While fears surrounding COVID-19 fears have largely subsided, New Zealanders are being faced with a range of new challenges, from the rising cost of living to Russia’s war in Ukraine. This is likely to lead to heightened levels of stress and anxiety, which means that consumers will be more likely to suffer from sleep disorders such as insomnia and will struggle to achieve the recommended seven to eight hours of sleep per night.
During the forecast period, sleep aids will face a growing threat from substitute products in other categories, which will look to capitalise upon growing consumer concerns around sleep health. Dietary supplements, in particular, especially those with herbal ingredients such as camomile, hops, Jamaican dogwood, kava, lavender and valerian root, are growing in prominence, all of which have the goal of helping consumers gain more high quality sleep.
As is the case within many other OTC categories, no significant changes are expected in the competitive landscape for sleep aids over the forecast period. Currently, Sleep Drops leads the market with 55% of total value sales and this situation is not expected to change in the short-term.
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Understand the latest market trends and future growth opportunities for the Sleep Aids industry in New Zealand with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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These aids include combinations of active ingredients (e.g. diphenhydramine + acetaminophen) and single ingredient (e.g. doxylamine succinate). Herbal remedies made with valerian root, passionflower, and others, are included. This category also tracks melatonin products - a hormone, even if they are classified as a dietary supplement in some countries.
See All of Our DefinitionsThis report originates from Passport, our Sleep Aids research and analysis database.
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