One of the main policies adopted by many cities and states in Brazil was related to social isolation, with new rules implemented to keep people at home as much as possible. Non-essential retail outlets were closed, along with restaurants and bars, to reduce the possibilities of Brazilians having close interaction with each other.
Moving into 2020, stressful lifestyles were continuing to affect consumer behaviour in several ways. One of which was the diminishing number of hours people sleep per night.
Natulab Laboratório continues to lead sales in sleep aids in Brazil, thanks to the strong brand awareness its Seakalm line, the leading brand in the category. Much of the success of Seakalm lies in its aggressive pricing strategy, often found at prices that are less than half those of its main competitors.
Short- and medium-term sales are expected to continue be positively affected by the COVID-19 pandemic and the economic consequences of the measures implemented to slow its spread. Despite the gradual normalisation of the business environment, with retail outlets reopening and slowly getting back to pre-COVID-19 operational levels, uncertainty will remain.
As life gradually begins to return to normal in Brazil, local consumers will once again start leading increasingly stressful lifestyles, which could affect their sleep levels. This should help maintain demand for sleep aids, with people attracted by these products’ generally natural characteristics, mainly based on passiflora incarnata as the key active ingredient.
Given the sudden increase in sleep aids sales in 2020, several manufacturers had to adjust their production to keep up with demand. However, despite the sudden change in the sales environment, no major supply disruptions were seen in the category.
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Understand the latest market trends and future growth opportunities for the Sleep Aids industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Sleep Aids research and analysis database.
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