This report covers sleep industry trends and an analysis of the over-the-counter (OTC) sleep aid market in the US. The data-backed insights provided enable you to accelerate your business strategy in the sleep/sleep aid industry.
Topics Analyzed
- Sleep issues experienced and satisfaction with current sleep.
- Motivations for enhancing sleep.
- Factors causing lack of sleep.
- Usage and frequency of OTC sleep products.
- Associations with common sleep aids.
- Barriers to implementing better sleep habits.
- Attitudes and behaviors toward sleep and sleep products.
Sleep Industry Trends in the US
Consumers are more attuned than ever to the relationship between sleep and overall wellbeing, yet they find it challenging to adopt lasting habits. Making better sleep seem more attainable, customizable, and engaging can help routines stick.
Sleep health products market
In the year of the “sleepy girl mocktail,” there’s growing interest and awareness among consumers regarding new sleep-enhancing ingredients like magnesium, along with natural food and beverage options that aid sleep.
Effectively implementing these elements and educating consumers about them will be essential for driving market growth, particularly as cost-saving measures and increased use of private labels become more prevalent.
Opportunity for brands in the sleep industry
Nearly three-quarters of consumers believe that sleep is important to their overall health, yet there is limited satisfaction with sleep quality, as surveyed for this report.
Opportunities exist for brands across categories to align their products and messaging with the needs of these consumers, helping to connect the dots between enhanced sleep and total wellbeing.
Buy the full report for a complete analysis of sleep industry trends and how to respond to consumers.
Report Scope
This Report focuses on OTC sleep aids that help the user to fall asleep. Included in this Report are:
- OTC medications formulated and marketed specifically for inducing sleep. Note that some herbal and homeopathic products that are either specifically marketed as sleep aids or are typically sold along with sleep aids in mainstream retail outlets are also included in this category. However, the full range of supplements that might be used as sleep aids, including supplements such as melatonin, are not covered in the market size.
- OTC pain relievers that include sleep aids.
Prescription sleep aids are discussed in this Report but are not covered in the market size.
Expert Analysis
Industry analyst Lindsay Cameron delivers in-depth insights with this report.
Consumers know sleep impacts wellbeing but struggle making habits that last. Brands can leverage interest in functional ingredients to boost engagement.
Lindsay Cameron
Analyst, Health & Wellness
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Executive Summary
- Key issues covered in this Report
- Overview
- What you need to know
- What consumers want and why
- Market size & forecast
- Market predictions
- Opportunities
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Market Dynamics
- Market context
- Market drivers
- Every brand is a health brand
- Sleep trackers can be a nightmare as much as they are a dream
- Self-care routines are becoming increasingly important
- The population is getting older
- Sleepless nights stemming from world events and mental wellbeing
- Market size and forecast
- Retail sales and forecast of OTC sleep health products
- Market segmentation
- Over-the-counter sleep aids continue to lead the category over nighttime pain relief products
- Market share/brand share
- Sales of OTC Sleep aid products, by company
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Consumer Insights
- Consumer fast facts
- Sleep self-assessment and satisfaction
- Overall, sleep problemsremain steady
- Graph 1: sleep self-assessment, 2021-24
- Limited satisfaction: just under half are content with their sleep quality
- Graph 2: satisfaction with sleep quality, 2024
- Younger groups struggle to fall asleep while older groups struggle to stay asleep
- Graph 3: sleep self-assessment, by generation, 2024
- Help older adults get more satisfying sleep
- Graph 4: satisfaction with sleep quality, by generation, 2024
- Moms have more difficulty falling asleep and are less satisfied with their sleep compared to dads
- Graph 5: satisfaction with sleep quality, by parental status and gender, 2024
- Graph 6: sleep self-assessment, by parental status and gender, 2024
- Financial situation affects quality of sleep
- Graph 7: satisfaction with sleep quality, by financial situation, 2024
- Factors causing lack of sleep
- Stress and anxiety are the leading cause of sleepless nights
- Graph 8: factors causing lack of sleep, 2024
- Possible link between mental health improvements and decreased sleep disturbances among younger generations
- Graph 9: stress or anxiety as a factor causing lack of sleep, by generation, 2023-2024
- Help moms lighten their loads through better sleep
- Graph 10: factors leading to less sleep, by parental status and gender, 2024
- Gen Z men are especially inclined to delay sleep due to their technology use
- Graph 11: prolonged technology use as a factor causing lack of sleep, by generation and gender, 2023-24
- Private label brands can fulfill need for affordable sleep aids
- Graph 12: factors leading to less sleep, by financial situation, 2024
- Private label brands can fulfill need for affordable sleep aids
- Empower Baby Boomers by addressing sleep loss directly, not the factors keeping them awake
- Graph 13: none of these as a factor leading to less sleep, by generation, 2024
- Motivations for improving sleep
- Immediate health benefits such as increased energy are the strongest motivators for better sleep
- Graph 14: motivations for improving sleep, 2024
- Encourage older adults to preserve their physical and mental well-being
- Graph 15: motivations for improving sleep, by generation, 2024
- Linking better sleep to mental improvement may encourage mothers to try OTC sleep products
- Graph 16: motivations for improving sleep, by parental status and gender, 2024
- Personal care benefits resonate with Gen Z women
- Incorporating sleep elements into beauty products and vice versa
- Sleep aid product usage and frequency
- Rising use of over-the-counter sleep aids, especially multifunctional pain and flu medications
- Graph 17: utilization of sleep aids, 2021-24
- OTC sleep aids are most often used as pick-me-ups
- Graph 18: frequency of sleep aid usage by OTC type used, 2024
- Millennials are the key users of OTC sleep aids
- Graph 19: utilization of sleep aids, by generation, 2024
- Boost sleep aid adoption among Baby Boomers by emphasizing their wellbeing goals
- Graph 20: daily utilization of sleep aids, by generation, 2024
- Both mothers and fathers are commonly utilizing OTC sleep aids
- Graph 21: utilization of sleep aids, by parental status and gender, 2023-24
- Associations with sleep aids
- Overall, sleep aids have more positive associations than negative
- Graph 22: associations with sleep aid types, 2024
- Blank canvas: almost 60% of consumers lack associations with sleep tech and magnesium
- Graph 23: no associations with sleep aid types, 2024
- Untapped potential: brands can sway older consumers toward magnesium sleep solutions
- Graph 24: efficacy of magnesium and melatonin based sleep aids, by generation, 2024
- Natural aids have established efficacy and reliability with a third of parents
- Graph 25: positive associations with natural sleep medication, by parental status, 2024
- Barriers to implementing sleep habits
- Assist consumers to overcome barriers and establish lasting behaviors
- Graph 26: barriers to implementing improved sleep behaviors, 2024
- Ways companies are offering personalization
- Combat nighttime procrastination by boosting daytime productivity
- Graph 27: leisure time as a barrier to getting improved sleep, by generation, 2024
- Household and wellness brands can connect with young consumers needs for sleep support in small, multifunctional spaces
- Sleep solutions need to fit around parents’ ever-changing routines
- Graph 28: scheduling as a barrier to better sleep, by age of children and number of children, 2024
- Rested kids can mean rested parents
- Sleep attitudes and behaviors
- Almost all agree, sleep quality is more important than quantity
- Graph 29: attitudes toward sleep, 2024
- Getting sleep habits to stick
- Young men are the most engaged in utilizing technology
- Graph 30: use of technology to track sleep, by generation and gender, 2024
- Technology can bolster CPG sleep products
- Simplify sleep aids for parents and children through multifunctionality
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Innovation and Marketing Trends
- Launch activity and innovation
- Samsung’s Galaxy watch receives FDA approval for sleep apnea detection feature
- Catching Z’s and Pokémon: Nintendo enters the sleep category
- MyFitnessPal Announces “Sleep Factors” to help educate on the impact of sugar, water, and exercise on sleep quality
- Marketing and advertising
- Oura Ring connects better sleep to feeling good, reducing stress, and increased physical activity
- Helping ease menopausal sleep issues
- Travel industry emphasizes the rejuvenating power of sleep
- Opportunities
- Help build habits that last
- Beyond pills: sleepy girl mocktail spotlights the potential of functional food and drinks
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Appendix
- Market definition
- Fan chart table
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
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