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Sleep Aids - UK - November 2017

“Despite a growing culture of sleep issues in the UK, a reluctance to reach for OTC sleep aids remains; growth of the category has been compounded by developments in the tech arena as well as a preference for making lifestyle adjustments over seeking remedies. Sleep is not the expendable commodity it is increasingly treated as, suggesting that an emphasis in campaigns on the long-term impact of sleep deprivation on mental and physical health is crucial to engaging consumers with the sector.”
– Hera Crossan, Personal Care Analyst

This report examines the following issues:

  • Challenging the view of sleep as an ‘expendable commodity’
  • Boosting usage of OTC sleep aids

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Market value of OTC sleep aids plateaus
              • Figure 1: Best- and worst-case forecast of UK value sales of OTC sleep aids, 2012-22
            • Companies and brands
              • Nytol dominates sales of OTC sleep aids
                • Figure 2: Retail value sales of OTC sleep aids, by brand, year ending August 2017
              • The consumer
                • Number of hours slept points to sleep deprivation issues
                  • Figure 3: Average amount of hours slept each day, August 2017
                • 50% struggle to sleep
                  • Figure 4: Sleep quality self-assessment, by gender, August 2017
                • ‘Winding down’ pre-sleep activities seen as positive
                  • Figure 5: Impacts of pre-sleep routines, August 2017
                • Sleep aid usage and interest is low
                  • Figure 6: Usage and interest in sleep aids, August 2017
                • Low frequency of use amongst users
                  • Figure 7: Frequency of sleep aid use, August 2017
                • Almost half ‘would try anything’
                  • Figure 8: Behaviours around sleep, August 2017
                • Lack of opinion on sleep aids
                  • Figure 9: Attitudes towards sleep, August 2017
                • What we think
                • Issues and Insights

                  • Challenging the view of sleep as an ‘expendable commodity’
                    • The facts
                      • The implications
                        • Boosting usage of OTC sleep aids
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Market value of OTC sleep aids plateaus
                                • Decline in 25-34s presents challenges
                                  • Employment levels rise…
                                    • …as does stress
                                      • Declining birth rate means reduction in sleep-deprived parents
                                      • Market Size and Forecast

                                        • Market value of OTC sleep aids plateaus
                                          • Figure 10: UK retail value sales of OTC sleep aids, at current and constant prices, 2012-22
                                        • Slow growth to 2022
                                          • Figure 11: Best- and worst-case forecast of UK value sales of OTC sleep aids, 2012-22
                                        • Forecast methodology
                                        • Market Drivers

                                          • Decline in 25-34s present challenges
                                            • Figure 12: Trends in the age structure of the UK population, 2012-22
                                          • Employment levels rise…
                                            • Figure 13: Employment and unemployment, by gender, 2011-21
                                          • …as does stress
                                            • Figure 14: Factors causing stress for women and men, October/November 2016
                                          • Financial confidence falls since Brexit vote
                                            • Figure 15: Changes in household finances, January 2015 - May 2017
                                          • Declining birth rate means reduction in sleep-deprived parents
                                            • Figure 16: Number of mothers and fathers with dependent children in the household, UK, 2006-15
                                          • Three in ten coffee drinkers cut down to aid sleep
                                            • Figure 17: Frequency of drinking coffee, by type, June 2017
                                          • Monitoring sleep through wearable tech
                                            • Figure 18: Interest in wearable technology with health and wellness monitoring (eg heart rate throughout the day, sleep monitoring), by age group, September 2016
                                          • Prescription sleeping pills takes bite out of OTC sleep aids market
                                            • Sleep in the media
                                            • Companies and Brands – What You Need to Know

                                              • Nytol dominates OTC sleep aids in terms of value…
                                                • …thanks to high levels of NPD and advertising expenditure
                                                  • OTC sleep aid launches limited in small category
                                                    • Innovations in digital sleep tracking
                                                      • Recorded adspend in decline
                                                      • Market Share

                                                        • Nytol dominates sales of OTC sleep aids
                                                          • Figure 19: Retail value sales of OTC sleep aids, by brand, years ending August 2016 and 2017
                                                          • Figure 20: Nytol product range, October 2017
                                                          • Figure 21: Kalms product range, October 2017
                                                      • Launch Activity and Innovation

                                                        • OTC sleep aids
                                                          • Product launches limited in small category…
                                                            • Figure 22: Product launches in the UK OTC sleep aids market, by launch type, January 2014 - September 2017
                                                            • Figure 23: Examples of product launches with valerian in the OTC sleep aids market, 2016
                                                          • …with few players
                                                            • Figure 24: Product launches in the UK OTC sleep aids market, by company, 2016
                                                            • Figure 25: Examples of product launches in the OTC sleep aids market with less medicinal positioning, 2016
                                                            • Figure 26: Product launches in the UK OTC sleep aids market, branded vs own-label, January 2014 – September 2017
                                                            • Figure 27: Own-label product launches in the OTC sleep aids market, January – September 2017
                                                          • Non-OTC sleep aids
                                                            • Sleep-positioned BPC products gain momentum
                                                              • Figure 28: New product launches in the BPC sector with pro-sleep claims, 2017
                                                            • Lush’s Sleepy body lotion goes viral
                                                              • Figure 29: Lush Sleepy body lotion, 2016
                                                              • Figure 30: Puressentiel Rest & Relax Air Spray, October 2017
                                                            • Digital sleep trackers
                                                              • Figure 31: Sleepio app, October 2017
                                                              • Figure 32: S+ by ResMed, October 2017
                                                            • Eight launches smart mattress
                                                              • Figure 33: Eight smart mattress and Eight Sleep Tracker, 2017
                                                          • Advertising and Marketing Activity

                                                            • Recorded adspend declines
                                                              • Figure 34: Total above-the line, online display and direct mail advertising expenditure on sleep aid products*, January 2014 - September 2017
                                                            • Omega Pharma and G.R. Lanes Health Products dominate spend
                                                              • Figure 35: Recorded above-the-line, online display and direct mail total advertising expenditure on sleep aid products*, by leading companies and other, January 2014 - September 2017
                                                              • Figure 36: Nytol TV advert, May 2017
                                                              • Figure 37: Nytol tube advert, October 2017
                                                              • Figure 38: Calm.com advert, October 2017
                                                            • Nielsen Ad Intel coverage
                                                            • The Consumer – What You Need to Know

                                                              • Number of hours slept points to sleep deprivation issues
                                                                • ‘Winding down’ pre-sleep activities seen as positive
                                                                  • Building awareness of the impact of activities on sleep
                                                                    • Aromatherapy products hold most appeal
                                                                      • Low frequency of use amongst users
                                                                        • Almost half ‘would try anything’
                                                                          • Lack of opinion on sleep aids
                                                                          • Sleep Hours

                                                                            • Number of hours slept points to sleep deprivation issues
                                                                                • Figure 39: Average amount of hours slept each day, August 2017
                                                                              • Half of 45-54s not getting enough shut-eye
                                                                                • Figure 40: Average amount of hours slept each day, by age, August 2017
                                                                              • 50% struggle to sleep
                                                                                • Figure 41: Sleep quality self-assessment, by gender, August 2017
                                                                            • Impacts of Pre-Sleep Routines

                                                                              • ‘Winding down’ pre-sleep activities seen as positive
                                                                                • Figure 42: Impacts of pre-sleep routines, August 2017
                                                                              • Mindfulness as a pre-sleep routine
                                                                                • Building awareness of the impact of activities on sleep
                                                                                • Sleep Aid Usage and Interest

                                                                                  • Sleep aid usage and interest is low
                                                                                    • Figure 43: Usage and interest in sleep aids, August 2017
                                                                                  • Aromatherapy products hold most appeal
                                                                                    • Under-35s most likely to reach for sleep aids
                                                                                      • Low frequency of use amongst users
                                                                                        • Figure 44: Frequency of sleep aid use, August 2017
                                                                                    • Behaviours around Sleep

                                                                                      • Almost half ‘would try anything’
                                                                                        • Figure 45: Behaviours around sleep, August 2017
                                                                                      • Sleep deprivation: a burgeoning problem
                                                                                      • Attitudes towards Sleep and Sleep Aids

                                                                                        • Attitudes to sleep mismatch with actual behaviour
                                                                                          • Figure 46: Attitudes towards sleep, August 2017
                                                                                        • Challenging common misconceptions
                                                                                          • Lack of opinion on sleep aids
                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                              • Abbreviations
                                                                                                • Consumer research methodology
                                                                                                  • Forecast methodology

                                                                                                  Sleep Aids - UK - November 2017

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