The emergence of COVID-19 in 2020 and subsequent lockdown measures resulted in changing daily routines for many Colombians due to home confinement, rising unemployment and decreasing disposable incomes. These factors resulted in many consumers having to address increasing feelings of stress which often manifested in disturbing normal sleep patterns and leading to insomnia, anxiety and depression.
Despite sleep problems relating to stress as a result of the pandemic, there is a deep-rooted culture in Colombia of not getting enough rest and decent quality sleep. Some of the reasons include apnoea, weight problems, snoring and occasional insomnia as a result of stressful situations or spending too much time using digital devices.
Sleep aids remained a fairly consolidated competitive environment in 2020, led by GlaxoSmithKline, Laboratorio de Farmacología Vegetal SA and Laboratorio Franco Colombiano Lafrancol SAS, with their respective popular brands Advil Noche, Valeriana Labfarvé and Soñax Forte. Many of the leading players tend to emphasise in their marketing that consumers are unlikely to become dependent on their sleep aids due to the use of natural ingredients with the likes of valerian root, melissa and passiflora considered safe.
Although sleep issues are deep-rooted in Colombian culture, and stress levels are likely to remain high heading into the forecast period with the virus still in circulation, local consumers may be encouraged to take a different longer-term course of action to break their sleep disorders. Advice from specialists generally include greater levels of exercise, more regular routines in terms of going to bed and getting up at the same time each day, and reducing food consumption late in the evening.
Due to caution amongst consumers over the greater dependency that can arise from stronger standard or even prescribed medications, many Colombians prefer to choose from a range of herbal/traditional sleep aids, with these products continuing to dominate value sales at the end of the review period. This is due to the popularity of natural ingredients such as passiflora and valerian root, which have now been joined by melatonin.
While a range of options is available to consumers struggling with sleep issues including OTC and prescription products, some consumers may turn to alternative methods such as homoeopathic lavender pillow sprays, gel sleep masks, and various beauty products such as This Works Deep Sleep Body Cocoon. However, while e-commerce was not a viable distribution channel for sleep aids in Colombia at the end of the review period, some consumers resort to purchasing stronger sleep aid solutions online which do not require a prescription although health authorities do not condone this type of activity as the contents cannot always be verified and may be counterfeit.
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Understand the latest market trends and future growth opportunities for the Sleep Aids industry in Colombia 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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