Description

This report explores the US sleep aid market in extensive detail. With a focus on the OTC sleep aid market and consumer, Mintel provides a definitive analysis of how the market is currently performing (including market size), how consumers are behaving and what they want, and opportunities for brands in the US sleep aid market.

Below, we provide a summary of key topics analyzed, and reveal handpicked insights from the report.

Key Topics Analyzed in This Report

  • Self-assessment of sleep and change in sleep quality over the past year.
  • Sleep aid product usage and analysis of the OTC sleep aid market.
  • Causes of sleep issues and motivations to improve sleep.
  • Trial and interest in alternative approaches to managing sleep.
  • General attitudes and behaviors toward sleep.

Sleep Aid Market Overview

The US OTC sleep aid market experienced a 1.7% decline in 2022 due to inflation, an influx of alternative methods and trading-down behaviors. Despite a clear need for sleep aids, Americans are wary of taking them due to fear of addiction and lack of efficacy, leading to slow to flat growth in the category unless given greater marketing support or new more successful products enter the market.

Sleep Health Consumer Trends

The sleep struggle is real, especially for younger adults

Adults, especially younger adults, are struggling to sleep. The youngest group of adults, aged 18-24, has the most difficulty falling asleep (30%), followed by 25-34-year-olds. In contrast, the leading sleep complaint for older demographics is staying asleep. Importantly, this report finds that while older adults struggle with sleep, they are reluctant to take action.

Mental wellness: the reason behind sleep struggles and goals

Adults are increasingly aware of the impact of mental health on other areas of their health, such as sleep, and are more likely to prioritize improving their sleep in order to improve their mental health. Physical health is also a motivator, but research in this report finds that the cognitive benefits of sleep are more important. See our Future of Nutrition, Health, and Wellness Market Report to explore this topic more.

Sleep Tech Is a Market Opportunity

New innovations in technology are creating a new frontier of the sleep tech market that is rapidly growing. In the future, more innovators will enter this very crowded vertical as people adopt a preventative approach to their health management. Devices providing tracking, insights and solutions will be highly attractive, but data usage transparency will be a crucial demand. See our Health Technology Trends Report to explore the sleep tech market further.

Find a full breakdown of market opportunities and competitive strategies in the full report. Looking for something else? Browse our health and wellbeing market research.

Companies and Brands Discussed

Leading players in the OTC sleep aid market, including market sizes, are discussed and include Natrol LLC, Procter & Gamble, Unilever, and Johnson & Johnson. Other sleep brands are analyzed in this report, such as Plant People, TEMPUR-Pedic, SomaSleep, Bonamour Sleep System, Mendi,  Sleepagotchi, Nightfood, Sweet Dreams, Atlas, and more.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Infographic and an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis from a Health Market Specialist

This report, written by Rebecca Watters, a leading health market analyst, delivers in-depth commentary and analysis to highlight current trends in the sleep health market and add expert context to the numbers.

Sleep is the new frontier of health as consumers more widely recognize the integral role it plays in their overall health. Yet a majority of adults struggle to fall and/or to stay asleep, and many recognize the nuances of quality sleep.
While worsening sleep habits raise public health concern, the growing struggle with sleep has created a vast market for products catering to rest and relaxation. Lingering concerns around safety have strengthened the market for natural supplements and alternative treatments, which in part has tempered growth in the OTC sleep aid market. Brands will need to position emerging ingredients as multifunctional, trustworthy and health-conscious alternatives for current and nonusers alike to bolster growth.

Rebecca Watters, Associate Director - Household & Health

 

Rebecca Watters
Associate Director, Household & Health

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Consumer trends
                  • The sleep struggle is real, especially for younger adults
                    • Figure 1: Sleep self-assessment, by age, 2023
                  • Mental wellness: the reason behind sleep struggles and goals
                    • Figure 2: Motivations for improving sleep, 2023
                  • Sleep aid usage correlates with growing prevalence of sleep issues
                    • Figure 3: Product usage and interest – Trended, 2021-23
                  • Sleep etiquette is something most embrace
                    • Figure 4: Alternative approaches to improving sleep, 2023
                  • Competitive strategies
                    • Functional foods and beverages blur lines with sleep health
                      • Private label challenges OTC sleep aid segment
                        • Figure 5: Multi-outlet sales of OTC sleep aids, by leading companies and brands, rolling 52 weeks 2022 and 2023
                      • Market predictions
                        • Figure 6: Total US sales and fan chart forecast of sleep health products, at current prices, 2017-27
                        • Figure 7: Sleep health category outlook, 2023-28
                      • Opportunities
                        • Deepen the relationship between sleep health and beauty
                          • Explore emerging functional ingredients
                            • Technology isn’t going away, so use it to your advantage
                            • Market Size and Forecast

                              • Sales slide reduced category spend
                                • Figure 8: Total US sales and fan chart forecast of sleep health products, at current prices, 2017-27
                                • Figure 9: Total US retail sales and forecast of sleep health products, at current prices, 2017-27
                                • Figure 10: Average annual household spending on sleep health products, 2017-22
                            • Segment Performance

                              • OTC sleep aids dominate market
                                • Figure 11: Total US retail sales and forecast of sleep health products, by segment, at current prices, 2017-27
                            • Market Drivers

                              • A move away from melatonin
                                • Mental health crisis causing sleepless nights
                                • Key Players

                                  • Private label maintains dominance; Natrol benefits from natural positioning
                                    • Sales of OTC sleep aid products, by company
                                      • Figure 12: Multi-outlet sales of OTC sleep aid products, by leading companies, rolling 52 weeks 2022 and 2023
                                  • Competitive Strategies and Market Opportunities

                                    • The next hero ingredient in sleep
                                      • Figure 13: Plant people sleep-supporting products
                                    • Sleep tech: the new frontier
                                      • Figure 14: Mendi headset
                                      • Figure 15: Sleepagotchi
                                    • Sleep-supporting foods and beverages on the rise
                                      • Figure 16: Foods with functional sleep claims
                                  • The Sleep Health Consumer – Fast Facts

                                    • Sleep Self-assessment and Change in Sleep Quality

                                      • Sleep struggles are on the rise
                                        • Figure 17: Sleep self-assessment, 2023
                                        • Figure 18: Changes in sleep quality, 2023
                                      • Younger adults have more sleep issues
                                        • Figure 19: Sleep self-assessment, by age, 2023
                                      • Mothers’ sleep worsening, fathers’ improving
                                        • Figure 20: Changes in sleep quality, by parental status, 2023
                                    • Factors Causing Lack of Sleep

                                      • Link between mental wellness and sleep strengthens
                                        • Figure 21: Factors causing lack of sleep, 2023
                                      • Breaking the habit proves difficult, so leverage technology to reach youth
                                        • Figure 22: Factors causing lack of sleep – Stress or anxiety and prolonged technology use, by age, 2023
                                      • “Do it all” mentality challenges sleep for moms
                                        • Figure 23: Factors causing lack of sleep, by parental status, 2023
                                    • Motivations for Improving Sleep

                                      • Consumers recognize the mental side of sleep
                                        • Figure 24: Motivations for improving sleep, 2023
                                      • Older adults need to focus on maintaining and preventing…
                                        • Figure 25: MindbodyGreen, 2023
                                      • …while younger adults seek to improve
                                        • Figure 26: Motivations for improving sleep, by age, 2023
                                      • Beauty benefits resonate with moms
                                        • Figure 27: Motivations for improving sleep, by parental status, 2023
                                    • Sleep Aid Product Usage

                                      • Increased usage of all sleep aids, especially natural aids
                                        • Figure 28: Product usage and interest – Trended, 2021-23
                                      • Education needed on emerging ingredients
                                        • Figure 29: Natural sleep aids product usage and interest, 2023
                                      • Millennials most likely to use sleep aids
                                        • Figure 30: Product usage and interest, by generation, 2023
                                      • Parents leverage sleep aids
                                        • Figure 31: Product usage and interest, by parental status and gender, 2023
                                    • Alternative Approaches to Improving Sleep

                                      • Adults adopting sleep etiquette but open to other alternative sleep aid methods
                                        • Figure 32: Alternative approaches to improving sleep, 2023
                                      • Millennials express interest in alternative sleep aid methods
                                        • Figure 33: Alternative approaches to improving sleep – Willing to try, among millennials, 2023
                                    • Sleep Attitudes and Behaviors

                                      • Connection between sleep and health is recognized but not achieved
                                        • Dependence concerns linger
                                          • Figure 34: Sleep attitudes and behaviors, 2023
                                        • Support not needed among those who feel they don’t have issues with sleep
                                          • Figure 35: Sleep attitudes and behaviors, by age, 2023
                                        • Familiarity and trust are key for parents
                                          • Figure 36: Sleep attitudes and behaviors – Preference for familiar ingredients, by parental status, 2023
                                      • Appendix – Data Sources and Abbreviations

                                        • Data sources
                                          • Sales data
                                            • Forecast
                                              • Consumer survey data
                                                • Abbreviations and terms
                                                  • Abbreviations
                                                    • Terms
                                                    • Appendix – Companies and Brands

                                                        • Figure 37: Multi-outlet sales of OTC sleep aids, by leading companies and brands, rolling 52 weeks 2022 and 2023
                                                        • Figure 38: Multi-outlet sales of OTC nighttime pain relievers with sleep aids, by leading companies and brands, rolling 52 weeks 2022 and 2023
                                                    • Appendix – The Market

                                                        • Figure 39: Total US retail sales and forecast of sleep health products, at inflation-adjusted prices, 2017-27
                                                        • Figure 40: Total US retail sales and forecast of sleep health products, by segment, at current prices, 2017-27
                                                        • Figure 41: Total US retail sales and forecast of OTC sleep aids, at current prices, 2017-27
                                                        • Figure 42: Total US retail sales and forecast of OTC sleep aids, at inflation-adjusted prices, 2017-27
                                                        • Figure 43: Total US retail sales and forecast of OTC nighttime pain relievers, at current prices, 2017-27
                                                        • Figure 44: Total US retail sales and forecast of OTC nighttime pain relievers, at inflation-adjusted prices, 2017-27
                                                        • Figure 45: Total US retail sales of sleep health products, by channel, at current prices, 2017-22
                                                        • Figure 46: Total US retail sales of sleep health products, by channel, at current prices, 2020 and 2022

                                                    About the report

                                                    This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                    Market

                                                    Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                    Consumer

                                                    Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                    Brand/Company

                                                    Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                    Data

                                                    Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                    Below is a sample report, understand what you are buying.

                                                    Click to show report

                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

                                                    Trusted by companies. Big and small.

                                                    Bell Logo - Mintel client
                                                    Boots Logo - Mintel Client
                                                    Kelloggs Logo - Mintel client
                                                    Samsung Logo - Mintel client
                                                    Nike Logo - Mintel client
                                                    Walgreens Logo - Mintel client

                                                    Want to speak to us directly?

                                                    Contact us on via phone or fill out a form with your enquiry.

                                                    Contact Us