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Global Trends in Sleep Aids and Stress Management

July 2017

Sleep aids is one of the fastest growing categories in consumer health, posting a CAGR of 4.4% between 2011 and 2016 to reach USD2.2 billion globally in 2016. Sales in OTC sleep aids are influenced by rising stress levels among consumers who point to demands from work and family as well as increased use of mobile devices as primary drivers of their sleeplessness. Sleep aids are often positioned as stress relievers as well, as consumers look to address both conditions simultaneously.

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Sleep aids is one of the fastest growing categories in OTC consumer health

Sleep aids are growing rapidly in popularity across the globe, posting a CAGR of 4.4% between 2011 and 2016 to reach retail value sales of USD2.2 billion in 2016. Driven by an increasingly stressed and sleepless consumer base, particularly in the developed world, sleep aids are expected to continue to grow over the forecast period to 2021, with a projected CAGR 3.3% to reach retail value sales of USD2.5 billion.

The two biggest markets for sleep aids, Western Europe and North America, represent very different consumer profiles

The two largest global markets for sleep aids are Western Europe and North America, with retail value sales of USD804 million and USD785 million, respectively, in 2016. Though sales continue to be strong in both regions, consumers in Western Europe are increasingly drawn to natural sleep aids that do not include chemical components while consumers in North America much prefer to purchase sleep aids containing pharmaceutical components.

Natural products are growing in popularity in most regions

Herbal/traditional (H/T) sleep aids are growing quickly on the global scale with a historic CAGR of 2.8% resulting in retail value sales of USD1.1 billion in 2016. While most regions are seeing a trend towards H/T sleep aids as consumers grow wary of chemicals, consumers in some regions (North America and the Middle East and Africa) continue to prefer chemically-based sleep aids to H/T sleep aids.

The overlapping markets for stress and sleep management mean that the most successful products are positioned for both conditions

Stress and sleep management are essentially one in the same when looking at consumer response: lack of sleep leads to increased stress which in turns results in an increase in reported sleeplessness. As an increasingly stressed consumer base turns to OTC sleep aids for relief, products that are positioned to address both conditions will continue to grow in popularity.

Introduction

Scope
Key findings
Sleep aids is one of the fastest growing categories in OTC
Stress and sleep management: A negative cycle
Stress levels are increasing across the world
Demographic factors also contribute to sales in sleep aids
Stress impacts other areas of consumer health as well

Global Overview

Sleep aids on the global landscape
Global sales of OTC sleep aids
Consumers act differently despite common sleeping patterns
Sales of sleep aids per capita in select markets
ZzzQuil (P&G) dominates global market through US sales
Herbal/traditional (H/T) components in sleep aids
Chemical sleep aids compared to H/T by ingredient
Performance review of the top brands

Key Market Trends

Growing concern around sleep aids’ side effects and dependence
Competition from Rx alternatives
Chemists and drugstores drive sales, except in Latin America
The overlapping world of stress management and sleep aids
Innovations in sleep and stress management
Sleep products entering the marketplace
Extreme innovations in sleep improvement
The US leads the developed world in sales
Per capita data in developing markets points to Eastern Europe

Regional Analysis

China leads sales in Asia Pacific
Product spotlight: An Shen Bu Nao (Jilin Aodong )
Trend spotlight: “ Sleeponomics ” in South Korea
Sales of sleep aids soaring in North America
Brand spotlight: ZzzQuil (P&G)
Stress levels in the US rise for the first time in a decade
Germany ceding the sleep aids market in Western Europe
Trend spotlight: Mobile devices and sleeplessness
Country spotlight: Germany
Sales in Brazil lead the market in Latin America
Passionflower blooms in Brazil
Mexican market driven by difficulties with Dalay ( Genomma Lab)
Eastern Europe: Sales surge in Poland and fall in Russia
Product spotlight: NeoPersen (GSK)
Newcomers dominate in the Russian market
Rapid growth across MEA led by Saudi Arabia
Consumers in MEA do not shy away from chemicals
Country spotlight: Saudi Arabia
Slow growth in Australasia supported by H/T products
New Zealand sees proliferation of new H/T products
Ingredient spotlight: Melatonin

Looking Ahead

Forecast CAGRs by region
Markets to watch: Saudi Arabia, Italy and the US
Developed versus developing and share of market space
Categories and trends predicted to lead growth
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