC cold, flu, allergy medications with sleep aid
                                                                              • Prescription sleep aids
                                                                                • Figure 19: Prescription sleep remedies, by sleep disorders, May 2012-June 2013
                                                                              • Technology
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Traditional sleep aids overtake other segments
                                                                                    • Sales of OTC sleep aids, by segment
                                                                                      • Figure 20: Total US retail sales of sleep aids, by segment, at current prices, 2011 and 2013
                                                                                    • Sales of traditional sleep aids expected to double by 2018
                                                                                      • Figure 21: Total US sales and forecast of traditional OTC sleep aids, at current prices, 2008-18
                                                                                    • Private label OTC sleep aids maintain steady growth
                                                                                      • Figure 22: Total US sales and forecast of private label OTC sleep aids, at current prices, 2008-18
                                                                                    • Consumer interest in natural products will drive segment growth
                                                                                      • Figure 23: Total US sales and forecast of natural/homeopathic sleep aids, at current prices, 2008-18
                                                                                  • Retail Channels

                                                                                    • Key points
                                                                                      • Most OTC sleep aid sales take place at “other retail channels”
                                                                                        • More prominent positioning in store helped to boost sales
                                                                                          • Opportunity to increase sales at supermarkets
                                                                                            • Sales of OTC sleep aids, by channel
                                                                                              • Figure 24: US sales of sleep aids, at current prices, by retail channel, 2008-13
                                                                                            • Younger OTC sleep aid users purchase from a range of retailers
                                                                                              • Figure 25: Places OTC sleep aids purchased, by gender and age, November 2013
                                                                                              • Figure 26: Walgreens ZzzQuil in store Display, 2013
                                                                                          • Leading Companies

                                                                                            • Key points
                                                                                              • Launch of ZzzQuil lifts sales in category
                                                                                                • Figure 27: MULO sales of OTC sleep aids, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                              • Brands of OTC sleep aids used
                                                                                                • Figure 28: Brands of OTC sleep aids used, by gender and age, November 2013
                                                                                            • Brand Share – Traditional OTC Sleep Aids

                                                                                              • Key points
                                                                                                • Sales of traditional sleep aids nearly double
                                                                                                  • Other brands reap benefits of ZzzQuil success
                                                                                                    • Manufacturer sales of traditional OTC sleep aids
                                                                                                      • Figure 29: MULO sales of traditional OTC sleep aids, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                  • Brand Share—Natural and Homeopathic OTC Sleep Aids

                                                                                                    • Key points
                                                                                                      • Sales of natural brands slow
                                                                                                        • Liquid formats prove successful
                                                                                                          • Brand leaders slow sales
                                                                                                            • Other shake ups among natural/homeopathic brands
                                                                                                              • Manufacturer sales of natural and homeopathic OTC sleep aids
                                                                                                                • Figure 30: MULO sales of natural and homeopathic OTC sleep aids, by leading companies, rolling 52 weeks 2012 and 2013
                                                                                                            • Innovations and Innovators

                                                                                                              • ZzzQuil boosts innovation in sleep aids category
                                                                                                                • Figure 31: ZzzQuil product shot
                                                                                                                • Figure 32: Share of branded/private label launches of OTC sleep aids, 2008-13
                                                                                                              • Innovation abounds in natural sleep aids
                                                                                                                • Private label seeks to replicate ZzzQuil success
                                                                                                                  • Alternative formats for sleep aids
                                                                                                                  • Marketing Strategies

                                                                                                                    • Overview of the brand landscape
                                                                                                                      • Launching with a bang
                                                                                                                        • Figure 33: ZzzQuil, television ad, 2013
                                                                                                                      • Co-branding with other products
                                                                                                                        • Providing consumers with tools
                                                                                                                          • Figure 34: Johnson & Johnson My-coach Sleep website screenshot, 2013
                                                                                                                          • Figure 35: MidNite app, 2013
                                                                                                                        • Awake refreshed
                                                                                                                          • Figure 36: DreamWater, television ad, 2013
                                                                                                                      • Reasons for Sleep Difficulty

                                                                                                                        • Key points
                                                                                                                          • Help consumers mentally “switch off”
                                                                                                                            • Figure 37: Impact of the internet on sleep, April 2007-June 2013
                                                                                                                            • Figure 38: Reasons for difficulty sleeping, November 2013
                                                                                                                          • Female-specific issues affect sleep
                                                                                                                            • Figure 39: Reasons for difficulty sleeping, by gender and age, November 2013
                                                                                                                          • Less than ideal sleep environment affects younger sleep strugglers
                                                                                                                              • Figure 40: Reasons for difficulty sleeping, by gender and age, November 2013
                                                                                                                            • Worrying about finances affects lower income households
                                                                                                                              • Figure 41: Reasons for difficulty sleeping, by household income, November 2013
                                                                                                                          • Usage of and Interest in Products to Help Sleep

                                                                                                                            • Key points
                                                                                                                              • Increase usage among those using competitive products
                                                                                                                                • Women interested in alternative ways to treat sleep issues
                                                                                                                                  • Figure 42: Sleep assistance products used and would use again, by gender and age, November 2013
                                                                                                                                  • Figure 43: Sleep assistance products not used but interested in trying, by gender and age, November 2013
                                                                                                                                • More severe sleep issues require a wide range of products
                                                                                                                                  • Opportunity to increase usage with parents
                                                                                                                                    • Figure 44: Products used to help sleep, by any reasons for difficulty sleeping, November 2013
                                                                                                                                • Attitudes Toward Purchasing and Using OTC Sleep Aids

                                                                                                                                  • Key points
                                                                                                                                    • Issues shopping the category
                                                                                                                                      • Figure 45: Target in store display, 2013
                                                                                                                                      • Figure 46: Attitudes toward purchasing OTC sleep aids, by gender and age, November 2013
                                                                                                                                    • Ingredient labels important in selection process
                                                                                                                                      • Interest in natural/herbal
                                                                                                                                        • Figure 47: Attitudes toward OTC sleep aids, by gender and age, November 2013
                                                                                                                                      • Alleviating confusion when shopping
                                                                                                                                        • Figure 48: Brands of OTC sleep aids used, by attitudes toward purchasing OTC sleep aids, November 2013
                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                      • Key points
                                                                                                                                        • Reasons for struggling with sleep
                                                                                                                                          • Figure 49: Any reasons for difficulty sleeping, by race/Hispanic origin, November 2013
                                                                                                                                        • Usage of and interest in products to help with sleep
                                                                                                                                          • Figure 50: Usage of and interest in products to help sleep – Have used and would use again, by race/Hispanic origin, November 2013
                                                                                                                                        • Attitudes toward purchasing and using OTC sleep aids
                                                                                                                                          • Figure 51: Attitudes toward purchasing OTC sleep aids, by race/Hispanic origin, November 2013
                                                                                                                                          • Figure 52: Attitudes toward OTC sleep aids, by race/Hispanic origin, November 2013
                                                                                                                                      • Appendix – Other Useful Consumer Tables

                                                                                                                                        • Product launches
                                                                                                                                          • Figure 53: Share of healthcare product introductions with a stress/sleep claim, 2008-13
                                                                                                                                        • Difficulty sleeping
                                                                                                                                          • Figure 54: Trouble sleeping, by gender, November 2013
                                                                                                                                          • Figure 55: Trouble sleeping, by age, November 2013
                                                                                                                                          • Figure 56: Trouble sleeping, by presence of children, November 2013
                                                                                                                                        • Reasons for sleep difficulty
                                                                                                                                          • Figure 57: Any reasons for difficulty sleeping, by gender, November 2013
                                                                                                                                          • Figure 58: Any reasons for difficulty sleeping, by age, November 2013
                                                                                                                                        • Usage of and interest in products to help sleep
                                                                                                                                          • Figure 59: Products used to help sleep, by presence of children in household, November 2013
                                                                                                                                          • Figure 60: Products not used but interested in trying to help sleep, by household income, November 2013
                                                                                                                                          • Figure 61: Products used to help sleep, by any reasons for difficulty sleeping, November 2013
                                                                                                                                          • Figure 62: Products used to help sleep, by any reasons for difficulty sleeping, November 2013 (continued)
                                                                                                                                          • Figure 63: Products used to help sleep, by any reasons for difficulty sleeping, November 2013 (continued)
                                                                                                                                        • Brands used
                                                                                                                                          • Figure 64: Brands of OTC sleep aids used, by race/Hispanic origin, November 2013
                                                                                                                                          • Figure 65: Brands of OTC headache and pain relievers used, April 2008-June 2013
                                                                                                                                        • Purchase location
                                                                                                                                          • Figure 66: Total US retail sales of sleep aids, by channel, at current prices, 2011-13
                                                                                                                                          • Figure 67: Places OTC sleep aids purchased, by race/Hispanic origin, November 2013
                                                                                                                                        • Attitudes toward purchasing and using OTC sleep aids
                                                                                                                                          • Figure 68: Brands of OTC sleep aids used, by attitudes toward OTC sleep aids, November 2013
                                                                                                                                          • Figure 69: Brands of OTC sleep aids used, by attitudes toward OTC sleep aids, November 2013 (continued)
                                                                                                                                          • Figure 70: Brands of OTC sleep aids used, by attitudes toward purchasing OTC sleep aids, November 2013
                                                                                                                                          • Figure 71: Brands of OTC sleep aids used, by attitudes toward purchasing OTC sleep aids, November 2013 (continued)
                                                                                                                                        • Attitudes toward ACA
                                                                                                                                          • Figure 72: Consumer attitudes toward how PPACA will affect sleep aid usage, by household income, November 2013
                                                                                                                                      • Appendix – Market Drivers

                                                                                                                                        • Patient Protection and Affordable Care Act
                                                                                                                                            • Figure 73: Consumer attitudes toward how PPACA will affect sleep aid usage, by usage of and interest in products to help sleep, November 2013
                                                                                                                                            • Figure 74: Consumer attitudes toward how PPACA will affect sleep aid usage, by usage of and interest in products to help sleep, November 2013 (continued)
                                                                                                                                          • Obesity
                                                                                                                                            • Figure 75: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
                                                                                                                                          • Consumer confidence
                                                                                                                                            • Figure 76: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                                                                                          • Unemployment
                                                                                                                                            • Figure 77: US unemployment rate, by month, 2002-13
                                                                                                                                            • Figure 78: US unemployment and underemployment rates, 2007-13
                                                                                                                                            • Figure 79: Number of employed civilians in US, 2007-13
                                                                                                                                            • Figure 80: Median household income, in inflation-adjusted dollars, 2002-12
                                                                                                                                          • Racial, ethnic population growth
                                                                                                                                            • Figure 81: US population by race and Hispanic origin, 2009, 2014, and 2019
                                                                                                                                            • Figure 82: Households with children, by race and Hispanic origin of householder, 2013
                                                                                                                                            • Figure 83: Median household income, by race and Hispanic origin of householder, 2012
                                                                                                                                          • Shifting US demographics
                                                                                                                                            • Figure 84: US population, by age, 2009-19
                                                                                                                                            • Figure 85: Annual births and fertility rate, 2002-12
                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                          Companies Covered

                                                                                                                                          • Family Dollar Stores, Inc
                                                                                                                                          • Pharmavite LLC
                                                                                                                                          • Procter & Gamble USA
                                                                                                                                          • Sanofi-Aventis (USA)
                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                          OTC Sleep Aids - US - February 2014

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