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- OTC Sleep Aids - US - January 2012
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The market for sleep aids is growing, despite the recall of a leading brand-name product and an overall reduction in new product introductions. Growth has been propelled by natural and homeopathic products, yet the number of people who have trouble sleeping still far outweighs the number who report taking a sleep aid, resulting in a category ripe for greater potential growth.
This report details the market for over-the-counter (OTC) sleep aids, including:
- The leading causes of sleep deprivation and the greatest sufferers
- How consumer perceptions of remedies are shaping purchase decisions
- Why the natural segment is booming and specifically which types of products have the greatest potential
- How active pharmaceutical ingredient (API) sleep aids can better benefit from the natural trend
- The importance of enlisting “brand ambassadors” to reach new customers and how online and social media tools can be better used to reach consumers and dispel product misperceptions
- Which competing products pose the greatest threat and how to combat that encroachment
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Market factors
A lot more insomniacs than sleep aid users
Prescriptions compete but scare users
Myriad options for the sleep deprived
The sleep aid marketplace
Natural products take the reins
The consumer
Women more likely to need sleep aids, but remain skeptical
Young adults are “an open book”
Moms and dads need more (and better) sleep but not at the risk of diminished parenting ability
What we think
Insights and Opportunities
A burgeoning market for natural and homeopathic solutions
Why natural?
Combination APIs and natural products lend well to low-dosage solutions
Figure 1: Interest in differing dose products, by gender, September 2011
Figure 2: Interest in differing dose products, by presence of children in household, September 2011
Figure 3: Interest in differing dose products, by gender and presence of children in household, September 2011
Natural ingredient combinations beyond sleep aids
Relaxation beverages ripe for growth as sleep aids
Rethinking promotional approaches
Inspire Insights
Trend: Switch Off
Trend: Extend my Brand
Market Size and Forecast
Key points
Healthy historical and future growth for sleep aids
Formulation innovation and more contemporary marketing efforts keys to success
Sales and forecast of sleep aids
Figure 4: Total U.S. retail sales and forecast of sleep aids, at current prices, 2006-16
Figure 5: Total U.S. retail sales and forecast of market, at inflation-adjusted prices, 2006-16
Fan chart forecast
Figure 6: Total U.S. sales and fan chart forecast of market, at current prices, 2006-16
Walmart sales
Market Drivers
Key points
A growing number of sleep deprived consumers
Figure 7: U.S. population aged 18 or older, 2011-16 and troubles sleeping regularly or occasionally, by gender and age, September 2011
Losing sleep over the economy
Figure 8: Financial concerns and impact on sleep, by age, September 2011
Figure 9: Attitudes toward current personal financial situation, by age, February 2010-March 2011
Figure 10: Unemployment and underemployment rate, January 2007-September2011
The switch from prescription pharmaceuticals
Figure 11: Percentage of adults aged 18–64 who lacked health insurance coverage at the time of interview, for at least part of the past year, or for more than a year: United States, 1997-June 2011
Competitive Context
Off-label use for prescription and OTC sleep aids
Figure 12: Products used to help sleep, September 2011
Prescription remedies
Figure 13: Prescription products used to help sleep, by age, September 2011
Figure 14: Prescription sleep aids used, by age, September 2011
Figure 15: Lunesta, television ad, 2011
Figure 16: Prescription sleep aids used, by presence of children in household, September 2011
OTC remedies not specific just to sleep
Figure 17: OTC products used to help sleep, by gender, September 2011
Non-medicinal products
Figure 18: Non-medicinal products used to help sleep, September 2011
Segment Performance
Key points
Natural and homeopathic sleep aids the rising stars
API products see mixed results
Sales of non-prescription sleep aids, by segment
Figure 19: Sales of non-prescription sleep aids, segmented, by type, 2010 and 2011
Segment Performance—Natural Sleep Aids
Key points
A range of natural formulations appeal to consumers, with room for more
Using brand loyalists and “brand ambassadors”
Sales of natural sleep aids
Figure 20: Sales of natural sleep aids, at current prices, 2006-16
Segment Performance—Diphenhydramine HCl
Key points
Diphenhydramine HCl segment tarnished by recall
Opportunity to appeal with natural ingredients
Sales of diphenhydramine HCl-based sleep aids
Figure 21: Sales of diphenhydramine HCl-based sleep aids, at current prices, 2006-16
Segment Performance—Doxylamine Succinate
Key points
Single brand success supports segment
Boost sales as a stand apart product
Sales of doxylamine succinate-based sleep aids
Figure 22: Sales of doxylamine succinate-based sleep aids, at current prices, 2006-16
Segment Performance—Homeopathic Sleep Aids
Key points
Opportunity for beverage homeopathics
Sales of homeopathic sleep aids
Figure 23: Sales of homeopathic sleep aids, at current prices, 2006-16
Segment Performance—Snore Remedies
Key points
Snore remedies continue to wane in popularity
Sales of snore remedies
Figure 24: Sales of snore remedies, at current prices, 2006-16
Segment Performance—Private Label
Key points
Economy helps bolster private label
Sales of private label
Figure 25: Sales of private label sleep aids, at current prices, 2006-16
Retail Channels
Key points
All retailers benefit from market expansion
Sales of sleep aids, by channel
Figure 26: Total U.S. sales of non-prescription sleep aids, by channel, 2010-11
Retail Channels—Drug Stores
Key points
Drug stores rebound as sleep aid go-to
Drug store sales of non-prescription sleep aids
Figure 27: Drug store sales of non-prescription sleep aids, at current prices, 2006-11
Retail Channels—Supermarkets
Key points
Supermarket focus on natural paying off
Cross-promotional opportunities
Supermarket sales of non-prescription sleep aids
Figure 28: Supermarket sales of non-prescription sleep aids, at current prices, 2006-11
Retail Channels—Other
Key points
Other retailers reap benefits of diverse market
Other sales of non-prescription sleep aids
Figure 29: Other sales of non-prescription sleep aids, at current prices, 2006-11
Retail Channels—Natural Supermarkets
Key points
Sales of sleep aids in the natural channel
Figure 30: Natural supermarket sales of sleep aids, at current prices, 2009-11
Figure 31: Natural supermarket sales of sleep aids, at inflation-adjusted prices, 2009-11
Natural channel sales by segment
Figure 32: Natural supermarket sales of sleep aids, by segment, 2009-11
Leading Companies
Key points
2011 a game of manufacturer musical chairs
Proprietary blends boost natural manufacturers
Private label success mirrors leading brands
Manufacturer sales of market
Figure 33: total manufacturer sales of sleep aids, 2010 and 2011
Brand Share—Natural Sleep Aids
Key points
MidNite leads a pack of natural brand successes
Manufacturer sales of natural sleep aids
Figure 34: Manufacturer sales of natural sleep aids at FDMx, 2010 and 2011
Brand Share—Diphenhydramine HCl-based Sleep Aids
Key points
Simply Sleep’s continued fall from grace
Unisom rises to the top
Manufacturer sales of diphenhydramine HCl-based sleep aids
Figure 35: Manufacturer sales of diphenhydramine HCl-based sleep aids at FDMx, 2010 and 2011
Brand Share—Doxylamine Succinate-based Sleep Aids
Key points
Unisom SleepTabs single leader for doxylamine succinate
Manufacturer sales of doxylamine succinate-based sleep aids
Figure 36: Manufacturer sales of doxylamine succinate-based sleep aids at FDMx, 2010 and 2011
Brand Share—Homeopathic Sleep Aids
Key points
Calms Forte holds just more than half of market share
Dream Water the upstart
Manufacturer sales of homeopathic sleep aids
Figure 37: Manufacturer sales of homeopathic sleep aids, 2010 and 2011
Brand Share—Snore Remedies
Key points
SnoreStop tabs oust Breathe Right
Breathe Right attempts to rally
Manufacturer sales of snore remedies
Figure 38: Manufacturer sales of snore remedies, 2010 and 2011
Innovations and Innovators
Introductions’ slow pace
Figure 39: New sleep aid product launches, 2005-11
Natural remedies
Beverages
Combined functionality
Marketing Strategies
Overview of the brand landscape
Brand analysis: Help Remedies
Figure 40: Brand analysis of Help Remedies, 2011
Online initiatives
TV presence
Figure 41: Help Remedies, television ad, 2011
Brand analysis: Natrol Melatonin
Figure 42: Brand analysis of Natrol, 2011
Online initiatives
TV presence
Figure 43: Natrol, television ad, year
Brand analysis: Unisom
Figure 44: Brand analysis of Unisom, 2011
Online initiatives
TV presence
Figure 45: Unisom, television ad, 2011
Hours Sleep and Time Trying to Fall Asleep
Key points
Majority not getting enough sleep
Figure 46: Average length of time sleep on weeknights/weekends, September 2011
Figure 47: Average length of time sleep on weeknights/weekends, September 2011
Weeknights
Figure 48: Average length of time sleep on weeknights, by gender, September 2011
Figure 49: Average length of time sleep on weeknights, by age, September 2011
Figure 50: Average length of time spent trying to fall asleep—weeknights, by age, September 2011
Figure 51: Average length of time sleep on weeknights, by presence of children in household, September 2011
Weekends
Figure 52: Average length of time sleep on weekends, by gender, September 2011
Figure 53: Average length of time sleep on weekends, by age, September 2011
Figure 54: Average length of time spent trying to fall asleep—weekends, by age, September 2011
Sleep Habits
Key points
Sleep disruption a widespread occurrence
Figure 55: Sleep habits, September 2011
Figure 56: Sleep habits, by gender, September 2011
Figure 57: Sleep habits, by age, September 2011
Figure 58: Sleep habits, by household income, September 2011
Figure 59: Sleep habits, by presence of children, September 2011
Changes in Sleep Habits
Key points
Sleep issues are on the rise
Figure 60: Changes to sleep habits, by gender, September 2011
Figure 61: Changes to sleep habits, by age, September 2011
Figure 62: Changes to sleep habits, by presence of children in household, September 2011
Sleep Aid Product Usage
Key points
Ample room for growth for OTC sleep aids
Figure 63: OTC sleep aids used to help sleep, by gender, September 2011
Figure 64: OTC sleep aids used to help sleep, by age, September 2011
Herbal remedies
Figure 65: Herbal remedies used to help sleep, by gender, September 2011
Figure 66: Herbal remedies used to help sleep, by age, September 2011
Sleep Aid Product Concerns
Key points
Sleep aids overall suffer from image issues
Figure 67: Product concerns, September 2011
Prescription sleep aids
Figure 68: Prescription sleep aid product concerns, by gender, September 2011
Figure 69: Prescription sleep aid product concerns, by age, September 2011
Figure 70: Prescription sleep aid product concerns, by presence of children in household, September 2011
OTC sleep aids
Figure 71: OTC sleep aid product concerns, by gender, September 2011
Figure 72: OTC sleep aid product concerns, by age, September 2011
OTC nighttime pain medication
Figure 73: OTC nighttime pain medication product concerns, by age, September 2011
Figure 74: OTC nighttime pain medication product concerns, by presence of children in household, September 2011
Herbal remedies
Figure 75: Herbal remedies product concerns, by gender, September 2011
Figure 76: Herbal remedies product concerns, by age, September 2011
Sleep Aid Information Sources
Key points
Online and social media efforts can help engage consumers
Figure 77: Sleep aid information sources, by age, September 2011
Figure 78: Sleep aid information sources, by presence of children in household, September 2011
Impact of Poor Sleep
Key points
Financial concerns making sleep worse
Figure 79: Impact of poor sleep, by gender, September 2011
Figure 80: Impact of poor sleep, by age, September 2011
Figure 81: Impact of poor sleep, by presence of children in household, September 2011
Custom Consumer Groups: Moms and Dads
Key points
Figure 82: Average length of time sleep on weeknights, by gender and presence of children in household, September 2011
Figure 83: Average length of time spent trying to fall asleep—weeknights, by gender and presence of children in household, September 2011
Figure 84: Average length of time sleep on weekends, by gender and presence of children in household, September 2011
Figure 85: Average length of time spent trying to fall asleep—weekends, by gender and presence of children in household, September 2011
Figure 86: Sleep habits, by gender and presence of children in household, September 2011
Figure 87: Sleep interests and concerns, by gender and presence of children in household, September 2011
Figure 88: Products used to help sleep, by gender and presence of children in household, September 2011
Figure 89: Prescription sleep aid product concerns, by gender and presence of children in household, September 2011
Figure 90: OTC sleep aid product concerns, by gender and presence of children in household, September 2011
Figure 91: OTC nighttime pain medication product concerns, by gender and presence of children in household, September 2011
Figure 92: Herbal remedies product concerns, by gender and presence of children in household, September 2011
Figure 93: Sleep aid information sources, by gender and presence of children in household, September 2011
Figure 94: Impact of poor sleep, by gender and presence of children in household, September 2011
SymphonyIRI Group Builders Panel Data
Overview of sleeping remedies
Consumer insights on key purchase measures
Brand map
Figure 95: Brand map, selected brands of sleeping tablets, by household penetration, 52 weeks ending June 26, 2011
Brand leader characteristics
Key purchase measures
Figure 96: Key purchase measures for the top brands of sleeping aid tablets, by household penetration, 52 weeks ending June 26, 2011
Appendix: Other Useful Consumer Tables
Figure 97: Sleep aid information sources, by region, September 2011
Figure 98: Sleep interests and concerns, by region, September 2011
Figure 99: Impact of poor sleep, by region, September 2011
Figure 100: Impact of poor sleep, by household income, September 2011
Figure 101: Average length of time spent trying to fall asleep—weeknights, by presence of children in household, September 2011
Figure 102: Average length of time sleep on weekends, by presence of children in household, September 2011
Figure 103: Average length of time spent trying to fall asleep—weekends, by presence of children in household, September 2011
Figure 104: OTC sleep aids used to help sleep, by household income, September 2011
Figure 105: OTC sleep aids used to help sleep, by presence of children in household, September 2011
Figure 106: OTC sleep aid product concerns, by presence of children in household, September 2011
Figure 107: Sleep aid information sources, by gender, September 2011
Figure 108: Prescription products used to help sleep, by gender, September 2011
Figure 109: Prescription products used to help sleep, by household income, September 2011
Figure 110: Prescription products used to help sleep, by presence of children in household, September 2011
Figure 111: OTC products used to help sleep, by age, September 2011
Figure 112: OTC products used to help sleep, by household income, September 2011
Figure 113: OTC products used to help sleep, by presence of children in household, September 2011
Appendix—SymphonyIRI Builders Panel Data Definitions
SymphonyIRI Consumer Network Metrics
Appendix: Trade Associations
- Chattem, Inc.
- GlaxoSmithKline (USA)
- Green Pharmaceuticals Inc
- Johnson & Johnson
- Pharmavite LLC
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