Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

OTC Sleep Aids - US - February 2015

“Building market share may require more granular outreach to consumers and targeted marketing to address the different needs, interests and concerns of young, active, tech-savvy 18-35-year-olds; busy parents and aging baby boomers. Key opportunities may lie in areas such as promoting natural products, mobilizing the insights offered by wearable fitness trackers and helping consumers create their own personal, flexible plans for getting the most, high quality sleep night after night.”
– Molly Maier, Category Manager, Health & Wellness, Household, Beauty & Personal Care

This report answers the following questions:

  • How can suppliers maximize appeal to those aged 18-34?
  • How can suppliers increase the usage of OTC sleep aids among women?
  • How can suppliers encourage retirees to maintain OTC sleep aid usage?
  • How to limit concerns about sleep aids, address interest in alternatives?

Six in 10 people struggle to fall asleep or stay asleep, yet less than one third use OTC sleep aids. This reflects the large potential for growth in the market. The importance of sleep to one’s overall health and wellbeing is increasingly emphasized, which has helped to grow market sales.

This report will explore consumer struggles with sleep, and how new product launches in the OTC sleep category have impacted the market. It will also examine consumer perception of nighttime pain relievers and traditional sleep aids, and consumer preferences for one over the other. Finally, the report will discuss the role that technology, especially wearable fitness trackers and mobile apps, plays in the market.

This report focuses on OTC (over-the-counter) sleep aids that help the user to fall asleep. This report differs from the 2014 report of the same title, as products with a secondary benefit of inducing sleep (such as pain relievers with sleep-inducing ingredients) are included. Prescription sleep aids, and other off-label offerings are discussed within the context of competition from outside the market.

Future growth may hinge on framing sleep aids as a more holistic facet of good health and working with new tools, such as wearable fitness trackers, to help consumers optimize their use of sleep aids. Given consumer concerns with side effects, dependency, and safety, there also may be strong potential to more effectively promote natural and homeopathic sleep aids. Demographic groups such as 18-35-year-olds, women, and non-White consumers offer the best potential for market growth, and appealing to these consumers will be important to the market through 2019 and beyond.


Sample report

Take a look inside a sample report

Mintel’s consumer reports deliver insight and expert analysis into key consumer trends and behaviour in your marketplace, in addition to an overview of the market data and key brands. Mintel’s consumer reports provide you with easily digestible information to guide your future innovation and move your business forward.

Download now

 

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

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, 2009-19
                      • Major players
                        • Figure 2: OTC sleep aid sales through MULO channels, by major suppliers, 2013-14
                      • The consumer
                        • Some six in 10 report struggling with sleep
                          • Figure 3: Sleep issues, by gender, November 2014
                        • Use of OTC sleep aids high among those aged 18-34
                          • 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
                          • 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
                          • 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
                          • Figure 7: Alternatives to OTC sleep aids, sleep aid users vs total population, November 2014
                        • What we think
                        • Issues and Insights

                            • 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

                                                      • Trend: Extend Your Brand
                                                        • Trend: Second Skin
                                                          • Trend: Guiding Choice
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • OTC sleep aid growth slows in 2014
                                                                • Sales and forecast of OTC sleep aids
                                                                  • 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
                                                                  • Figure 10: Total US sales and fan chart forecast of OTC sleep aids, at current prices, 2009-19
                                                                • Forecast Methodology
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Medical reports highlight the importance of sleep for healthy living
                                                                      • Multiple factors endemic to contemporary life contribute to sleeplessness
                                                                        • 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
                                                                            • Figure 12: Female and male population, 2014-19
                                                                          • Aging population puts downward pressure on market
                                                                            • 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
                                                                            • Figure 14: Population, by race and Hispanic origin, 2009-19
                                                                          • Declining number of households with children
                                                                            • Figure 15: US households, by presence of own children, 2003-13
                                                                        • Competitive Context

                                                                          • 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
                                                                                  • 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

                                                                                              • Key points
                                                                                                • Sales shift from nighttime analgesics to sleep-only remedies
                                                                                                  • 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

                                                                                                • Key points
                                                                                                  • Sales of OTC sleep aids, by channel
                                                                                                    • 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

                                                                                                        • 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
                                                                                                                • Figure 20: MULO Manufacturer sales of OTC sleep aids, 2012 and 2014
                                                                                                            • Brand Share – OTC Sleep Aids

                                                                                                              • Key points
                                                                                                                • ZzzQuil dominates the segment, but sees sales decline slightly
                                                                                                                  • Manufacturer sales of other OTC sleep aids segment
                                                                                                                    • 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

                                                                                                                  • Key points
                                                                                                                    • Advil PM is dominant brand, but new Aleve PM draws interest
                                                                                                                      • Manufacturer sales of nighttime pain relievers
                                                                                                                        • Figure 22: MULO sales of OTC nighttime pain relievers, by leading companies and brands, rolling 52 weeks 2013 and 2014
                                                                                                                    • Innovations and Innovators

                                                                                                                      • OTC sleep aids category continues to innovate
                                                                                                                        • 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

                                                                                                                          • Overview of the brand landscape
                                                                                                                            • ZzzQuil targets parents by showcasing pleasures, benefits of sleep
                                                                                                                              • Figure 24: ZzzQuil, “Because sleep is a beautiful thing,” television ad, 2014
                                                                                                                            • Tylenol PM reminds moms they need sleep to be “at their best”
                                                                                                                              • Figure 25: Tylenol PM “Not Yourself,” television ad, 2014
                                                                                                                            • Fear of nighttime pain evoked in Advil PM campaign
                                                                                                                              • Figure 26: Advil PM, “For a Healing Night’s Sleep,” television ad, 2014
                                                                                                                            • Neuro SLEEP appeals to youth via dreams, play, and flirtatiousness
                                                                                                                              • Figure 27: Neuro sleep, “buy neuro,” television ad, 2014
                                                                                                                              • Figure 28: Neuro Sleep, “Booty Call,” television ad, 2014
                                                                                                                          • Sleep Health Assessment – Amount of Sleep

                                                                                                                            • Key points
                                                                                                                              • Average time spent sleeping is less than 7 hours per night
                                                                                                                                • Figure 29: Time spent sleeping, by gender, November 2014
                                                                                                                              • Amount of time spent sleeping increases with age
                                                                                                                                • Figure 30: Time spent sleeping, by gender and age, November 2014
                                                                                                                              • Those with lower HH income, kids in household get less sleep
                                                                                                                                • 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
                                                                                                                                • Figure 32: Time spent sleeping, by types and brands of sleep aids used, November 2014
                                                                                                                            • Sleep Health Assessment – Issues with Sleep

                                                                                                                              • Key points
                                                                                                                                • Some six in 10, and even more women, report struggling with sleep
                                                                                                                                  • Figure 33: Sleep issues, by gender, November 2014
                                                                                                                                • Difficulties with sleep vary with age
                                                                                                                                  • Figure 34: Sleep issues, by age, November 2014
                                                                                                                                • Those in the lowest income bracket struggle more with sleep
                                                                                                                                  • Figure 35: Sleep issues, by household income, November 2014
                                                                                                                                • Those with kids have more sleep issues
                                                                                                                                  • Figure 36: Sleep issues, by presence of children in household, November 2014
                                                                                                                              • Sleep Aid Usage – Product and Brand Choice

                                                                                                                                • Key points
                                                                                                                                  • Those who struggle to fall asleep show highest sleep aid usage
                                                                                                                                    • 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
                                                                                                                                      • Figure 38: Types and brands of sleep aids used, November 2014
                                                                                                                                    • Use of OTC sleep aids highest among those aged 18-34
                                                                                                                                      • Figure 39: OTC Sleep aid product usage (nets only), by age, November 2014
                                                                                                                                    • Those using one OTC sleep aid, often use others as well
                                                                                                                                      • Figure 40: OTC Sleep aid product usage, by product usage (nets only), November 2014
                                                                                                                                  • Sleep Aid Usage – Frequency of Usage

                                                                                                                                    • Key points
                                                                                                                                      • Frequency of use highest among those aged 25-44 years old
                                                                                                                                        • Figure 41: Frequency of OTC sleep aids used, by age, November 2014
                                                                                                                                      • Despite sleep issues, those from lower income HHs limit usage
                                                                                                                                        • Figure 42: Frequency of OTC sleep aids used, by household income, November 2014
                                                                                                                                      • Those struggling to fall asleep use OTC aids most frequently
                                                                                                                                        • Figure 43: Frequency of OTC sleep aids used, by sleep issues, November 2014
                                                                                                                                      • Traditional sleep aids used more frequently than nighttime pain medication
                                                                                                                                          • Figure 44: Frequency of OTC sleep aids used, by types and brands of sleep aids used, November 2014
                                                                                                                                      • Product Formats

                                                                                                                                        • Key points
                                                                                                                                          • Strong interest in trying diverse formats
                                                                                                                                            • Figure 45: Usage of and interest in product formats, November 2014
                                                                                                                                          • Females show stronger interest in roll-ons, gels, and patches
                                                                                                                                            • Figure 46: Product formats not used but interested in trying, by gender, November 2014
                                                                                                                                          • Younger users eager to try new diverse formats
                                                                                                                                              • 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
                                                                                                                                              • Figure 48: Product formats not used but interested in trying, by types of sleep aids used, November 2014
                                                                                                                                          • Barriers to Sleep Aid Usage

                                                                                                                                            • Key points
                                                                                                                                              • Concern about dependency and side effects are top barriers to usage
                                                                                                                                                • Figure 49: Barriers to sleep aid usage, by gender, November 2014
                                                                                                                                              • Concerns about OTC sleep aids vary with age
                                                                                                                                                • Figure 50: Barriers to sleep aid usage, by age, November 2014
                                                                                                                                            • Race and Hispanic Origin

                                                                                                                                              • Key points
                                                                                                                                                • Non-Whites sleep less than Whites
                                                                                                                                                  • Figure 51: Time spent sleeping, by race/Hispanic origin, November 2014
                                                                                                                                                • Hispanics more likely than non-Hispanics to use OTC sleep aids
                                                                                                                                                  • 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
                                                                                                                                                  • Figure 53: Barriers to sleep aid usage, by race/Hispanic origin, November 2014
                                                                                                                                                • Hispanics show strong interest in a range of new formats
                                                                                                                                                  • Figure 54: Any usage of or interest in product formats, by race/Hispanic origin, November 2014
                                                                                                                                              • Appendix – Market Data

                                                                                                                                                  • 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
                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                  • Figure 58: Time spent sleeping, by sleep issues, November 2014
                                                                                                                                                  • Figure 59: Sleep issues, by types and brands of sleep aids used, November 2014
                                                                                                                                                  • Figure 60: Sleep issues, by race/Hispanic origin, November 2014
                                                                                                                                                  • Figure 61: Frequency OTC sleep aids used, by gender, November 2014
                                                                                                                                                  • Figure 62: Frequency OTC sleep aids used, by race/Hispanic origin, November 2014
                                                                                                                                                  • Figure 63: OTC Sleep aid product usage (nets only), by gender, November 2014
                                                                                                                                                  • Figure 64: Barriers to sleep aid usage, by household income, November 2014
                                                                                                                                                  • Figure 65: Barriers to sleep aid usage, by types and brands of sleep aids used, November 2014
                                                                                                                                                  • Figure 66: Barriers to sleep aid usage, by frequency of OTC sleep aids used, November 2014
                                                                                                                                                  • Figure 67: Alternatives to OTC sleep aids, by types and brands of sleep aids used, November 2014
                                                                                                                                                  • Figure 68: Alternatives to OTC sleep aids, by frequency OTC sleep aids used, November 2014
                                                                                                                                                  • Figure 69: Any use/interest in alternatives to OTC sleep aids, by sleep issues, November 2014
                                                                                                                                                  • Figure 70: Any use/interest in alternatives to OTC sleep aids, by types and brands of sleep aids used, November 2014
                                                                                                                                                  • Figure 71: Alternatives to OTC sleep aids would use in the future, by age, November 2014
                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                  • 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)

                                                                                                                                                                  OTC Sleep Aids - US - February 2015

                                                                                                                                                                  US $3,995.00 (Excl.Tax)