Executive Summary

Oct 2019
PROSPECTS
Increasing prevalence of sleep disorders support growth in sleep aids

Sleep disorders are becoming more common amongst the Australian population and the main reasons for this are the busier lifestyles of urban consumers, longer working hours and higher stress levels. However, in recent years it has been the increasing use of technology playing the biggest role in the rising prevalence of sleep disturbance, with increased screen time on mobile devices blamed for the sleep issues being experienced by many Australians.

Official response to sleep deprivation crises presents challenges and opportunities

Recent recommendations contained within the report issued by the Australian Parliament’s Health, Aged Care and Sport Committee following its official Inquiry into Sleep Health Awareness in Australia are likely to influence value sales growth of OTC sleep aids during the forecast period. This is because the Committee has recommended launching an education and awareness campaign to encourage people to prioritise sleep and to highlight that regularly forgoing sleep due to the pressures of a busy lifestyle can have serious health consequences.

Herbal/traditional OTC sleep aids remain the most popular products

Herbal/traditional sleep aids remain the most popular products in the category and this is related to the general desire among consumers to use healthier, more natural sleep aids. With non-herbal sleep aids often regarded with suspicion by Australians due to their propensity for side effects and the possibility of dependency, these products are likely face challenges attracting consumers during the forecast period.

COMPETITIVE LANDSCAPE
Key Pharmaceuticals heads a strong field of local players

Key Pharmaceuticals continued to lead sales of sleep aids in 2019 due to the enduring popularity of its brand Dozile, which is well-established in Australia and highly trusted among the countries consumers. Key Pharmaceuticals is the strongest of several Australian companies with strong positions in sleep aids, all of which benefit from their local heritage and strong brand equity, presenting strong barriers to entry for rival players and products.

Herbal/traditional products remain prominent among the leading names in sleep aids

One major reason for the strong positions of the leading local companies in sleep aids is the growing preference for herbal/traditional sleep aids. This is because the vast majority of the category’s domestic players manufacture their products from natural ingredients.

Private label continues to struggle to make an impact in sleep aids

Private label has not yet made any serious impact in sleep remedies in Australia. Although numerous chained retailers would likely be keen to establish a presence in a category with such high growth potential, barriers to entry remain high due to the strong positions of domestic brands that have a strong understanding of the local market.

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Sleep Aids in Australia

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Overview

Discover the latest market trends and uncover sources of future market growth for the Sleep Aids industry in Australia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sleep Aids industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Sleep Aids in Australia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sleep Aids in Australia?
  • What are the major brands in Australia?
  • What is the market size of Sleep Aids in Australia?
  • What are the major brands in Australia?
  • Do herbal/traditional brands like Passiflora or Dormiplant available?
  • Do consumers in Australia use calming or sleeping products?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Consumer Health market research database.

Sleep Aids in Australia - Category analysis

HEADLINES

PROSPECTS

Increasing prevalence of sleep disorders support growth in sleep aids
Official response to sleep deprivation crises presents challenges and opportunities
Herbal/traditional OTC sleep aids remain the most popular products

COMPETITIVE LANDSCAPE

Key Pharmaceuticals heads a strong field of local players
Herbal/traditional products remain prominent among the leading names in sleep aids
Private label continues to struggle to make an impact in sleep aids

CATEGORY DATA

Table 1 Sales of Sleep Aids: Value 2014-2019
Table 2 Sales of Sleep Aids: % Value Growth 2014-2019
Table 3 NBO Company Shares of Sleep Aids: % Value 2015-2019
Table 4 LBN Brand Shares of Sleep Aids: % Value 2016-2019
Table 5 Forecast Sales of Sleep Aids: Value 2019-2024
Table 6 Forecast Sales of Sleep Aids: % Value Growth 2019-2024

Consumer Health in Australia - Industry Overview

EXECUTIVE SUMMARY

Positive growth in consumer health as rising spending and stressful lifestyles underpin demand
Maturity in various key categories continues to suppress sales growth
Strong local companies vie with major multinational pharma players for leadership
Few changes seen as retail distribution remains stable
Positive growth to be based on population growth, rising incomes and innovation

MARKET INDICATORS

Table 7 Consumer Expenditure on Health Goods and Medical Services: Value 2014-2019
Table 8 Life Expectancy at Birth 2014-2019

MARKET DATA

Table 9 Sales of Consumer Health by Category: Value 2014-2019
Table 10 Sales of Consumer Health by Category: % Value Growth 2014-2019
Table 11 NBO Company Shares of Consumer Health: % Value 2015-2019
Table 12 LBN Brand Shares of Consumer Health: % Value 2016-2019
Table 13 Penetration of Private Label in Consumer Health by Category: % Value 2014-2019
Table 14 Distribution of Consumer Health by Format: % Value 2014-2019
Table 15 Distribution of Consumer Health by Format and Category: % Value 2019
Table 16 Forecast Sales of Consumer Health by Category: Value 2019-2024
Table 17 Forecast Sales of Consumer Health by Category: % Value Growth 2019-2024

APPENDIX

OTC registration and classification
Vitamins and dietary supplements registration and classification
Self-medication/self-care and preventive medicine
Switches
Summary 1 OTC: Switches 2018-2019

DEFINITIONS

SOURCES

Summary 2 Research Sources