Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- 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
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- Build brand equity, build the market
- Go natural
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- 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
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- Trend: Stress Society
- What it’s about: Stress as public enemy number one
- The sleep-stress connection
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- 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
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- Key points
- Unsteady growth
- Private label sales strong
- Forecast
- Sales and forecast of market
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- 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
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- Sleep hygiene
- Non-medicinal sleep remedies
- Prescription medications
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- 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
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- Figure 7: Type of sleep aids used, currently and in past, August 2009
- PM medications
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- 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
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- Figure 9: FDMx retail sales of private label sleep aids at current prices, 2004-14
Segment Performance
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- Key points
- Private label and natural sleep aids are the bright spots
- Snore remedies fading
- Sales of sleep aids, by segment
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- 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
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- Figure 11: U.S. Top branded Rx and generic drugs, by retail dollars and prescriptions, 2008
Segment Performance—Diphenhydramine HCl Sleep Aids
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- Key points
- Sales of branded diphenhydramine HCl lost out to private label equivalents
- Sales and forecast of diphenhydramine HCl sleep aids
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- Figure 12: FDMx retail sales of diphenhydramine HCl, at current prices, 2004-14
Segment Performance—Natural Sleep Aids
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- 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
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- Figure 13: FDMx retail sales of natural sleep aids, at current prices, 2004-14
Segment Performance—Doxylamine Succinate
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- Key points
- Sales of doxylamine succinate declined 26% since 2004
- Sales and forecast of doxylamine succinate
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- Figure 14: FDMx retail sales of doxylamine succinate, at current prices, 2004-14
Segment Performance—Snore Remedies
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- Key point
- Snore remedy sales in a stupor
- Sales and forecast of snore remedies
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- Figure 15: FDMx retail sales of snore remedies, at current prices, 2004-14
Segment Performance—Homeopathic Remedies
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- Key point
- Homeopathic remedies gain followers
- Sales and forecast of homeopathic sleep aid remedies
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- Figure 16: FDMx retail sales of snore remedies, at current prices, 2004-14
Retail Channels
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- 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
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- 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
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- Drug store sales suffer in downturn
- Drug store sales of sleep aids
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- Figure 18: U.S. FDMx sales of non-prescription sleep aids, at drug stores, 2004-09
Retail Channels—Supermarkets and Other
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- Supermarkets and other channels increase sales 9% since 2006
- Supermarket and other store sales of sleep aids
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- Figure 19: U.S. FDMx sales of non-prescription sleep aids, at supermarkets and other channels, 2004-09
Natural Channel/SPINS
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- Natural channel sleep aid sales
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- Figure 20: Natural product supermarket retail sales of sleep aids, at current prices, 2007-09
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- Figure 21: Natural product supermarket retail sales of sleep aids, at inflation-adjusted prices, 2007-09
- Natural channel sales by segment
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- Figure 22: Natural product supermarket retail sales of sleep aids, by segment, 2007-09
Market Drivers
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- Many Americans have trouble sleeping
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- Figure 23: Troubles sleeping, by gender, August 2009
- About one in 10 adults have insomnia or a diagnosed sleep disorder
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- Figure 24: Incidence of insomnia/sleep disorder, by gender and age, April 2008-June 2009
- Losing sleep over the economy
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- Figure 25: Worry and sleep, by gender and age, August 2009
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- Figure 26: CBO’s Economic projections for calendar years 2009-11
- Compounding problems
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- Figure 27: Prevalence of selected diseases/disorders, 2006
Leading Companies
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- Key points
- Chattem and McNeil hold on
- GlaxoSmithKline fails with its brands
- Manufacturer sales of sleep aids
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- 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
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- Key points
- Chattem benefits from innovative product form
- McNeil holds its own
- Manufacturer and brand sales of diphenhydramine HCl
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- 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
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- 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
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- 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
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- Key points
- Snore remedies in tablet form have not gained many converts
- Manufacturer and brand sales of snore remedies
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- 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
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- Overview
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- Figure 32: U.S. media spending—sleep aid brands, 2006-08
- Advertising themes
- Web marketing
- Sanofi Aventis—Ambien CR
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- Figure 33: Sanofi Aventis/Ambient CR television ad, May 2009
- Sepracor—Lunesta
- McNeil—Tylenol PM and Simply Sleep
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- Figure 34: McNeil Consumer Healthcare/Tylenol PM television ad, May 2009
- Chattem—Unisom
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- Figure 35: Chattem/Unisom sleep melts television ad, May 2009
- Concepts in Health—MidNite
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- Figure 36: Concepts in Health/MidNite Pills television ad, June 2009
Sleep Habits
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- Key points
- Hours of sleep
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- Figure 37: Average hours of sleep per night, weeknights and weekends, by gender, August 2009
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- Figure 38: Average hours of sleep per night, by age, August 2009
Sleep Conditions
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- Key points
- Prevalence of sleep disorders
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- 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
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- Figure 40: Severity of insomnia/sleep disorder, by gender, April 2008-June 2009
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- Figure 41: Severity of insomnia/sleep disorder, by household income, April 2008-June 2009
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- Figure 42: Severity of insomnia/sleep disorder, by presence of children, April 2008-June 2009
Trouble Sleeping
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- Key points
- Most adults have trouble sleeping at least some of the time
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- Figure 43: Trouble sleeping, August 2009
- Women are more likely to struggle regularly with sleep
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- Figure 44: Trouble sleeping on a regular basis, by gender, August 2009
- Adults 18-34 have sleep-related problems most frequently
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- Figure 45: Trouble sleeping on a regular basis, by age, August 2009
- Too much time to count sheep
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- Figure 46: Hours spent trying to fall asleep among those with trouble falling asleep, by gender, August 2009
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- Figure 47: Hours spent trying to fall asleep among those with trouble falling asleep, by age, August 2009
Sleep Aid Usage
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- Key points
- Most adults have never used a sleep aid of any kind
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- 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
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- 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
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- 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
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- Key points
- Attitudes by product type
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- Figure 51: Attitudes towards sleep aids, by type of sleep aid, August 2009
- Attitudes by user type
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- Figure 52: Attitudes towards sleep aids among regular users, for prescription, OTC and herbal remedies, August 2009
- Attitudes toward prescription sleep aids
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- Figure 53: Attitudes towards prescription sleep aids, by frequency of use, August 2009
- Attitudes toward OTC sleep aids
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- Figure 54: Attitudes towards OTC sleep aids, by frequency of use, August 2009
- Attitudes toward herbal sleep remedies
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- Figure 55: Attitudes towards herbal sleep remedies, by frequency of use, August 2009
Professional Action Taken for Sleep Problems
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- Key points
- Few consult health professionals about sleep problems
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- Figure 56: Professional action taken for sleep problems, by gender, August 2009
- Youngest adults not getting help with their sleep problems
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- Figure 57: Professional action taken for sleep problems, by age, August 2009
Interest in Sleep Aids/Solutions
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- Key points
- Complacency is the norm
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- Figure 58: Sleep awareness and research, by age, August 2009
- Familiarity with sleep disorders
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- Figure 59: Familiarity with sleep disorder terms, by gender, August 2009
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- Figure 60: Familiarity with sleep disorder terms, by age, August 2009
Race and Hispanic Origin
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- Key points
- Prevalence of sleep disorders
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- Figure 61: Prevalence of sleep disorder, by race/Hispanic origin, April 2008-June 2009
- Sleep and sleep troubles
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- 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
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- 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
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- Figure 64: Interest in sleep and action taken for sleep problems, by race/Hispanic origin, August 2009
Cluster Analysis
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- Treaters
- Satisficers
- Copers
- Cluster characteristics
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- Figure 65: Sleep aids clusters, August 2009
- Figure 66: Nightly sleep troubles, by sleep aids clusters, August 2009
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- 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
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- Figure 69: Sleep habits and concerns, by sleep aids clusters, August 2009
- Cluster demographics
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- 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
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- Figure 73: Sleep aids clusters, by race/Hispanic origin, August 2009
- Cluster methodology
Custom Consumer Groups
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- Trouble sleeping
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- Figure 74: Trouble sleeping on a regular basis, by gender and age, August 2009
- Sleep aid usage
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- Figure 75: Type of sleep aids used, by gender and age, August 2009
- Sleep aid concerns
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- Figure 76: Attitudes towards prescription sleep aids, by gender and age, August 2009
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- Figure 77: Attitudes towards OTC sleep aids, by gender and age, August 2009
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- Figure 78: Attitudes towards herbal remedies, by gender and age, August 2009
- Interest and action
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- Figure 79: Interest in sleep aids and actions taken, by gender and age, August 2009
- Worry and sleep
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- Figure 80: Worry and sleep, by gender and age, August 2009
IRI/Builders Panel—Key Household Purchase Measures
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- Overview of sleeping remedies
- Consumer insights on key purchase measures of sleep aid tablets
- Brand map
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- Figure 81: Brand map, selected brands of sleeping aid tablets, buying rate by household penetration, 2008
- Brand leader characteristics
- Key purchase measures
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- Figure 82: Key purchase measures for the top brands of sleeping aid tablets, by household penetration, 2008
Appendix: Other Useful Consumer Tables
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- Sleep habits
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- Figure 83: Average hours of sleep per night, by household income, August 2009
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- Figure 84: Severity of insomnia/sleep disorder, by gender, April 2008-June 2009
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- Figure 85: Troubles sleeping, by gender, August 2009
- Attitudes towards sleep aids
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- Figure 86: Attitudes towards prescription sleep aids, by age, August 2009
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- Figure 87: Attitudes towards OTC sleep aids, by age, August 2009
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- Figure 88: Attitudes towards herbal sleep aids, by age, August 2009
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- Figure 89: Attitudes towards sleep aids, by race/ethnicity, August 2009
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- Figure 90: Type of sleep aids used on a regular basis, by age, August 2009
- Lifestyles and sleep
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- Figure 91: Lifestyles and sleep, by gender, August 2009
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- Figure 92: Lifestyles and sleep, by age, August 2009
- Prescription treatment
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- Figure 93: Prescription drugs taken for insomnia/sleep disorder, for all respondents, April 2008-June 2009
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- Figure 94: Prescription drugs taken for insomnia/sleep disorder, by household income, April 2008-June 2009
- Worry and sleep
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- Figure 95: Worry and sleep, by race/Hispanic origin, August 2009
Appendix: Brand Share—Doxylamine Succalate
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- Unisom travels the road with doxylamine succalate alone
- Manufacturer and brand sales of doxylamine succalate
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- 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
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- IRI Consumer Network Metrics
Appendix: Trade Associations
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