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

Sleep Aids - US - November 2009

This report explores the market for non-prescription, over-the-counter sleep aids. Many Americans have trouble falling asleep or staying asleep. Nevertheless, consumers seem to view non-prescription sleep aids as less viable solutions to these problems in comparison to prescription medications. Therefore, sales of non-prescription products trail those of their more widely advertised prescription counterparts. This report explores ways to build brands, innovate product forms and marketing, expand the category, and engage and educate consumers about the advantages of non-prescription sleep aids and remedies over traditional prescription medications.

Analysis and insights include:

  • Market drivers and opportunities for innovation both in product form and the market as a whole
  • Competition in the marketplace among products, treatments and behavioral adjustments that are designed to help people sleep, including prescription sleep remedies, off-label product usage, natural and homeopathic remedies, as well as sleep hygiene recommendations and products such as sound machines
  • Innovation and innovators among leading companies in the category
  • Advertising and promotion strategies and/or themes
  • Consumer opinions and behavior, including data on consumers who have purchased or are willing to purchase non-prescription, over-the-counter sleep aids
  • Cluster analysis to identify the consumer groups most likely to be attracted to these products
  • Custom consumer group analysis on the attitudes and behaviors of respondents toward various non-prescription, over-the-counter sleep aids, based on their concern with product dependence, effectiveness, safety and side effects

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
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Fitful sales growth
                        • No shortage of potential customers
                          • Challenging competitive environment
                            • Chattem and McNeil lead the market; but no one company dominates
                              • Drug stores may lead, but supercenters and club stores gain ground
                                • Media spending falls short
                                  • Sleep habits and conditions
                                    • Sleep aid usage and attitudes
                                    • Insights and Opportunities

                                      • Build brand equity, build the market
                                        • Go natural
                                          • Figure 1: Attitudes towards sleep aids among regular users of each type of sleep aid: prescription, OTC and herbal remedies, August 2009
                                        • Develop store brand for supercenters and club stores
                                          • Be a solution for sleep problems caused by other medical conditions
                                            • Leverage technology to make it more convenient to take the pills
                                              • Consider offering milder dose versions of sleep aids
                                              • Inspire Insights

                                                  • Trend: Stress Society
                                                    • What it’s about: Stress as public enemy number one
                                                      • The sleep-stress connection
                                                        • Figure 2: Financial concerns and sleep, by age, August 2009
                                                      • Flip the script on sleep aid concerns
                                                        • Trend: Help, I Have a Headache
                                                          • What it’s about: Having fun with medicine
                                                            • Fun with sleep
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Unsteady growth
                                                                  • Private label sales strong
                                                                    • Forecast
                                                                      • Sales and forecast of market
                                                                        • Figure 3: U.S. FDMx sales of non-prescription sleep aids, at current prices, 2004-14
                                                                        • Figure 4: U.S. FDMx sales of non-prescription sleep aids, at inflation-adjusted prices, 2004-14
                                                                      • Walmart sales
                                                                      • Competitive Context

                                                                          • Sleep hygiene
                                                                            • Non-medicinal sleep remedies
                                                                              • Prescription medications
                                                                                • Figure 5: Total U.S. sales of Rx and supplements that promote sleep, by type, at current prices, 2000-07
                                                                                • Figure 6: Prescription sleep aid usage, by gender and age, August 2009
                                                                              • Many off-label alternatives
                                                                                  • Figure 7: Type of sleep aids used, currently and in past, August 2009
                                                                                • PM medications
                                                                                  • Figure 8: Selected FDMx brand sales and market share of PM versions of internal analgesics in the U.S., 2005, rolling 52 weeks ending August 10, 2008 and August 9, 2009
                                                                                • The private label impact
                                                                                  • Figure 9: FDMx retail sales of private label sleep aids at current prices, 2004-14
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Private label and natural sleep aids are the bright spots
                                                                                    • Snore remedies fading
                                                                                      • Sales of sleep aids, by segment
                                                                                        • Figure 10: U.S. FDMx sales of non-prescription sleep aids, segmented by type, rolling 52 weeks ending August 10, 2008 and August 9, 2009
                                                                                      • A note about prescription sleep aids
                                                                                        • Generic Ambien cut in to Ambien CR and other prescription sleep aids
                                                                                          • Figure 11: U.S. Top branded Rx and generic drugs, by retail dollars and prescriptions, 2008
                                                                                      • Segment Performance—Diphenhydramine HCl Sleep Aids

                                                                                        • Key points
                                                                                          • Sales of branded diphenhydramine HCl lost out to private label equivalents
                                                                                            • Sales and forecast of diphenhydramine HCl sleep aids
                                                                                              • Figure 12: FDMx retail sales of diphenhydramine HCl, at current prices, 2004-14
                                                                                          • Segment Performance—Natural Sleep Aids

                                                                                            • Key points
                                                                                              • Natural sleep aids soothe a sleepy category
                                                                                                • Fewer negative perceptions of natural sleep aids lead to sales increases
                                                                                                  • Sales and forecast of natural sleep aids
                                                                                                    • Figure 13: FDMx retail sales of natural sleep aids, at current prices, 2004-14
                                                                                                • Segment Performance—Doxylamine Succinate

                                                                                                  • Key points
                                                                                                    • Sales of doxylamine succinate declined 26% since 2004
                                                                                                      • Sales and forecast of doxylamine succinate
                                                                                                        • Figure 14: FDMx retail sales of doxylamine succinate, at current prices, 2004-14
                                                                                                    • Segment Performance—Snore Remedies

                                                                                                      • Key point
                                                                                                        • Snore remedy sales in a stupor
                                                                                                          • Sales and forecast of snore remedies
                                                                                                            • Figure 15: FDMx retail sales of snore remedies, at current prices, 2004-14
                                                                                                        • Segment Performance—Homeopathic Remedies

                                                                                                          • Key point
                                                                                                            • Homeopathic remedies gain followers
                                                                                                              • Sales and forecast of homeopathic sleep aid remedies
                                                                                                                • Figure 16: FDMx retail sales of snore remedies, at current prices, 2004-14
                                                                                                            • Retail Channels

                                                                                                              • Key points
                                                                                                                • Drug stores capture the majority of sleep aid sales
                                                                                                                  • Supermarkets and club stores increase OTC and natural offerings
                                                                                                                    • Sales of sleep aids, by channel
                                                                                                                      • Figure 17: U.S. FDMx sales of non-prescription sleep aids, by retail channel, rolling 52 weeks ending august 10, 2008 and august 9, 2009
                                                                                                                  • Retail Channels—Drug Stores

                                                                                                                    • Drug store sales suffer in downturn
                                                                                                                      • Drug store sales of sleep aids
                                                                                                                        • Figure 18: U.S. FDMx sales of non-prescription sleep aids, at drug stores, 2004-09
                                                                                                                    • Retail Channels—Supermarkets and Other

                                                                                                                      • Supermarkets and other channels increase sales 9% since 2006
                                                                                                                        • Supermarket and other store sales of sleep aids
                                                                                                                          • Figure 19: U.S. FDMx sales of non-prescription sleep aids, at supermarkets and other channels, 2004-09
                                                                                                                      • Natural Channel/SPINS

                                                                                                                          • Natural channel sleep aid sales
                                                                                                                            • Figure 20: Natural product supermarket retail sales of sleep aids, at current prices, 2007-09
                                                                                                                            • Figure 21: Natural product supermarket retail sales of sleep aids, at inflation-adjusted prices, 2007-09
                                                                                                                          • Natural channel sales by segment
                                                                                                                            • Figure 22: Natural product supermarket retail sales of sleep aids, by segment, 2007-09
                                                                                                                        • Market Drivers

                                                                                                                          • Many Americans have trouble sleeping
                                                                                                                            • Figure 23: Troubles sleeping, by gender, August 2009
                                                                                                                          • About one in 10 adults have insomnia or a diagnosed sleep disorder
                                                                                                                            • Figure 24: Incidence of insomnia/sleep disorder, by gender and age, April 2008-June 2009
                                                                                                                          • Losing sleep over the economy
                                                                                                                            • Figure 25: Worry and sleep, by gender and age, August 2009
                                                                                                                            • Figure 26: CBO’s Economic projections for calendar years 2009-11
                                                                                                                          • Compounding problems
                                                                                                                            • Figure 27: Prevalence of selected diseases/disorders, 2006
                                                                                                                        • Leading Companies

                                                                                                                          • Key points
                                                                                                                            • Chattem and McNeil hold on
                                                                                                                              • GlaxoSmithKline fails with its brands
                                                                                                                                • Manufacturer sales of sleep aids
                                                                                                                                  • Figure 28: FDMx sales of non-prescription sleep aids in the U.S., rolling 52 weeks ending August 10, 2008 and August 9, 2009
                                                                                                                              • Brand Share—Diphenhydramine HCl

                                                                                                                                • Key points
                                                                                                                                  • Chattem benefits from innovative product form
                                                                                                                                    • McNeil holds its own
                                                                                                                                      • Manufacturer and brand sales of diphenhydramine HCl
                                                                                                                                        • Figure 29: FDMx brand sales and market share of diphenhydramine hcl sleep aids in the U.S., 52 weeks ending August 10, 2008 and August 9, 2009
                                                                                                                                    • Brand Share—Natural Sleep Aids

                                                                                                                                      • Key points
                                                                                                                                        • MidNite PM, Alteril and Nature Made Sleep give category a boost
                                                                                                                                          • Concepts in Health broad usage window lures users
                                                                                                                                            • Manufacturer and brand sales of natural sleep aids
                                                                                                                                              • Figure 30: Selected brand sales and market share of natural sleep aids in the U.S., 52 weeks ending August 10, 2008 and August 9, 2009
                                                                                                                                          • Brand Share—Snore Remedies

                                                                                                                                            • Key points
                                                                                                                                              • Snore remedies in tablet form have not gained many converts
                                                                                                                                                • Manufacturer and brand sales of snore remedies
                                                                                                                                                  • Figure 31: Selected brand sales and market share of snore remedies in the U.S., 52 weeks ending August 10, 2008 and August 9, 2009
                                                                                                                                              • Innovation and Innovators

                                                                                                                                                • Brands and the Advertising Landscape

                                                                                                                                                  • Overview
                                                                                                                                                      • Figure 32: U.S. media spending—sleep aid brands, 2006-08
                                                                                                                                                    • Advertising themes
                                                                                                                                                      • Web marketing
                                                                                                                                                        • Sanofi Aventis—Ambien CR
                                                                                                                                                            • Figure 33: Sanofi Aventis/Ambient CR television ad, May 2009
                                                                                                                                                          • Sepracor—Lunesta
                                                                                                                                                            • McNeil—Tylenol PM and Simply Sleep
                                                                                                                                                              • Figure 34: McNeil Consumer Healthcare/Tylenol PM television ad, May 2009
                                                                                                                                                            • Chattem—Unisom
                                                                                                                                                              • Figure 35: Chattem/Unisom sleep melts television ad, May 2009
                                                                                                                                                            • Concepts in Health—MidNite
                                                                                                                                                              • Figure 36: Concepts in Health/MidNite Pills television ad, June 2009
                                                                                                                                                          • Sleep Habits

                                                                                                                                                            • Key points
                                                                                                                                                              • Hours of sleep
                                                                                                                                                                • Figure 37: Average hours of sleep per night, weeknights and weekends, by gender, August 2009
                                                                                                                                                                • Figure 38: Average hours of sleep per night, by age, August 2009
                                                                                                                                                            • Sleep Conditions

                                                                                                                                                              • Key points
                                                                                                                                                                • Prevalence of sleep disorders
                                                                                                                                                                    • Figure 39: Prevalence of sleep disorder, by gender, age, household income, presence of children and marital status, April 2008-June 2009
                                                                                                                                                                  • Severity of sleep disorder
                                                                                                                                                                    • Figure 40: Severity of insomnia/sleep disorder, by gender, April 2008-June 2009
                                                                                                                                                                    • Figure 41: Severity of insomnia/sleep disorder, by household income, April 2008-June 2009
                                                                                                                                                                    • Figure 42: Severity of insomnia/sleep disorder, by presence of children, April 2008-June 2009
                                                                                                                                                                • Trouble Sleeping

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Most adults have trouble sleeping at least some of the time
                                                                                                                                                                      • Figure 43: Trouble sleeping, August 2009
                                                                                                                                                                    • Women are more likely to struggle regularly with sleep
                                                                                                                                                                      • Figure 44: Trouble sleeping on a regular basis, by gender, August 2009
                                                                                                                                                                    • Adults 18-34 have sleep-related problems most frequently
                                                                                                                                                                      • Figure 45: Trouble sleeping on a regular basis, by age, August 2009
                                                                                                                                                                    • Too much time to count sheep
                                                                                                                                                                      • Figure 46: Hours spent trying to fall asleep among those with trouble falling asleep, by gender, August 2009
                                                                                                                                                                      • Figure 47: Hours spent trying to fall asleep among those with trouble falling asleep, by age, August 2009
                                                                                                                                                                  • Sleep Aid Usage

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Most adults have never used a sleep aid of any kind
                                                                                                                                                                        • Figure 48: Type of sleep aids used, currently and in past, August 2009
                                                                                                                                                                      • Adults who have seen a doctor for insomnia are more likely to use a prescription sleep aid
                                                                                                                                                                        • Figure 49: Use of prescription or non-prescription products for insomnia/sleep disorders, by gender, age, household income, presence of children and marital status, April 2008-June 2009
                                                                                                                                                                      • Sleep apnea/snoring more likely to be treated without pills
                                                                                                                                                                        • Figure 50: Use of prescription or non-prescription products for snoring/sleep apnea, by gender, age, household income, presence of children and marital status, April 2008-June 2009
                                                                                                                                                                    • Attitudes towards Sleep Aids

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Attitudes by product type
                                                                                                                                                                          • Figure 51: Attitudes towards sleep aids, by type of sleep aid, August 2009
                                                                                                                                                                        • Attitudes by user type
                                                                                                                                                                          • Figure 52: Attitudes towards sleep aids among regular users, for prescription, OTC and herbal remedies, August 2009
                                                                                                                                                                        • Attitudes toward prescription sleep aids
                                                                                                                                                                          • Figure 53: Attitudes towards prescription sleep aids, by frequency of use, August 2009
                                                                                                                                                                        • Attitudes toward OTC sleep aids
                                                                                                                                                                          • Figure 54: Attitudes towards OTC sleep aids, by frequency of use, August 2009
                                                                                                                                                                        • Attitudes toward herbal sleep remedies
                                                                                                                                                                          • Figure 55: Attitudes towards herbal sleep remedies, by frequency of use, August 2009
                                                                                                                                                                      • Professional Action Taken for Sleep Problems

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Few consult health professionals about sleep problems
                                                                                                                                                                            • Figure 56: Professional action taken for sleep problems, by gender, August 2009
                                                                                                                                                                          • Youngest adults not getting help with their sleep problems
                                                                                                                                                                            • Figure 57: Professional action taken for sleep problems, by age, August 2009
                                                                                                                                                                        • Interest in Sleep Aids/Solutions

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Complacency is the norm
                                                                                                                                                                              • Figure 58: Sleep awareness and research, by age, August 2009
                                                                                                                                                                            • Familiarity with sleep disorders
                                                                                                                                                                              • Figure 59: Familiarity with sleep disorder terms, by gender, August 2009
                                                                                                                                                                              • Figure 60: Familiarity with sleep disorder terms, by age, August 2009
                                                                                                                                                                          • Race and Hispanic Origin

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Prevalence of sleep disorders
                                                                                                                                                                                • Figure 61: Prevalence of sleep disorder, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                              • Sleep and sleep troubles
                                                                                                                                                                                • Figure 62: Average hours of sleep, time spent trying to fall asleep, and trouble sleeping on a regular basis, by race/Hispanic origin, August 2009
                                                                                                                                                                              • Sleep aid usage
                                                                                                                                                                                • Figure 63: Use of prescription or non-prescription products for insomnia/sleep disorders and snoring/sleep apnea, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                              • Interest and action
                                                                                                                                                                                • Figure 64: Interest in sleep and action taken for sleep problems, by race/Hispanic origin, August 2009
                                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                                • Treaters
                                                                                                                                                                                  • Satisficers
                                                                                                                                                                                    • Copers
                                                                                                                                                                                      • Cluster characteristics
                                                                                                                                                                                        • Figure 65: Sleep aids clusters, August 2009
                                                                                                                                                                                        • Figure 66: Nightly sleep troubles, by sleep aids clusters, August 2009
                                                                                                                                                                                        • Figure 67: Products used to help sleep, by sleep aids clusters, August 2009
                                                                                                                                                                                        • Figure 68: Sleep research and treatment, by sleep aids clusters, August 2009
                                                                                                                                                                                        • Figure 69: Sleep habits and concerns, by sleep aids clusters, August 2009
                                                                                                                                                                                      • Cluster demographics
                                                                                                                                                                                        • Figure 70: Sleep aids clusters, by gender, August 2009
                                                                                                                                                                                        • Figure 71: Sleep aids clusters, by age, August 2009
                                                                                                                                                                                        • Figure 72: Sleep aids clusters, by HH income, August 2009
                                                                                                                                                                                        • Figure 73: Sleep aids clusters, by race/Hispanic origin, August 2009
                                                                                                                                                                                      • Cluster methodology
                                                                                                                                                                                      • Custom Consumer Groups

                                                                                                                                                                                          • Trouble sleeping
                                                                                                                                                                                              • Figure 74: Trouble sleeping on a regular basis, by gender and age, August 2009
                                                                                                                                                                                            • Sleep aid usage
                                                                                                                                                                                              • Figure 75: Type of sleep aids used, by gender and age, August 2009
                                                                                                                                                                                            • Sleep aid concerns
                                                                                                                                                                                              • Figure 76: Attitudes towards prescription sleep aids, by gender and age, August 2009
                                                                                                                                                                                              • Figure 77: Attitudes towards OTC sleep aids, by gender and age, August 2009
                                                                                                                                                                                              • Figure 78: Attitudes towards herbal remedies, by gender and age, August 2009
                                                                                                                                                                                            • Interest and action
                                                                                                                                                                                                • Figure 79: Interest in sleep aids and actions taken, by gender and age, August 2009
                                                                                                                                                                                              • Worry and sleep
                                                                                                                                                                                                • Figure 80: Worry and sleep, by gender and age, August 2009
                                                                                                                                                                                            • IRI/Builders Panel—Key Household Purchase Measures

                                                                                                                                                                                                • Overview of sleeping remedies
                                                                                                                                                                                                  • Consumer insights on key purchase measures of sleep aid tablets
                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                      • Figure 81: Brand map, selected brands of sleeping aid tablets, buying rate by household penetration, 2008
                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                        • Figure 82: Key purchase measures for the top brands of sleeping aid tablets, by household penetration, 2008
                                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                      • Sleep habits
                                                                                                                                                                                                        • Figure 83: Average hours of sleep per night, by household income, August 2009
                                                                                                                                                                                                        • Figure 84: Severity of insomnia/sleep disorder, by gender, April 2008-June 2009
                                                                                                                                                                                                        • Figure 85: Troubles sleeping, by gender, August 2009
                                                                                                                                                                                                      • Attitudes towards sleep aids
                                                                                                                                                                                                        • Figure 86: Attitudes towards prescription sleep aids, by age, August 2009
                                                                                                                                                                                                        • Figure 87: Attitudes towards OTC sleep aids, by age, August 2009
                                                                                                                                                                                                        • Figure 88: Attitudes towards herbal sleep aids, by age, August 2009
                                                                                                                                                                                                        • Figure 89: Attitudes towards sleep aids, by race/ethnicity, August 2009
                                                                                                                                                                                                        • Figure 90: Type of sleep aids used on a regular basis, by age, August 2009
                                                                                                                                                                                                      • Lifestyles and sleep
                                                                                                                                                                                                        • Figure 91: Lifestyles and sleep, by gender, August 2009
                                                                                                                                                                                                        • Figure 92: Lifestyles and sleep, by age, August 2009
                                                                                                                                                                                                      • Prescription treatment
                                                                                                                                                                                                        • Figure 93: Prescription drugs taken for insomnia/sleep disorder, for all respondents, April 2008-June 2009
                                                                                                                                                                                                        • Figure 94: Prescription drugs taken for insomnia/sleep disorder, by household income, April 2008-June 2009
                                                                                                                                                                                                      • Worry and sleep
                                                                                                                                                                                                        • Figure 95: Worry and sleep, by race/Hispanic origin, August 2009
                                                                                                                                                                                                    • Appendix: Brand Share—Doxylamine Succalate

                                                                                                                                                                                                      • Unisom travels the road with doxylamine succalate alone
                                                                                                                                                                                                        • Manufacturer and brand sales of doxylamine succalate
                                                                                                                                                                                                          • Figure 96: Selected brand sales and market share of doxylamine succalate sleep aids in the U.S., 52 weeks ending August 10, 2008 and August 9, 2009
                                                                                                                                                                                                      • Appendix: IRI/Builders Panel Data Definitions

                                                                                                                                                                                                          • IRI Consumer Network Metrics
                                                                                                                                                                                                          • Appendix: Trade Associations

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • American Academy of Sleep Medicine (AASM)
                                                                                                                                                                                                            • American Pharmacists Association (APhA)
                                                                                                                                                                                                            • Chain Drug Marketing Association
                                                                                                                                                                                                            • Consumer Healthcare Products Association (CHPA)
                                                                                                                                                                                                            • Drug, Chemical & Associated Technologies Association (DCAT)
                                                                                                                                                                                                            • Food and Drug Administration
                                                                                                                                                                                                            • GlaxoSmithKline (USA)
                                                                                                                                                                                                            • Green Pharmaceuticals Inc
                                                                                                                                                                                                            • Greenfield Online
                                                                                                                                                                                                            • Johnson & Johnson
                                                                                                                                                                                                            • McNeil Consumer & Specialty Pharmaceuticals
                                                                                                                                                                                                            • National Institutes of Health
                                                                                                                                                                                                            • National Sleep Foundation (NSF)
                                                                                                                                                                                                            • Novartis Pharmaceuticals Corporation
                                                                                                                                                                                                            • Pharmavite LLC
                                                                                                                                                                                                            • PhRMA Pharmaceutical Research and Manufacturers of America
                                                                                                                                                                                                            • Sleep Research Society
                                                                                                                                                                                                            • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                            • U.S. Consumer Product Safety Commission
                                                                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                                                                            • World Health Organization
                                                                                                                                                                                                            • Wyeth

                                                                                                                                                                                                            Sleep Aids - US - November 2009

                                                                                                                                                                                                            £3,199.84 (Excl.Tax)