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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- Overview
- The market
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- Figure 1: Total US sales and fan chart forecast of OTC sleep aids, at current prices, 2008-18
- Market factors impacting sales of OTC sleep aids
- Segment performance
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- Figure 2: Share of sleep aids, by segment, at current prices, 2011 and 2013
- Key players
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- Figure 3: MULO sales of OTC sleep aids, by leading companies, rolling 52 weeks 2012 and 2013
- Competitive context
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- Figure 4: Usage of and interest in products to help sleep, November 2013
- The consumer
- Trouble sleeping is prevalent
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- Figure 5: Trouble sleeping, by gender and age, November 2013
- Reasons for struggling with sleep
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- Figure 6: Reasons for difficulty sleeping, November 2013
- Concerns about usage
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- Figure 7: Concerns about OTC sleep aids, November 2013
- What we think
Issues and Insights
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- Product recalls and new launches minimize competition from OTC night-time pain medications
- The issues
- The implications
- Growth of fitness tracking devices could impede market of sleep aids
- The issues
- The implications
- High consumer interest in natural OTC sleep aids
- The issues
- The implications
Trend Application
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- Trend: Slow It All Down
- Trend: Factory Fear
- Mintel Futures: Old Gold
Market Size and Forecast
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- Key points
- Launch of ZzzQuil helped to fuel growth of OTC sleep aids
- Sales expected to continue upward
- Sales and forecast of OTC sleep aids
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- Figure 8: Total US sales and forecast of OTC sleep aids, at current prices, 2008-18
- Figure 9: Total US sales and forecast of OTC sleep aids, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 10: Total US sales and fan chart forecast of OTC sleep aids, at current prices, 2008-18
Market Drivers
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- Key points
- More than half of people have trouble sleeping
- Women are a prime target for OTC sleep aids
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- Figure 11: Trouble sleeping, by gender and age, November 2013
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- Figure 12: Female and male population, 2014-19
- Growth of aging population
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- Figure 13: Population aged 18 or older, by age, 2014-19, Trouble sleeping, by age, November 2013
- Increasing Hispanic population bodes well for category
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- Figure 14: Trouble sleeping, by race/Hispanic origin, November 2013
- Effects of economy on sleep
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- Figure 15: Trouble sleeping, by household income, November 2013
- Households with children
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- Figure 16: US households, by presence of own children, 2003-13
Competitive Context
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- Key points
- High interest in alternative sleep aids
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- Figure 17: Usage of and interest in products to help sleep, November 2013
- Food, drinks, and other “home” remedies
- Other OTC medications
- Pain medications with sleep aid
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- Figure 18: MULO sales of select brands of internal analgesics with sleep aid components, rolling 52 weeks 2012 and 2013
- OTC cold, flu, allergy medications with sleep aid
- Prescription sleep aids
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- Figure 19: Prescription sleep remedies, by sleep disorders, May 2012-June 2013
- Technology
Segment Performance
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- Key points
- Traditional sleep aids overtake other segments
- Sales of OTC sleep aids, by segment
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- Figure 20: Total US retail sales of sleep aids, by segment, at current prices, 2011 and 2013
- Sales of traditional sleep aids expected to double by 2018
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- Figure 21: Total US sales and forecast of traditional OTC sleep aids, at current prices, 2008-18
- Private label OTC sleep aids maintain steady growth
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- Figure 22: Total US sales and forecast of private label OTC sleep aids, at current prices, 2008-18
- Consumer interest in natural products will drive segment growth
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- Figure 23: Total US sales and forecast of natural/homeopathic sleep aids, at current prices, 2008-18
Retail Channels
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- Key points
- Most OTC sleep aid sales take place at “other retail channels”
- More prominent positioning in store helped to boost sales
- Opportunity to increase sales at supermarkets
- Sales of OTC sleep aids, by channel
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- Figure 24: US sales of sleep aids, at current prices, by retail channel, 2008-13
- Younger OTC sleep aid users purchase from a range of retailers
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- Figure 25: Places OTC sleep aids purchased, by gender and age, November 2013
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- Figure 26: Walgreens ZzzQuil in store Display, 2013
Leading Companies
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- Key points
- Launch of ZzzQuil lifts sales in category
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- Figure 27: MULO sales of OTC sleep aids, by leading companies, rolling 52 weeks 2012 and 2013
- Brands of OTC sleep aids used
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- Figure 28: Brands of OTC sleep aids used, by gender and age, November 2013
Brand Share – Traditional OTC Sleep Aids
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- Key points
- Sales of traditional sleep aids nearly double
- Other brands reap benefits of ZzzQuil success
- Manufacturer sales of traditional OTC sleep aids
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- Figure 29: MULO sales of traditional OTC sleep aids, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—Natural and Homeopathic OTC Sleep Aids
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- Key points
- Sales of natural brands slow
- Liquid formats prove successful
- Brand leaders slow sales
- Other shake ups among natural/homeopathic brands
- Manufacturer sales of natural and homeopathic OTC sleep aids
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- Figure 30: MULO sales of natural and homeopathic OTC sleep aids, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- ZzzQuil boosts innovation in sleep aids category
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- Figure 31: ZzzQuil product shot
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- Figure 32: Share of branded/private label launches of OTC sleep aids, 2008-13
- Innovation abounds in natural sleep aids
- Private label seeks to replicate ZzzQuil success
- Alternative formats for sleep aids
Marketing Strategies
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- Overview of the brand landscape
- Launching with a bang
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- Figure 33: ZzzQuil, television ad, 2013
- Co-branding with other products
- Providing consumers with tools
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- Figure 34: Johnson & Johnson My-coach Sleep website screenshot, 2013
- Figure 35: MidNite app, 2013
- Awake refreshed
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- Figure 36: DreamWater, television ad, 2013
Reasons for Sleep Difficulty
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- Key points
- Help consumers mentally “switch off”
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- Figure 37: Impact of the internet on sleep, April 2007-June 2013
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- Figure 38: Reasons for difficulty sleeping, November 2013
- Female-specific issues affect sleep
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- Figure 39: Reasons for difficulty sleeping, by gender and age, November 2013
- Less than ideal sleep environment affects younger sleep strugglers
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- Figure 40: Reasons for difficulty sleeping, by gender and age, November 2013
- Worrying about finances affects lower income households
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- Figure 41: Reasons for difficulty sleeping, by household income, November 2013
Usage of and Interest in Products to Help Sleep
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- Key points
- Increase usage among those using competitive products
- Women interested in alternative ways to treat sleep issues
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- Figure 42: Sleep assistance products used and would use again, by gender and age, November 2013
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- Figure 43: Sleep assistance products not used but interested in trying, by gender and age, November 2013
- More severe sleep issues require a wide range of products
- Opportunity to increase usage with parents
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- Figure 44: Products used to help sleep, by any reasons for difficulty sleeping, November 2013
Attitudes Toward Purchasing and Using OTC Sleep Aids
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- Key points
- Issues shopping the category
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- Figure 45: Target in store display, 2013
- Figure 46: Attitudes toward purchasing OTC sleep aids, by gender and age, November 2013
- Ingredient labels important in selection process
- Interest in natural/herbal
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- Figure 47: Attitudes toward OTC sleep aids, by gender and age, November 2013
- Alleviating confusion when shopping
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- Figure 48: Brands of OTC sleep aids used, by attitudes toward purchasing OTC sleep aids, November 2013
Race and Hispanic Origin
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- Key points
- Reasons for struggling with sleep
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- Figure 49: Any reasons for difficulty sleeping, by race/Hispanic origin, November 2013
- Usage of and interest in products to help with sleep
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- Figure 50: Usage of and interest in products to help sleep – Have used and would use again, by race/Hispanic origin, November 2013
- Attitudes toward purchasing and using OTC sleep aids
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- Figure 51: Attitudes toward purchasing OTC sleep aids, by race/Hispanic origin, November 2013
- Figure 52: Attitudes toward OTC sleep aids, by race/Hispanic origin, November 2013
Appendix – Other Useful Consumer Tables
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- Product launches
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- Figure 53: Share of healthcare product introductions with a stress/sleep claim, 2008-13
- Difficulty sleeping
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- Figure 54: Trouble sleeping, by gender, November 2013
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- Figure 55: Trouble sleeping, by age, November 2013
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- Figure 56: Trouble sleeping, by presence of children, November 2013
- Reasons for sleep difficulty
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- Figure 57: Any reasons for difficulty sleeping, by gender, November 2013
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- Figure 58: Any reasons for difficulty sleeping, by age, November 2013
- Usage of and interest in products to help sleep
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- Figure 59: Products used to help sleep, by presence of children in household, November 2013
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- Figure 60: Products not used but interested in trying to help sleep, by household income, November 2013
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- Figure 61: Products used to help sleep, by any reasons for difficulty sleeping, November 2013
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- Figure 62: Products used to help sleep, by any reasons for difficulty sleeping, November 2013 (continued)
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- Figure 63: Products used to help sleep, by any reasons for difficulty sleeping, November 2013 (continued)
- Brands used
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- Figure 64: Brands of OTC sleep aids used, by race/Hispanic origin, November 2013
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- Figure 65: Brands of OTC headache and pain relievers used, April 2008-June 2013
- Purchase location
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- Figure 66: Total US retail sales of sleep aids, by channel, at current prices, 2011-13
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- Figure 67: Places OTC sleep aids purchased, by race/Hispanic origin, November 2013
- Attitudes toward purchasing and using OTC sleep aids
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- Figure 68: Brands of OTC sleep aids used, by attitudes toward OTC sleep aids, November 2013
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- Figure 69: Brands of OTC sleep aids used, by attitudes toward OTC sleep aids, November 2013 (continued)
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- Figure 70: Brands of OTC sleep aids used, by attitudes toward purchasing OTC sleep aids, November 2013
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- Figure 71: Brands of OTC sleep aids used, by attitudes toward purchasing OTC sleep aids, November 2013 (continued)
- Attitudes toward ACA
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- Figure 72: Consumer attitudes toward how PPACA will affect sleep aid usage, by household income, November 2013
Appendix – Market Drivers
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- Patient Protection and Affordable Care Act
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- Figure 73: Consumer attitudes toward how PPACA will affect sleep aid usage, by usage of and interest in products to help sleep, November 2013
- Figure 74: Consumer attitudes toward how PPACA will affect sleep aid usage, by usage of and interest in products to help sleep, November 2013 (continued)
- Obesity
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- Figure 75: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
- Consumer confidence
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- Figure 76: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Unemployment
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- Figure 77: US unemployment rate, by month, 2002-13
- Figure 78: US unemployment and underemployment rates, 2007-13
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- Figure 79: Number of employed civilians in US, 2007-13
- Figure 80: Median household income, in inflation-adjusted dollars, 2002-12
- Racial, ethnic population growth
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- Figure 81: US population by race and Hispanic origin, 2009, 2014, and 2019
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- Figure 82: Households with children, by race and Hispanic origin of householder, 2013
- Figure 83: Median household income, by race and Hispanic origin of householder, 2012
- Shifting US demographics
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- Figure 84: US population, by age, 2009-19
- Figure 85: Annual births and fertility rate, 2002-12
Appendix – Trade Associations
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