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OTC Sleep Aids - US - January 2012

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

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Table of contents

  1. 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

                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                  • Chattem, Inc.
                                                                                                                                                                                                                  • GlaxoSmithKline (USA)
                                                                                                                                                                                                                  • Green Pharmaceuticals Inc
                                                                                                                                                                                                                  • Johnson & Johnson
                                                                                                                                                                                                                  • Pharmavite LLC

                                                                                                                                                                                                                  OTC Sleep Aids - US - January 2012

                                                                                                                                                                                                                  £3,199.84 (Excl.Tax)