Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Sales of aids double from 02-07
- Competition from external arenas
- Rx carry 89% of sales in 2007
- Obstacles to market growth
- Ambien still the brand to beat
- Rozerem, the “safe” sleep aid, meets with lackluster sales
- Requip puts RLS on the map
- DTC campaigns increases brand awareness
- Key findings from consumer research
Fast Forward Trends
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- Decline of Deference
- The low-cost clinic
- The McPharmacy
- Fad-based sleep hygiene and sleep camps
- Confusion between sleep deprivation and sleep disorders
- The fragmented medical practice leads to a diversity of solutions
- The brand that guides
Insights and Opportunities
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- Capitalizing on fears regarding Rx sleep aids
- Using underlying conditions as a marketing tool
- Marketing holistic solutions
- Marketing as an alternative to holistic solutions
- Marketing to women
- Social responsibility as a marketing tool
- Marketing to parents
- It’s a disease
Market Size and Forecast
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- Key points
- Product development, DTC advertising create growth
- Generics have negative impact on market
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- Figure 1: U.S. sales of Rx, OTC, and supplements that promote sleep, at current prices, 2002-07
- Figure 2: U.S. sales of Rx, OTC, and supplements that promote sleep at inflation-adjusted prices, 2002-07
Competitive Context
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- OTC allergy meds used more often for sleep than OTC sleep aids
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- Figure 3: Use of OTC allergy medications as sleep aids vs. OTC sleep aids, September 2008
- Off-label use of Rx drugs
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- Figure 4: Off-label use of prescription drugs as sleep aids, September 2008
- Treating underlying illness
- Alcohol and marijuana as sleep aids
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- Figure 5: Alcohol and marijuana as sleep aids, September 2008
- Toughing it out
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- Figure 6: Toughing it out, by demographic, September 2008
Segment Performance
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- Key points
- Fears about Rx aids, interest in natural remedies, affect market
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- Figure 7: U.S. sales and forecast of sleep aids, by segment, 2002-07
- Figure 8: U.S. sleep aids, by segment, 2005 and 2007
Segment Performance—Rx
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- Key points
- New products supercharged by DTC campaigns
- Generics cut sales in 2007
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- Figure 9: U.S. sales and forecast of prescription sleep aids, 2002-07
Segment Performance—OTC
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- Key point
- Fears surrounding Rx sleep aids propelling sales
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- Figure 10: U.S. sales of OTC sleep aids, 2002-07
Segment Performance—Homeopathic
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- Key points
- Increasing interest in “natural” solutions
- CAMs now at a store near you
- Popularity of different herbal remedies
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- Figure 11: U.S. sales of homeopathic remedies for sleep disorders, 2002-07
Retail Channels
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- Key points
- Drug stores carry more than half of market for OTC and herbal sleep aids
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- Figure 12: U.S. FDMx sales of non-prescription sleep aids, by retail channel, 2006 and 2008
- Drug store sales outpace market for OTC and herbal sleep aids
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- Figure 13: U.S. FDMx sales of non-prescription sleep aids at drug stores, 2003-08
Market Drivers
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- Access to healthcare the primary obstacle to increased sales
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- Figure 14: Access to medical insurance, by demographic, September 2008
- Talking to doctors about sleep
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- Figure 15: Talking to medical doctors about trouble sleeping or being tired, by demographic, September 2008
- Generics drive down price point
- Obesity
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- Figure 16: Prevalence of overweight and obesity among Americans, 1988-2002
- Fear surrounding use of Rx and OTC aids
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- Figure 17: Attitudes towards sleep aids, September 2008
- Backlash against DTC Rx campaigns
- An aging population
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- Figure 18: Population, by age, 2003-13
Leading Brands
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- Ambien used by 15% of those with sleep troubles
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- Figure 19: Use of prescription sleep aids, by product, September 2008
- Differences by demographic
Brand Qualities—Rx Medications
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- Generics available for short half-life sedative-hypnotics
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- Figure 20: Half-life of sleep aids
- Ambien
- Lunesta
- Rozerem
- Requip
- Sonata
OTC Supply Structure
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- Unisom leads OTC segment of the market
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- Figure 21: FDMx sales of leading non-prescription sleep aids, 2007 and 2008
- Unisom
- Tylenol Simply Sleep and Tylenol PM
Innovation and Innovators
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- MidNite can be taken at any time
- Sleep aids that target women
- The anti-energy drink
- Fast-acting with flavors
- Leveraging OTC names in natural offerings
TV Advertising and Promotion
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- Ad spend declining
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- Figure 22: DTC spending for prescription sleep aids, 2006 and 2007
- Ambien CR
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- Figure 23: Ambien CR Ticking Clock ad, 2008
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- Figure 24: Ambien CR Woman Silences Her Rooster ad, 2008
- Handling side effects and risks with music and concern
- Lunesta
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- Figure 25: Lunesta People After a Good Night’s Sleeps ad, 2007
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- Figure 26: Lunesta Teacher Takes Lunesta ad, 2008
- Rozerem
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- Figure 27: Rozerem Man At Bus Stop ad, 2007
- Figure 28: Rozerem Talk Show with Abe and the Beaver ad, 2007
- Tylenol PM
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- Figure 29: Tylenol People Snoring ad, 2007
- Figure 30: Tylenol Woman Tosses and Turns ad, 2008
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- Figure 31: Tylenol Time For A Bubble Bath ad, 2008
- Figure 32: Tylenol Cereal Bowl Turns Into Moon ad, 2008
- Unisom
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- Figure 33: Unisom Couple Tried 8 Day Challenge ad, 2008
- Figure 34: Unisom Couple in Bed ad, 2008
Web Marketing
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- Introduction
- Sponsored links on search engines and health information sites
- Lunesta
- Ambien
- Unisom and others
- Unisom
- Sonata
- Requip
Use of Sleep Aids
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- Figure 35: Usage of sleep aids or combination of sleep aids, September 2008
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- Figure 36: Usage of sleep aids, by age, September 2008
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- Figure 37: Usage of sleep aids, by gender, September 2008
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- Figure 38: Usage of sleep aids, by household income, September 2008
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Frequency of Disordered Sleeping
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- Women more plagued by insomnia
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- Figure 39: High incidence of sleep difficulties, by gender, September 2008
- Lifestage plays a role in how sleep-related problems manifest
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- Figure 40: High incidence of sleep difficulties, by age, September 2008
Insomnia
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- Onset Insomnia
- Women have more trouble falling asleep
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- Figure 41: Frequency of trouble falling asleep, by gender, September 2008
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- Figure 42: Time spent sleeping and falling asleep, by gender, September 2008
- Time spent sleeping and falling asleep
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- Figure 43: time spent sleeping and falling asleep, by age, September 2008
- Figure 44: Time spent sleeping and falling asleep, by race/Hispanic origin, September 2008
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- Figure 45: Time spent sleeping and falling asleep, by household income, September 2008
- Figure 46: Time spent sleeping and falling asleep, by presence of children, September 2008
- Nocturnal awakenings
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- Figure 47: Frequency of trouble staying asleep, by gender, September 2008
Sleep Apnea and Restless Legs Syndrome
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- Familiarity with sleep apnea and restless legs syndrome, by gender
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- Figure 48: Awareness of sleep apnea and restless legs syndrome, by gender, September 2008
- Results by age
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- Figure 49: Awareness of sleep apnea and restless legs syndrome, by age, September 2008
- Results by household income
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- Figure 50: Awareness of sleep apnea and restless legs syndrome, by household income, September 2008
- Symptoms of sleep apnea and RLS, by gender
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- Figure 51: Snoring and jerking around in bed, by gender, September 2008
- Results by age
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- Figure 52: Snoring and jerking around in bed, by age, September 2008
- Testing for sleep apnea and CPAP treatment
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- Figure 53: Sleep apnea testing and CPAP treatment, by age, September 2008
Sleep Health Behavior
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- Introduction to sleep hygiene
- Awareness and practice of good sleep habits
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- Figure 54: Awareness and practice of sleep hygiene techniques, by gender, September 2008
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- Figure 55: Behaviors affecting sleep, by household income, September 2008
- Worries regarding sleep
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- Figure 56: Sleep and worry, by age, September 2008
- Exercise
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- Figure 57: Exercise among those with sleep difficulty, by demographic, September 2008
Land of the Tired
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- Tiredness getting worse all the time
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- Figure 58: Sleep and hopelessness, by gender, September 2008
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- Figure 59: Sleep and hopelessness, by age, September 2008
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- Figure 60: Impact of sleep trouble on daily life, by age, September 2008
Marriage and Children
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- Diagnosis of sleep disorder
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- Figure 61: Diagnosis of sleep disorder in the last 12 months, by marital status and presence of children, February 2007-March 2008
- Severity of suffering
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- Figure 62: Severe suffering of sleep disorders in the last 12 months, by marital status and presence of children, February 2007-March 2008
- Frequent sleep trouble
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- Figure 63: High incidence of sleep difficulties, by marital status and presence of children, September 2008
- Familiarity with sleep hygiene
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- Figure 64: Awareness and practice of sleep hygiene techniques, by marital status and presence of children, September 2008
Race and Hispanic Origin
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- Diagnosis of sleep disorder
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- Figure 65: Diagnosis of sleep disorder in the last 12 months, by race/Hispanic origin, February 2007-March 2008
- Usage of sleep aids to treat sleep disorders
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- Figure 66: Usage of prescription and non-prescription products in the treatment of sleep disorders in the last 12 months, by Hispanic origin, February 2007-March 2008
- Severity of suffering
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- Figure 67: Severe suffering of sleep disorders in the last 12 months, by Hispanic origin, February 2007-March 2008
- Frequent sleep difficulties
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- Figure 68: High incidence of sleep difficulties, by race/Hispanic origin, September 2008
- Familiarity with sleep apnea and restless legs syndrome
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- Figure 69: Awareness of sleep apnea and restless legs syndrome, by race/Hispanic origin, September 2008
Cluster Analysis
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- Naturalists
- Who they are
- Opportunity
- Prescription People
- Who they are
- Opportunity
- Self-Helpers
- Who they are
- Opportunity
- Cluster data
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- Figure 70: Sleep trouble clusters, August 2008
- Figure 71: Number of hours respondent sleeps on a weeknight, by sleep trouble clusters, August 2008
- Figure 72: Amount of time since onset of sleep trouble, by sleep trouble clusters, August 2008
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- Figure 73: Amount of time it takes to fall asleep, by sleep trouble clusters, August 2008
- Figure 74: Difficulties with onset, awakening, time for sleep, and daytime fatigue by sleep trouble clusters, August 2008
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- Figure 75: Familiarity with and use of Rozerem, by sleep trouble clusters, August 2008
- Figure 76: Familiarity with and use of chamomile, by sleep trouble clusters, August 2008
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- Figure 77: Familiarity with and use of OTC remedies such as Unisom, by sleep trouble clusters, August 2008
- Figure 78: Use of Rx, OTC, herbal, and other substances as sleep remedies, by sleep trouble clusters, August 2008
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- Figure 79: Sleep attitudes and behavior, by sleep trouble clusters, August 2008
- Cluster demographics
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- Figure 80: Sleep trouble clusters by gender, August 2008
- Figure 81: Sleep trouble clusters, by age group, August 2008
- Figure 82: Sleep trouble clusters, by income group, August 2008
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- Figure 83: Sleep trouble clusters, by ethnicity/Hispanic origin, August 2008
- Methodology
Custom Consumer Groups
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- Length of illness correlated to usage of sleep aids
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- Figure 84: Usage of sleep aids, by length of time of disordered sleeping, September 2008
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- Figure 85: Attitudes towards sleep aids, by length of time of disordered sleeping, September 2008
- Talking the talk: Speaking to the sleepless on their own terms
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- Figure 86: Attitudes towards sleep and sleep aids, cross-tabulated by behavior and psychological ailment, September 2008
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- Figure 87: Attitudes towards sleep and sleep aids, cross-tabulatd by the impact of sleep difficulties, September 2008
- Severity impacts use of Rx aids
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- Figure 88: Usage of sleep aids, by onset insomnia severity, September 2008
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- Figure 89: Usage of sleep aids, by early morning waking severity, September 2008
IRI/Builders Panel Data
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- Consumer insights—sleeping remedies
- Sleeping remedies
- Sleeping aid tablets
- Overview
- Buying rate vs. household penetration
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- Figure 90: Sleeping aid tablets’ buying rate analysis
- Summary of key purchase measures
Appendix: Diagnosed Disorder Prevalence and Severity
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- Figure 91: Diagnosis of sleep disorder in the last 12 months, by age, February 2007-March 2008
- Use of drugs in the treatment of diagnosed sleep disorder
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- Figure 92: Use of Rx and OTC medications to treat sleep disorders, by age, February 2007-March 2008
- Use of Rx drugs for sleep disorders
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- Figure 93: Use of Rx and OTC meds to treat sleep disorders, by gender, February 2007-March 2008
- Severity of sleep disorder
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- Figure 94: Severity of sleep disorders, by gender, February 2007-March 2008
- Results by educational attainment
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- Figure 95: Severity of sleep disorders, by level of education, February 2007-March 2008
- Diagnosis of sleep disorder by marital status
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- Figure 96: Diagnosis of sleep disorder in the last 12 months, by marital status, February 2007-March 2008
- Severity of sleep disorder by household income
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- Figure 97: Severe suffering of sleep disorders in the last 12 months, by household income, February 2007-March 2008
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Appendix: Other Useful Consumer Tables
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- Feeling tired during the daytime
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- Figure 98: Frequency of tiredness in the daytime, by gender, September 2008
- Not enough time for a full night’s sleep
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- Figure 99: Frequency of not having time to get enough sleep, by gender, September 2008
- Results by household income
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- Figure 100: High incidence of sleep difficulties, by household income, September 2008
- Results by presence of children in the household
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- Figure 101: High incidence of sleep difficulties, by presence of children in the household, September 2008
- Sleep specifics
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- Figure 102: Specifics surrounding sleeping trouble, by gender, September 2008
- Results by age
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- Figure 103: Awareness and practice of sleep hygiene techniques, by age, September 2008
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- Figure 104: Use of herbal sleep aids, by sleep aid, September 2008
Appendix: A Brief Guide to Sleep Apnea and RLS
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- Sleep apnea
- RLS
Appendix: IRI/Builders Panel Data Definitions
Appendix: Survey Questions Used in Cluster Analysis
Appendix: Trade Associations
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