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OTC Sleep Aids - US - February 2014

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Overview
The market
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
Figure 2: Share of sleep aids, by segment, at current prices, 2011 and 2013
Key players
Figure 3: MULO sales of OTC sleep aids, by leading companies, rolling 52 weeks 2012 and 2013
Competitive context
Figure 4: Usage of and interest in products to help sleep, November 2013
The consumer
Trouble sleeping is prevalent
Figure 5: Trouble sleeping, by gender and age, November 2013
Reasons for struggling with sleep
Figure 6: Reasons for difficulty sleeping, November 2013
Concerns about usage
Figure 7: Concerns about OTC sleep aids, November 2013
What we think
ISSUES AND INSIGHTS
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
Trend: Slow It All Down
Trend: Factory Fear
Mintel Futures: Old Gold
MARKET SIZE AND FORECAST
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
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
Figure 10: Total US sales and fan chart forecast of OTC sleep aids, at current prices, 2008-18
MARKET DRIVERS
Key points
More than half of people have trouble sleeping
Women are a prime target for OTC sleep aids
Figure 11: Trouble sleeping, by gender and age, November 2013
Figure 12: Female and male population, 2014-19
Growth of aging population
Figure 13: Population aged 18 or older, by age, 2014-19, Trouble sleeping, by age, November 2013
Increasing Hispanic population bodes well for category
Figure 14: Trouble sleeping, by race/Hispanic origin, November 2013
Effects of economy on sleep
Figure 15: Trouble sleeping, by household income, November 2013
Households with children
Figure 16: US households, by presence of own children, 2003-13
COMPETITIVE CONTEXT
Key points
High interest in alternative sleep aids
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
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
Figure 19: Prescription sleep remedies, by sleep disorders, May 2012-June 2013
Technology
SEGMENT PERFORMANCE
Key points
Traditional sleep aids overtake other segments
Sales of OTC sleep aids, by segment
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
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
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
Figure 23: Total US sales and forecast of natural/homeopathic sleep aids, at current prices, 2008-18
RETAIL CHANNELS
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
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
Figure 25: Places OTC sleep aids purchased, by gender and age, November 2013
Figure 26: Walgreens ZzzQuil in store Display, 2013
LEADING COMPANIES
Key points
Launch of ZzzQuil lifts sales in category
Figure 27: MULO sales of OTC sleep aids, by leading companies, rolling 52 weeks 2012 and 2013
Brands of OTC sleep aids used
Figure 28: Brands of OTC sleep aids used, by gender and age, November 2013
BRAND SHARE – TRADITIONAL OTC SLEEP AIDS
Key points
Sales of traditional sleep aids nearly double
Other brands reap benefits of ZzzQuil success
Manufacturer sales of traditional OTC sleep aids
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
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
Figure 30: MULO sales of natural and homeopathic OTC sleep aids, by leading companies, rolling 52 weeks 2012 and 2013
INNOVATIONS AND INNOVATORS
ZzzQuil boosts innovation in sleep aids category
Figure 31: ZzzQuil product shot
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
Overview of the brand landscape
Launching with a bang
Figure 33: ZzzQuil, television ad, 2013
Co-branding with other products
Providing consumers with tools
Figure 34: Johnson & Johnson My-coach Sleep website screenshot, 2013
Figure 35: MidNite app, 2013
Awake refreshed
Figure 36: DreamWater, television ad, 2013
REASONS FOR SLEEP DIFFICULTY
Key points
Help consumers mentally “switch off”
Figure 37: Impact of the internet on sleep, April 2007-June 2013
Figure 38: Reasons for difficulty sleeping, November 2013
Female-specific issues affect sleep
Figure 39: Reasons for difficulty sleeping, by gender and age, November 2013
Less than ideal sleep environment affects younger sleep strugglers
Figure 40: Reasons for difficulty sleeping, by gender and age, November 2013
Worrying about finances affects lower income households
Figure 41: Reasons for difficulty sleeping, by household income, November 2013
USAGE OF AND INTEREST IN PRODUCTS TO HELP SLEEP
Key points
Increase usage among those using competitive products
Women interested in alternative ways to treat sleep issues
Figure 42: Sleep assistance products used and would use again, by gender and age, November 2013
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
Figure 44: Products used to help sleep, by any reasons for difficulty sleeping, November 2013
ATTITUDES TOWARD PURCHASING AND USING OTC SLEEP AIDS
Key points
Issues shopping the category
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
Figure 47: Attitudes toward OTC sleep aids, by gender and age, November 2013
Alleviating confusion when shopping
Figure 48: Brands of OTC sleep aids used, by attitudes toward purchasing OTC sleep aids, November 2013
RACE AND HISPANIC ORIGIN
Key points
Reasons for struggling with sleep
Figure 49: Any reasons for difficulty sleeping, by race/Hispanic origin, November 2013
Usage of and interest in products to help with sleep
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
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
Product launches
Figure 53: Share of healthcare product introductions with a stress/sleep claim, 2008-13
Difficulty sleeping
Figure 54: Trouble sleeping, by gender, November 2013
Figure 55: Trouble sleeping, by age, November 2013
Figure 56: Trouble sleeping, by presence of children, November 2013
Reasons for sleep difficulty
Figure 57: Any reasons for difficulty sleeping, by gender, November 2013
Figure 58: Any reasons for difficulty sleeping, by age, November 2013
Usage of and interest in products to help sleep
Figure 59: Products used to help sleep, by presence of children in household, November 2013
Figure 60: Products not used but interested in trying to help sleep, by household income, November 2013
Figure 61: Products used to help sleep, by any reasons for difficulty sleeping, November 2013
Figure 62: Products used to help sleep, by any reasons for difficulty sleeping, November 2013 (continued)
Figure 63: Products used to help sleep, by any reasons for difficulty sleeping, November 2013 (continued)
Brands used
Figure 64: Brands of OTC sleep aids used, by race/Hispanic origin, November 2013
Figure 65: Brands of OTC headache and pain relievers used, April 2008-June 2013
Purchase location
Figure 66: Total US retail sales of sleep aids, by channel, at current prices, 2011-13
Figure 67: Places OTC sleep aids purchased, by race/Hispanic origin, November 2013
Attitudes toward purchasing and using OTC sleep aids
Figure 68: Brands of OTC sleep aids used, by attitudes toward OTC sleep aids, November 2013
Figure 69: Brands of OTC sleep aids used, by attitudes toward OTC sleep aids, November 2013 (continued)
Figure 70: Brands of OTC sleep aids used, by attitudes toward purchasing OTC sleep aids, November 2013
Figure 71: Brands of OTC sleep aids used, by attitudes toward purchasing OTC sleep aids, November 2013 (continued)
Attitudes toward ACA
Figure 72: Consumer attitudes toward how PPACA will affect sleep aid usage, by household income, November 2013
APPENDIX – MARKET DRIVERS
Patient Protection and Affordable Care Act
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
Figure 75: American adults by weight category as determined by body mass index (BMI), 2008-Oct. 28, 2013
Consumer confidence
Figure 76: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 77: US unemployment rate, by month, 2002-13
Figure 78: US unemployment and underemployment rates, 2007-13
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
Figure 81: US population by race and Hispanic origin, 2009, 2014, and 2019
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
Figure 84: US population, by age, 2009-19
Figure 85: Annual births and fertility rate, 2002-12
APPENDIX – TRADE ASSOCIATIONS

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