Ongoing urbanisation is exposing growing numbers of Chinese consumers to the demands of hectic modern lifestyles, which are less regulated by natural cycles than those in more traditional environments. Long working days and the opportunity for round-the-clock social and leisure activities are leading to an increased incidence of sleep deprivation and sleep-related problems.
Store-based chemists/pharmacies continued to dominate sales of sleep aids at the end of the review period. This channel has a sizeable established consumer base, especially amongst older consumers suffering from sleep problems, who are used to purchasing sleep aids over the counter in traditional stores where they are able to turn to in-store staff for product recommendations and advice.
While conditions in the Chinese market are proving increasingly conducive to the expansion of sleep aids, the factors driving growth are also encouraging the development of rival product areas. Dietary supplements with a similar functionality, such as By-Health melatonin and Swisse sleep tablets, are amongst the products posing a growing threat to OTC sleep aids.
Jilin Aodong Pharm Group Co Ltd remained dominant in sleep aids in 2019. The company’s An Shen Bu Nao Ye has been the largest brand in the category for many years and benefits from a well-established brand image.
Herbal sleep aids maintain an advantage in the Chinese market. Chinese herbal medicines are more widely accepted than conventional Western sleep aids amongst Chinese consumers.
With rising demand for sleep aids attracting increasing investment, players are showing a growing focus on innovation. Yangtze River Pharmacy Co Ltd has made use of the abundant medicinal resources in Changbai Mountain to select more than a dozen traditional Chinese ingredients for its Bailemian Capsule OTC sleep aids product, including lily, mother of pearl, jujube seed, Poria cocos, rehmannia, Schisandra chinensis and Salvia miltiorrhiza.
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This industry report originates from Passport, our Consumer Health market research database.